There are many ways for companies to utilize advertising to increase brand awareness, generate interest, and grow sales. In the past, the business-to-business world was centered on print advertising and tradeshows. Not only have things change, but they continue to change. The biggest change agent has been the computer which now offers a multitude of advertising options.
For very large companies, the strategy can still be fairly simple, flood the market with messages in-print, online, and in-person. For smaller companies with tighter marketing budgets, it can still be simple but they now need to be more selective with a wide range of options available.
At the current time, the best plan for any sized company is to utilize multiple methods of communication. Print advertising is still a very important way to get your message into the hands of interested potential customers. Online advertising is a lower-cost, quicker-hitting, but less permanent means of reaching the audience with less actual knowledge of who is seeing your advertising. Events are still a great way to demonstrate your products and get face-to-face feedback from potential and existing customers.
I recommend all three means of advertising in the current environment. Depending on what the budget allows, some level of all three forms of advertising, print, online, and in-person should be used by every business-to-business company. Such a plan will cover all of the available ways to increase your brand awareness and to increase sales.