In the early ’70s, The Bradford Exchange’s computerized trading system helped set the company apart from its collectible-plate
B-to-B buyers are no longer nameless, faceless entities with nebulous purchasing timeframes. Instead, actual individuals are sending off signals all the time about who they are, what they want to buy and when — in the form of data that can be worked into razor-sharp predictive models, Keke Wu writes. Wu — the director of analytics at Avention, a Concord, Mass.-based real-time B-to-B data provider — wrote a post for InsideBigData.com on Thursday titled "B2B Predictive Analytics in the Big Data Era."
B-to-B marketers may be a bit behind their B-to-C counterparts in optimizing their e-commerce platforms, but they will far surpass them soon, predicts Forrester Research. "At Forrester, we estimate that it will reach more than $1 trillion in the U.S. by 2020, double the size of B-to-C e-commerce," writes Forrester Analyst Susan Wu in her May 8 blog post.
For decades, the campaign has been the workhorse of marketing. These discrete, short-term, one-way promotional initiatives from a brand to customers have typically been brand-focused vs customer-focused. If you met a "traditional" campaign at a party, it would say "Hi there. Let me tell you all about me."
Since the beginning of online advertising, promising new formats—like pop ups, expandable banners, video, social media, native and mobile—have captured and held the industry's attention and dollars. Many of these formats have delivered and become trusted elements of the media mix.
Marketing technology has exploded in the past three years. According to Chief Marketing Technologist, as many as 1,876 tech companies are battling it out for your dollars in 2015, nearly doubled in number from last year. The largest single category in marketing tech is marketing automation, with no fewer than 211 solutions available today.
Marketing technology has evolved in multiple ways, originating in spreadsheets, databases, contact management tools, graphic design software and word processing. The Internet accelerated the process, turning an evolution into a revolution. And the result was a jumble of tools and systems, each seemingly dedicated to solving a section or two of the marketing process. Some of these tools are known in the tech world as “point solutions” and focus on a single activity or segment of what marketers do. Email, for example, or lead scoring. Others attempt to automate large swaths of the process.
Somewhere between getting caught up in the hype cycle and being left in the dust, there's an amount of technology that's just right to get your marketing to where it needs to be. To find out what, we asked experts to weigh in and answer the questions we hear most. We asked Joe Pulizzi, founder of the Content Marketing Institute the following question: