B2B Marketing Blog
February 2008 Archives

Why the DMA needs to rethink it's approach to B2B

February 28, 2008 9:41 AM | By Joel Harrison
The Direct Marketing Association (DMA) gets a lot of flack from press and practitioners, some of it justified, some of it not. Until now, B2B Marketing has remained generally supportive of the association, recognising that it generally does a good job, often in difficult circumstances and with limited resources. However, recent revelations have called into question my personal attitude towards the DMA, with particular regard to its support for the B2B sector.As reported in the news section of this edition, the DMA has scrapped its Business List Audit (BLA) data quality initiative, and has effectively mothballed its response to the...
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Media - its a fickle thing

February 11, 2008 10:19 AM | By Joel Harrison
Over recent years, figures produced for PWC and the Internet Advertising Bureau, have been tracking the gradual demise of traditional (ie. Print) media. In 2005, advertising via the Internet exceeded that spent on cinema media for the first time, and last year’s figures showed online had left newspaper advertising in its wake. Its rise would seem to be inexorable, as would the demise of traditional media. However, further new figures suggest that the situation may not be quite that straightforward. The Deloitte Tech & Media Report, released earlier this year, for example, suggests that 2008 will see “growing antipathy towards...
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Vertical or industry recognition ... why bother being a B2B marketer?

February 4, 2008 2:27 PM | By James Farmer
It seems that I am regressing back to the beginnings of time asking what is B2B marketing all about, or more precisely what is a B2B marketer all about? I have my own views, but more importantly, do practitioners actually see themselves as B2B Marketers in the first place and are there any benefit to it at all?   I am in a fortunate position, as publisher of B2B Marketing, to meet many marketing practitioners each year and invariably ask the question. Many say that B2B marketing is a collective term of all those working in marketing with either a...
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