In a Web 2.0 world, b-to-b media companies that fail to play more of a consultative role for their advertisers are leaving money on the table. As Microsites, Webinars and podcasts become the norm in marketing communications, selling an ad page here or an ad schedule there simply won’t do.
In the latest edition of From ‘Print to Digital,’ Barbara Bacci Mirque, executive VP-communications and best practices, Association of National Advertisers, and Gordon Hughes, president-CEO of American Business Media, talk about how digital media are fast changing the dynamics between advertisers and b-to-b media companies.
“Advertisers are looking to media partners” to help them navigate new media, Mirque said. B-to-b media companies, armed with content that caters to specific audiences, hope they can lead the way into what is unchartered waters for both publishers and advertisers. And while they may face different challenges, the goals of publishers and advertisers are the same: maintaining relevancy and profitability in a digital age.
