According to the latest market research study released by Technavio, the global B2B media market is expected to surpass revenues of around $32 billion during the forecast period 2016-2020.
This market research report by Technavio provides an in-depth analysis of the market in terms of revenue and emerging market trends. The report also includes an up-to-date analysis and forecasts for various market segments and all geographical regions.
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Technavio research analysts categorize the global B2B media market based on type:
Global B2B media market share by type 2015
|
Events |
39.02% |
|
Print media |
24.58% |
|
Digital media |
23.11% |
|
Business information |
11.30% |
|
Others |
1.99% |
Source: Technavio
The top three revenue contributing type segments are discussed below:
Global B2B media market by events
In 2015, the events segment accounted for around 39% of the global B2B media market and is expected to grow at a steady rate during the forecast period. Events are the most celebrated way of targeting B2B customers. Events usually involve a large social gathering where sellers show how the company can support the clients.
“Events are the key revenue generators of the B2B media market due to its potential to provide an interactive and immersive experience of the company’s products and services to its probable consumers. Events have a long-lasting impression of the products and services in the market, which makes it the primary source of lead generation and helps in getting a determinate ROI in future. Besides being a lead generation, it also helps in building a brand, enhance customer engagement, and demand generation,” says Ujjwal Doshi, a senior analyst at Technavio for research on publishing and advertising.
The only challenge that the segment faces is the low long-term top of the mind recall from customers. Als, events are expensive marketing technique where most B2B media revenue is assigned. Owing to the short-term results of an event, they should be organized in such an effective way that it attracts clients on the spot.
Global print B2B media market
The print segment accounted for around 25% of the global B2B media market in 2015. In the B2B market, print media has a strong presence and is the most cost-effective marketing solution for B2B companies facilitating the companies to work on low marketing budgets. For instance, around 76% small companies use print media, whereas over 45% of the big companies use print media for B2B marketing. The advent of global digital media has affected the growth of print media as the consumer’s interest have shifted towards the former. Moreover, the impact of the print media as a technique of mass marketing has reduced due to the falling sales of the magazines and newspapers globally. However, the print media is still considered to be the key resource for decision makers in B2B companies and will continue to be one of the leading segments in B2B environment during the forecast period. In 2015, around 60% of decisions regarding purchases and supplier’s selection were made from information collected through print advertising.
Global digital B2B media market
In 2015, the digital media accounted for around 23% of the global B2B media market. Digital marketing is expected to be the dominant sector in B2B media during the forecast period due to the rapid growth of native advertising, digital content marketing, KPIs (key performance indicator) along with improved visibility and delivery of the advertisements. It is also one of the fastest-growing sector in B2B media market as it provides the marketer huge amount of options, which is encouraging the companies to adopt digital technology. Digital media helps in obtaining leads through multiple channels such as searches, blogs, social media, videos, and emails. Social media is the fastest growing segment in digital marketing. For instance, LinkedIn was the most prominent source of lead generation for B2B companies. Off late, it has been observed that digital advertising is also gaining traction in the marketing service solutions in B2B media. The biggest hindrance of the digital media is the accountability of ROI as the measurement of the impact of the ads is still inaccurate despite the presence of numerous parameters to find out performance metrics. The existing parameters indicate the conversion rate, but it is difficult to accurately enumerate the ROI. This is because the ads need to measure the cost of the business acquired and profit generated through leads, which cannot be always calculated accurately.
The top leading vendors operating in the global B2B media market are:
Bloomberg
IBM
Oracle
SAP
Other prominent vendors in the market include 3M Co, Archer Daniels midland Co., Broad Vision, Experian data quality, Facebook, Google, Home Depot, Insite software, Intershop, Kentico, Microsoft, Netsuite, Shop Visible, Thomson Reuters, and Wolters Kluwer.
A more detailed analysis is available in the Technavio report titled, ‘Global B2B Media Market 2016-2020’. Technavio also customizes reports by other regions and specific segments upon request.
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