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NEWS ANALYSIS: Is it time to switch on to TV marketing?

More B2B brands are choosing to add television to their marketing mix, but what appeal does the traditionally B2C channel hold? Maxine-Laurie Marshall investigates

Television used to be a space where many B2B marketers feared to tread. However, in the last few months several B2B brands – DHL, Viking and Citrix, for example – have taken to the small screen to spread their messages.

Television marketing used to be considered too expensive and consumer orientated, so what’s changed? Why are B2B brands now turning to TV and are they utilising its advancing technology i.e. Internet-connected TV?