Marketing automation, content marketing, video streaming, influencers… Buzzwords that haunt the corridors of marketing departments. Rightly so? To put it diplomatically, it depends. What counts is to deal with the current trends and ongoing topics. This is the only way you as a B2B marketer can decide which trend in B2B online marketing is relevant for your online strategy. A brief overview of what I consider to be the four most important B2B trends.
The topic of marketing
Automation is currently more hyped than it actually plays a significant role in B2B practice.
In 2017, content marketing will japan phone number list continue to dominate B2B online marketing, particularly content optimization. In addition, B2B marketers will pay more attention to influencer marketing, live videos and e-commerce. This is the reality of B2B.
content optimization
The shift from product to benefit communication in the B2B sector has increased the importance of content marketing. The requirements what is ecpm in marketing and how is it calculated? of the target groups also made it necessary to address the target persons more homogeneously. The call for industry-oriented content on websites and the personal differentiation of communication make content optimization overdue.
As part of this focus, the content in the various digital media must be brought into line with the needs of the target groups, reading habits on the web, SEO requirements and the user experience. At the same time, it is becoming increasingly important to know the needs of the target groups precisely and to optimize the targeting for individuals. An opportunity and a challenge for B2B marketers.
influencer marketing
According to our own analysis among industrial bz lists companies, recommendations in B2B often represent the starting point in the purchasing process. If you consider that capital goods and consumer goods in the commercial environment are becoming more and more comparable, factors such as trust, quality, service, loyalty and recommendations will play an even more important role in the future than before.
By incorporating multipliers, testimonials
And influencers into digital brand management, trust in the brand and loyalty can be increased. Increasing brand loyalty in the pre-sales phase is at least as important as customer loyalty in the after-sales area. It is important to ensure that B2B online marketing and digital brand management remain authentic. Communication is only credible if target groups can clearly distinguish between advertising and content marketing.