Understanding B2B Marketing in the Media Industry
Summer Internship Project
Submitted By: Raghav Gupta 201114 Company Supervisors: Mr. Nishad Mahendru Mr. Ramesh Purohit Mr. Vallabh Kalgaonkar
Faculty Mentor: Prof. Neeraj Kumar
This is to certify that Mr. Raghav Gupta Roll No.201114 has completed his/her summer internship at Pure Media, New Delhi and has submitted this project report entitled “Understanding B2B Marketing in the Media Industry ” towards part fulfilment of the requirements for the award of the Post Graduate Diploma in Management (FMG--20) 2011-2013. This Report is the result of his own work and to the best of my knowledge no part of it has earlier comprised any other report, monograph, dissertation or book. This project was carried out under my overall supervision.
Place: ———————————— Internal Faculty Guide
com” for allowing great tools to make and analyse surveys online. I am highly obliged to Prof. Pure Media (Delhi) for providing me with an opportunity of doing a project in India’s 1 st B2B Media Agency and guiding me in my endeavour. I would also like to thank all the participants of this research. Pure Media. Business Development. Co-Founder & Managing Partner Mr. Brand Manager. the analyses would not have been possible. Nishad Mahendru. Sudhanshu Sharma. I would like to express my sincere gratitude towards the Marketing team of Pure Media especially to Mr. This project could not have been possible without their cooperation and valuable inputs. Raghav Gupta
. FORE School of Management .Acknowledgement
I take this opportunity to thank Mr. Ramesh Purohit. I am also gratified by the valuable inputs received from other faculty members of my institute. which helped alleviate this project knowledge. Vallabh Kalgaonkar.Client Servicing and Mr. Also thanks to “qualtrics. Head. Head. Without their valuable responses and inputs. Neeraj Kumar. for his support throughout the project period.
TABLE OF CONTENTS
Chapter Executive Summary Introduction Objective Study design Methodology Findings Recommendations Limitations Bibliography Appendix I : Questionnaire
Page Number 6 7 12 12 13 16 24 25 26 27
To measure the effectiveness of various media marketing activities such as Activations. Reliance (Big Magic). To accomplish the study a personal survey was done. To understand the reach of various media marketing mediums vis a vis cost spent thereby. Digital. In office media properties. The company plans and organises B2B promotions for its clients. big players like Star Television network. personal data and feedbacks were collected at various activations to analyse the reach of the activity. In support of the survey. UTV. Each tool for marketing has its own strengths and weaknesses and companies prefer to use multi-touch strategy in order to promote themselves. TV.
. Around 10 media companies were visited or approached and surveyed 32 respondents in companies across Delhi/NCR and Mumbai. To evaluate the ROI delivered to the client vis a vis money spent. Dainik Jagran in print media and Big FM. Digital Marketing etc. Forbes India. The list includes. Through this study I have tried to get a clear understanding of the B2B marketing industry in media. Print. My FM in radio to name a few.Executive Summary
Pure Media is India’s first B2B Media Agency.
The study presented with some interesting insights in the industry. By using interviews and observational analyses different issues and objectives were assessed. Some of the major outcomes that came forward were: • • • • B2B marketing in media is a fairly new concept with methods like activations and other CRM activities coming up. OOH ( Out of Home) & Mobile. There is immense possibility of growth in the industry and we should be expecting new developments in the coming years. Zee in television. Radio. Most clients are very satisfied with their endeavours and are gaining good returns on their investments. The list of clients for Pure Media is long and impressive. Hindustan. which are – • • • • To understand the B2B Marketing for Media brands across all platforms such as.
