The power of industry-specific digital media

A 2007 Forrester Research Study with American Business Media on the trends and impact of B2B media on both end-users, decision-makers, and marketers revealed that industry-specific digital media offerings are a critical component of an integrated marketing plan that includes industry-specific magazines and events.*

Here are some of the study's results:

- When making purchase decisions, BDMs rank industry-specific Web sites No. 2 among digital media they rely on to inform and validate their choices.*

- B2B marketers believe industry-specific Web sites help generate demand. However, B2B marketers don't use or sponsor ads on industry-specific Web sites as much as BDMs use these sites.*

- BDM's use of industry-specific digital media will increase in 2009. Industry-specific Web sites rank No. 2 among all digital media BDMs plan to use.*

- Despite evidence of persistent and superior value, B2B marketers' budget plans will under use industry-specific Web sites in 2009.*

- When used together, B2B digital and traditional media help BDMs recognize brands and help B2B marketers find more qualified buyers.*

- For BDMs, industry-specific Web sites play an important role in extending the value of industry-specific magazines and events.*

- Current and expected use of emerging digital media is high among BDMs and will expand marketers' arsenal of industry-specific digital offerings.*

*Source: 2007 Forrester Research Study with American Business Media, The Power of Industry-Specific Digital Media.