ABM/Forrester study looks at decision-makers' use of media

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New York—Industry-specific magazines top other media for delivering objective information and helping business decision-makers do their job, according to a new study released by American Business Media.

The study, “The Digital Transformation,” was conducted by Forrester Research on behalf of ABM. A total of 878 b-to-b decision-makers and 816 b-to-b marketers, from 21 industry categories, completed the online survey. The results of the study were presented Tuesday during an ABM-sponsored webinar.

According to the study, 25% of business decision-makers cited industry-specific magazines as providing objective information, while 11% cited general business magazines.

The study found marketers spend 28% of their marketing budgets on industry-specific publications, 20.8% on various online venues, 12.5% on general business books, 12.1% on corporate Web sites, 10.7% on traditional broadcast media, 8.7% on direct mail and 7% on public relations. 99.8 total?

Both buyers and sellers agreed that integrated marketing goes a long way in boosting sales. According to the study, 91% of b-to-b decision-makers agreed that it is easier to recognize a brand or products/services after seeing a message in multiple media such as magazines, online or events; 93% of b-to-b marketers agreed that integrating messages across media helps them reach buyers they might not otherwise reach using just one medium.

The contents of the study will be presented Oct. 16 at the University Club in New York.

—Matthew Schwartz

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