That’s good news for publishers, and as you will read, marketers are using both channels, print and online, to compliment one another.

Enjoy the read and special thanks go to @KentHuffman for moderating this week for me.

Where should print advertising fit into today’s B2B marketing mix?

• @NathanRKing: Print advertising should be there along side of the digital elements – everything should work cohesively.
• @lewiswebs: Still finding some old-school thought that print is necessary in the marketing mix.
• @b2bento: Nowhere! Without exceptional creative use (like augmented reality, QR) – print advertising is dead.
• @fearlesscomp: Print should be in the mix for one simple reason. The mail box is empty today.
  • @NathanRKing I see @fearlesscomp’s point – less clutter in the mailbox = more visibility for direct mail.
• @kseniacoffman: I treat print as a way to support the pubs in our space; sad I know. Though research @chuckmartin1 shared today suggests 66% of b2b buyers rely on trade press for information – http://bit.ly/d2JKr3.
• @joezuc: Print remains important as one of several media available to marketers that can be optimized for a particular opportunity. With variable print publishing, the same level of personalization that goes in web based communications can now be in print.
• @mentormarketing: I have seen @Vocus use Print to drive Social Media to some success [from my outside perspective].
• @anetah: Understand your customers/prospects preferred marcom channels … Print may or may not be a right fit. Must know your audience.
• @MikeTek: Depends on your market. Some are best reached online. Print has its place, but its shrinking.
• @evoklarry: Print advertising is not dead. Many choose to reach industry professionals through their trade publications.
• @BrennerMichael: Print will always be part of integrated mix but influence is down for sure.
• @martinehunter: Print not dead. Trade pubs still relevant to many b2b buyers, should be in the cohesive mix.
• @ChuckMartin1 Anyone look at the thinness of the B-B pubs lately? Not sure there is a strong print fit.

How have your expectations from print advertising changed?

• @lewiswebs: Never expected much from print – such a low conversion rate – wouldn’t expect that to improve now.
• @fearlesscomp: Print should be part of the mix, but a small part. Buyer personas should drive media selection. Again, buyer personas should drive media selection. Go where buyers go.
• @joezuc: Once again, with variable print publishing, we can have higher expectations again. Anyone here get a postcard with a PURL on it?
• @anetah: Must be relevant w/ print advertising… Targeting, personalization, geo targeting…RELEVANCY is key.

Will the percentage of spending in print advertising increase or decrease in the next 12 months? Why?

• @Karimacatherine: It will decrease but I see print become more relevant because they are competing with so many other media.
• @NathanRKing: Less advertisers could mean better placement in publications for the same cost. Better visibility.
• @Renbor: Stay about the same if you consider pubs and direct mail.
• @fearlesscomp: Print is declining and will continue to decline. I recommend we develop personas and allow users to set preferences. Want print – ok. Want Twitter-OK, want email-OK
• @joezuc: I believe it will decrease, but the money that remains in print will be optimized as it is integrated with online campaigns.
• @EVOKLarry: Print medium doesn’t allow for the same level of creativity as interactive, nor immediacy of return.
  • @NathanRKing: @evoklarry but keep in mind that good print has such high visibility, thus better brand recognition.
• @BrennerMichael: Down for certain! Not dead. I still read print and I have a budget!

What is the main benefit you get today from print advertising?

• @ToniGoSaintsRou:  The value of print ads is not always in immediate sales, but more in reputation & trust building.
• @lewiswebs: Reaching that lead you haven’t reached otherwise, but that’s fading fast.
• @janetdmiller: Print helps establish brand. As a search marketer, without traditional media, it’s tough to get brand searches.
• @NathanRKing: Print is still reaching customers and allows you to target by location (local pubs) & interests (industry/trade mags). Print also allows businesses to reach consumers who aren’t that into social media. (not everyone checks facebook daily).
• @EVOKLarry: Prints biggest benefit may be the targeted approach.
• @mentormarketing: I see the benefit in the shelf life of a print piece which exceeds the tweet lifecycle just started tracking.
• @ckburgess: Longer attention span for print! Longer shelf life.
• @ cuferg: Print increases brand awareness if done well and into targeted trade pubs.
• @EeeGeee You can’t click the escape button… Print is visually friendly, but the downfall is its price efficiency.

What drives the continued decision to advertise in print? Safety? Target Audience? Results?

