Next Tuesday 12 March
, the AOP will hold its full-day B2B Media Conference at etc. Venues St. Paul’s
. Joining one of the afternoon breakout sessions
will be Madison Logic’s Erik Matlick
, who will join a panel of expert speakers examining high-performance strategies, sources and platforms for successful lead generation and lead nurturing.
Here, he explores some of the changes that have taken place in B2B Media over the last five years and gives us his views on how media owners can better leverage emerging digital technologies.
Q: What do you believe has been the biggest change in B2B media in the last five years?
A: Two major rapid adoption trends have developed in the last five years: the way media is consumed has been transformed by the rapid adoption of smartphones, iPads and so on, driving information sharing to breath-taking impact. The second has been the rapid movement of technology to the cloud offering massive efficiencies and rendering IT investments obsolete before they can be depreciated.
Q: What steps do you think B2B media owners need to take as technology increasingly takes centre stage in media businesses?
A: Thanks to the Web and cloud, technology is often outpacing the development capacity of the media owner. Without other revenue streams to back up large scale Web projects as in the dot com boom era, media companies today should perhaps look to focus on core competencies, for example, publishing and audience data, rather than spend precious capital and operational expenditure on in-house IT projects. By outsourcing with a trusted vendor, B2B media owners can enhance and improve engagement with their end users.
Q: Digital media throws up more and more data every year. Do you think B2B media owners are getting their data strategies right?
A: No – the industry has not tapped the potential of business intelligence but recognises its importance. This is one of the key areas of investment for the future.