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The fact that business-to-business (B2B) marketers lag behind their B2C counterparts in their use of digital and social media is a consistent trend found in Forrester research. The real question is: Are business buyers using interactive media at a faster rate than marketers adopt it in their communication plans? This presentation looks at how network and telecommunications buyers specifically use B2B media to inform their purchase decisions, including which information sources and magazine titles they turn to for guidance. Despite the growing interest in online and hype around Web 2.0 approaches, listeners may be surprised to find to what extent business buyers continue to rely on traditional, industry-specific media when on the job.
Agenda:
Vendors mentioned: American Business Media, AT&T, Avaya, Bell Canada, Cingular, Cisco, Juniper Networks, Orange, Nortel, Telus, Verizon
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