BNP eBook_Integrated Media Campaigns

Table of Contents

How Integrated Media Is Like a Golfer’s Bag

Media Matters: How B2B Decision-Makers Interact With Various Media Types

The Right Information in the Right Format

Right Information, Right Format, Right Time

Decision Drivers

Key Opportunities for Marketers

BNP Solutions’ Research Methods

Marketing Tools for your Trade

Trendwatch

Benefits of Integrated Media CampaignsBrought to you by

Integrated Media Campaigns

A typical golf bag contains 14 clubs. The best golfers use each club to meet

constantly changing conditions and situations they may encounter while

navigating 18 holes.

Today, business marketers have a full bag of marketing “golf clubs.” Like

golfers, they not only must master each “club,” they must also know how

to integrate them as their customers’ needs change. Your customers are

similar. They prefer different forms of media for unique situations.

Preface | This is the third in a series of eBooks from BNP Solutions about non-traditional advertising trends.

BNP Media’s Market Research team polled 171 readers in several industries to understand how business

managers and executives use various types of media in their work. The findings indicate that business users

have varied preferences in media choice when faced with different situations or challenges. The findings

point out the importance to business marketers of having a marketing strategy that integrates various

types of media that can serve their customers as they face different needs—sometimes throughout the day.

2 | BNP Media’s TrendWatch | Integrated Media Campaigns

How Integrated Media Is Like a Golfer’s Bag

Technical Information:

Trade magazines (print and Web), manufacturer websites

Product Information:

Manufacturer websites

Breaking News:

eNewsletters

General Information:

Print trade magazines

THE “CLUB SELECTION” OF

BUSINESS MEDIA USERS

Business decision-makers pore over information and conduct research before making a purchase. The type

of media they access, the amount of time they spend with each format and how often they check back

for new information can be telling. For example, BNP Media’s research showed that while B2B decision-

makers access eNewsletters and social media often, they spend more of their time with print content—

meaning digital media captures their attention on a certain topic, but they use print to thoroughly read and

understand an idea.

How B2B Decision-Makers Interact With Various Media Types

MEDIA MATTERS

Media Preference

When accessing industry-related information over the past six months, survey respondents looked to the

following media types:

Print industry/trade magazines


Digital edition of industry/trade magazines

Websites of industry/trade magazines

eNewsletters

71%

70%

68%

65%

58%


Most-Accessed Media

Survey respondents accessed

the following media types

once per week or more often.

eNewsletters

Social media websites


Print industry/trade magazines by mail

Websites of industry/trade magazines

28%

24%

22%

14%

10%

Percentage of Time Spent

Of the time survey respondents spent interacting with industry-related information over the past

six months, this is how they split their time between media formats.

Buyer’s guides/online

directories

Print industry/trade

magazines by mail

24%

21%12%

18%

11%

6%

5%3%


Manufacturer

websites

Digital edition of industry/

trade magazines

Websites of

industry/trade

magazines

eNewsletters

Webinars

Social media

websites

(Continued)

MEDIA MATTERS The Continuing Power of Print

Potential customers look to print

products early on in the customer

journey to uncover knowledge gaps

that will help hone their research

efforts.

BNP Media’s market research

revealed that 71% of survey

respondents had accessed print

industry and trade magazines for

information in the past six months—

more than any other medium. They

spent 24% of their time interacting

with industry-related information

in print materials, and 85% of them

accessed print materials at least

once per month.

At the same time, no one wants

information that is delivered solely

in print. Seventy-seven percent of

respondents preferred information

that was available online over

print-only sources. So while print

is important, an integrated media

campaign is paramount.

The Right Information in The Right Format

Consumers may cast a wide

net when it comes to gathering

information, but BNP Media’s

research shows a preference for

what types of information they

gather from these sources.

An integrated media campaign

that fits well with the type of

information consumers are seeking

will help you reach buyers.

Different media formats are

particularly suited for delivering

certain types of information.

BNP Media’s survey respondents

showed clear preferences.


49% eNewsletters

36% Digital editions

33% Print trade magazines

31% Trade magazine websites

27% Social media websites

73% Manufacturer websites

51% In-person events/tradeshows


49% Sales reps




32% Webinars




39% Webinars






52% In-person events/tradeshows

72%

40%

49%

73%

42%

General

Special/Niche sections/Supplements

Breaking News

Product Information

Technical/Case Studies

Right Information, Right Format, Right Time

At the beginning of the customer journey, B2B decision-makers gather as much information as possible from many different media types. As they

circle in on specific products or services, they look to more interpersonal resources of information. Your business becomes an increasingly trusted

partner the further along someone is in the customer journey.

