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BEST PRACTICES & STRATEGIES

are multiple reasons for this. On one hand, the handling With such advertising, you can sustainably increase the
of personal data is naturally limited. On the other hand, image of your company and your products - at a
print media are indispensable for decision-makers and comparatively low cost. Already today, it is more cost
are very widespread in this target group: 83% of B2B effective to send a newsletter for lead generation via an
decision-makers use printed specialist media to find out established specialist medium than to carry out an
about products and solutions. They value the credibility, Adwords campaign.
seriousness, neutrality and diversity of specialist media
in all phases of the customer journey. So, you might
want to consider print media in the future to reach Tip 5: Choose the right environment
professionals. You can increase the impact of your cross-media
campaign if you play it in a high-quality and at the same
Tip 4: Advertise in digital trade media time thematically relevant environment. The journalistic
environment of an established specialist medium
As important as printed trade media are digital offers. directly influences the advertising measure and the
As a reliable source of information, professional media advertising brand, while recipients rate the measure
websites have a distinct advantage in terms of search
engine results, the online presence of associations and significantly more positively - independent of the media
channel and user group.
similar organizations, the manufacturers' websites, and
specialist forums. The better target group environments and consumer
interests match, the higher is the success of
You should take advantage of this fact and make sure advertising. An advertising medium develops its
that digital special offers are on the advertising agenda. maximum effect if you play it out for the desired target
After all, around 80% of B2B decision-makers consider group in a suitable environment where the advertising
those companies that regularly advertise in specialist impulse meets willingness to buy. ◊
media to be important providers in the relevant market.
By MediaBUZZ

MediaBUZZ Pte Ltd - Independant ePublisher for Asia