• by Jack Loechner , Staff Writer @mp_research, July 6, 2006

According to a recent Harris Interactive study commissioned by American Business Media (ABM) to understand how media end-users use business media in their decision-making, trust in online media is growing among business-to-business end-users. The Harris research corroborates why marketers feel strongly about business media as outlined in the Forrester study, the "Digital Marketing Shift."

Key findings in the the Harris research indicate that:

• Though trust in online media is growing among business-to-business end-users, they readily acknowledge a link between seeing an advertisement in multiple business-to-business media and having a brand be more top-of-mind, highlighting the benefits of advertising in different media.
• Half of these end-users say online advertisements lead to making/recommending purchase. In fact, all media platforms proved valuable in the purchase process according to end-users.
• 57% of the responding executives said that an advertisement in a business-to-business magazine prompted them to purchase or recommend purchase of a product or service.
• A "significant majority" of end-users, says the report, believe business-to-business media should be an important part of an integrated sales initiative.

Trade shows are also seen to play an important role in the marketing mix, driving executives to seek additional information:

• On the web (77%)
• By talking to a sales person (73%)
• By calling a 1-800 number (40%)
• Trade shows, with their hands-on advantage, are great places to make a sale with seven in 10 (70%) executives purchasing or recommending the purchase of a product or service directly as a result of advertising/promoting at a trade show.

Gordon T. Hughes II, president and CEO of American Business Media, said "The fact that the opinions of end-users and buyers of business media agree... on the strength of all of media platforms... (and) speaks to the fact that print, digital platforms and face-to-face events complement each other when it comes to brand image and lead generation.."

More information on both studies can be found here.