Jim Castanzo's recent blog entry about  the recent joint survey by the Association of National Advertisers and BtoB magazine, reports that 31% of B2B marketers are allocating 20% or more of their total media budgets to new media platforms. This is compared with only 5% of B2C marketers.
Made me think about our clients at Godfrey.  We are seeing more online media. Does this mean the end to print ads in the trade magazines? The answer is, “It depends.” It depends on who your target audience is. How are they consuming media? Where does your product or service fall into their buying cycle? We often find that the best approach is a “multi media” campaign that utilizes various types of media. These elements must be targeted to reach the various people in your target audience. Think about the construction industry. A general contractor who works in the field all day may rely on a magazine that can be read at the jobsite; while the CEO of a large contracting firm may rely on e-newsletters for up-to-date information about new product offerings; and the purchasing person at a rental firm may rely on direct mail to get the same information. All are targets of the campaign, but all have different media habits. Just think about it, when it comes to your job where do you get your information?