BtoB

Mobium survey looks at what's wrong with b-to-b marketing

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Chicago--Mobium Creative Group released survey results that identify the top problems with b-to-b communications.

According to the survey, which was conducted in conjunction with a Starch research audit of business ads, 74% of respondents said b-to-b ads contain too much product and company information and lose the key message.

Sixty-six percent of respondents said b-to-b marketing communications messages don't address the needs and concerns of the target audience, and 39% said ads are full of "chest pounding" by companies.

The survey also identified the following problems with b-to-b marketing communications messages: They lack human interest and passion (28% of respondents); they don't take creative risks (20%); and they contain stock photographs of corporate environments (19%).

--Kate Maddox

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