Business-to-business media group FierceMarkets relaunched Web sites Sept. 25 to complement its 16 existing e-mail newsletters, read by 400,000 purchasing executives in telecom, digital media, biotech, healthcare, IT management and finance.
The move expands the number of advertising channels through which the company’s marketing clients can reach buyers. In addition to offering advertising in e-mail newsletters and now on the site at www.fiercemarkets.com, FierceMarkets also offers trade show marketing and Webinar opportunities.
“Over the past five to 10 years, marketers are seeing lots of new ways and opportunities to reach decision makers in the industry,” said Jeff Giesea, president of FireceMarkets, Washington, DC. “A lot of the traditional channels that marketers used are in flux right now. It can be confusing.”
Mr. Giesea said that for a BTB marketer the way to reach consumers has shifted from merely print trade publications and trade shows to various online and educational offerings. One new opportunity with the relaunched sites is channel, or industry-topic, sponsorship.
“Marketers will have the opportunity to associate themselves with a particular industry issue covered on our Web site,” Mr. Giesea said.
FierceMarket advertisers include CBS, HP, Intel and Microsoft. The media company boasts 70 percent return advertiser rates.
Mr. Giesea said that the company plans to continue expansion both via channel and industry topic.
“We listen to marketers,” he said. “We try to be a right arm of our marketers, build publications around their needs to help them reach their target audience in an integrated way.”