dominated by those in the print industry. Analysts believe the worst is over.457 billion by 2016. sectors such as animation & VFX. While television continues to be the dominant medium. the industry is poised to emerge with less debt and stronger balance sheets in the coming 6 months
. Though certain digital media firms such as Google fared well (revenues up 23%). Many players. continued growth of regional media. have plunged into bankruptcy. others such as Microsoft witnessed a flat top line. the industry is expected to register a CAGR of 15 percent to touch INR 1. Radio is expected to display a healthy growth rate after the advent of Phase 3. top media companies managing flat revenues in 2008 and a 5% contraction in 2009 according to Ad Age reports. contributing to 41 percent of the overall M&E industry’s revenues. as against 17 percent observed in 2010. with U.S. Overall. and gaming are fast increasing their share in the overall pie. falling 4% in 2008 a further 14% in the H1 2009. and globally. says the FICCI-KPMG report. will continue to be the second largest medium in the Indian M&E industry. Ad spending in the U. Despite this sorry state. the Indian Media & Entertainment (M&E) Industry registered a growth of 12 percent over 2010. Print. primarily due to the shrinking revenues coupled with massive debt loads taken on in the market boom. The growth trajectory is backed by strong consumption in Tier 2 and 3 cities. was also severely depressed. according to WPP's TNS Media Intelligence. to reach INR 728 billon. magazines and cable systems continue to operate and media companies have been trying to slash their crippling debt.S. Also. newspapers. and INR 30 crore mark in C&S rights Advertising spends across all media accounted for INR 300 billion in 2011. while witnessing a decline in growth rate. with multiple movies crossing the INR 100 crore mark in domestic theatrical collections.INTRODUCTION
In 2011. and fast increasing new media business. the film industry had a reason to cheer. digital advertising.
The industry has suffered a great deal during the economic recession. Advertising revenues witnessed a growth of 13 percent in 2011.
The past 2 years were tumultuous. the media and entertainment industry in India is likely to grow at ~13 % CAGR over 2009-13. the Indian media and advertising industry too looks poised to resume where it left off pre 1H 2008.Reach of Various Media
Graph(a): Penetration of each type of media
Source: IRS 2010 Q3 I All India I 12yrs+ I All SEC I Urban+Rural
It is observed that TV has the highest level of penetration while internet still remains the lowest.
The Indian entertainment and media sector is one of the fastest growing sectors in the economy. touching US$ 20 billion by 2013. with global indicators realigning themselves once again. The key reasons favoring the rapid growth of the Indian entertainment and media sector are the demographic and economic factors buoying India’s development. with a majority of the population below the age of 35. and increasing disposable income in Indian households. the average spend on media and entertainment is likely to
. According to a 2009 report jointly published by the Federation of Indian Chambers of Commerce and Industry (FICCI) and KPMG. This is justified as internet is a recent phenomenon and is in its growth stage still. especially due to poor liquidity in the system for financing big projects for the big and small screen. However. and its segments have all witnessed tremendous double digit growth in the last few years.
has encouraged Indian entertainment industry players to also venture abroad to tap this booming segment. the growing popularity of Indian content in the world market and South Asia in particular. In India. Given the lucrative prospects of this segment. some popular B2B transaction websites are: Tradeindia. increasing penetration of communication mediums. radio by 18% and the Indian advertising industry 61% over the next 3 years. B2B Marketing is a major part of supply chains between companies and between manufacturer and consumer. As per current estimates the television industry is projected to grow by 22%.
. filmed entertainment by 16%.com In this mix. Other transactions might be services such as consulting where a company offers its expertise to another company. An example of this might be companies that are contracted to maintain roads by the local highways agency. it can be between manufacturers and wholesalers or wholesalers and retailers. this is facilitated by a government contract. according to the 2009 edition of PricewaterhouseCoopers report. Business to Consumer (B2C) – This is where a company sells directly to a consumer. In basic terms B2B Marketing is where one company sells its products to another company.
