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.

Select the media and message to your audience to match with your goals.

Inspire Sharing
Print trade magazines get people talking about your products and services the most. Consumers are more likely to forward information on, discuss information with a colleague or friend, and recommend the purchase of products or services after reading print. Digital editions, trade magazine websites and events are also helpful tools to generate discussion among consumers.

Help Deeper Investigations
Trade magazine websites and digital editions inspire B2B consumers to dig for more information by saving or bookmarking the information for future reference, visiting an advertiser’s website, conducting an Internet search for additional detail, investigating competitive offerings, and requesting more information from the company. Print trade magazines are also an effective tool to get consumers looking for more.

Drive Decisions
Trade magazine websites generate purchasing decisions, though consumers also consider buying a product or service after reading print trade magazines and attending events.

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