GE

Why marketers need to pay attention to the Internet of Things

Last week I attended Web Summit, now one of the world’s largest tech conferences.

Most of the talks that I attended were at the digital marketing stage although I did make time to attend talks at the data and analytics stage, the content maker’s stage and design stage. 

Digital transformation in a B2B giant: JP Morgan & GE

A common refrain of five years ago was that B2B companies were not as digitally mature as their B2C counterparts.

But as the digital expectations of consumers have infiltrated the professional world, things have changed.

B2B companies are just as likely to be undergoing digital transformation in 2016 as software continues eating the world. Here are the stories of two giants – JP Morgan and GE.

10 examples of great GE marketing creative

GE obviously has some money behind it, but its marketing is not just about big above-the-line campaigns.

The brand has jumped on new platforms relatively early, and uses video and educational content to great effect.

Here are 10 examples of great GE marketing creative.

Big B2B content marketing: Maersk, Siemens and GE

Shipping and engineering are inherently cool.

I thought I’d take a quick scoot through the websites of General Electric, Siemens and Maersk and check out what sorts of content they provide to market.

It’s by no means an exhaustive journey, but hopefully it will give you some links to check out and some inspiration for your own B2B content.

These behemoth sized B2B companies, in the case of Maersk, make great use of their heritage. For GE and Siemens, the task is more about appearing imaginative and innovative and almost appearing as synecdoche or at least flag bearer for particular industries, i.e. an indisputable authority.

Let’s take a look.

Five brands with effective content strategies

Ad campaigns come and go, but stories endure. As the Pulitzer Prize-winning audio historian, Studs Terkel, said: “People are hungry for stories. It’s part of our very being. Storytelling is a form of history, of immortality too. It goes from one generation to another”.

Brands can build audiences with content that contributes to a relevant, human conversation.

Below are five brands that have taken the time to get their content strategies right by keeping their overarching purpose clear.

10 excellent video-embedded landing pages

Using video on a landing page can increase conversion by up to 86%.

This statistic comes from a study by EyeView on various ecommerce sites.

In the study, two different variations of the same website were built, with 50% of the traffic being directed to a landing page with an embedded video, the other 50% directed to a page without.

The website that achieved the largest conversion rate (86%) was an online tutoring service. This is clearly the type of company that would naturally benefit from a landing page video, as most of its content is likely to be delivered via that medium anyway. It’s a free ‘sampler’, a way to show how professional and useful your service is before the visitor has signed up for a subscription.

Video is one of the best and most persuasive of all visual tools as it’s capable of delivering large amounts of information quickly and succinctly. Especially if it’s about a new service or product.

Salesforce calls for the socialization of the enterprise

Salesforce kicked off Dreamforce’12, their customer and new product introduction extravaganza, with the declaration that business is social and socializing the enterprise will lead to greater revenue, profits and customer service.

Mark Benioff, Salesforce CEO, quoted an IBM Global CEO study which states the most effective ways to reach customers is through the following channels: sales force, social networking, websites, partners, call centers and traditional approaches.