Introduction to B2B (Trade) Marketing
There are three main types of business transaction Business to Business (B2B) – This type of transaction is one which takes place between two businesses.grow. international media giants are all vying for a stake in the segment. Each particular form of marketing is different to the other. Generally speaking where the company is providing a service. In addition. Business to Government (B2G) – This is where a company will provide products or services to the various levels of government. In the case of a retailer selling a product to a customer or service provider selling those services to consumers is an example of B2C transaction. where the company will be contracted by local or national government to perform a specific role. Winning a government contract is vastly different to selling a product to a customer and B2B Marketing is just as different again. policy initiatives of the Indian government to increase FDI and the increased participation of private media companies have been the other key drivers of the industry. In addition to domestic growth.com and Indiamart. according to a report by CII-AT Kearney. advances in technology. the share of international markets in total box office collections is estimated to increase from 8% in 2006 to 15% in 2010.
makes careful planning and strict targeting a requirement to be successful and provide a good return on investment (ROI). and Foremost. generally speaking.
Pure Media is India's First. These activities are direct contact point for the clients with the media planners and buyers which give them their bread and butter. Through these activities a direct connection is established with the entire work force of the agency. Pure Media can be the one-stop solution to all the B2B marketing requirements. afaqs. adgully. CRM Activities. Their professional and highly competent services help in bridging the gap between how the clients perceive their brand and how it is perceived by the media agencies. popular methods of B2B marketing are: • • Trade activations: small events conducted in media agencies.com. Relevant gifting is also a part of the the CRM activities as gifts are decided.
. exchange4media. ordered and sent to the planners and buyers on behalf of the clients. Corporate gifting: Giving gifts helps create a brand recollection. media and marketing category.B2B Marketing deals with smaller audiences and smaller prospective range of clients than B2C. In media. Media Audit is also something that the company does in order to provide full value to the clients and measure the performance of the marketing activities carried out by the clients. Social Media Marketing: this is done on websites like. CRM activities include keeping a database of the media planners and buyers and sending wishes and gifts on special occasions like their birthdays and other occasions like Diwali. With Specialization in client management. Relevant Gifting & Media Audit. which. including Trade Activations.com. These are planned and organised by the company keeping in mind the requirements of the clients. Banner: Outdoor and indoor banners have been used for a long time now.com. Christmas etc. Media agencies like GroupM have intranets which also prove as an excellent social media platform to directly reach the desired audiences. audiencematters.com. These gifts are also sent when the client wishes to celebrate the success of their products or launch a new product. Trade activations are small promotional events conducted within the office space of the media agencies. B2B agency in the advertising.
Television. Radio and Print.Clients Pure media handles media clients across 3 different mediums viz. In just a year of its existence.7 FM • 94. Some of the clients of the company are: Television: • Zee News • Star News (now ABP News) • UTV • Big CBS • Big Magic • FOX International • History Channel • Bindass • Zee Studio • AajTak Radio • Big 92.3 My FM • Fever 104 Print • • • • • • • • • Hindustan Jagran Mint Forbes Lokmat Malayala Manorama Amar ujala Sakal Images Bazaar
. With belief in its product the company. Pure Media has developed an impressive list of clients. a pioneer in B2B media marketing has taken the concept to new heights.
The nature of the study design is mix of exploratory and descriptive analysis. Radio. After working in the industry for two months. But then the ideas gathered through this mode do not have any statistical significance. Exploratory studies are generally carried out to gather ideas and clues about further research to be done. As this was my first experience with the media industry. This research takes place when we have a specific target in the mind and are clear about the objectives for the study. To evaluate the ROI delivered to the client vis a vis money spent. Through the results of the exploratory research. The results of exploratory research are not usually useful for decision-making by themselves. I conducted an exploratory research first so as to decide on what I should be conducting further study on. The project “Understanding B2B Media Marketing” is divided into four parts.OBJECTIVE OF THE STUDY
Huge competition in the market and rising aggression from the competitors makes it imperative for a company to work at maximum efficiency and look at various avenues to promote themselves. To measure the effectiveness of various media marketing activities such as Activations. in office media properties. I researched and studied the working and requirements of the industry. Descriptive research is at a higher level than the exploratory research. I have tried to find out the effectiveness of emerging trade marketing means meant to increase the brand value and brand recollection. a descriptive
. To understand the reach of various media marketing mediums vis a vis cost spent thereby. TV. Digital Marketing etc.• • • • To understand the B2B Marketing for Media brands across all platforms such as Print. I performed a descriptive research in an attempt to find reasonable results for the objectives. Exploratory research can give ideas about new product designs. about hidden needs and about customer preferences and mindsets. OOH ( Out of Home) & Mobile. but they can provide significant insight into a given situation. An exploratory research was done by me to explore the depths of the industry and determine the avenues which required a study. Digital. After setting the objectives through my exploratory research. Once the objectives for the research were defined.
