A survey of 741 small and mid-size businesses (SMBs) by Breeding Business Information (BBI) revealed that SMBs prefer print over the Internet as a source of product information.
Of the B2B prospects surveyed, 43% said they rely most on magazine articles and direct mail to learn about products.
Only 27.8% prefer social networking as a source of product information, and just 19.2% like podcasts.
Don’t believe the new media evangelists and techno hipsters who say that, for B2B marketing, print is dead and all your marketing should be online.
They might believe every B2B prospect on the planet Twitters and uses Facebook.
But your serious prospects are reading trade journals, the BBI survey found.
So you ignore print at your peril.
Source: DM News, 4/6/01, p. 1.