How important is new media? The fact is most executives are still spending more of their budget in old media. In fact, 45% of them allocate less than 10% on new media. So says a survey from Gundersen Partners.

Is that a true picture of the reality B2B marketing executives must deal with today? One glimpse at the wafer-thin thickness of any trade journal and you get a different picture

A survey of chemical industry buyers conducted by Schubert Communications provides another glimpse of what’s real today. True enough, the Schubert survey collaborates that 78% of the responders say they reference old media for information on new products, while 60% reference the Internet and 53% reference company Web sites. Have we reached a tipping point? You decide.

FACT: Today a B2B company has to deliver their message to markets in the form of and through media the buyers prefer. So that puts a great deal of pressure on marketing to optimize their Web site, search opportunities, and web publication of their information content.

Related posts:

1. B2B Marketing – Hit Home Runs, Not Pop-ups
2. Word-of-Mouth in B2B
3. Are B2B Web sites breaking out of Web 1.0?
4. Are you using Words that Sell?
5. Advice from a Social Media Pro

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About the author:

Joe Schubert is the founder and CEO of Schubert Communications. He takes great pride in the agency’s B2B Sales-Centric Marketing™ approach based on many years of B2B client support. Joe keeps busy flying his Cesna, golfing, skiing and reading up on the industry’s latest trends.