American Business Media recently commissioned Harris Interactive to explore the use and role of B2B media among corporate decision makers. The goal was to determine to what extent various types of media affected business and purchasing decisions and how marketers can match their marketing strategies to the needs of these executives. Almost 600 decision makers across 21 industries responded to the survey.

The study found that decision makers are shifting to digital media faster than the marketers who are trying to reach them. While industry-specific media was effective in reaching these executives, an integrated strategy that included the various media proved most effective. More importantly, it was found that B2B marketers planned to underutilize industry-specific media compared to its effectiveness.

The most frequently used B2B media was e-mail and electronic newsletters at 76 percent, with vendors' websites a close second at 66 percent. Next were web portals such as Google and industry websites. Following these were web-based events, general business websites and rich media. Rounding out the list in descending order were social networks, mobile, online ads, blogs, podcasts and RSS feeds.

The three most relied upon digital media resources were industry-specific websites, e-mail and newsletters, and vendors' websites.

While 68 percent of the B2B marketers asserted that industry-specific websites were an effective way to reach these decision makers, only 39 percent had used or sponsored these types of media in the last 12 months.

The study also focused on the use of various types of digital communications and traditional marketing in the B2B space. It concluded that:

• A major shift to digital media has already occurred with 49 percent of respondents indicating that they are doing online marketing. By 2008, 55 percent of marketers anticipate using online marketing.

• Online marketers are spending 24 percent of their budgets online.

• Online media is considered as effective as TV, general business magazines and newspapers for branding.

• Industry specific magazines are viewed as more effective than general publications, but receive a smaller share of the budget (trade magazines 7 percent; general publications 12 percent).

• Industry-specific trade magazines are considered more effective than general business magazines, general business Web sites and company Web sites for achieving 12 important marketing goals including raising awareness, reaching decision makers and generating ROI.

• In-person events are considered the most effective vehicles for branding and lead generation.