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It's not just the number of new choices that raise the bar for the planning of B-to-B marketing media. It is the subtleties of use and approach that transform tactical media buying into Strategic Media Programs. What are those subtleties? The list goes well beyond the ability to define here. But some media, like paid search, are used when people are actively searching for a product or technology. Other media, like e-mail and RSS feeds, can help you cultivate prospects. In short, different media excel at different parts of the buying cycle. So the choice of B-to-B marketing media, then, no longer revolves around rates and reach, but is a more integral part of marketing strategy.
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