It's time for B2B to seriously take advantage of the new technology in digital marketing. This in turn leads to two key competitive advantages: quality leads and the ability to constantly be relevant to the target audience.
It is obvious that digital marketing can contribute to business value for traditional B2C companies.
But surveys also show that B2B companies, that are investing in digital marketing, have a much higher return on investment and a lot to gain by using the technology.
Over 40 percent of B2B companies say they currently have invested in new roles, like Commercial Director, Head of Digital Transformation och Chief Digital Officer to manage today's communications requirements, and towards the end of 2017, 50 percent have made the investment.
We have a broader range of tools to help us than ever before. In real time we can monitor what is said, who says what and how decisions are made. We see immediately what works and what doesn’t. For those of us working with marketing, these insights are invaluable. In addition, we also have tools to help target groups to find brands easier and to share engaging content. We’ve tools that strengthen relationships and that helps us to become part of the conversation.
Communication today is strongly linked to business value. Competition is fierce, and companies need a new kind of agency with new types of communication specialists to meet today's demands.
New technology, old truths
Whatever the decision is about, people will always be emotionally controlled. We can certainly argue that the decision we have taken is rational, but it is a fact that we let ourselves be guided by our emotions. Therefore, creativity is still the most powerful tool to create interest. But if you want to keep your audience’s interest, your message must also be relevant. All research on advertising and communication shows that, the more we make it clear for the audience that we want to communicate with them, the more we will get back from them.
Being true to its brand and positioning are becoming increasingly important. If we do not respond to recipients' needs, motivations and beliefs, the technology will only help us in the short term. Although the target group represents a company it is, after all, human beings that we address.
Focus on quality leads
Nowadays the big trend is to focus on quality leads instead of quantity. The collection of data is seldom a problem today. We leave a huge amount of digital footprints behind us. The big challenge is to identify the data that is of relevance and how that data can be used to meet the goals we have set. This is the key to getting business value from communications.
Those brands within B2B that can embrace these new opportunities will be able to compete on a whole new level to come. This is also the reason why we at Sitrus have decided to strengthen our offering within data & insight, which today is our fastest growing business-area.
Do you want to know more about how you can use data & insights to be relevant and reach goals? Do not hesitate to get in touch with us. We are happy to help!