What can Digital marketing for you in 2014/2015

What can e-marketing do for B2B? A description of the digital trends for the B2B sector October 2014

•  What e-marketing is about

•  Awareness & visibility

•  Accessibility

•  Brand reputation

•  Loyalty & retention

•  Lead generation

We’re going to be talking about:

THE BUSINESS CREATION AGENCY

Digital marketing Why does it matter?


93% of all business sales start online. The average B2B buyer is through 57% of the purchase decision before engaging with a sales rep. As a supplier, you have only 12% of customer's total mindshare across the entire B2B purchase path.


Your digital presence is your online shop window display. Its function is to drive business. The challenge for marketers is to be present in the digital channels used by their audience at all times with content that educates and reassures buyers, and helps guide commercial decisions.

Nearly 2/3 of the buying process, your customers are actively searching online: Forming

opinions, learning technical specifications, building requirements lists, and narrowing down

their options, all on their own.

Successful digital marketing strategies need to include the following key elements:

•  complete digital integration

•  effective content (informative, trendy, useful, educational, expertise share)

•  optimized channel mix


What does it matter?

The latest survey from MarketingWeek

reveals B2B marketing managers include a

mix of the following elements as main digital

activities:

•  Social Media

•  SEO

•  Online video

•  Website development

•  Mobile apps

•  Mobile optimisation

•  Pay per Click


What is the right digital marketing mix?


Average budget for digital marketing

Awareness & Visibility Accessibility Brand

reputation Loyalty & Retention

Lead Generation


Budget share for integrated digital strategies

22%

digital budget

13% digital budget

11% digital budget

24% digital budget

30% digital budget

•  SEO •  Paid Search •  Paid Display •  Social Media

•  SEO •  Web

development •  Mobile

marketing

•  Content •  Social Media •  Paid Display •  Paid Search

•  Content •  Paid Search •  Paid Display •  Social Media •  Emailing

•  Web development

•  Paid Targeting

•  Lead tracking

•  Paid Social Media

Awareness & Visibility Current trends

Activities that make you visible for prospects

•  Search Engine Optimisation – 1/3 of digital marketing managers

would invest more budget in SEO activities to rank higher in search

results against the competition.

•  Paid search and display – Keywords targeted ads and interest

segmentation ads represent a low cost awareness activity. This

includes display advertising within Google Display Network, PPC

text ads, and Youtube sponsored videos.

•  Social media – Active and informative social media feeds is a

common strategy of raising awareness around a brand’s services.


Raise awareness & visibility online

Accessibility Current trends

Activities that make you accessible to prospects,

clients and web crawlers

•  Search Engine Optimisation – 1/3 of digital marketing managers

would invest more budget in SEO activities to rank higher in search

results against the competition.

•  Web development – With the revolution of smart phones and

tablets, websites need now to be fully responsive to all devices.

•  Mobile marketing – 43% of B2B companies wish to develop an app

to stay in touch with their clients (Gartner figures)


Facilitate accessibility

Brand reputation Current trends

Activities that spread your brand image online

•  Content strategy – Good content in the right format is made for

sharing and reaching a broader audience. Video, whitepaper and

infographic formats generate more engagement and interaction.

•  Social Media strategy – Targeted networking and innovative social

media content share a brand identity with a large audience.

•  Paid search and display – Nearly 10% of B2B companies invest in

paid search for brand identity, in text, image, animated gif and video

formats. (MarketingWeek)


Manage brand reputation


Dynamic content generates a peak in interest and brand trust in B2B sector. The audience turns to social media and video platforms/video advertising to enjoy this new type of content.

Loyalty & Retention Current trends

Activities that keep your clients active and informed

•  Content strategy – Useful content in the right format and for the

right topical trends is designed to proactively get in touch with a

known audience and build a trust relationship.

•  Paid search and display – The remarketing strategy, introduced in

2013 by Google in the UK, enables brands to track website visitors

and remarket viewed services to non-convertors.

•  Email Marketing– The majority of e-marketing budget is invested in

the UK to keep actively in touch with retainer lists of known

contacts, often to inform them of new informative content and

events.

•  Social Media strategy – B2B marketing is moving to use social

media platforms (such as LinkedIn) to keep in touch with a known

base. THE BUSINESS CREATION AGENCY

Maintain loyalty & retention


Emailing campaigns success are declining. More digital marketing managers are moving to social media networking to maintain loyalty and retention strategies active.

Lead generation Current trends

Activities that attract the right prospects

•  Website development – Visitors are more website savvy: to engage

their interest websites need to follow digital behaviour findings and

conversion maximisation best practices.

•  Lead tracking – Often seen as part of SEO, tracking events online

(such as contact form submission) enables digital marketing

managers to introduce a lead process.

•  Paid targeting– Part of paid search spends, active targeting of

prospects based on demographics, interests and other business

related criteria is a hot trend.

•  Paid Social Media – B2B marketing is using paid social media

activities to touch a broader audience that can be targeted against

campaign criteria.


Create lead generation

On a last note



Digital channels performance evolves So keep up to date with current trends to maximise your digital efforts

Questions?


Celine Domenech

What can Digital marketing for you in 2014/2015

Business

Transcript of What can Digital marketing for you in 2014/2015