BBN 2009 Web 2.0 Survey Results
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BBN 2009 Web 2.0 Survey Results presented by Richard Brelet, Executive Director of BBN The Business Branding Network at seminar in Brno, Czech Republic.
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BBN 2009 Web 2.0 Survey Results
- 1. Internet use & w eb 2.0 in B2B marcoms In conjunction with BENCHMARK GROUP
- 3. Webmarketing 2.0 in B2B: a major trend
- 4. Evolution of budgets devoted to Digital “ Portion of the digital budget in B2B marcoms spending” Source: Benchmark Group / BBN
- 5. Crisis impact “ What is the impact of the current economic slow down on your B2B communication strategy” Source: Benchmark Group / BBN
- 6. Web 2.0 deployment “ In communicating your brand, what interactive platforms do you use or do you plan to use?” Source: Benchmark Group / BBN
- 7. Implemented Web 2.0 solutions impact “ What is your opinion about Web 2.0 solutions impact?” Based on respondents who have already implemented Web 2.0 solutions Source: Benchmark Group / BBN
- 8. Webmarketing 2.0 in B2B: a heterogeneous learning curve
- 9. The reasons to use Web 2.0 tools in B2B Source: Benchmark Group / BBN “ What are the objectives for your B2B website?” (by sector)
- 10. The hurdles to Web 2.0 in B2B “ What are the main difficulties to set up interactive services using 2.0 solutions?” (by sector) Source: Benchmark Group / BBN
- 11. Conclusions
- 14. The way forward
- 15. Hello to marketing in a digital world Goodbye to digital marketing
- 16. B2B channels Phone Events Trade mags Trade Shows Sales Reps News-letters MSN Social networks Blogs Webinars Web sites RSS feeds E-Mail Twitter
- 17. Contact Strategy 1.0 Integrated multi-channel marketing Homepage Custom content Segmented by size and industry pin entry Visitor behaviour tracking and campaign measurement XML feed Blog News room Podcasts Video content Google news Content distributed and shared to branded channels/profiles RSS feeds Branded widgets Call request Content pages tagged with relevant meta-data CRM Registration Industry news Profile mgt Download Ask a question Brochure request Thank you Sales Real-time profiling Search/ links PPC/ banners E-mail D-mail PR Ads Blogs Social networks Photo sites Video Web sites News sites Social media channels Mobile Campaign traffic
- 18. Content distributed and shared to branded channels/profiles Visitor behaviour tracking and campaign measurement XML feed Support 2.0 Forums Blogs Web TV Google news RSS feeds Branded widgets Page view Content pages tagged with relevant meta-data Profile manager Registration Industry news User profile Ask a question (live chat) Download Brochure request Marketing Real-time profiling E-mail D-mail Exhibition /other Links (directory) Micro Blogs Social networks Photo sites Video Web sites File sharing Banners MPUs Homepage Segmented by size and industry Behavioral adserving Mobile (SMS) Ads (print) Direct (URL or Bookmark) Landing zones Podcasts Social Media PR Blogs Social networks Social ads Sage CRM Triggered E-mails Client CRM User goal reporting and page tracking Enquiry (Lead) Business apps CRM dashboard Profile manager Activity dashboard Campaign reporting Live synchronisation No open Open & no click Organic search Blog In-text ads PPC Search network Contextual targeting Triggered E-mails Triggered E-mails Nurture Convert Up sell Engagement Web 2.0 and UGC Affiliate Top 100 Web sites Digital PR PR Custom content Live content feeds Segmented journeys Sales Customer support Landing pages E-mail alerts Careers Products Office locator FAQs Pull content Article voting Ask the expert Information Web 2.0 and UGC Augmented reality 3D modelling Search optimisation On-line sales RSS feeds On-line sales Social Network Extranets Contacts Subscriptions Web site analytics data Review and optimise URLs Source: Google, Yahoo Medium: PPC, banner, e-mail, search Campaign: Product launch, Brand launch Content: Small, Medium, Large Multivariate testing Dynamic No generation Contact Strategy 2.0 Integrated multi-channel marketing
- 19. Content distributed and shared to branded channels/profiles Visitor behaviour tracking and campaign measurement XML feed Support 2.0 Forums Blogs Web TV Google news RSS feeds Branded widgets Page view Content pages tagged with relevant meta-data Profile manager Registration Industry news User profile Ask a question (live chat) Download Brochure request Marketing Real-time profiling E-mail D-mail Exhibition /other Links (directory) Micro Blogs Social networks Photo sites Video Web sites File sharing Banners MPUs Homepage Segmented by size and industry Behavioral adserving Mobile (SMS) Ads (print) Direct (URL or Bookmark) Landing zones Podcasts Social Media PR Blogs Social networks Social ads Sage CRM Triggered E-mails Client CRM User goal reporting and page tracking Enquiry (Lead) Business apps CRM dashboard Profile manager Activity dashboard Campaign reporting Live synchronisation No open Open & no click Organic search Blog In-text ads PPC Search network Contextual targeting Triggered E-mails Triggered E-mails Nurture Convert Up sell Engagement Web 2.0 and UGC Affiliate Top 100 Web sites Digital PR PR Custom content Live content feeds Segmented journeys Sales Customer support Landing pages E-mail alerts Careers Products Office locator FAQs Pull content Article voting Ask the expert Information Web 2.0 and UGC Augmented reality 3D modelling Search optimisation On-line sales RSS feeds On-line sales Social Network Extranets Contacts Subscriptions Web site analytics data Review and optimise URLs Source: Google, Yahoo Medium: PPC, banner, e-mail, search Campaign: Product launch, Brand launch Content: Small, Medium, Large Multivariate testing Dynamic No generation Channels Web platforms Analytics Data
- 20. Thank you.
