7 B-to-B Digital Marketing Trends for 2012
Different industries have their trends and fads. Marketing is no different. One thing that’s certain though is that B-to-B customers and prospects have made the internet a primary resource for searching for suppliers, products and services, making online marketing critical to your overall success. While nothing is certain in life, the following seven trends look to be good places for marketers to focus their efforts:
1. Online events. Call them online events, virtual events or online trade shows, the high bandwidth availability and emerging technologies that allow media companies to produce and host these highly interactive experiences is growing rapidly. In fact, a recent GlobalSpec Marketing Trends survey found that 47 percent of industrial companies are increasing their spending on online events.
Exhibitors can showcase their product lines, build brand reputations, provide content to target audiences, and connect with customers and prospects. What's more, you and your attendees can do it from the comfort and convenience of your office — no airport delays or pricey hotel stays required.
2. Video. As bandwidth expands and the cost of equipment and software shrinks, many organizations are increasing their spending on video. What’s nice about this trend is YouTube videos are inexpensive to produce and a homemade look isn't only acceptable, it carries a cool factor. In addition, many consumers (especially younger ones) prefer to watch instead of read. Give them what they want. Use video for product demonstrations, brief interviews with executives, explanations from product managers, and even case studies that show your products or services in action.
3. Social media. While the number of social media platforms used by B-to-B marketers continues to grow, it’s important that you not jump into the channel simply because everyone else is. You have to understand how the various social media platforms tie in to your organization’s business objectives.