B2B digital marketing. The new communications landscape
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This document discusses trends in B2B digital marketing and the changing communications landscape. It notes that traditional channels like phone, events, magazines and sales reps are being supplemented or replaced by digital channels like social networks, blogs, webinars and websites. Statistics show that business buyers are increasingly using these digital channels and social media to research products and services. The document advocates that B2B marketers engage customers through these new digital touchpoints to better influence purchasing decisions.
B2B digital marketing. The new communications landscape
- 1. B2B digital marketingThe new communications landscapeIAS B2B MarketingMarc Keating – Head of digital
- 3. 51,442,100Internet users in UKSource: Internet World Stats, June 2010.
- 5. London, free newspaper anyone?
- 6. Sao Paulo, first city to ban outdoor ads
- 7. B2B channel migrationTraditional B2B ChannelsPhoneEventsTradeMagsTradeshowsSalesexecsNews-lettersE-mailWebEx &MSNSocialnetworksBlogsWebinarsWeb sitesRSS & TwitterTwitter
- 8. The power of crowds and the digital consumer
- 9. The difference between natives and immigrantsSource: Enquiro B2B report – The rise of the digital native
- 11. 91% of business buyers read blogs, watch user generated video, participate in other social media55% of decision-makers were in social networks43% are creating media (blogs, uploading videos or articles, etc.) “Social Technographics of Business Buyers” from Forrester Research
- 12. FriendsFollowersGroup membersBy 2014, social networking services will replace e-mail as the primary vehicle for interpersonal communications for 20 percent of business users.Source: Gartner “Five Social Software Predictions for 2010 and Beyond”
- 13. 64% of B2B Internet users turn to a search engine before any other information source to find out about a product or service. Source: Enquiro's B2B survey
- 14. Customer journeyThe void – more fragmentedSeek advice and review requirementsResearchingReviewing and short-listingSearchFinal researchProduct reviews/adviceLooking for new telecoms provider DecisionSocial media/blogs/forums/PurchaseShopping/comparisonOpal.co.ukCustomer empowermentEngage, influence and intercept
- 15. Social search
- 16. Social search
- 17. Social search
- 18. Flickr search
- 19. YouTube search
- 20. Social sharing
- 21. The user becomes your advocate
- 22. push to pull
- 23. pushpullSearch optimisationPay per clickBlogs and whitepapersRSS feedsSocial networksSocial channelsViral videosWebinarsBannersPrint adsDirect mailE-mailTelesalesTrade showsRadioBillboardEventsTelevision
- 25. engagement
- 30. the dawn of the virtual sales person
- 31. contentThe new B2B Web site trends…The real-time WebThe 2 way conversationFrom premium to freemiumRich-media contentThe social gatewayTotal integration
- 32. 68% of web users will have left your site if you don’t deliver relevance in two clicks. 40% of those users will never return to your site. Source: BMRB
- 33. Thank you