B2B marketing news, b to b marketing news
Google-owned YouTube, with over 6 billion hours of video watched in a month and 100 hours of video uploaded every minute, has recently announced plans to offer a paid, ad-free version of its site to users. But the question is, how will consumers react, and how will these changes affect the advertising industry as a […]
This week, Twitter held its first “analyst day” where the company shared details of its plan for the service, its future and how it believes it will increase revenue from its users. “We want Twitter to be nothing less than the very best way to keep up with your world,” CEO Dick Costolo said at the beginning of the event. […]
Content is king, and for your business to excel in today’s fast-paced marketplace you need a solid content marketing strategy to generate leads and turn them into paying clients. According to CMI’s study 2015 Content Marketing Benchmarks, Budgets and Trends, consistently creating engaging content, and on a variety of subjects, are the biggest challenges that […]
Doritos-flavoured Mountain Dew, the food hybrid that launched a thousand headlines and a million winces. Attention sought? Mission accomplished. But don’t believe Pepsi expects to actually sell any; this is an example of the dark marketing art known as stunt marketing. Stunt marketing has a long history, stunt product development a shorter one, mainly in food […]
If a press release were to fall in the forest, would anyone hear it? That’s a question I’ve asked publicly for many years, and I’ve long believed social media would be a significantly disruptive force to public relations and press releases. When I was getting pitches as a journalist, the volume of garbage-filled press releases […]
If you don’t have mobile marketing strategy in place, it’s high time to get started. According to new survey research by VentureBeat, B2B mobile marketing budgets are set to jump 36% this year — 11% in the next six months, and another 17.5% over 12 months. This shouldn’t come as a surprise. Just look around: we are […]
With the mass adoption of smartphone technology and the rise of mobile commerce, the digital marketing landscape has evolved remarkably in just a few short years. As marketers seek out new avenues to advertise and look to create a long-term strategy, they will likely discover that the best way to do so will be to […]
With online video display advertising poised for significant growth in the next five years, two factors are top of mind: quantity and quality. Online video, in some ways similar to television with its ability to “tell stories” that are particularly strong at creating brand awareness, is a medium unlike any other, especially for advertisers. According […]
Snapchat is looking to boost revenue by partnering with big-name media companies for the launch of their new service Discover. The section within the app will allow media outlets to share articles, video, and music, according to Digiday. Snapchat is in talks with Time, Comedy Central, BuzzFeed, CNN, the Daily Mail, ESPN, Hearst (Cosmopolitan magazine), […]
Oculus Rift’s CEO announced recently that its virtual reality headsets are months, not years, away. Will there immediately be applications for B2B? When we talk VR, the geekily inclined of a certain generation immediately thinks holodeck, and VR for recreation and entertainment. But B2B applications may come first. The ability to layer data or make […]
The Chief Marketing Officer of 2014 is busier than ever, and cultivating customer loyalty is a top priority. A 2013 poll of 285 marketers revealed that the cost of customer retention is increasing: digital marketers spend nearly as much to keep buyers (45 percent) as they do to gain new ones (55 percent). A 2013 […]
Many businesses are latching onto the Instagram buzz. Simply Measured analyzed Interbrand’s Top 100 list on Instagram during Q3 2014 and found that 86 of the top 100 brands are now on Instagram, up from 54 of the top 100 companies at the same time in 2012. User engagement has also increased during this time […]
In the post Lessons from a Shark, we looked at how senior executives measure content marketing performance. Here is one way to apply those lessons and get started understanding the performance of your organic content. Set up a content performance whiteboard. Draw a big circle on it. Then draw two smaller circles so that it […]
Rule #1: don’t put them to sleep. Content marketing is effective, but it’s not easy to plan. If it isn’t aligned to corporate priorities, it won’t get the right results. Without a focus on relevancy and customer needs, it might cause drowsiness. A recent study showed that nearly 50 percent percent of the 88 percent […]
Management consultant Peter Drucker said: “There are only two things in a business that make money – innovation and marketing, everything else is cost.” Is business actually starting to believe this and what are the implications for marketing vendors? Social business is far from dead. Business is experimenting with customer engagement in areas like content, […]
Page views? Time on page? Video views? Are these real content marketing performance indicators? No. Why not? If you know how much time was spent on a page, and that more time was spent on one page of content than another page, is that actionable information? Does it give you any insight into content ROI? […]
Measuring from awareness to action online is not simple. It’s an ecosystem, it’s a path, it’s a narrative. Whatever the new buying process is, it’s clear that a funnel is no longer what we’re working with … or is it? Data shows there are two customer trajectories for all but the most rote or impulse […]
Launching a new B2B presence on social networks with zero budget and no existing web presence on a Friday night? Requires tons of patience and you won’t really see results for months, right? Not necessarily. On September 19 2014 we launched the @b2bnewsnetwork Twitter account. We kicked off (somewhat unintentionally) at the worst time […]
You wouldn’t serve wagyu to vegans or request formal attire at your Burning Man meditation meetup. So why do marketers deliver untargeted content? Yes, bad content is everywhere, and any way to create more relevant, useful marketing content works for us. But a way to do that AND cut your content marketing production costs dramatically […]
Sometimes when you’re looking for something, you need to take a step back and figure out what you really need it for, and what you need from it. Today this type of context is completely missing from product information in the rush to sale. But let’s re-imagine how this happens online … You arrive at […]
