LONDON--(BUSINESS WIRE)--According to the latest market study released by Technavio, the global business-to-business (B2B) media market was valued at USD 29.61 billion, and it is expected to reach USD 32.13 billion by 2020.
This research report titled ‘Global Business-to-Business Media Market 2016-2020’ provides an in-depth analysis of the market in terms of revenue and emerging market trends. This market research report also includes up to date analysis and forecasts for various market segments and all geographical regions.
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Based on type, the report categorizes the global B2B media market into the following segments:
Global B2B media market by type 2015
The top three revenue generating type segments for the global B2B media market are discussed below:
Global B2B media market by events
“Events are the largest revenue stream in B2B media market mainly due to its ability to provide an interactive and immersive experience of the company's products and services to its potential customers. Events leave a lasting impression of the products and services in the market, making it the primary source of lead generation and helping in achieving a measurable ROI in future,” says Ujjwal Doshi, a lead analyst at Technavio for publishing and advertising research.
Though lead generation is the primary objective for events, it also helps in brand building, customer engagement, and demand generation. Nearly 85% of B2B marketers invest in events, 75% of them conduct one event every quarter, and 36% conduct an event every month.
Global print B2B media market
"Print media in B2B market has a strong presence. However, the growth of this segment is hindered due to the rapid declining interest of customers in print media. Print media accounted for 24.58% of B2B media revenue in 2015 and is expected to decline to 10.01% by 2020.
Print media marketing is the most cost-effective marketing solution for B2B companies, making it viable companies working on low marketing budgets. As of 2015, 76% of small-companies use print media, while only 45% of large enterprises use print in B2B marketing.
However, the impact of print media as a technique for mass marketing has greatly reduced because of the declining sales of print versions of newspapers and magazines all over the world. With the global digital transformation, print media has taken a serious hit and it is expected to continue declining during the forecast period. In 2015, B2B print media market accounted for USD 7.28 billion, and it is expected to fall to USD 3.22 billion by 2020, declining at a CAGR of 15.07% during the forecast period.
Global digital B2B media market
Digital segment is the fastest growing segment with increasing number of companies adopting digital technology. It accounted for 23.11% of B2B media revenue in 2015 and it is expected to grow to 32.58% by 2020.
In 2015, the B2B digital media market accounted for USD 6.84 billion, and it is expected to reach USD 10.47 billion by 2020, growing at a CAGR of 8.87% during the forecast period. Digital marketing is the fastest growing sector in B2B environment due to the large number of options it provides to the marketer. Digital media helps in acquiring leads through multiple outlets such as searches, blogs, social media, videos, and emails. In digital marketing, social media is the fastest growing segment. As of 2015, LinkedIn was the most prominent source of lead generation for B2B companies.
“Digital advertising is also becoming very popular in the marketing service solutions in B2B media. Digital marketing is expected to be at the forefront of B2B media growth because of the rapid growth of native advertising, digital content marketing, KPIs along with improved visibility and delivery of the advertisements,” says Ujjwal.
The top vendors highlighted by Technavio’s research analysts in this report are:
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