• @lewiswebs: Target audience should dictate using print and should drive the results you want.
• @EVOKLarry: Clients who invest in their brands, invest in print. Those who are willing to forgo long tail for short gain don’t.
• @ChuckMartin1: Well-accepted measurements (BPA audits, etc.) and habits.
• @ Karimacatherine: What drives print advertiser is known territory. they’ve been doing it for ages.
• @phylliskhare: For my clients still using print – it’s about age demographics

How do you define the success of a print campaign?

• @Renbor: Success is always defined in terms of sales and/or new customers.
• @janetdmiller: Tough to measure offline (print) to online, but I like to try to measure via offers and online signup.
• @cuferg: Most print, the results are nearly impossible to track. WOM results play into it, target audience readership most certainly.
• @lewiswebs: All roads lead to lead gen – did it bring the prospects we expected.
• @fearlesscomp: Measure results against business goals.

What ways do print and online advertising work best together?

• @lewiswebs: Integrated approach with consistent message and branding is best
• @eeegeee: As mentioned before, direction to website & also print ads can have promotions and benefits (as well as special online promos)
• @NathanRKing: Print can work brand awareness, digital can help close the sale.
• @b2bspecialist: Print & online will work well if they are integrated. Ad in print goes to ad on site/ Article in print goes to article on site
• @janetdmiller: I think print (and other traditional media) do a nice job at driving awareness and brand searches.
• @SUPPORT2point0: Q9: Print and digital like PB&J. Can’t make a quality sandwich with half.

Has the introduction the iPad had any impact of your thinking?

• @Renbor:  It will enhance print ads as more people read traditional print on iPad.
• @fredmcclimans:    Yes, the iPad has me rethinking the way that journalism is created (melding of medias). Can’t wait til the markets full of iPads, dPads (droid pads) & mPads (msft pads). New energy for publishers!
• @NathanRKing: iPad will allow for more interactive ads in digital publications.
• @jeremyvictor: It certainly has impacted my thought process relative to contributing content to publications – more interested now.

As I said, it was a lively discussion, and a lot of good thoughts were shared. Thanks to all who participated. Join us for next week’s #B2Bchat on LinkedIn, Thursday, June 10th at 8pm Eastern (5pm Pacific) by following the hashtag #B2Bchat! Follow @B2B_chat for updates.

Couple that with the growth of online advertising in the past five years and you quickly understand why trade magazines continue to see decreases in revenue, subscriptions, and the overall number of magazine titles.

So in this week’s #B2Bchat as we are almost half way through 2010, let’s tackle print advertising and where it fits into today’s marketing mix?

• Where should print advertising fit into today’s B2B marketing mix?
• How have your expectations from print advertising changed?
• Will the percentage of spending in print advertising increase or decrease in the next 12 months? Why?
• What is the main benefit you get today from print advertising?’
• What drives the continued decision to advertise in print? Safety? Target Audience? Results?
• How do you define the success of a print campaign?
• How are you measuring the ROI of your print campaigns?
• What results are Digital Editions of magazine producing for you?
• What ways do print and online advertising work best together?
• Do you use QR Codes in your ads? Why or why not?
• What suggestions do you have for print and social to work together?
• Has the introduction the iPad had any impact of your thinking?

Join us for this week’s #B2Bchat on B2B Print Advertising in 2010, Thursday, June 3rd at 8pm Eastern (5pm Pacific) by following the hashtag #B2Bchat! Follow @B2B_chat for updates.

Today’s marketing options can seem innumerable and the number of choices in the future will only increase. Marketers have to choose not only which channel to utilize, but how much to invest in each channel to achieve success.  The diagram below shows an example of some of the choices available to attract customers today:

Looking at this diagram reminds me of playing darts. Darts may be a more effective method of allocating budgets because multi-channel measurement is still in its infancy.   Even when we have data from all the individual channels, we still don’t know how the combined formula impacts the bottom line.  It’s alchemy and it can blow up!

According to an InfoTrends study on Multi-Channel Communications Measurement and Benchmarking, multi-channel campaigns using email, customized landing pages and print yielded a 35% higher response rate than print-only campaigns.

Multi-channel campaigns are simply more effective.  How can we know the efficiency of each individual channel and what the ratio of investment should be in each?  Investment in one channel naturally takes money away from other channels so every decision either approaches or detracts from the optimal formula.

Currently there is no standard CPM to measure channel mix, although several companies have proprietary solutions that attempt to attribute cross-channel results.   Companies like Alterian, Radian6, Nielsen Business Media and Mobilestorm are a few.  These software solutions are a great step toward ROI transparency, and their sophistication will improve as time advances.

