B2B digital marketing. The new communications landscape

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B2B digital marketing. The new communications landscape

  1. 1. B2B digital marketing<br />The new communications landscape<br />IAS B2B MarketingMarc Keating – Head of digital<br />
  2. 2.
  3. 3. 51,442,100<br />Internet users in UK<br />Source: Internet World Stats, June 2010.<br />
  4. 4. experience not interruption<br />
  5. 5. London, free newspaper anyone?<br />
  6. 6. Sao Paulo, first city to ban outdoor ads<br />
  7. 7. B2B channel migration<br />Traditional B2B Channels<br />Phone<br />Events<br />Trade<br />Mags<br />Trade<br />shows<br />Sales<br />execs<br />News-letters<br />E-mail<br />WebEx &<br />MSN<br />Social<br />networks<br />Blogs<br />Webinars<br />Web sites<br />RSS & Twitter<br />Twitter<br />
  8. 8. The power of crowds and the digital consumer<br />
  9. 9. The difference between natives and immigrants<br />Source: Enquiro B2B report – The rise of the digital native<br />
  10. 10. threats<br />opportunity<br />
  11. 11. 91% of business buyers read blogs, watch user generated video, participate in other social media<br />55% of decision-makers were in social networks<br />43% are creating media (blogs, uploading videos or articles, etc.)<br /> “Social Technographics of Business Buyers” from Forrester Research<br />
  12. 12. Friends<br />Followers<br />Group members<br />By 2014, social networking services will replace <br />e-mail as the primary vehicle for interpersonal communications for 20 percent of business users.<br />Source: Gartner “Five Social Software Predictions for 2010 and Beyond”<br />
  13. 13. 64% of B2B Internet users turn to a search engine before any other information source to find out about a product or service. <br />Source: Enquiro's B2B survey<br />
  14. 14. Customer journey<br />The void – more fragmented<br />Seek advice and review requirements<br />Researching<br />Reviewing and short-listing<br />Search<br />Final research<br />Product reviews/advice<br />Looking for new telecoms provider <br />Decision<br />Social media/blogs/forums/<br />Purchase<br />Shopping/comparison<br />Opal.co.uk<br />Customer empowerment<br />Engage, influence and intercept<br />
  15. 15. Social search<br />
  16. 16. Social search<br />
  17. 17. Social search<br />
  18. 18. Flickr search<br />
  19. 19. YouTube search<br />
  20. 20. Social sharing<br />
  21. 21. The user becomes your advocate<br />
  22. 22. push to pull<br />
  23. 23. push<br />pull<br />Search optimisationPay per clickBlogs and whitepapersRSS feedsSocial networksSocial channelsViral videosWebinarsBanners<br />Print adsDirect mailE-mailTelesalesTrade showsRadioBillboardEventsTelevision<br />
  24. 24. B2B client experiences<br />
  25. 25. engagement<br />
  26. 26. Nike customisation<br />nikeplus.com<br />
  27. 27. Hotel 626<br />hotel626.com<br />
  28. 28. Twelp Force<br />twitter.com/TWELPFORCE<br />
  29. 29. Rockwool dialogue<br />
  30. 30. the dawn of the virtual sales person<br />
  31. 31. content<br />The new B2B Web site trends…<br />The real-time Web<br />The 2 way conversation<br />From premium to freemium<br />Rich-media content<br />The social gateway<br />Total integration<br />
  32. 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. <br />Source: BMRB<br />
  33. 33. Thank you<br />

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