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  • Digital is now an integral part of our everyday lives.

  • There are 1.7 billion people online globally,

  • and in the U.K., it's 80 percent of the population.

  • As consumers, we spent 30 percent of our leisure time on the internet,

  • We can now communicate with friends, colleagues, communities around the world in real time.

  • And the world information is simply a click away.

  • However, this is not just the consumer phenomenon.

  • The very same pattern holds true for business.

  • In fact, recent research shows that business purchasers spend 73% of their work related media consumption time online.

  • Almost 3/4 of C-Level executives use internet everyday at work.

  • And 83% B2B buyers research online, it's 70% starting an research process on the search engine.

  • We know that the buying process for businesses is more complex than for consumers.

  • There are multiple influences, involved in the majority business purchase decisions,

  • and these individuals are often using a wide variety of information sources.

  • B2B marketing is previous approach It's quite straightforward.

  • We sent to our good market strategies around on 3 key questions.

  • WHO are we targeting?

  • WHAT are we offering ?

  • And HOW do we communicate this in the most effective way.

  • Digital, has dramatically increased complexities of the marketing challenge,

  • making these questions harder to answer. Understanding where your customers are,

  • and targeting the right message to the right person, at the right point of the buying cycle is critical to success.

  • Marketing is need to change the approach and integrate digital values into the core and marketing plans.

  • We see 3 shifts taking place which formed the basis for new digital imperatives in marketing.

  • Firstly, there's a shift from research to real time insight.

  • Today's technology gives you immediate access to data on user behavior.

  • Enabling you to keep up and react to change much more quickly.

  • Traditionally to find out questions such as how much interest is there in my product?

  • You would look to put together some customers research.

  • Now you can find online tools which offer additional real-time insights to answer these questions.

  • To find out what messages your customers are most acceptive

  • You could run focus group.

  • However online, you can see in real-time. How many people engage with your ad creative, and optimize your campaigns accordingly.

  • Secondly, we see a shift from creative to content.

  • Thy types of information the B2B buyers search for depends on where they are in the buying cycle, their roles, and their needs.

  • The internet gives an access to wealthy information,

  • and easy-to-consume content.

  • Marketing is there for me to understand their audience, and provide appropriate content at the right stage of the buying cycle.

  • B2B buyers consume content in many forms.

  • Over half of I.T. buyers subscribe to RSS feeds. two-thirds of C-suite executives, you worked related videos online at least once a week.

  • In fact, a quarter of them prefer watching video content to reading text.

  • Marketing is need to distribute content wherever prospects are looking.

  • Distributing or syndicating your content gives your brand a greater reach, and enables users to engage with you.

  • in an environment of their choice. What's more, the growing trend of social media demands the content insurable as well.

  • Three causes of tech decision makes use social media on the job.

  • Marketing should leverage the power of these communities and the value of its peer interactions online to participate in.

  • and even initiate conversations about their brand and relevant industry issues.

  • The final shift we see is from one way push to two-way push and pull.

  • Brands and businesses need to master the digital strategies to pull customers to content,

  • push content to customers and also to combine push and pull marketing to drive better efficiency in the overall marketing mix.

  • Marketing....and integrate digital into the core of the marketing strategies first will gain competitive advantage in the longer term.

Digital is now an integral part of our everyday lives.

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B1 UK marketing content b2b digital online real time

B2B marketing in a digital world

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    林彥君 posted on 2014/08/09
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