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Posts tagged with B2 B

2014 will be all-access and all about satisfying consumer cravings

It was a great year for ecommerce and all signs point to an even bigger, even better year come January 1. What’s on the docket? Plenty.

Building on the success of the last 12 months, 2014 will likely signal a comprehensive integration of mobile with traditional brick-and-mortar along with a boom in gamification, personalization and more comprehensive and accessible methods to test and track.

It’s time to raise a glass to what’s going to be a game-changing year.

Newspaper journalist smoking 1940s

Do publishers' paywalls kill sociability?

If one of the things we’ve learnt so far within digital marketing is that becoming more social is a key ways to succeed, does the installing of a paywall on newspaper run websites effectively mean ‘killing’ their shareability?

The most topical example of this is The Sun’s recent introduction of its subscription service. Named Sun+, this has attracted 117,000 subscribers to its £2 a week service in approximately three months.

With The Times, The Telegraph, Financial Times all having already installed paywalls at various points in their online existences, with varying degrees of success, has this made a difference to how their material is shared?

Do they even care? If they are making enough money from subscribers, then perhaps the volume of traffic is unimportant to them.

Within your own social circles, will followers of your channel be annoyed that you’re posting a link to something they need to pay for? This obviously introduces a whole new argument about the value of content, and whether it should be free or otherwise.

Our editor-in-chief Graham Charlton (pictured above) took an in-depth look at The Telegraph's metered paywall in his article earlier in the year, so let’s take a look at the other newspaper paywalls and attempt to shed some light on the questions raised.


Why marketers need to be not just helpful, but useful

The idea of being helpful, of providing content and resources to prospective and current customers that may not have anything to do with your organization, is a new and radical concept for many marketers.

"You mean you want me to publish content that doesn't sell my product?" The idea is simple: give people want they want and eventually they consider you a trusted resource.

But is being helpful enough? Is helpfulness really useful? Or are marketers spinning their wheels creating content that, even though it's helpful, no one really wants?

Although being helpful is something marketers should strive towards as a way to foster engagement, useful should be the end-goal: giving people content they need to solve their problems, when they need it, and in the specific format they want.

Keeping track of your competitors

Analysing your competitors through social media monitoring

Social media monitoring can be used to perform various tasks in the advancement of your own brand. Generating leads, finding influencers and identifying key sites are just a few that could be mentioned. 


However, what is often overlooked is how these tools can be used to analyze competitors. By keeping track of your competition you can become the leader in your chosen area of expertise. 

This article is aimed at explaining the methods that can be put in place to track competitors through social media monitoring (smm) and what benefits this could have for your company.


You're not safe: The uneven reinvention of marketing in B2B

As part of the The Reinvention of B2B Marketing Study, conducted with SparksGrove, Econsultancy looked at the Fortune 500 through a digital lens and found that perhaps 23% are safe from dramatic disruption.

If an organization is a producer of chemicals, raw materials, food or energy products…if they have a very small universe of prospects…then they’re safe.

For now.


Don’t let your mobile ads be unwelcome guests at the party

We're in the midst of a great migration to portable devices and the opportunity for marketers is immense.

It will be much tougher to cultivate a relationship with users than it was on the web, but if handled properly we’ll find the perfect balance between the ultimate user experience and advertisers’ agenda.

One thing marketers can all agree on: advertising makes the digital world go 'round. What's less a settled matter is how, exactly.


iPad, iPhone or Android: what’s right for your company app?

21% of the global population will be using mobile apps by the end of the year. Your company may need an app too, but should you build your app for iPad, iPhone or Android?

One and a half billion people will be using mobile apps by the end of the 2013, equivalent to 21% of the global population. 

Of course, mobile-optimised websites are clearly vital to communicate with your audience, with the balance now tipping in favour of responsive website design, but there’s still a strong case to be made for providing one or more apps as well. 

But assuming you’re ready to commit, should you go for an iPad, iPhone or Android app?

Generating viable leads

How to use social media monitoring to generate viable leads

There are numerous advantages for businesses in using social media monitoring tools, most of which are regularly discussed. But one of the benefits that is quite often overlooked is lead generation. 

The figures are rather extraordinary. 68% of marketers claim to have created leads from social media sites and 55% have closed deals found from a social media lead. 

This article is aimed at explaining how to navigate the key areas of creating a lead generation campaign, in order to assist in the finding of viable leads for your business.


Is your digital marketing 'lost in translation'?

The ultimate differentiator for businesses isn't product or brand. It's the one thing that can't be copied or stolen: relationships with customers.

Retail has long known that. Astute retailers covet their relationships through personalization and targeting and approachable, consistent, authentic salespeople.

That's because, as people, we know how to form relationships really well in the physical world. We can see each other's face, we can hear voice rising and falling, we can see body language. Only we aren't doing that in the digital world.

Rather, marketers are simply using digital as another distribution channel when what people really want (it's a basic human need) is what they get in the physical world from businesses: a relationship.

Therefore digital marketing, by focusing on distribution of messaging rather than forming relationships, is lost in translation.


Four essential steps to creating a B2B marketing dashboard

If you follow marketing and digital related blogs and news sites, then it won’t come as a surprise to you that marketing professionals and CMOs are expected to show how activity achieves business results.

As marketing professionals, we need to have an in-depth and real time understanding of how we contribute to our organizations’ or clients’ revenue. In addition, we must also be able to have an ongoing conversation with our sales teams that is revenue focused, far away from “the feeling” that our campaigns are generating good results and increasing brand awareness.  

As spending on digital takes a greater share of the overall marketing budget, greater scrutiny is being brought to bear upon the CMO to justify these investments. Attributing revenue to a specific channel or combination of channels, rather than just attaching it to the “last click” is a challenge that is beyond the capabilities of most.

A good approach to doing this is to create your own marketing dashboard.

B2B social

B2B social: five case studies from brands achieving great results

It used to be a difficult task to find examples of B2B companies achieving success in social, however as the channel has matured more businesses have been able to drive awareness and sales using various social platforms.

A survey published this time last year found that a majority of businesses (64%) were using social media as a marketing tool, so it’s likely that this number has increased today.

That research found that the most popular reasons for using social were for brand awareness (83%), encouraging social sharing (56%) and gaining trust and followers (55%).


A critical look at some of today's most relevant email marketing questions

Like most people in the UK I loved the Olympics and the Paralympics; however I particularly enjoyed the Paralympics.  

One of the programmes that I enjoyed the most was The Last Leg, so I was particularly pleased when Channel 4 brought this back. If you have not already seen it, it really is a must watch!   

One of the features on the last leg is called #isitOK. Here the audience are asked to tweet questions that they would like the hosts to answer, using the hashtag #isitOK.  

In homage to this programme I have decided to shamelessly plagiarise that format, including some of the most interesting questions I have been asked recently.