) Media Activations: a) Big FM – Big Memsaab: Big FM launching its new on radio talent show only for housewives. I was personally part of the entire process from the planning stage to the arrangement of resources and the execution of the activation.V. game show ‘Khulja Sim Sim’. 4. Show. 2.V. c) Big Magic – Khulja Sim Sim: Big Magic the T.
1. This activation proved an opportunity to observe and perform the requirement of the client in terms of impact creation while keeping in view the budget of a radio channel which is considerably less when compared to companies from print and television. The budget was good and the only demand was for the requisite perception to be created. Restless: Was required to ideate and for a budget for bindass channel looking to re-launch itself with a new look and slogan. For this they wanted to promote themselves and gave an extensive budget along with some valuable gifts to the media planners and buyers. b) Bindass Work More. An extensive media activation was planned and executed in 20 agencies across India. Khulja sim sim is an already popularised T. 5.V. Bindass is a lifestyle channel which is worried about their perception in the outside world and wished to create a new more fun and active perception. 3. d) Forbes India – 3rd Anniversary Celebration: Forbes completes its 3 years in India.study was done using data collected through surveys and other sources to analyze each of the objectives.
. The motive of this activation was to make the employees remember and relive the experience to gauge the amount of fun and interest this show can create. channel of Reliance companies is poised to re-launch popular T. Exploratory Research and outcomes Designing Questionnaire Data Collection through Survey Data Processing and Analysis Conclusion
• Exploratory Research
ABP News also organised and online quiz competition for the media employees to inform them of their channel name change. consisting of 5 KG photo cakes. 3.Forbes is a very popular brand and always thought of in high regard.) Promotional Banners & Stickers a) ABP News: Banners were placed outside of offices while stickers were placed on the washroom mirrors of the offices in an attempt to drive the point about the change in name and not in the content. Personalised e-mailers were sent to all the employees inviting them about the competition and inviting their participation.) CRM & Meaningful Gifting ABP News (earlier Star news). 2. This proved to be the greatest learning activity for me as I observed and experienced how to treat every wish of the client with utmost care and precision.5000. The idea for the activation was given by the client and it was our job to execute it in the best possible manner.
. in order to maintain good relationships with the media agencies asked us to maintain a database of the employees of these agencies and record their birthdays. the employees received birthday wishes. This also proved insightful in observing the extent to which the media companies go in B2B promotions and the level of penetrations they wish to achieve with these marketing techniques. cakes and a gift on behalf of the ABP group. The client for this was very specific on what they wanted and they wanted it to be. On their birthdays. Posters were also put up across media agencies informing them of the same. The prizes were also catering to the premium sector and consisted of mementos and wine sets. Each of the winners was given wills lifestyle gift vouchers worth Rs. This lasted over 2 weeks and had 8 winners. Keeping this notion in mind a promotional scheme needed to be devised which would interest and leave a mark. This was tasking work and required the purchase and development of an effective birthday reminder tool which would perform the work for us. For this purpose niche games like Foosball and Darts were made available to the employees. Pizzas and chocolates was organised for Hindustan newspaper. e) Hindustan announces its place across 12 territories across UP & UK : A three stage activation. Each of the elements needed to have extensive branding of the newspaper on them and the packaging. It sometimes became difficult in arranging everything the way they wanted.
Through the qualitative analysis done over the course of these marketing operations and through discussions with the clients. Lift branding is expensive and effective as each day an employee has to take the lift to reach his office and it is difficult for him to miss the branding on it.
. Visibility on the GroupM intranet means instant brand recognition in the biggest media agency in the country.
