Evidence: Print Is Not Dead
By Jeremy Victor
Expert Author
Article Date: 2011-10-25
One of the most important decisions made in B2B marketing centers around choosing the right media (print, online, social, events, pr, tv/radio etc) to deliver your message. The question each year is how much of your budget do you assign to each category. Overwhelmingly marketers are being bombarded with the notion that print as a media is becoming a less relevant part of the mix.
Not based on recent research conducted by Readex Research. In a Media Usage Studies survey of 2,095 professionals between September 2010 and May 2011, when asked which media is used regularly in their work, respondents shared that:- 77% regularly use of search engines,
- 74% regularly use print publications,
- 74% regularly use e-newsletters,
- 55% trade/industry publications websites.
s that true though?
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Furthermore, the survey revealed that "Of the nine forms of media listed, 55% indicated they used five or more, and only 5% indicated they used only one." What we learn here is that instead of one media form (digital) replacing another (print), individuals are increasing the number of media types they are using in their work.Translation: To increase the strength of your marketing, your message needs to permeate all the media channels being used by your customers. And according to this survey, PRINT must be one of them. Comments
About the Author:
eremy Victor is a B2B marketing and publishing executive who loves all things B2B, technology, and marketing related. With 15 years of experience working in online media and technology companies, he now devotes his working life to being president of Make Good Media, a B2B social media and content marketing consulting company. He leads the firm in helping B2B marketers develop programs that utilize the social web to attract and influence today’s B2B buyers. He also serves Editor In Chief of Make Good Media's online B2B marketing magazine, B2Bbloggers.com.
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