BtoB Magazine has its hands full, trying to offer content for different types of B2B marketers: Agencies, technology companies, big companies, small companies.
The August 16 issue has a two-page feature on ‘manufacturing marketing’ with three articles and a list of manufacturing trade pubs. (Barely a feature, but it did pull a full-page ad from Penton Media, see it below.)
Okay, I thought, this is my vertical … let’s see what the latest and greatest is.
Marketing like it’s 2002.
The articles all talk about online marketing like its something new. Here are the articles and a taste of what they had to say, and my reaction:
Dave says: MEASURABLE? We know that! How about the web is way more functional for B2B marketing.
Dave says: BUDGETS SHIFTING? That ended eight years ago, IMHO. (Okay, the next article proves me wrong, but hey …)
On Site Gas manufactures leads with Web effort A case study from an agency that helped move a $150K marketing budget to online and overcome lead-management issues. Marketing tactic: “Search marketing efforts included country-specific pay-per-click campaigns as well as an aggressive organic program.”
Dave says: PPC AND SEO? Playing catch-up with the competition?
I shouldn’t be so cynical
So manufacturers are increasingly relying on online marketing tactics? That’s been going on for a decade. I admit we still have a long way to go in improving and maximizing the value of the internet. But we have all committed to online marketing at some level, which makes these articles sound patronizing, thus my reaction.
Like we do any better with print…
Bonus: I also received BtoB’s annual reader survey that highlights a few ads for our opinions. This year was no, different … they were mediocre at best. (See my 2006 comments.)
(Hover for my snark, click for a closer look.)