More Than Half Of B2B Readers Act On Ads
Harris surveyed 588 execs from 21 different industries, and "they all said they go to B2B magazines," Corso went on--illustrating the breadth of B2B media's influence. According to Corso, the high levels of penetration and engagement among industry leaders are largely due to the fact that "people think B2B publications are more informative, and more reliable. I think that means they're putting a lot of stock into what they're seeing."
In fact, of 12 different sources of information, B2B publications were second only to live salespeople in their ability to engage executives. Here, the Harris study addressed the effect of trade shows and expos, with 70 percent of respondents saying interactions with company reps at industry functions caused them to make or recommend a purchase to their company.
Above all, however, the study reveals the importance of achieving multi-platform delivery, Corso emphasized--pointing to the success enjoyed by B2B Web sites in influencing buying decisions. Here, 49 percent of respondents said a Web site caused them to make or recommend a purchase for their companies, and 88 percent urged an "integrated" B2B initiative involving print, online, and trade shows.
"Advertisers shouldn't just be focusing on just one B2B platform," Corso opined. "They specifically said when they saw an ad in multiple media, it really did make that product top of mind."
Recent MediaDailyNews Articles
-
Out-Of-Home Trading Platform Integrates With Mediaocean, Posterscope Backs Move May 21, 8:07 a.m.
While it’s not quite the out-of-home equivalent of the online industry’s real-time trading systems, outdoor media ... -
Networks Top Goal: Ad Dollars Trump Studio-Produced Shows May 21, 8:06 a.m.
With Netflix and Amazon writing hefty checks, it bears watching whether networks will increasingly pick up ... -
Budweiser Bows New Campaign, Topped With Responsible-Drinking Blimp May 20, 5:26 p.m.
Summer is a time of concerts and festivals and beach-going, all of which carry the attendant ... -
Clear Channel Outdoor Unveils Consumer Networks May 20, 5:23 p.m.
Clear Channel Outdoor is creating a new way for advertisers to buy out-of-home ad inventory with ... -
Digital TV Video Biz Is Booming May 20, 4:10 p.m.
As traditional TV platforms project small gains in their $70 billion business, new digital TV video ... -
Initiative Wins Amazon's Global Media Account May 20, 3:09 p.m.
Interpublic Group’s Initiative has won global media duties for e-Commerce giant Amazon.com after a review.The company’s ... -
Media Storm Inks Ad Buying Deal With Videology May 20, 1:55 p.m.
Media Storm, which specializes in representing entertainment entities, such as FX and Food Network, has signed ... -
Mars Contract Suit Against Y&R Continues May 20, 11:56 a.m.
A New York judge has denied a request by WPP’s Y&R to toss out a breach ... -
Sony Debuts Marketing Campaign For 4K TV Sets May 20, 11:50 a.m.
While U.S. TV programming networks are not close to transitioning to the new 4K TV technology, ... -
Dish TV Expands On-Demand May 20, 11:19 a.m.
Dish Network, which has allowed subscribers to watch live TV on mobile devices for some time, ...
Be the first to comment on "More Than Half Of B2B Readers Act On Ads"
Leave a Comment