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B2B Insights highlights trends and technologies influencing the business-to-business marketing community.
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B2B Bytes
Research and stats |
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Twitter Entering Marketing Mainstream
Sixty-six percent of small businesses consider Twitter either “somewhat important” or “extremely important” to their company’s marketing operations, according to an informal MarketingProfs survey. Respondents plan on increasing their tweeting efforts and now consider the microblogging tool as valuable as a company blog.
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How Your Brand Can Use Twitter
An estimated 56% of Twitterers use it in some professional, marketing or work-related capacity cites a Gravitational Media study. When establishing an account, mistakes to avoid include not creating a unified experience consistent with your brand; not listening for brand mentions; failing to interact with users; and using it as a push marketing channel. Twitter is a communication tool, and you shouldn’t participate unless you’re willing to join the conversation.
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State of B2B Print
While the American Business Media (ABM) cited a 30% decline in B2B media ad pages in the first two months of 2009, online revenues of B2B publications has shown steady growth —increasing 15% in 2008. Display and search advertising revenue climbed from $119 million in 2006 to over $200 million in 2008, demonstrating Internet initiatives pay off.
Godfrey media buyer Melinda Bauer believes in the power of online advertising yet hasn’t given up on print. In her blog, Five Reasons Why B2B Print Is Not Dead, she cites how there is an audience and a trade pub for every industry and that print still boosts brand awareness.
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B2B Briefs
News and commentary |
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Google Adds New Feature for Better Search Results
Google has been researching how to better understand the wide range of information on the Web and how to quickly connect people to what they need at that moment. The result of their efforts? Search options featuring rich snippets—where a search returns more useful information from a Web page rather than just the standard preview text. Users will spend more time on their desired site rather than on Google.
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SEO: Proving its Worth
SEO is resurfacing as a more popular tactic to build site traffic and use to your company’s advantage. In order to quantify its value while building a long-term program, analytics must be in place to separate and determine traffic. Build reports to establish which are coming from web search, image search, video search, etc. and identify opportunities.
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Marketing through Mobile
Mobile can enhance your brand’s strategy in reaching consumers. Tips include encouraging users to interact by asking them to opt in; reaching consumers at key times during the day; becoming a resource for shopping and driving users to Web sites when away from a PC or TV; and having mobile users participate in voting and polls. Make the mobile experience relevant to your user and watch your consumer’s interest—and your brand—grow.
Is mobile marketing in your plans? View our B2B Ballot Results.
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Read Godfrey's white paper - Do You Know Where Your B-to-B Audience Is?
(242 KB PDF)
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Godfrey provides full-service, integrated business-to-business branding and marketing communications services.
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