Most companies aren’t aware or can’t afford these software solutions so Marketers need a disciplined planning process with clear steps to help you increase your chance of success.  To be clear, let’s revisit Jessica, our 25-year-old professional working in the year 2020.  We’ll use a day in her life to explain how you might make better channel marketing decisions for your business.

Here’s how to evaluate the right channel strategy:

6:20 A.M. – After snoozing through one alarm, Jessica grabs her Cloud Acquisition Device (CAD) and drops it in the cradle in the bathroom where she’ll listen to news, weather and sports while she gets ready for work

Step 1. Segment your audience according to profitability.  Understand the financial impact of adding X percent of new customers within each segment.  Jessica is a high-end digital consumer who buys the maximum data plans to support her voracious information-access needs.  Analyzing your customer segments will help you focus on the channels that will deliver the highest ROI.  If you don’t fully understand your target segments, drop everything you’re doing and get this data.  It will change everything you do.  When I worked at Ameritech Cellular, we knew 15% of our customers delivered 80% of the company profit.  While it was tempting to put the majority of our budget and resources into the retail consumer promotions (only 20% of the profits), that decision would have had terrible financial consequences.  Instead, we invested in high-end business packages that sold our best customers more services, driving up EBIDA.

There are several businesses today that tier their content offerings, charging consumers for content that’s free of ads.  Check out Pandora and Uber Twitter.  We’ll see more of this as everyday, basic content changes as time progresses, so start organizing your product or service offerings now.

Step 2. Make sure your data supports threshold levels of investment based on your targets use of that channel before you add that particular channel into the mix.  “Innovation” (otherwise known as cutting edge media with no proven performance) should be kept below 10% of the budget.

7:15 A.M. – Jessica grabs her CAD from her bedroom CAP and brings it into the kitchen where it wirelessly connects to the Cloud Acquisition Portal (CAP).  Her mother calls her to remind her about her father’s upcoming birthday, and the CAD seamlessly transitions between news and the video chat session with her mother.  Since all video is now web-enabled, Jessica will use the top online gift store to search a variety of gift options for her Dad.  More about this when Jessica comes home tonight.

Each channel will be much more segmented, persuasive and effective.  B2B channels will even be fully integrated with search engine optimization (SEO), video, email, promotions, ads (banner and PPC), mobile, print, direct, PoP and social.  Support for this trend can be found in the study by EConsultancy.

7:45 A.M. – Jessica jumps into her electric car and drives to work.  Electric cars, and all the cottage industries that support them, will grow exponentially in the next decade.  Popularity will increase electric car market penetration to 50% by 2020.

• Major, mass market product launches are happening this year.

9:30 A.M. – While doing research for a 10:00 A.M. client meeting, Jessica reads a news update regarding one of her supplier’s new contracts.  She clicks on a link and receives an un-branded case study that can be used in any presentation.  Packaging case studies for viral distribution, with links back to the source, will become a rich source of lead generation in the future.

• The future of contextual search.

Noon – On her lunch break, Jessica scrolls through mobile ads she’s cached for future use.  She’s opted into certain ads so she can save money on the things she likes.  The cache app allows her to save ads she wants to save and retrieve when she is near the store.

• Mobile, location-based marketing will improve targeting for marketers and convenience for consumers.

2:30 P.M. Throughout the day, Jessica receives alerts about a variety of information according to her pre-approved preferences.  These alerts represent highly targeted opportunities to reach consumers.

• Daily mobile text alerts.

5:30 P.M. - A good friend calls Jessica and invites her to a business association meet-up that night where business celebrities talk live and interact with attendees from far-off locations – using sophisticated streaming technology.  Branding and social media opportunities abound.

• Streaming from live events

6:30 P.M. - Jessica uses her CAD to buy admission and dinner while at the event.

• Read about the first barcode scanner on smart phones.

8:00 P.M. - Once home, Jessica plugs in her CAD and selects from a list of high quality resources that will deliver relevant news, cases and data to her business account in the morning.  This information will make her more informed and articulate when the discussions and debates occur throughout her business day.  If content is King, Jessica will have a crown by noon.

• Read about the future of local news by the Wall Street Journal.

11 P.M. - Once in bed, Jessica voice-enables her alarm and reads from her wireless reader, which drifts to sleep-mode after Jessica.

• Voice Controlled Talking Alarm Clock.