Based on these observations. ) Social Media Marketing: Lots of branding and site capture is done on the GroupM intranet. There looked to be a great scope to: • • • study the perceived return from the client. Gurgaon. it was observed that B2B marketing is still a fairly new concept in the media industry and great emphasis is placed on its effectiveness and ROI. c) UTV Stars Banner: A 7 feet X 30 feet banner promoting UTV stars is placed in DLF Cybercity. The rights to distribute this are expensive and very difficult to obtain. the objectives for the descriptive study were set which have been mentioned above. analyze the future growth prospects of the industry. 4. GroupM is one of the leading media agencies in the country and handles 55% of the media business. analyse what really drives the B2B media industry. The branding requires huge investment from the client and with the size so big and so centrally located it is hard to miss for anyone passing by in the area. b) Hindustan: For Hindustan newspaper the lifts in the office areas were also covered with the brand logo. Cybercity is known to be a hub of offices which makes businessmen its main target.Placing of stickers in washrooms was a showcase of how any and everything can be a marketing property if we are to think of it as one.
OOH ( Out of Home) & Mobile. The results proved insightful in garnering more detailed knowledge about the popular practices in the industry. The marketers targeted were only the clients of ‘Pure Media’. The website www. Digital. The respondents were asked regarding the B2B marketing platforms used by them in order to promote their products. These respondents are known to have a fair knowledge on B2B marketing and proved to be the apt choice or the study.qualtrics.• Questionnaire:
Keeping in mind the above findings and objectives of the project a questionnaire was made to capture the responses of the marketers. TV.com was used for the purpose of creating an online survey.
. The questionnaire used for this purpose is given in Appendix I also the link for the online survey has been provided with it. The respondents were either interviewed personally or requested to fill the questionnaire online.
• Data Collection:
The task of data collection was carried out across media companies in Delhi/NCR and Mumbai.
• Data Processing and Analysis
The data was coded into Microsoft Excel programme for further analysis and statistical techniques like correlation and regression are heavily used along with other types of descriptive analysis techniques to reach to conclusion.
Objective1: To understand the B2B Marketing for Media brands across all platforms such as Print. Radio.
Graph (b): Presence of internal department to handle B2B marketing
As. the graph suggests most companies do not have an internal department taking care of their B2B marketing operations. Most companies are dependent on third party or outside agencies to plan and conduct their B2B marketing requirements for them.
. This is a sign of the fact that B2B marketing in the media industry is still in its nascent stages and the companies are still testing the waters before investing in a permanant staff to handle the proceedings for them.
this is probably due to the high cost involved and presence of more economical and more direct options like activations.
Objective 2: To understand the reach of various media marketing mediums vis a vis cost spent thereby.Graph (c): Mediums used marketing purposes
It is observed that agency activations are the most popular form of trade promotions. To understand the reach of various marketing methods. Outdoor branding showed lower usage levels than expected.
. The low usage of office area branding can only be attributed to its newness and high cost. Activations are customisable and can be adjusted to fit the client’s budgets and requirements making them the most obvious choice. Corporate gifts are also popular as they are sure to directly reach the desired audience. Social media marketing is a a close second with its wide reach and having good audience. the feedback forms collected from the employees of media agencies during activations and through online survey were used.
buyers and the senior management. Of the sample of 195 employees it was noticed that the activations are reaching the media planners which is good for the company marketing. These can be treated as extra cost to the company.Graph (d): Profile or designation of employees at activations
The media activations are primarily directed at the media planners. The worry is that there are a high number of people from operations and admin who are also exposed to these activities. However. whether the employees knew about the success of Hindustan beforehand the following results came through. it would be safe to say that the media activations give a good reach to the marketers as they get a connection with the media planners and buyers. Considering the lesser number of senior management in an organisation. Considering the facts presented above.
. When asked during the media activation for Hindustan. there is a healthy number of attendees. The media buyers are also showing a healthy participation level. this is an essential cost as it is not possible for the company conducting the activation to refuse access to any employee of the agency in which the activation is being conducted.
