It has become increasingly difficult for companies to reach large groups of business decision makers through traditional B2B channels. Historically, marketers could rely solely on the trade press or a well-attended tradeshow. One of the fundamental arguments for participating at a tradeshow is that these forums provided a unique opportunity for buyers and sellers to come together because they could not (as cost-effectively) find each other on their own. This may still be true, but the impact that any one tradeshow can have on an organization’s ability to develop new leads has diminished. At the same time, the Internet is creating new complexity, as well as opportunity, for marketers in the B2B mediascape. Of course, that means understanding emerging media — specifically, new online tools and strategies — to effectively reach target audiences. The good news is that B2B customers are spending more and more time online. Consider this 2005 study by Reed Business Information: It concluded that Engineers are on the Internet seven hours a week for business, visiting 12 different industry sites monthly, on average. Plus, the lines between "at home" and "at work" are blurring. B2B targets have access to the Internet in both places, and use their home connections for work purposes.
Matt Webster, Director of Emerging Media & Planning
