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This paper outlines integrated media strategies that marketers of complex engineered products and services can use to meet three key marketing program objectives: 1. brand building and price support; 2. customer education; and 3. qualified lead generation. Summarizing current industrial marketing trends in North America, the author examine which traditional and new media tools are producing a higher return on investment and highlight those that offer marketers better and more precise control, easier-to-use tracking capabilities and measurable results. The author also provides general guidelines for budget allocations that will allow marketers to optimize and track media performance. Given the exponential rate of adoption of web-based technologies, the recommendations should be viewed as projections for the 2007 calendar year only.
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