One of the greatest challenges that face anyone who works in advertising is staying current on the vast array of ever evolving media channels and platforms. There seem to be new and improved ways to connect with your audience emerging daily.  One event that accelerates this evolution is the annual South by Southwest Conference & Festival (SXSW) taking place in Austin this week. SXSW is convergence of new media, music, and film. While the music and film is a definite draw for many, it is the vast array of interactive media discussions and the new applications and platform launches that are the real draw for media people like me. SXSW has single handedly accelerated the adoption rate for many of the newest media platforms and channels we use daily, like Twitter and FourSquare. By the buzz that is already streaming out of SXSW, I’m positive this year’s SXSW will be no different. Although the possibilities for using the latest technologies and platforms to connect with consumers may seem limitless, when taking B2B marketing into consideration it is often difficult to imagine exactly how to leverage the newest media technologies and platforms.

There are several factors for a B2B advertiser consider when evaluating a new media channel or platform. These factors are not new, and are actually the same four fundamental questions that were covered in Godfrey’s Media Channel Planning white paper. Before starting a new B2B campaign, ask the following: What am I trying to do? Who is my audience? Where do they go for information at various parts of the buying process? and What do they want? Answering these questions will help select the media to B2B audiences and deliver the results they desire.

I’m confident that B2B advertisers will be able to use many of the emerging media channels and platforms that are evolving and being promoted at places like SXSW, as long as they keep their target audience in focus. What are emerging media platforms or channels do you think have the most potential for reaching B2B audiences?