ABM Research: Marketers Prefer to Build Brand, Find Leads at In-Person Events
Industry-specific marketers prefer to use trade shows and specific business magazines, followed by Web sites and general business magazines to advertise their products and services, according to research presented by Steve Ennen, ABM’s vice president of digital media & information, at Syndicate Conference held earlier this week in New York.
Ennen presented the study, which was completed by Forrester Research, on syndication trends as part of the conference’s Strategic track. Highlights of the study, which was conducted last year between July and August, include the following:
The most effective branding vehicles, according to marketers, include in-person events and industry specific magazines. Online, the study says, is as effect at branding as general business magazines. The most effective lead generation vehicles include in person events, industry specific magazines and online marketing. This year, few marketers will use general business magazines, direct mail and newspapers, and those that do will only minimally increase spending, implying a shift of marketing budget allocation toward digital media. Forty-eight percent of b-to-b marketers use online marketing today and spend 24 percent of their budget online.