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B2B


print or online media channel of a B2B media. In addition, 49 per cent of users use trade media as often as before, with 38 per cent of respondents confirming they refer to them more frequently than they did two years ago. Engagement with trade media connects directly to their purchasing decisions, in fact as a result of information in trade media on business products and services, 83 per cent of users visited manufacturers’ or service providers’ websites for further information, 77 per cent shared information with colleagues, and 68 per cent engaged with service providers directly. The power of business media is driven by quality editorial. Bernd Adam, managing director at Deutsche Fachpresse said: “B2B media readers appreciate the credibility, objectivity and integrity of B2B media as important


USE OF SOURCES OF INFORMATION Used in the past 12 months, for professional reasons


personalised direct advertising visits by sales forces client magazines from suppliers 1 or more trade fairs digital services from suppliers digital media services one or more trade magazines


29% 30% 24% 47% print and digital trade media(net) 0 20 40 60


81% 94% 80


Used regularly Used in past 12 months Source: Deutsche Fachpresse, B2B Decision Maker Analysis


REACTION TO INFORMATION Seen in trade mags / online offers in past 12 months


gathered further info on website 15%


spoke with others about info 9%


contacted supplier 24%


asked for ad material 18%


visited supplier at trade event 19%


attended congress / event 21%


0 Once 20 40% 40 60 80 Once or several (cumulative)


Source: Deutsche Fachpresse, B2B Decision Maker Analysis ➤ www.deutsche-fachpresse.de/keyfactsinenglish


100 41% 57% 68% 83% 77% 100 64% 83% 58% 52% 37% 53% 53% 50% 77% 74%


Left-to-right: Bernd Adam, MD at Deutsche Fachpresse; Mike Marchesano, MD at ABM; and Sam Tomlinson, PwC partner


providers of information, which underlines the need to invest in quality journalism.”


ABM (Association of Business Information and Media Companies), is focused across the entire B2B business model – data, events, information, marketing services and media. Now a division of the Software and Information Industry Association (SIIA), ABM is home to 200-plus member companies, representing around 4,000 print and online titles, 1,000 trade shows and more than $20bn in annual revenues. Its members reach more than 100 million professionals. ABM launched a research project in 2013 to quantify the value of trade media in facilitating the buyer-seller relationship, and due to the positive feedback from the industry they will publish an update in 2015. ABM’s Value of B2B study included three groups, with three separate questionnaires, including 6,682 respondents, 111 publishing professionals and 74 marketers. First and foremost, the study confirmed that print and website rank tied for first for information sources for industry related content, with 96 per cent of media users confirming they visit B2B websites, 73 per cent visit at least weekly, and 41 per cent of users accessing websites on a daily basis. And while online continues to grow as


a platform, it was interesting to see that 96 per cent of respondents also read print B2B magazines, with 45 per cent reading print magazines at least weekly. Users also highlighted they would engage with industry content more if there was a stronger mobile and app offering from B2B publishers, for both website and digital editions of their products. While print and online platforms continue to be important to advertisers, those who participated in the ABM study ranked face- to-face events as the number one platform in spend and sponsorship for generating awareness and leads for both new and existing customers. ABM’s Marchesano said: “‘The BPA Worldwide continues to provide third party, independent audits for the trade show industry, although given the nature of the trade show experience, exhibitors also tend to gauge success by their


experience and ROI ‘in real’ time during the event – and both are valuable data points.”


Both organisations will release updates to their studies, with Deutsche Fachpresse releasing an update at the end of this year, and ABM planning a new study in 2015. There is great value in the insight they are creating about the continued value of B2B media, and we hope to see their initiatives grow and expand into other markets.


HOW B2B AUDIENCES CONSUME INFORMATION


net mobile-optimised sites/apps online media * mobile apps social media mobile-optimised website digital magazine replica print newsletters trade events e-newsletters product info websites print magazines


29% 63% 0 20 40 60 80 100 * e.g. Apple’s iPad Newsstand Sample: 6,682 (multiple answers). Source: ABM’s ‘Value of B2B ‘


SUCCESSFUL* FOR GENERATING LEADS OF PROSPECTIVE NEW BUYERS


TV OOH radio print ads mobile ads sponsored online b2b video website banner ads e-newsletter ads sponsored white papers search engine ads third-party webinars event sponsorship event attendance


22%


15% 14%


0 20 40 60 80 100


* “successful” = 5-7 on 7-point scale. Source: ABM ‘Value of B2B’ ➤ www.abmassociation.com/abm/full_research_reports.asp


90% 76% 65%


62% 61%


53%


51% 52%


42% 42%


96% 96%


93% 92%


80% 76% 69% 56% 54% 51%


Michael Toedman is founder and managing director of Soho Syndicate, a media and marketing consultancy focused on international, digital and commercial strategy, and www.b2bsyndicate.com, a platform to feature expert practitioners in B2B media and marketing, including thought-leadership, professional development and benchmarks. Toedman also serves as international managing director for the Business to Business Network (www.bbnnetworks.com). Prior to Soho Syndicate, he served in senior roles at BusinessWeek, Euromoney and Institutional Investor in London, Hong Kong and New York. He served as president of the International Advertising Association in Hong Kong (1998-2000), and joined the IAA UK board in 2001, including two terms as president (2007-2011), and currently serves as chairman of the UK chapter.


www.fipp.com Magazine World | Issue 86_2014 53


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