B2B Audiences Seek Mix of Traditional and New Media (Including Mobile), Says ABM Study

Last week, The Association of Business Information & Media Companies (ABM) released data from a forthcoming report that revealed that B2B marketers see events as the most powerful lead generation device for new audiences.Well, ABM’s full report was made available today and contained some other insightful benchmarks and statistics, namely:

  • 74% of B2B audiences use a mix of traditional and new media, including mobile.
  • The number one need from B2B publications is information on new products or unique product features, followed closely by product comparisons.
  • 60% of B2B publishers say their digital circulation numbers are increasing; 32% say their circulation numbers are steady. Only 8% reported a decline.
  • Along with expectations of growth in digital advertising, 41% of marketers also plan to boost e-newsletter advertising, meaning your email list might be your next great revenue source.
  • 63% of B2B publications are using mobile apps or sites designed for mobile devices.
  • 73% of B2B audiences visit B2B websites on a weekly basis, and 67% turn to e-newsletters. 45% look at print magazines weekly. Websites and e-newsletters were also determined to be the most likely to increase in importance for B2B audiences over the next three to four years.

What this all means is that B2B publishing is not so behind the curve as B2C, and that most B2B online publications would be wise to get mobile-friendly in the near future. Also, print may not be entirely abandoned. Instead, print-on-demand technologies might spur B2B audiences to pay premiums for must-have reports and content, determined by their own needs.You can download the full report from the ABM website.

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