Two business-to-business (B2B) segments are soaking up market share – business information and trade shows. The business information market is showing the fastest growth and is larger than the rest of the B2B market combined. There is an increasing need for companies to have business information and research data to better understand customer behaviour and look at ways they can convert data into insights to predict future sales and hyper-target marketing to achieve higher conversion rates.
The ubiquity of connected devices and social media has made big data a key strategic initiative for most companies globally. Publishers of trade directories, professional books and trade magazines have to continue to adapt to the rising global popularity of connected devices like tablets, e-readers and smartphones by launching online alternatives and apps, in many cases dropping print formats altogether.