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Fünf B2B Marketing Trends aus der Sicht von LinkedIn #AFBMC

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Vortrag von Shankho Mukherjee auf der AllFacebook Marketing Conference 2019 in München.

Details:
https://conference.allfacebook.de/speaker/shankho-mukherjee/

Konferenz:
https://conference.allfacebook.de

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Fünf B2B Marketing Trends aus der Sicht von LinkedIn #AFBMC

  1. 1. 1 2 0 1 9 B 2 B M A R K E T I N G T R E N D S
  2. 2. 2 Start With Who 1
  3. 3. Most Marketing Today Is Not Customer-Centric of buyers say advertising is relevant to them3% 3Source: Infolinks study on “banner blindness”
  4. 4. Actual Customer-Centric Marketing Is Radically Individualistic 4Source: Netflix Blog On “Artwork Personalization”
  5. 5. That Means Every Little Detail Is Driven By Insights 5 ROMANTIC COMEDIC Source: Netflix Blog On “Artwork Personalization”
  6. 6. Artificial Intelligence Engagement Machine Learning Malware Phishing Security Hacker Risk Management 0 1400400 1000 The First Step Towards Netflix Starts With Insights-Driven Personas TRENDING CONTENTWEBSITE DEMOGRAPHICS 6
  7. 7. 7 First To Mind 2
  8. 8. Being First To Market Doesn’t Matter 8Source: 22 Immutable Laws of Marketing Altair 8800 Apple
  9. 9. Relationship Between Market Share and Awareness MarketShare Awareness 0% 10% 20% 30% 40% 50% 40% 20% 0% 60% 9Source: American Marketing Association Study, “How Brand Awareness Aids Profitability” What Matters Is Being First To Mind
  10. 10. If You Can’t Be First To Mind, Invent A New Category 10 Lindbergh Earheart Source: 22 Immutable Laws of Marketing
  11. 11. Emerging Awareness Strong Awareness Weak Awareness No Awareness 11 Use Our “First To Mind” Matrix To Find Opportunities Engagement Reach High 100% High 100% Low 0% Low 0% Hybrid ConnectivityFuel Cell Future of Mobility Shared Mobility Self Driving Car Automotive
  12. 12. 12 The Originality Delusion 3
  13. 13. Marketers Are Obsessed With Newness CREATIVE BRIEF NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE NEVER BEEN DONE BEFORE 13
  14. 14. But New Isn’t What Sells 2009 14Source: The Drum, “Why Research Shows You’re Better Off With Your Existing Ad Campaign” Source: The Branding Journal, ”What To Learn From Tropicana’s Redesign Failure” new ad campaigns outperform old campaigns 1 5 only in
  15. 15. What Sells Is Relevance + Familiarity 63% 34% RELEVANCE ORIGINALITY What Do CXOs Want From Thought Leadership? 15 2x Source: LinkedIn + Edelman Research, “How Thought Leadership Impacts B2B Demand Generation”
  16. 16. Don’t Sell “Original,” Sell “MAYA” 16Source: Raymond Loewy, “MAYA Principle” MOST ADVANCED, YET ACCEPTABLE
  17. 17. Invest In Tactics That Replicate Across Industries, Markets, And Years
  18. 18. Invest In Tactics That Replicate Across Industries, Markets, And Years
  19. 19. 19 Media Value Investing 4
  20. 20. 20Source: LinkedIn Campaign Manger Individual Contributors (ICs) Are An Undervalued Audience Of Impressions Reach Individual Contributors 24%
  21. 21. This Ignored Audience Influences Buying Decisions Today 21Source: LinkedIn / Tech Target research 55% Of Current Tech Buyers Are ICs
  22. 22. 22 Tech IC Source: LinkedIn Career data And ICs Will Be Making The Buying Decision Tomorrow Tech Manager Deal Begins Deal Ends 3yrs 3yrs
  23. 23. 23 So Broaden Your Investing Horizon And Target Beyond The C-Suite
  24. 24. 24 You Are Where You Advertise 5
  25. 25. Which Ad Looks More Expensive?
  26. 26. And Yet, Most Media Buyers Want The Cheapest Inventory Possible
  27. 27. However, studies show that Premium Inventory is more Cost Effective Source: Newsworks & GroupM UK 2018
  28. 28. So Are Your Ads Reassuringly Expensive, Or Worryingly Cheap?
  29. 29. 29 LinkedIn is the most Trusted Social Platform
  30. 30. 30 The War On Brand 6
  31. 31. Brand Marketers Are Losing The Budget Battle 31Source: IPA Study, Marketing Effectiveness In The Digital Era 2007 53% 2016 28%
  32. 32. 32 Direct Response Wins In The Short-Run, But Brand Wins In The Long-Run Source: IPA Study, Marketing Effectiveness In The Digital Era 70% 60% 40% 10% 30% 0% 50% 20% 0 — 6 7 — 18 19 — 30 > 30 Campaign Duration in Months % Reporting Very Large Effects The Conflict Between Long and Short-Term Metrics Activation Effects Market Share Effects
  33. 33. Acquisition Only 0.2% 33Source: LinkedIn Internal research 2018 Brand Only 1.5% 1.0% 0.5% 0.0% Brand & Acquisition 0.3% 1.2% Conversion Rate Synchronize Brand And Demand To Drive Exceptional Performance
  34. 34. 7 THE CLICK-THROUGH CONSPIRACY 34
  35. 35. Cost per Acquisition 20% Cost per Click 19% CPCV (cost per completed view) 19% Clickthrough rate (CTR) 18% Cost per Engagement (CPE) 14% Viewability 6% None 4% Most Commonly Used Metrics Source: Xaxis, 2018 Outcomes: Driven Media Survey, Senior Marketers The Entire Digital Marketing Industry Still Runs On Clicks
  36. 36. Source: Nielsen BrandEffect meta – analysis of 478 online global campaigns that ran between Oct 2014 – April 2015 Ad Recall Brand Awareness Purchase Intent Smart Marketers Have Long Argued That Clicks Don’t Correlate With Success
  37. 37. We Have A More Extreme Opinion – Optimizing For Clicks Will Kill Your Brand Bad Creative Bad Audiences Bad Frequency
  38. 38. CLICK 5 Tips To Being A Better Manager Bad Creative: Clickbait Is Bad For Your Brand
  39. 39. 1 Bad Audiences: Robots Are Bad For Your Brand
  40. 40. Awareness Intent FREQUENCY 1 2 3 4 5 6 7 8 9 10+ 5.2 7.0 11.3 9.0 12.6 11.6 11.9 14.9 12.0 17.6 6.2 11.6 12.8 13.3 14.2 15.9 15.4 20.8 16.2 32.5 BRANDRECALL CTR Decrease CPC Increase FREQUENCY 180% 135% 90% 45% 0% -45% -90% 1 2 3 4 5 6 7 8 9 CTR 40 Source: Nielsen Bad Frequency: Low Frequency Is Bad For Your Brand
  41. 41. 41 Instead, Let’s Track Impressions + SOV
  42. 42. 42 Great. How Can I Act On These Trends?
  43. 43. 1 Build dynamic personas using 1st party data. 2 Be first to mind among potential buyers. 3 Develop familiar franchises to breakthrough. 4 Reach undervalued audience segments.
  44. 44. 5 Reach those audiences in premium contexts. 6 Combine Brand and Lead Gen campaigns to achieve optimal results 7 Focus on real Business KPI’s that drive your business
  45. 45. Danke! Shankho Mukherjee Agency Lead DACH sm@linkedin.com

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