As the world becomes increasingly digital, businesses are turning to digital marketing to reach new customers and grow their businesses. However, many businesses are still unsure of how to use digital marketing effectively. In order to stay ahead of the competition, businesses need to understand the evolving digital landscape and how it affects their B2B marketing strategies. In the business-to-business (B2B) world, digital marketing will continue to grow in importance. Already, a majority of B2B companies are using digital channels for marketing purposes, and this trend is only going to continue. The main reason for this is that digital channels provide a much more effective way to reach potential customers than traditional methods like print ads and trade shows. Additionally, digital marketing allows businesses to target their audience more accurately, resulting in a higher ROI. In a digital world, businesses are constantly looking for ways to stay ahead of the curve. And when it comes to B2B marketing, that means utilizing cutting-edge digital technologies and strategies. While some traditional methods of marketing still work very well in the B2B space like industry meets and events, however more and more businesses are turning towards digital channels to connect with customers. Here are just a few of the ways that B2B digital marketing is evolving.
B2BMarketing is shifting to a more digital focus. Traditional marketing methods like print ads, trade shows and direct mail are becoming less and less effective. In fact, according to the eMarketer study , only 50% of B2B marketers use print ads as part of their marketing strategy. Businesses are using more digital channels like email, social media and search to connect directly with customers.
According to a Forrester study , consumers in the U.S. spend an average of 4 hours per week looking for information online on B2B topics. Consumers are also more likely to get their information online than in print. This means that B2B marketers are likely to spend more on digital channels like email, social media and advertisements on platform like linkedin & twitter where the targeting is more precise and generates higher ROAS. Apart from this below are some new trends that will take B2B marketing on a new level.
The impact of conversational commerce
Chatbots and virtual assistants will play a big role in the future of B2B digital marketing. It will be used to improve overall customer experience by working as an additional touch point for a brand, where customers will find support & answers to their queries. B2B Companies would find increase in their lead generation, conversions and engagement rate. Hence this conversational marketing is going to be an integral part of the B2B marketing strategy that not only supports the company in automation but also elevates the customer experience.
The impact of video
Videos will continue to be an important part of B2B digital marketing. B2B marketers are experimenting with interactive video, holographic video and AR ads. Videos serves as a great content when used in middle or bottom of the sales and marketing funnel. tracking its reach and view time indicates the engagement rate and also increases the no of visitors on your site. The benefit that comes with video marketing is that it explains the product, gives demo or narrates the objective behind the advertisement that a banner advertisement cant do.
The impact of mobile
More businesses will shift their focus to mobile marketing. With the increase in connectivity and mobile users, more and more companies are taking their business on mobile by creating content that is responsive, interactive and transactional. The attention span of a consumer on channels like social media, app or a market place when used on mobile is more than on any other device. Also the experience turns out to be immersive with the use of augmented reality that enhances the customer experience and is well supported by current technology. With 5G rollout in near future and enhanced AR & VR capabilities, mobile marketing will lead the companies marketing strategy.
The impact of Social Media
Building community will continue to be an important part of B2B digital marketing. More and more business would want to create a B2B community on social platforms that helps them establish their leadership and create a strong brand presence. Reaching more people with effective social campaigns would help in increasing organic growth and market share, when it comes to B2B. As consumers tend to interact with brands that they feel are their peers and will add value in their business.
The impact of content marketing
Content is an important part of B2B digital marketing. Content like, white papers, industry report, success stories, webinars, trainings and workshops that bring value to the customers business will be in more demand. Strategic distribution of content on multiple channels along with funneling the content that creates customer journeys will get the maximum success from content marketing campaigns. Be it on search engine, cpc or social media, content that provides value or creates a business impact will help in generating prospects.
Conclusion
With the growth of technology and the internet, businesses are able to connect with more customers than ever before. Digital marketing allows businesses to reach a wider audience at a fraction of the cost of traditional marketing methods. In addition, digital marketing allows customers to interact with businesses in a more personal way, creating a stronger connection between customer and business and also helps in building a community or a forum of loyal customer base.
B2B marketing has evolved and hence B2B marketers have their own set of tools to execute B2B campaigns in an effective and efficient manner. Here are few of the tools that B2B Marketers have in their tool stack like Linkedin Sales Navigator, Demandbase, Keap, Loom, Active Campaign, ZohoCRM & Zoom helps B2B marketers to execute their B2B marketing campaigns at rapid speed.