B2B print media still valued by end users: Report

New Association of Business Information and Media Companies report find end users are actively using print and website B2B media for industry knowledge, yet marketers are failing to recognise their importance

B2B print and online media remain a staple for media users in their quest for industry knowledge, yet marketers are failing to recognise their continued importance, according to a new survey.

The Value of B-to-B: Quantifying the role of the business-to-business information and media industry in the buyer-seller relationship report was produced by The Association of Business Information and Media Companies (ABM), and analysed how end users and marketers perceive a range of B2B media.

It found 96 per cent of all media end users visit B2B websites and read print magazines, and three-quarters use each formats at least weekly. The report also found 74 per cent of respondents consume both traditional and digital media, rather than choose one over the other, and 61 per cent see print magazines either staying constant or growing in importance over the next five years.

In contrast, 32 per cent of marketers plan to cut print ad budgets over the next 12 months, and only 54 per cent rate print circulation as a useful benchmark in terms of audience metrics.

“These two data points reveal a disconnect between marketers and end users: Marketers are moving away from print media, but our research suggests readers are not, at least not at the pace advertising is leaving print,” the report authors stated.

Print and TV are preferred advertising channels for consumers: Report

The ABM report also claimed B2B media users are loyal, with 68 per cent saying they spend more time with industry-related print publications than with mainstream business or consumer print publications. In addition, 63 per cent of respondents use websites and/or apps designed for use with mobile devices as part of their jobs, and 35 per cent do so at least once a week. While smartphones are most prevalent, 29 per cent of end users are using both a smartphone and a tablet device for business purposes.

The channel most popular with B2B marketers is events. Ninety-five per cent of survey respondents see audience demographic information as useful, and 85 per cent value in-person event attendance metrics. In terms of participation, the majority of marketers rated attendance and sponsorship as highly successful in creating new product awareness (89 per cent and 76 per cent, respectively), as well as in lead generation (90 per cent and 76 per cent respectively).

Of the end users surveyed, 80 per cent said they use conferences or trade shows to source industry-related content.

Unsurprisingly, mobile is a growing area of investment for marketers, and 43 per cent expect to increase spending on mobile advertising in the near future. Forty-one per cent also plan to boost e-newsletter advertising.

The ABM report was sponsored by Adobe Systems and based the results of online surveys undertaken by Readex Research across three different user groups – marketers, end-users and publishing professionals – in March 2013. More than 6,600 end users participated, along with 111 publishing professionals and 74 marketers.

More B2B content

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Introducing Branch's mobile referrals https://branch.io/referral/

Bruce Ma

How this ecommerce upstart is building its brand proposition

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

Good afternoon,This is a complaint of the process of refunds which does not comply with Australian legislation. Despite a exhaustive req...

shiree Gilroy

Catch Group combines commercial and marketing role

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in