Insight: B2B
Transforming B2B
In the first of a series of features on the evolving strategies of B2B media owners, Michael Toedman profiles the transformation taking place in B2B media including profiles of UBM, IDG, and insights from the latest report from Outsell.
M
arketers looking to market to professionals for branding, awareness and lead generation were dependent
on media owners for access to support marketing communications with their industry, clients and prospects. However the marketing mix has shifted
dramatically for B2B brands, and while high-value content, context and audience remains valuable, for many brands even the performance of advertising is now measured in part by the ability to drive engagement with earned and owned media, and is now part of a greatly expanded mix of integrated marketing services, data and business intelligence. Chuck Richard, VP and lead analyst at Outsell shared the following trends in B2B media, taken in part from Outsell’s Information Industry Outlook 2014: Convergence Now! report.
fipp.com
analytics into every operational and planning discipline to follow users’ intent, leads to more targeted content, and more relevant advertising. This, in turn, leads to higher conversions and more engaged and loyal readers, who value the information and services more highly.
■ The market is moving towards pull marketing rather than push marketing
Chuck Richard, VP and lead analyst at Outsell
■ Aligning content and marketing with individual users’ intent and context is the largest growth driver, and the business purpose of applied analytics
Media owner’s ability to integrate
Leading B2B media owners (especially at technology and agricultural publishers) are expanding their marketing service businesses, and are pioneering growth opportunities that go far beyond providing inventory for media (impressions or pages) and trade show booth space. In fact, Outsell’s annual advertising and marketing studies show that advertisers are increasingly choosing publishers for marketing services, and decreasing plans to use agencies.
issue 81_2014 | Magazine World |45
»
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64