Historically, many B2B branding and digital marketing efforts are uninspiring and underperforming. A B2B brand must do more than consumer brands to stand out, gain attention and position themselves against competition. Some B2B advertisers that have excelled at this are Intel (Bunnysuit), SAP (Motorcycles work from BBDO) and IBM (Watson). What examples come to your mind?
Furthermore, digital changes the way brands interact with customers, and changes the sales funnel significantly enhancing brand awareness, interest and brand engagement, decision-making, call to action through to loyalty and post-purchase behaviour. How? By accelerating and driving down costs. Response rates also go down, as trust is more difficult to achieve without brick-and-mortar physical evidence. Despite this, digital marketing can achieve efficiencies and improver marketing performance in driving engagement, consideration and sales. And that’s not all. Digital marketing also shortens the time required to conduct brand research. Social media impacts influence and decision-making.
Think about how you can challenge the status quo in innovative marketing to deliver a powerful brand persona to drive sales. Here are some projects that delivered powerful results.
It’s also about control. With digital, you can reach customers frequently, quickly and you can turn on and off the digital marketing spigot on-demand and control spending to match your firm’s operational capacity and optimize your profitability and marketing return on investment (ROMI).
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