Marketing: Are You Keeping Pace With Change?

By Carlo Longhi – What’s the best use of your marketing budget today? Small and Medium Businesses (SMBs) that follow traditional marketing tactics may be getting a shock right now: the old levers don’t work so well any more. But why the change — and what can you do to win more new customers?

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What’s been happening?

Print remains a six million unit marketplace per year in Western Europe, so there’s no fundamental shift there. But dramatic changes are occurring with your potential customers.

Your audience is younger and acts differently

Today, almost half of people actively looking at products in the B2B space are aged 18-34¹. And it’s worth noting that these younger decision-makers are researching products and not jumping directly into buying mode. We’ll talk more about that in a moment.