Advertisers, Business Pubs Look Beyond Print In B-to-B Marketing Strategies

Business publishers need to take a page out of the playbook of their consumer publishing counterparts, developing cross-platform deals that integrate non-print media assets with their trade titles. That, plus improved process and greater accountability, were the key elements discussed Wednesday during American Business Media's "B-to-B Marketing Day" in New York.

Exactly how business publishers can deliver on those goals was the subject of considerable debate.

"Don't come in with a selection of tactics looking for a home," cautioned Natasha Householder, director of media management at Ernst & Young, who warned against trying to force-feed bundled media. "That is just a recipe for disaster," she said.

Kevin Hart, associate publisher of Water Technology, part of National Trade Publications, Inc., agreed, cautioning against overshooting client's budgets. "Don't sell them a mansion when all they can afford is a cabin."

It was also clear that publishers are beginning to feel more pressure from more marketers demanding measurable ROI results, as a continuing theme was measuring accountability. Most emphasized the importance of laying everything on the table upfront.

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"We need to understand obstacles, understand all constraints, and identify exactly what are metrics are," said Bobbie Asano, senior director of the Association of National Advertisers, speaking for her group following a brainstorming session on process. "We should also have periodic checkpoints. If there are any issues, we need to course-correct."

Householder also touched on just how difficult it is for publishers and agencies to attribute ROI properly when running multifaceted campaigns.

"Who do you assign the kudos?" said Asano. "PR, advertising. We can't figure that out."

Steven Bloom, associate director of print communications, Mediaedge:cia, added that measuring results in non-sales-driven campaigns is just as difficult. "It's hard to pinpoint one program in an awareness campaign," he said. "As long as we deliver programs that meet with client's objectives, that is the best we can do."

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