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By Kate Maddox . Published on January translation 13, 2015 . 1
Learn more Data and automated messaging are hot topics, but b-to-b marketers say their marketing must get more personal translation in 2015. "We need b-to-b to be more human," said Andy Goldberg, global creative director at GE. That sentiment was echoed by other marketers translation and agency execs who shared their predictions for the top b-to-b trends of 2015. Great storytelling
"You have to be great storytellers, especially in b-to-b," Mr. Goldberg said. "One of the biggest challenges we had this year was telling the full GE story in one spot, and capturing the wonder and magic of what we do. 'Childlike Imagination' was wonderful storytelling -- having a little girl talk about what her mom does at GE. We also did a partnership with 'The Tonight Show' called 'Fallonventions' about kids who like to innovate. It became a story. There will be more and more of that in 2015." Less data, more emotions
"Data translation will continue to play an important role in decision-making. However, we have found through translation our research with Fortune Knowledge Group that decision-makers are increasingly looking to their gut instead of the data," said Christoph Becker, CEO and chief creative officer at b-to-b translation agency Gyro . "B-to-b marketing must become more humanly relevant. As the digital tsunami of information continues to grow larger, business decision-makers are increasingly translation becoming numb. That's why messages that leverage emotion -- that make them feel something -- will only become more vital. USG's 'It's Your World. Build It' is a great example. Building materials and emotion aren't something you would link immediately, but the campaign captures a powerful sentiment about the human need to build." Shareable content
"Marketers are going to continue to lean into creating shareable content through digital and social channels," said John Kennedy, CMO at Xerox . "Where teams are doing really great work is in creating really good video content that explains a complicated topic in a compelling way. A lot of b-to-b selling is complicated, complex and deals with high-dollar, long selling cycles. The best marketers are creating content that explains translation the work companies do in a way that educates the potential buyer, gains interest and goes mainstream into consumer channels -- that is the sweet spot."
"Marketing will focus on the user experience. It will be a mission between marketing, the CIO and the CTO of the company, looking holistically at the user experience," said Eduardo Conrado, senior VP-marketing and IT at Motorola Solutions. "We are working together on this front with these three teams, developing strategies and getting user-experience experts to collaborate -- not just on the digital experience, but on product design and the entire user experience, across hardware and software. This will rise in importance for marketing teams." Consumerization
"We need to realize that b-to-b customers are people. They go home and watch 'American Idol' and they sit in traffic on the way to work," said Adam Kleinberg, CEO of online agency translation Traction . "They have the same humanity and cultural insights translation you see in consumer translation work. If b-to-b marketers want to cut through the clutter, they have to do some really great creative, like the Volvo trucking ad with Jean-Claude Van Damme. B-to-b translation companies need to break the mold and treat our ads more like consumer ads." Reprioritizing translation marketing
"One of the biggest things is a reprioritization of marketing within companies, particularly translation in b-to-b industrial translation companies, as they realize the business pressures have changed, especially with digitization," said Kathy Button
Follow us Follow translation on Facebook Follow translation on Twitter Follow on Google+ Follow on LinkedIn Follow on Pinterest Follow on Intagram Follow on YouTube Follow on Tumblr Follow via RSS Login Become translation a Member Menu Marketing Advertising Digital Media Agency Data BtoB
Register to become a member today. You'll get the essential information you need to do your job better, including 7 free articles per month on Ad Age and Creativity Ability to comment on articles and creative work Access to 9 custom e-newletters like Ad Age Daily, Ad Age Digital and DataWorks
Industry: Advertising Agencies Advertising translation and Marketing Support Manufacturers, Product Marketers and Service Compa Retail/Food Service Establishments Travel/Transportation Services Entertainment Media Company/Interactive/Gaming Financial/Insurance/Real Estate/Legal translation Telecommunication translation Services and Utilities Government/Trade Association and Religious translation Organiz Universities/Colleges/Schools Other Technology Manufacturers translation & Services Consumer Package Goods Healthcare/Medical/Pharmaceuticals Automotive Household Goods Consumer Electronics Magazines translation Radio & Television All Other Media Interactive, ISPs
By Kate Maddox . Published on January translation 13, 2015 . 1
Learn more Data and automated messaging are hot topics, but b-to-b marketers say their marketing must get more personal translation in 2015. "We need b-to-b to be more human," said Andy Goldberg, global creative director at GE. That sentiment was echoed by other marketers translation and agency execs who shared their predictions for the top b-to-b trends of 2015. Great storytelling
"You have to be great storytellers, especially in b-to-b," Mr. Goldberg said. "One of the biggest challenges we had this year was telling the full GE story in one spot, and capturing the wonder and magic of what we do. 'Childlike Imagination' was wonderful storytelling -- having a little girl talk about what her mom does at GE. We also did a partnership with 'The Tonight Show' called 'Fallonventions' about kids who like to innovate. It became a story. There will be more and more of that in 2015." Less data, more emotions
"Data translation will continue to play an important role in decision-making. However, we have found through translation our research with Fortune Knowledge Group that decision-makers are increasingly looking to their gut instead of the data," said Christoph Becker, CEO and chief creative officer at b-to-b translation agency Gyro . "B-to-b marketing must become more humanly relevant. As the digital tsunami of information continues to grow larger, business decision-makers are increasingly translation becoming numb. That's why messages that leverage emotion -- that make them feel something -- will only become more vital. USG's 'It's Your World. Build It' is a great example. Building materials and emotion aren't something you would link immediately, but the campaign captures a powerful sentiment about the human need to build." Shareable content
"Marketers are going to continue to lean into creating shareable content through digital and social channels," said John Kennedy, CMO at Xerox . "Where teams are doing really great work is in creating really good video content that explains a complicated topic in a compelling way. A lot of b-to-b selling is complicated, complex and deals with high-dollar, long selling cycles. The best marketers are creating content that explains translation the work companies do in a way that educates the potential buyer, gains interest and goes mainstream into consumer channels -- that is the sweet spot."
"Marketing will focus on the user experience. It will be a mission between marketing, the CIO and the CTO of the company, looking holistically at the user experience," said Eduardo Conrado, senior VP-marketing and IT at Motorola Solutions. "We are working together on this front with these three teams, developing strategies and getting user-experience experts to collaborate -- not just on the digital experience, but on product design and the entire user experience, across hardware and software. This will rise in importance for marketing teams." Consumerization
"We need to realize that b-to-b customers are people. They go home and watch 'American Idol' and they sit in traffic on the way to work," said Adam Kleinberg, CEO of online agency translation Traction . "They have the same humanity and cultural insights translation you see in consumer translation work. If b-to-b marketers want to cut through the clutter, they have to do some really great creative, like the Volvo trucking ad with Jean-Claude Van Damme. B-to-b translation companies need to break the mold and treat our ads more like consumer ads." Reprioritizing translation marketing
"One of the biggest things is a reprioritization of marketing within companies, particularly translation in b-to-b industrial translation companies, as they realize the business pressures have changed, especially with digitization," said Kathy Button
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