Forrester Research: The B2B Digital Marketing Shift
Business-to-Business marketing mix survey conducted by Forrester Consulting for American Business Media (ABM)
The survey findings underline the synergy of using a multi-channel campaign (print, online, and face-to-face contact) to promote business products and services.
867 marketing executives from 21 industry categories
Method:
Online survey
Metrics:
Perceived effectiveness and use of B2B marketing vehicles from the standpoint of marketing budget decision makers (60% representing companies with annual revenue of $100 million or more).
Online (ads, search, email, directories, sponsored Web content)
12%
General publications
12%
Direct mail
9%
Company website
9%
Industry-specific/trade magazines
7%
Directories
3%
Others
2%
Most effective media tactics
In-person events, public relations and industry-specific magazines viewed as most effective tactics in building brand image and generating leads:
Tactic
Building Brand Image
Lead Generation
In-person events
61%
63%
Public relations
52%
45%
Industry-specific/trade magazines
50%
47%
Custom publications
45%
41%
Scale of 1 to 6, (6 being “very effective"). Survey data reflects responses of 5 and 6
Online marketing viewed as effective in building brand image, and more effective in generating leads, than TV, general business magazines and newspapers:
Tactic
Building Brand Image
Lead Generation
TV
43%
36%
Online marketing
40%
42%
Direct mail
40%
42%
Printed newsletters
39%
35%
General business magazines
37%
35%
Newspapers
38%
33%
Scale of 1 to 6, (6 being “very effective"). Survey data reflects responses of 5 and 6
Future Changes in Media Mix:
2008 budget allocations are expected to decrease for direct mail, newspapers, and general business magazines. Increases expected for online marketing, industry-specific magazines, and public relations.
Take Aways:
This research reports past and future media planning for the primary media specifiers – the marketing executive. The media spending patterns reported here demonstrate the persistent popularity of print media and the growing importance of online marketing. Almost half of B2B marketers utilize online marketing, and spend 24% of their budget online. This study, in contrast to others, includes the cost of maintaining a corporate website.
The survey findings underline the synergy of using a multi-channel campaign (print, online, face-to-face contact) to promote business products and services. Even though direct mail is viewed as an important way to generate leads, respondents said they will be decreasing the proportion they spend on direct mail for 2008.
