INTELLIGENCE CENTER
BtoB Research Reports provide in-depth insight into the issue b2b marketers face on a daily basis.
- 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
- 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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Today more than ever, the pressure is on from senior management for marketing departments to increasingly justify ROI.
Marketers have responded by re-inventing the marketing function including implementing digital solutions to streamline the marketing process, breaking down the organizational barriers between marketing and sales, and looking to creative new suppliers of marketing services through their media partners.
Marketing Services: What Marketers Want from Their Media Partners explores this fundamental opportunity for marketing executives to leverage. Including:
- How do marketers evaluate the effectiveness of using a media partner for marketing services?
- What is the #1 reason to switch from a traditional agency to a media company for marketing services?
- What are the top three questions for marketing services from a media partner?
- What marketing services are most easily transitioned to media partners?
- Do marketers consider media companies appropriate to provide 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 leverage marketing services from media partners.
Media Marketing Services at a Glance
Many B2B media companies are serving the marketing function. Here is one example of the more than 75 charts and graphs that reports on the state of this offering 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
The survey revealed the value to marketers when b2b media companies 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 (45%); 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 generation (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 … have been creating lead-generation and email marketing programs for [marketing] clients."