Companies looking to market to potential industrial customers should emphasize print advertising, a study released yesterday by Slack Barshinger said.
The study, based on the responses of 600 industrial product specifiers and buyers, compared online and print advertising.
Results showed that marketers should continue to invest in print advertising, which key decision-makers view as the most reliable source of information, Slack Barshinger said. The study also states that though companies increasingly are using the Web to promote their products or services, industrial consumers still think print advertising is more credible.
The study showed that the Internet excels in speed of response rate and depth of information. It also said that decision-makers are becoming increasingly Web-savvy, and the younger generation, which is typically more accustomed to using the Internet, is moving up the business hierarchy.
Slack Barshinger is a business-to-business marketing communications agency.