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The most effective place to reach business decision-makers is online, according to studies by Forester Research and Minnesota Opinion Research, Inc. (MORI).
MORI polled 1,000 business decision-makers to learn what advertising medium had the most powerful reach and influence on their purchasing decisions. An overwhelming majority (77%) said that the Web is the place to find out about new products and companies.
When asked which media to include in an advertising campaign aimed at reaching them, over 60% recommended the Internet. Magazine advertising took second place (55%), followed by newspapers (47%), TV (33%), and radio (31%)
Forester Research asked what online media is most relied upon by business decision-makers. In this study, industry-specific magazine web sites tied with email or electronic newsletters (70%) as the most effective, followed closely by vendor web sites (64%).
Most decision-makers added that product messages in business-to-business media make them more receptive to salespeople. And 91% mentioned the importance of integrated marketing. It’s easier to recognize a brand, product or service after seeing the message across multiple forms of media.
It’s clear from these results that if you’re trying to reach business decision-makers, you need a strong online presence. It’s also clear that a great web site isn’t enough.
Is your web site relevant to your market? Will your site’s visitor find what they’re looking for?
Is your web site visible? A great-looking site that can’t be easily found on Google is just about useless. Have you made the investment or taken the time to search engine optimize your web site?
How are you promoting your web site?
What other online and offline media are you using to promote your products and services?
If you could use some help in any of these areas, let me know. See my About page for more information.
Additional Resources:
Business Decision Makers Online: Usage & Opinions of a Critical Online Audience
Regarding Media, B2B Marketers and Business Decision-Makers Don’t See I2I
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