Media in B2B Marketing
What do you think of when someone mentions "Media"? Billboards? Print ads? TV/Radio spots? Media today includes these traditional mediums but has launched into the realm of digital. Think made-for-internet brand and product vignettes and interactive assets that follow you wherever you go online and offline. Traditionally, Media has been synonymous with "Advertising" - high level brand and product awareness at the tippy-top of the funnel and ostensibly that which first grabs consumers' attention. But brands aren't seeking to just drive awareness, they want sales. Enter the traditional role of "Marketing" which is more honed in on specific value propositions and target consumer segments to drive brand and product evaluation and conversion. Data is Driving the (R)evolution B2B offers, far moreso than consumer-direct, are going after niche audiences with highly targeted messages. But, even so, B2B brands need to first generate awarenes