ABM study shows b-to-b media’s impact on purchase decisions
New York—Seventy-four percent of responding business professionals reached by b-to-b media and live events are involved in purchasing decisions or supplier selections, according to American Business Media’s “Value of B-to-B” report, released Wednesday.
Of those, 87% use industry-related websites when researching such decisions; 65% use print magazines; 58% use industry conferences and trade shows; and 55% use e-newsletters.
The study also found that 74% of respondents used both digital and traditional media to learn best practices and gain information for their work, and 68% spend more time with industry-related print publications than with mainstream business or consumer publications.
Almost half of marketers surveyed expected to increase b-to-b advertising budgets over the next 12 months: 45% said budgets will increase somewhat while 3% said they will increase considerably.
The “Value of B-to-B” report was based on 6,682 responses from business professionals, 74 marketers and 111 business publishers. Three separate online surveys were conducted by Readex Research during March and April. The full report, with 30 pages of analysis and 380 pages of tabulated results, is now available for download at ABM’s website (abmassociation.com).