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Marketing Services: What Marketers Want From Their Media Partners

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Marketing services have long been something trade publishers have offered. In the past, services like direct mail list rental and research were valued added, that is, free. Now, as ad page revenues shrunk, media companies are looking to get paid for these services and expand them.

Indeed, it is a historical fact of the new media economy that advertising that once sold for dollars in print now sells for pennies on the dollar in digital.  As a result media companies have expanded and deepened their portfolio into marketing services.  However, are media companies meeting marketers needs?

Marketing Services: What Marketers Want From Their Media Partners explores the fundamental issues confronting media executives:

  • Do marketers consider media companies appropriate to provide marketing services?
  • What are the top three most asked for marketing services from a media partner?
  • How do marketers evaluate the effectiveness of using a media partner for marketing services?
  • What marketing services are already offered from media partners?
  • What is the #1 reason to switch from a traditional agency to a media company for marketing services?

Based on 280 survey interviews, the Marketing Services: What Marketers Want From Their Media Partners report includes over 75 charts and graphs, 47 pages,  that explore how to open up new revenue streams based on marketing services.

Media Marketing Services at a Glance

Many B2B media companies have placed big bets on marketing services.  These include International Data Group, United Business Media, Ziff-Davis Enterprise, North Star Travel Media, Penton Media, Summit Media Group, and the Government Executive Media Group.  The opportunity is great, but so are the obstacles.  Here is one example of the more than 75 charts and graphs that reports on the state of the opportunity in terms of the market awareness for these services.  In addition you’ll find an exploration of value proposition, metrics, and the critical drivers that media companies face.

On Penetration of Marketing Services by Media Partners

At the same time, the survey revealed a genuine opportunity for b2b media companies if they focus on their strengths—particularly audience knowledge—and tailor programs for individual marketers.   More than half of b2b marketers recognize business publishers as marketing services providers. The study showed that 55% of marketers have used b2b media companies for marketing services in the past 12 months.

On Key Drivers

Of the top four drivers marketers cited for using marketing services from publishers, three were related to audience: No. 2 was audience reach (49%); No. 3 was audience knowledge (36%); and No. 4 was audience composition (26%). (No. 1 was return on investment at 66%).   The data show marketers tend to use business media companies for specific audience-related marketing services tasks. For instance, 53% of respondents said they have used media companies for lead generation in the past 12 months; 51% for banner ad creation; 50% for print ad creation; and 47% for email marketing.

On Services Valued Most

Marketers say the services that deliver the most value when offered by a media company are: lead gen (38%), print ad creation (32%), search engine optimization (32%), banner ad creation (31%) and email marketing (31%).

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