B-to-B Insights: The Trouble With Digital Marketing
Without a doubt, digital marketing is where it’s at in B-to-B. Many companies post their product literature and whitepapers online, and print ads in paper trade journals are way down, as many of these magazines are either shrinking or closing their doors.
There is no doubt that digital marketing is working. It generates an instant response, and costs so much less than print. B-to-B marketers are increasing their digital budgets and cutting down on traditional print media.
On the surface this makes sense, but there is one problem: Online marketing is ephemeral and cluttered.
Your B-to-B prospects are inundated with more email than they could ever hope to read; many get hundreds of emails daily. The result is that open rates, and with them clickthrough rates, are dropping.
It’s the same thing with e-newsletters: There are just too many. That’s why so many people periodically unsubscribe to so many of the e-newsletters they get. And subscriber lists dwindle rapidly as a result.
Bob Bly is a freelance copywriter who has written copy for more than 100 clients including IBM, AT&T, Praxair, Intuit, Forbes, and Ingersoll-Rand. McGraw-Hill calls Bob “America’s top copywriter” and he is the author of 90 books, including “The Copywriter's Handbook.” Find him online at www.bly.com or call (973) 263-0562.