Month: April 2018

How Business Customers Want Your Marketing Content in Seven Screen Sizes

Responsive web design

Not so long ago, discussions about business-to-business “integrated marketing” focused on how print, digital, events and, for some, broadcast, worked together. Today, the marketing opportunities have become so varied, the idea of “integrated marketing” can be applied to how just one channel, the Web for example, can be used for a wide variety of marketing opportunities.

Just think how many ways business customers can experience the same content delivered via the Web.

Anything posted on YouTube can be displayed on a massive HDTV or a customer’s 7″ smartphone screen. And if a short clip from the video is sent via a text message, a recipient wearing an Apple Watch can even see it on a screen less than an inch in size.

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Too Many Options? How to Select the Right Mix of Media for Your Marketing Efforts


Print magazines. Digital editions. Trade magazine websites. Social media channels. eNewsletters. Webinars. Trade shows and events. Email campaigns. Native advertising. Mobile apps.

The tools you have at your disposal to create an integrated media campaign are wide and varied, and each of them has something different to offer your potential customers. BNP Media conducted research into how business managers and executives use various types of media in their work and discovered that different kinds of media inspire different actions.

No matter the media, B2B consumers are likely to take some kind of action, whether it’s sharing information with a colleague or friend, investigating the services and products further, or ultimately making a purchase. In fact, more than 75 percent of respondents said they’d take an action of some kind after reading a print trade magazine, its digital edition or visiting a trade magazine website.

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