The effectiveness for the purpose of this study is measured in terms of the perceived effect experienced by the clients of Pure Media. The question was asked as to what changes do they expect in their revenues with a 10% increase in their marketing budget. It is observed while most people did know a bit about the success of the company a significant percentage did not know or saw the the banner and did not realise what it was. and Uttrakhand region. the respondent is given a situation and asked what they believe the outcome would be under the circumstances. it is helpful if it is backed with another tool to drive the point home.Graph (e): Reach through lift and in office branding
Lifts in these offices ahd been branded with the Hindustan logo stating the newsof its success in the U. The clients were put through ‘what if’ analysis.P. Digital Marketing etc.
Objective 3: To measure the effectiveness of various media marketing activities such as Activations. The promotions are done by the company in order to gain certain value and the delivery of the value is of prime concern to a company like Pure Media. in office media properties. In this type of an analysis. The replies provided some interesting insights. This signifies that even though lift and office space branding is an effective tool for informing and creating awareness.
However. Graph(f): Expected change in revenue with 10% increase in B2B marketing budget (without ‘Don’t know’)
. the good part is that barring a very low number of respondents most have positive response towards the outcome from B2B marketing. The question was again asked without the option of ‘Don’t know’ to get a better view of the situation.Graph(e): Expected change in revenue with 10% increase in B2B marketing budget
It is observed that most clients are still unsure on the kind of output they would generate through B2B marketing.
Having determined the value generated by trade marketing.666
Lift/Offic e 2 4 3. This is a positive indication for the industry and shows signs of growth.933 0. Meaningful gifts may be rated slightly higher than the lifts and other
.3 1. they do believe that they output is of incremental nature.
Statistic Min Value Max Value Mean variance Standard Dev
Social Media 1 4 2.059
Graph(f): Average effectiveness of types of trade marketing
By observing the above stistics. we shall now be looking at each medium to identify which medium is considered as the most effective one.1 0.455 0. it is clear that agency activations rate highest in the preference list of the respondents followed by corporate gifts and office area branding jointly.444 0.This graph gives us a much clearer picture on the viewpoints of the marketers. Even though many are unsure on the returns they get from their B2B marketing endeavours.9660
Activation s 3 5 4. For this purpose.122 1.674
Gifts 2 5 3.3 0.544 0.7378
Outdoor 2 4 3 0.6 0. the respondents were asked to rate the effectiveness of each medium as they percieved it.
. The respondets were directly asked whether they felt satisfied of the returns they were getting from B2B marketing. The fact that even the lowest option shows an average above 2. Also there is not a single company which is looking to decrease their budget. When asked wether they expect an increase in the B2B marketing budget of their company. Graph(g): Expected future increase of B2B marketing budget
It is pretty evident from the graph that the companies are recieving moderate to good ROI from their B2B marketing expenditures. the results were as follows. Objective 4: To evaluate the ROI delivered to the client vis a vis money spent. After keen observation and discussions with clients it was observed that the marketers put keen emphasis on the cost of the marketing activity. Theres nothing like hearing it from the horse’s mouth.office area branding as it shows a higher variance level with equal minimum value and higher maximum value.5 signifies an overall success for the industry in terms of effectiveness. a study of the return delivered to them seemed like an important aspect that needed to be covered in the study. These are reflected in the fact that most companies are expecting atleast some increase in their trade marketing budgets. Hence.
these give a great return on investment. Outdoor Banners and Social media marketing seem to be the most expensive and lesser effective methods of marketing. From the looks of it. 3. Trade activations and meaningful gifting (or TRM activities) seem to be giving the maximum return and best level of effectiveness and should be given more emphasis. B2B marketing is a growing need and it would prove economical in the long run to carry it out on their own.
For Media Companies 1. Start planning and developing an in house B2B marketing department that plans and organises their trade marketing needs. the company faces the danger of the media production companies setting up their own department for carrying out their
.Graph(h): Are you content with the returns recieved from B2B marketing?