BNP Media’s research breaks down which types of media were preferred at three critical stages of the customer journey.


1. Getting Started

Initial consideration:

Conducting preliminary

information search

2. Gaining Steam

Active consideration:

Researching potential

products and services

3. Bringing It Home

Decision-making:

Purchasing a product

or service

• Manufacturer websites

• Search engines

• Sales reps

• Print trade magazines

• In-person events/

tradeshows

• Buyer’s guides/online

directories


• Sales reps

• Search engines


tradeshows

• Trade magazine

websites

• Sales reps



tradeshows

• Search engines

Decision Drivers Driving Action

BNP Media survey respondents

indicated how likely they were

to take an action of some kind—

share information, search for

more detail or make a purchase—

after interacting with various

types of media.

Print Trade Magazine 82%

Trade Magazine Website 77%

Digital Edition 76%

Event 68%

eNewsletter 64%

Webinar 51%

Social Media Page 37%


Spending time with certain media formats drives different actions on the part of business customers, whether

they forward an eNewsletter to a colleague, request more information on a product from a sales representative

or finally make a purchase. Purchases aren’t made in a vacuum, so information often is shared and discussed

with others prior to a purchase being made.

Share

Print trade magazines get people talking about your products and services the most. Consumers

are more likely to pass along information, discuss it with a colleague or friend, and recommend the

purchase of products or services after reading print.

Investigate

Trade magazine websites and digital editions inspire B2B consumers to dig for more information

by saving or bookmarking the information for future reference, visiting an advertiser’s website,

conducting an Internet search for additional detail, investigating competitive offerings, and

requesting more information from the company.

Decide

Trade magazine websites and attending events are the two media that generate purchasing

decisions.

82%

77%

76%

68%

64%

51%

37%

Optimize the display of content for a business user.

Our research confirmed that survey respondents are most likely to access business-related news and

information from a laptop or desktop computer. However, nearly 40% of respondents use smartphones and

nearly 33% use tablets for accessing such information and news.

This variety in devices used shows that Web-based content should be responsively designed, which adjusts

screens sizes for all devices to best serve business decision-makers.

Optimize the type of content for situational needs.

Business users prefer different media types for their various information needs. This core customer need

makes an integrated marketing strategy very effective.

As explained earlier, the place at which a reader or user is

found along the “customer journey” will influence the

types of information and media they will turn

to as they go from researcher to purchaser to

owner. Likewise, business users face an ever-

changing need for content tailored to the

kinds of devices and formats they use.

Consider the different types of content in terms

of timeliness:

1. There’s the timing of content delivery that’s ever-changing, but important for the business to follow.

For these needs, everything from tweets to print business publications serves a purpose and preference,

according to our research.

2. There are also knowledge gaps that need to be filled instantly. Everything from product specifications to

Wikipedia serves a role in fulfilling this type information need.

Key Opportunities for MarketersYour Marketing Optimization Engine

Media Optimize It® is an innovation

of the Clear Seas Research Insights

and Project Management team.

Developed as a tool to help

marketing managers understand

where to better allocate their

marketing budget, Media Optimize

It® delivers insight into how

advertising messages can best

reach buyers and decision-makers.

Simulate your optimal marketing

campaigns to maximize reach and

sales, and build awareness to your

target audience.

For a FREE trial of Media Optimize It®, go here:http://www.mediaoptimizeit.com/


Buyer Owner

1. NEED

2. RESEARCH3. BUY

4. WELCOME6. B

ELONG

5. MASTER

The Customer Journey

BNP Solutions’ Research Methods

BNP’s market research division conducted a mobile trends study from October 8–22, 2015, in order to

understand the benefits of an integrated media campaign over a single-medium campaign.

The targeted audience was composed of active, qualified subscribers to print, eNewsletters, digital edition

and website registrants of 12 BNP Media brands. These brands represent the following industries: food and

beverage, packaging, architecture, engineering and construction, manufacturing, and mechanical systems.

Of those surveyed, 95% are involved in purchasing decisions, 74% have more than 11 years of experience

and 62% are managers or executive managers.

To learn more about integrated media campaigns and how a multi-platform campaign can boost your

reach and audience engagement, please contact your BNP Media sales representative.

To learn more about integrated media campaigns and how they can build your brand awareness, please contact your BNP Media sales representative.

Look for Future BNP Solutions TrendWatch eBooks

BNP Solutions’ next eBook will look at the use of video in a B-to-B world. Read BNP’s eBooks on native advertising and B2B mobile trends at at www.bnpsolutions.com. Look under “Resources” and then “Marketing eBooks.”


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BNP eBook_Integrated Media Campaigns