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BREAKDOWN
 
Based on 280 survey respondents representative of the true b2b market, this report contains:
  • Analysis of how marketers are using marketing services provided by media companies
  • Over 75 charts and graphs
  • 47 pages
  • One-on-one conversation with an industry leader at Government Executive Media Group
 
DATA POINTS
 
Conducted in March 2011 this research uncovers the trends relating to the key drivers, value proposition, and switching factors, including:
  • Key drivers to selecting a media company for marketing services.
  • Most important opportunities for media partners to improve their value to marketers.
  • For marketers using agency services, the value elements that are most likely to switch them to a media company.
  • The mix between media companies and traditional agencies in marketers� awareness and use of marketing services.
  • The marketing services from a media partner which are most preferred.
  • Findings reveal how company size, industry sector, and growth of marketing budget influence these dimensions.

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Marketing Services: What Marketers Want From Their Media Partners

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Table of Contents

TABLE OF CONTENTS
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Methodology
Introduction
Executive Summary
Case Study
Detailed Findings
Marketers’ General View of Marketing Services
Publisher-Provided Marketing Services Being Used
Most Valued Publisher-Provided Marketing Services
Majority of Marketers Prefer Agencies for Marketing Services
ROI and Audience-Related Criteria Most Important Factors in Spending Decisions
 
Marketers Satisfied with Media Companies’ Willingness to Provide Tailored Programs
Middling Satisfaction with Media Company ROI Metrics
Agencies and Media Companies Used to Provide the Same Services
Marketers Contemplate Switching to Media Companies for Email
More than a Third of Marketers Plan to Boost Spending
 
Large Companies Significantly More Likely to Use Media Companies
Marketing Services Opportunities Differ Depending on Size of Marketer
Large, Small Companies Vary Widely in Value Assessment
Small and Large Companies Differ on Budget Drivers
General Satisfaction with Program Tailoring
 
Solid Satisfaction with ROI Metrics
Large Companies Rely More on Agencies than Small Companies
Marketers Willing to Consider Switching
Companies with Increasing Marketing Budgets are more Inclined to use Marketing Services
Companies with Constant/Decreasing Budgets Tend to Focus on More Traditional Marketing Services
 
Tech Companies are Bellwethers in using Marketing Services from Media Companies
Tech Marketers Place a Higher Priority on Lead Generation and Custom Webinars
Non-Tech Companies Place a Higher Value on Agencies
Key Spending Drivers Similar for Tech and Non-Tech Companies: ROI and Audience
Tech and Non-Tech Companies Consider Switching Email Programs to Media Companies
Tech and Non-Tech Companies have Similar Budget Outlooks

Charts & Graphs (PDF)

This Research is
Priced at $149.00
Marketing services have long been something trade publishers have offered. In the past, services like direct mail list rental and research were valued added, that is, free. Now, as ad page revenues shrunk, media companies are looking to get paid for these services and expand them.

Indeed, it is a historical fact of the new media economy that advertising that once sold for dollars in print now sells for pennies on the dollar in digital.  As a result media companies have expanded and deepened their portfolio into marketing services.  However, are media companies meeting marketers needs?

Marketing Services: What Marketers Want From Their Media Partners explores the fundamental issues confronting media executives:

  • Do marketers consider media companies appropriate to provide marketing services?
  • What are the top three most asked for marketing services from a media partner?
  • How do marketers evaluate the effectiveness of using a media partner for marketing services?
  • What marketing services are already offered from media partners?
  • What is the #1 reason to switch from a traditional agency to a media company for marketing services?

Based on 280 survey interviews, the Marketing Services: What Marketers Want From Their Media Partners report includes over 75 charts and graphs, 47 pages,  that explore how to open up new revenue streams based on marketing services.

Media Marketing Services at a Glance

Many B2B media companies have placed big bets on marketing services.  These include International Data Group, United Business Media, Ziff-Davis Enterprise, North Star Travel Media, Penton Media, Summit Media Group, and the Government Executive Media Group.  The opportunity is great, but so are the obstacles.  Here is one example of the more than 75 charts and graphs that reports on the state of the opportunity in terms of the market awareness for these services.  In addition you’ll find an exploration of value proposition, metrics, and the critical drivers that media companies face.

On Penetration of Marketing Services by Media Partners

At the same time, the survey revealed a genuine opportunity for b2b media companies if they focus on their strengths—particularly audience knowledge—and tailor programs for individual marketers.   More than half of b2b marketers recognize business publishers as marketing services providers. The study showed that 55% of marketers have used b2b media companies for marketing services in the past 12 months.

On Key Drivers

Of the top four drivers marketers cited for using marketing services from publishers, three were related to audience: No. 2 was audience reach (49%); No. 3 was audience knowledge (36%); and No. 4 was audience composition (26%). (No. 1 was return on investment at 66%).   The data show marketers tend to use business media companies for specific audience-related marketing services tasks. For instance, 53% of respondents said they have used media companies for lead generation in the past 12 months; 51% for banner ad creation; 50% for print ad creation; and 47% for email marketing.

On Services Valued Most

Marketers say the services that deliver the most value when offered by a media company are: lead gen (38%), print ad creation (32%), search engine optimization (32%), banner ad creation (31%) and email marketing (31%).

 
The research made clear that the biggest opportunities for publisher so far have been creating lead-generation and email marketing programs for clients."
 
This research is priced at $149.00