THE TOP 10 B2B DIGITAL MARKETING STRATEGIES FOR 2020
by Austin Cline, 11/5/19
The past two decades have brought disruptive technological change and radically reshaped B2B marketing practices. Traditional B2B marketing strategies relied heavily on direct and outbound methods. Cold calls, trade shows, direct mail, and print ads were the primary forms of marketing. Getting your message in front of the right prospects was often difficult, time-consuming, and expensive.
The spread of social media and blogging, radically faster Internet speeds, online video, the rise of influencers, and reliance on mobile devices continues to change the way companies market their products and services. The expanded range of marketing platforms and pace of change require B2B companies to continually re-examine their strategies.
While cold calling and print media remain useful, and live event marketing remains effective at every stage of the sales funnel, digital channels have surpassed traditional methods in terms of importance, reach, and budget allocation.
Here are 10 B2B digital marketing strategies to help maintain a competitive edge.
1. Use Market Research to Understand Your Audience Successful B2B marketing strategies start with research.
B2B companies typically target niche markets with specific needs, compared to the broader approach often used for B2C marketing. Narrowing the aim of your marketing efforts requires focused research. Marketing is viewed less as promotion and more as providing helpful guidance when you understand the needs and interests of your target buyer. Without research, marketers have less data for helping the sales team...READ MORE >>> https://www.b2bmarketingzone.com/2020/gartner/?open-article-id=11960861&article-title=the-top-10-b2b-digital-marketing-strategies-for-2020&blog-domain=webbiquity.com&blog-title=webbiquity
by Werner Reinartz & Peter Saffert, 6/14/13
Factor Creativity into Marketing/Sales Data Points. With the proliferation of online blogging, emails and ads, does it really contribute to sales? …it will if it’s creative. Harvard Business Review’s article “Creativity in Advertising: When It Works and When It Doesn't” conducted research that proved “highly creative” campaigns can double sales over the long haul. The most creative contribution is the story first, then the imagery followed by the entire process of branding across all channels. Test two creative ideas on your next campaign for deeper insight into what resonates with your customers...read more >>> https://hbr.org/2013/06/creativity-in-advertising-when-it-works-and-when-it-doesnt
5 KEY MARKETING MOVES THAT CAN UNLOCK A BUSINESS TURNAROUND
by David Kellis, 11/14/19
The performance of brands over the long term is cyclical. There are upswings and downturns. But one brand at Clorox had been particularly challenged for a number of years, beyond a typical cycle. And it wasn’t in the most exciting of categories: drain cleaners. People don't think about a clogged drain until it happens. They have other priorities -- family, friends, work and weekends. In fact, if you search “clogs” on Google, the entire first page of results is about the carved wooden shoes.
So, how do you get people to think about a product like drain clog removers and, in particular, the brand Liquid-Plumr, over its competitors? What's more, how do you do this when the brand doesn't have a particularly interesting product story?
There are some universal lessons we can learn from Liquid-Plumr about how to turn a brand around with timely marketing communications choices. In this case, it was the combination of a great idea and the successful execution of that idea. The campaign, titled “Will It Clog?” started as a low-budget influencer test and turned into the opening this drain cleaner needed.
Here are five key marketing moves that helped turn things around for the brand and how you can apply them to your own campaigns:
1. Create (real) drama around the benefit.
“Will It Clog?” was an homage to the popular “Will It?” format (e.g., "Will It Blend?" and "Will It Slime?") and also capitalized on the challenge-culture trend on YouTube. But the key to its success, to driving sales and share, was to create drama out of...READ MORE >>> https://adage.com/article/industry-insights/5-key-marketing-moves-can-unlock-business-turnaround/2214926
THE CUSTOMER EXPERIENCE IN 2020
by Christy Pettey, 9/10/15
Organizations should focus on three key opportunities to drive the future customer experience
Think about all the new technologies in the last 5 years that changed the customer experience (CX). Now imagine the same thing over the next 5 years. Scary isn’t it? By 2020, customers armed with more technologies than you can imagine will be demanding more from your organization’s customer experience. So, what can organizations do to create a winning customer experience in the future?
As Gene Alvarez, managing vice president at Gartner, told the audience at the Gartner Customer 360 Summit, the best CX leaders design their CX from the point of view of the customers’ motivations and goals, and then they build their brand around the CX; not the other way around. However, CX projects vary in complexity. Understanding the different components will help organizations focus on specific efforts that, in aggregate, will help improve the CX.
The Future of Customer Engagement
The way customers, employees and enterprises will access mobile applications will evolve significantly over the next five years.
“By 2020, 40 percent of sales organizations will rely primarily on mobile digital technology for their sales force automation initiatives,” said Mr. Alvarez. “The types of devices and nature of application will greatly expand to support processes and real-time communication that were not possible with traditional computing technologies, such as laptops. This means that mobile strategies need to go beyond smartphones and tablets. These strategies must move toward a multichannel approach to encompass and take advantage of concepts, such as the Internet of Things.”
By 2020, recognizing social media as a channel that is in use by the entire organization rather than on a department-by-department basis can help IT leaders and their customer service, digital commerce, marketing and sales counterparts orchestrate a multichannel...read more >>> https://hbr.org/2013/06/creativity-in-advertising-when-it-works-and-when-it-doesnt
5 MARKETING TRENDS FOR NOW - AND WHAT THEY'RE TRYING TO TELL US
by Marian Salzman, 8/19/19
Spotting the “next big thing” can seem as tricky as choosing the best wave to surf before it’s begun to build. Even the most seasoned trendspotters — myself included — have uttered (or at least thought) the words: “I didn’t see that coming.”
Some trends explode without anyone spotting them on the horizon. This is the complexity of the waters we as marketeers navigate every day and what makes it such a fascinating business to work in. There’s little time to gather thoughts or take stock before the big wave has passed by those who weren’t alert to its potential.
Marketing has changed more in the past five years than in the five decades before it. This velocity of change shows no sign of slowing; here are five marketing trends that speak volumes about today’s audience — catch them while you can.
1. Diamonds Are Forever
The diamond-jewelry phenomenon sweeping the U.S. and China has caught many off guard—not many foresaw that Millennials and their Gen-Z successors would drive the gemstone’s resurgence. Unexpected, right? But according to De Beers’ Insight Report, Millennials account for 60% of diamond jewelry demand in the U.S. and almost 80% in China.
This is at stark odds with a growing luxury market undergoing a rulebook change. Young consumers have increasingly turned their backs on physical possessions in favor of high-end experiences—opulent hotel breaks, fine dining, exclusive vacations. This signals a fundamental shift in consumer behavior, with people choosing to “live” luxury rather than “own” it.
This exception is sparkling as an anomaly in our evolving landscape. Boutique spas and Michelin-starred eateries may be a girl’s good time, but it seems diamonds remain everyone’s best friend.
2. Video’s the New Viral
Of the marketing trends going strong today, video is arguably the most important—but VHS this is not. Who remembers TV viewers pre-digital bemoaning the constant disruption of commercials? “Gen Swipe-Left” will have none of that; only giving up a few seconds to such exposure, which means marketers have to pull out all the stops to grab their attention.
The good news is that in 2019, 70% of consumers have shared a brand’s video on social media. What once we tried to mute is now amplified by consumers—BMW’s cheeky ad depicting the retiring Mercedes-Benz boss driving off in a Beemer being a prime example from the last few months.
More than 70% of businesses credit video with boosting their conversion rate. And 52% of consumers...read more >>> https://www.forbes.com/sites/mariansalzman/2019/08/19/five-marketing-trends-for-now--and-what-theyre-trying-to-tell-us/#1ca33700c63c