The responses are indicative of the fact that the clietnts percieve a good return on their investments and are getting good value of their marketing endeavours. For B2B Marketing Companies 1. With the rising demand for the product. This does not mean that these platforms are less important as the width of their potential reach is a lot wider than any other method. 2. When properly combined with activations and other newer tools.
the respondents surveyed are known to use specialised services of ‘Pure Media’ for their B2B marketing needs and thus shall have different viewpoint than the companies not using them. Also. the study does not encapsulate hypothesis tests but are analysed by the experience and observations of the researcher.) The value creation in this case is through brand recall which is a difficult to quantify entity. the demands of the clients are likely to rise and scalability should not be an issue at that point. Focus should be maintained on core competencies that is innovation. Trade activations are gaining popularity and it can be considered to experiment with grander and bigger scale for activations.B2B marketing.
LIMITATIONS OF THE STUDY
. b.) The survey was collected as an employee of ‘Pure Media’ which each of the companies share a relationship with and thus were inclined to give positive reviews resulting in a respondent bias.) The sample size for the study was limited and did not represent the industry as a whole. c. good connections and available permissions. 2. 3. These can give newer meaning to B2B marketing. Thus. With increasing penetration. Company size should be increased now to be able to hold more activation at the same time and work on more projects simultaneously.
Philip Kotler & Kevin Keller 13th Edition ‘Market Research in Practice’ – Paul Hague. May.com/ (Accessed on 5.b2bgenie.BIBLIOGRAPHY:
‘Marketing Management’ .kpmg.thepuremedia.pdf (Accessed on 2. Nick Hague & Carol Morgan 10th Edition Marketing Research – An Applied Orientation– Naresh Malhotra 4th Edition http://www. 2012’) http://www. 2012’) http://www.com/IN/en/Press%20Release/KPMG-FICCI-Frames-Pressrelease-2012. 2012)
. June.info/what-is-b2b-marketing/ (Accessed on 20. June.
Kindly fill in your details.Appendix I
Questionnaire to Study the Effectiveness of Trade (B2B) Marketing
Q .Which of the following touchpoints does your organisation use for its B2B marketing initiatives? (Select multiple options if more than one is used) Social Media Marketing on websites like afaqs Agency activities Outdoor banners Lifts/bus/office area branding Corporate gifts Q . Name: Designation: Organisation: Q .If your company’s B2B marketing budget was to be increased by 10% how much do you think it will affect your profits return from B2B marketing?
.What is the B2B marketing budget for your company for the current year? <1 crore 1-3 crore 2-5 crore >5 crores Q – Who handles and conducts your B2B marketing activities? Internal department Outsource Q .
Kindly answer Q 3 again without the option for ‘Don’t Know’ No significant change 0-10% 10-20% >20% Q .
Q .To the best of your knowledge. We use modelling techniques to determine the return from each touchpoint . where.How would you describe your organisation’s capability to measure the return from trade marketing activities? We do not track leads to specific marketing touchpoints We credit the last marketing touchpoint as the lead source We split the credit across all the marketing touchpoints reaching the lead We measure the incremental leads from a single marketing touchpoint across different channels. 1 represents the least effective and 5 is the most effective? 1 Social Media Marketing on websites like afaqs Agency activities Outdoor banners Lifts/bus/office area branding Corporate gifts 2 3 4 5
. how would you rate the effectiveness of each type of trade marketing on a scale of 1 to 5. No significant change 0-10% 10-20% >20% Don’t know Q .
a big increase Moderate increase is likely No the budget is sufficient We shall reduce the budget
. test and learn marketing capabilities Q .Which of the following is your organisation’s priority in order to improve effectiveness of trade marketing? Improve tracking to show leads conversion to clients.Do you expect an increase (excluding inflation) in the trade marketing budget for your organisation for the coming years? Yes. Measure impact of multi-touch marketing Improve.Q – Are you satisfied with the returns received from the trade marketing initiatives? Satisfied Moderately Satisfied Neutral Moderately Dissatisfied Dissatisfied Q . Identify the most effective awareness generation channel.