The only way to ensure you’re maximizing your marketing investment, knowing that it isn’t perfect, is to measure every channel. Start with individual measurement tools and add software that integrates channel metrics.  Analyze the data and you’ll find valuable insights that will grow your business – guaranteed.  Too often we shrug our shoulders and believe its too complicated and there aren’t accurate resources to measure effectively.  This attitude leads to complacency and sloth.  It’s possible today to dramatically increase your marketing ROI.  Get granular and you’ll make a mountain out of a molehill.

I hope you’ve been motivated by this series and make the effort to rise above the standards of this day to lead the future of marketing.  I looked ten years into the future but I believe we don’t have to wait to achieve the kind of effectiveness that technology and strategy will surely bring. I’m excited about the future and can’t wait to see what YOU will contribute.

Tom Pick, on The WebMarketCentral blog, just yesterday did offer an interesting perspective when he asked the question, “Will content marketing kill trade publications?” While interesting, it does emphasize what I am not seeing or hearing – and that’s how one should incorporate print advertising into the 2010 marketing mix.

That just seems odd- for this time of year to not be hearing the marketing mix discussion including print. Doesn’t it? I’m clearly all in for social media…but as Gary Vanderchuk describes in this video – Social is business, not a tactic, but a mindset that permeates throughout the entreprise. With that as our definition, as planning is taking place for 2010, can it really be possible that companies are completely eliminating print? Can that be a wise decision?

Take the recent Pew Internet Survey where we learned these average user ages: Twitter 31, Facebook 33, and LinkedIn 39. Current retirement age is 65 [I'd argue 70 after this recession]. In that 32 year range (33 – 65), what end of it do the decision makers in your industry fall? I’m betting more likely than not closer to retirement age than Facebook 33.

Sure it is important to get in front of these influencers on Facebook, but my point here is that the entire workforce has yet to become digital natives (shameless plug: tune in for the #B2Bbookclub Wed at Noon for the Trust Agent definition). So quite a large percentage of the targeted decision making, purchasing power demographic, may in fact still be reaching for that print publication as soon as it arrives.

Now don’t get me wrong…I believe Ballmer when he stated, “All content consumed will be digital, we can [only] debate if that may be in one, two, five or 10 years.” But my money says for certain it won’t be in 2010, leaving you with decisions to make for your 2010 marketing mix.

Right, I mean don’t forget that old school idea…put your website address in your print ad…buyer sees it, she turns to her computer and goes directly to your website. No Google page ranking to contend with, no other contextual ads for her to get distracted by, just straight from the magazine to your doorstep. (Your website being ready to convert them is a discussion for another post.)

Now this is not a one size fits all suggestion either. A recent CRNtech issue I had my hands on was just 24 pages, that’s thin. So the industry you are in clearly has a significant impact on whether or not print advertising should be included in your marketing mix for 2010. My hope is that these are the decisions you are struggling with.

As I’m suggesting that print remains a viable vehicle for your 2010 marketing plan. The medium itself has suffered more as a result of the recession and budgets being slashed versus it not being a viable method to reach and influence buyers. A truly integrated marketing program – one that surrounds your buyer in all channels (including print) — enhances your brand presence in their mind. The more places your brand can be the greater opportunity you have to influence them.

I simply think it is to soon to call the grim reaper for print advertising, print’s not dead. What do you think?

This week Ad Age erupted over a blog post debating why digital agencies don’t get it at the depth traditional agencies do. 83 comments, and counting, over who owns strategy or who has the big ideas.

Who can blame agencies? In a crowded marketplace, they’re all just trying to differentiate themselves. But in my experience, clients are less concerned with what you call yourself than how you solve their problem.

I recently conducted an agency review for a client where the three finalists labeled themselves quite differently from each other. We had a digital shop, a design firm, and a more traditional agency. Having a different label wouldn’t have gotten these agencies into the pitch anymore than wearing the right pants.

Each agency brought a unique approach to the client’s problems, and each agency was chosen to be there because of their work, how they presented their capabilities, their grasp of the problem and their shared vision and objectives with the client.

Either an agency gets it or they don’t. They’re either qualified or they’re not. Digital, traditional, purple, clairvoyant—the label doesn’t matter.

At the end of the pitch, we didn’t call them anything but partner.

About the BtoBblogger – David Wiggs is founder of Hitch, an agency search consultancy based on the west coast. David earned his B.A in History in Virginia—which makes him a real geek in the advertising world. In the mid 90s he got a break in advertising, which changed his life.

A passionate musician, David is among the few rock drummers who know the entire Rush catalog, note by note. Well, almost. David’s writing can be read here and on his blog Hitch: Connecting Marketing Innovators, but he’d much rather be jamming than writing bios or blog posts.