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Trusted, Time-Tested Resource Still at Buyers’ Fingertips


Jan 0001
Yes, the landscape has changed, but buyers still appreciate industry directories, and successful publishers produce them in formats buyers demand, with options designed for smart marketers.

JUSTINE MURPHY, SENIOR EDITOR, justine.murphy@photonics.com

May. 1, 2014 — It should come as no surprise that not a month after the first commercial telephone exchange was up and running in New Haven, Conn., in early 1878, the first telephone directory was issued in the same town. It reportedly listed 50 businesses and individuals on a single sheet of paper.

Today, our phones are “smart,” and we “surf” for information as often as we lick a finger and turn a page – maybe more for some of us – but the need for a business to be found by its customers and prospects hasn’t changed one bit.

More than a century after that first telephone directory was published, B2B buyers have an unprecedented number of ways by which to find your company and learn about its products and services. They all have benefits, and savvy marketers know that. The trick is finding the balance that will best help you meet your marketing goals.

Trusted Resource

Directory listings and advertising may have found a second home on the Internet, but an industry’s first home often is a directory published by someone in the community who sees a need to gather relevant suppliers into an easy-to-use reference volume – a buyers’ guide – and by doing so helps define the industry. That buyer’s guide publisher has a vested interest in the growth and success of the industry.

Gathered together in that way, the suppliers give shape to the growing industry and become part of a trusted resource. Advertisers in those directories similarly become trusted vendors.

Today, publishers who want your business – who have the same vested interest in the success of the industry – are deploying the latest technologies on your behalf, to help you get your products and services in front of buyers. Ads in industry directories are highly targeted and distributed to people who self-identify as buyers of products like yours. What’s more, listings are much more than name, address and a list of products and services.

One approach puts your expertise squarely on display, with a profile you build with white papers, videos, new products and more. Many publishers also will push featured products, white papers and videos via e-newsletters to individuals who request them.

So, take advantage of all the modern marketing tools available to build your visibility in print and online, starting from a well-planned program in a respected industry buyers’ guide.

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