Austin, Texas—Eighty-five percent of b-to-b marketers plan to use media companies for marketing services this year, while 80% plan to use agencies for such services, according to research presented by Chuck Richard, VP-lead analyst at Outsell, on Tuesday at American Business Media's 2011 Annual Conference.
Last year, 72% of b-to-b marketers surveyed said they used media companies for marketing services, compared with 86% who said they used agencies for such services.
The data can be found in Outsell's “6th Annual Advertising & Marketing Study.” The study was conducted online in January; 1,012 U.S. companies participated, including 681 b-to-b marketers.
“Publishers have some golden assets,” Richard said. He pointed to media companies having the capability to deliver integrated media campaigns as an advantage. He said media companies' ability to deliver a segmented audience was also a plus.