Editor's Notes
- A study designed to understand the new marketing and communication practices in light of web 2.0 empowerment The relationship between a brand and its customers has been deeply modified by the empowerment of Web 2.0. Consumers’ insights, blogs, social networks, web communities… have made communication strategies more and more complex . This study was thus designed to comprehend how B to B marketing and communication managers handle the rise of web 2.0 and employ web 2.0 solutions today. Moreover, as Web 2.0 new practices in marketing and communication have been mainly studied from a B to C prospective until now, this study was especially produced to fill the lack of literature in the B to B market.
- A sample of 112 interviews of marketing and communication managers in 8 countries This study is based on the results of an international sample of 112 companies, from all B to B sectors, operating i n Brazil, France, Germany, South Korea, Sweden, UK and the United States. For 60% of them, the information was gathered during phone interviews with communication or marketing managers. Other companies have answered this study via an online survey . This study has been conjointly conducted by the Benchmark Group and BBN.
- Online investment keep increasing to the detriment of printed media and newspapers Online investment is expected to weight more than 14 % of all communication budgets in 2010 , which corresponds to a growth of more than 50 % between 2008 and 2010. Industry companies are standing a bit behind the services sector in 2009 but intend to reach the same level of investment in 2010. The current crisis presents is seen as an opportunity to adopt 2.0 tools . Given the circumstances, 23 % of companies expect to increase their investment in this area in order to launch innovative and original concepts. More than 70 % of B to B companies interviewed believe that the increase of their online budget is made to the detriment of other media . Companies in services and industry are not reacting the same way: whereas 86 % of industry companies believe that the increase of online investment is affecting other media budgets, only 61 % of services companies notice this budget reallocation. Services and industry disagree on the media impacted by the increase of online communication budget: for 50 % of services companies, the increase of online budgets has negative impacts on printed mailing (such as catalogue) whereas for the industry sector, the first media suffering from this increase are newspapers and magazines.
- B to B companies still do not utilize Web 2.0's full potential More than 60 % of firms employ Web 2.0 in order to communicate about their brand or to generate traffic to their Internet site . However, only 38 % among them see an opportunity to collect customer insights , 18% to implement training, and finally 15% see an opportunity to identify new concepts. The disparity between services and industry is even more significant in the creation of a dialogue between the brand and clients (61 % of companies in services and only 38 % of companies in industry) and in training (respectively 25 % and 13 %). On the contrary, 42 % of companies in industry quote the possibility to provide users with customized alerts versus only 28 % of companies in services.
- Companies in services and industry demonstrate different learning curves For 54 % of decision-makers, the animation/moderation cost is the most significant hurdle for putting 2.0 solutions into place . Then come the lack of expertise (42 %) and problems related to poor content quality (39 %), which are also perceived as significant difficulties. Companies in services and industry have different perceptions of difficulties to implement web 2.0 tools . Companies in services have a greater maturity in adopting online tools. They have developed a wider range of online tools these past few years. In addition, they are clearer about the difficulties associated with web 2.0. For example, problems related to the mediocrity of content are chosen by 46 % of service-oriented companies versus only 29 % in the industry sector. Admitting a lack of expertise in the area is another signal of their greater maturity: 43 % of service companies admit their lack of expertise versus 29 % in the industry sector.