2015 5 business-to-business Marketing trends: now what?

We've been in the second half of the 2014 years, but if you want a big harvest in 2015, you need to upgrade your development strategy. When you're laying the groundwork for your 2015 marketing strategy, here are five marketing trends that can provide a starting point for the rest of the year and the big projects for the next year:

1. Micro-target positioning: It's time to get to know your customers. Put down the "one-to-many" strategy and dig deeper into customized and personalized strategies to look for small, but potentially lucrative, market subsets and niche products. Exposure to these customers will require data parsing to create a corresponding "one-to-one" exchange for successful micro-target positioning. Where to start: If you don't know who you're talking to, you don't know what to say. So working on a buyer's role can give you insight into your buyer's needs, lifestyle and motivation. This work is well worth the effort to build more desirable content strategies throughout the purchase cycle, after-sale work, and account based marketing campaigns. 2. Let the pay-placement ads persist: Spend your money on the right content and on the platform. Because social networks and big publishers stay away from free media and turn to paid media, the Business-to-business marketing team will have to spend more time – and money – investing in paid-placement ads or sponsored placement ads to attract business users who are hard to reach. A change in Facebook's algorithm at the end of 2013 has reduced the content of the user's news-driven service to 44%. Now LinkedIn, Twitter and even Pinterest offer sponsorship content placement and advertising services that hopefully attract specific targets. The day for free customer service is over. If you don't pay, your followers will probably not see anything you do in the social field. Where to start: knowing which digital content is the best performance for you. Build budgets and relationships around content placement ads, sponsorship opportunities, corporate services, and content referral platforms. As you increase your investment, optimize the type of content you are releasing. In social media, you may give up the cute pictures of office dogs or trophies of softball games, but offer more educational content: A commentary video, an image from a white paper, and an information map that talks directly to the audience you want. As always, make a pair of posts with strong appeal and support elements for action. For example, send interested users to the content landing page to expand the conversation instead of posting the white paper download link in the post. Process the data to determine which of your users will watch the video on Facebook and ignore the LinkedIn video so that you can get the right things in the right place at the right time-without wasting advertising. 3. Mobility will become mainstream: master it. Corporate users are consumers outside of work and these consumers look forward to the same type of integrated digital experience offered by consumer brands like Coca-Cola and Red Bull. Your challenge is to create these digital experiences to suit your audience's preferences and needs. For example, American Express (Anglo Express) and IBM have successfully taken on the avenue of Business-to-business shopping with highly targeted digital content that implementsA conversation with a very specific enterprise user. These efforts are not just flashy websites. They incorporate mobile optimization elements, offline activities, and dynamic content delivery and design to successfully complete the personalized digital experience. In the process of exploring all-round channel marketing, business-to-business marketers will find that the business marketers have realized a few years ago that mobility is a hotbed of positive engagement. As of 2020, one-fifth of sales will come from data collected from wearable devices, according to Forrester, an independent analysis agency. Where to start: Fine-tune your mobile strategy to include all content execution: role analysis, content topics, design, and distribution. Do not assume the same effect as viewing a 8000-pixel long information map with your target audience (which works well on their desktops and laptops) on a smaller screen, Because it takes too much sliding and flipping to watch (unless posted on third party content that can be arbitrarily used to squeeze your image into their specifications.) Using dynamic display technology, adjust the provided content and adjust the image size according to the user's screen resolution. Add power to your social media channels with micro-content: Create thumbnails (Facebook,linkedin), outcrop diagrams (Pinterest,instagram), or make slides (SLIDESHARE,SCRIBD) for a small piece of small pieces rather than long, Overwhelming images to attract viewers. 4. Marketing Automation tools will change the way you operate. In the past, the marketing direction was set by historical data. When markets are in disarray, companies are trying to trace back. Existing Marketing automation kits are looking for real-time marketing. These systems will be customer relationship management (CRM), email marketing (email Marketing), Content Management (Management), Search engine optimization (search Engine optimization), and case source scoring (lead Scoring) and traditional marketing campaigns, such as analytics, combine with the overall tools to help improve responsiveness to the future by providing relevant and timely information. Business-to-business enterprises, especially in the technology industry, are leading the way in the use of marketing automation tools. However, many companies are trying to integrate their existing tools into a single system to take advantage of all the flashy features provided by automated systems. According to the Aberdeen Group's study, the use of marketing automation tools can increase the conversion rate of more than 50% for companies that have made leaps. Where to start: Look at your existing marketing tools first. They may even include the application market that can be provided by the customer Relationship Management (CRM) suite of the ITS (salesforce.com) company (APP MARKETPLace) The same option extension functionality. Find the right opportunities to integrate them more closely and reconsider the redundancy of the tool feature set (do you really need to log in to the page builder when your email marketing tools include landing page options?) Or choose to stop using them altogether instead of a comprehensive marketing automation system. Technology is just a part of a secret weapon. With the development of marketing automation, the demand for marketing technicians will also develop. The ideal marketing technician should have an in-depth understanding of the glut of available technology options associated with marketing and how to use these technologies to drive things forward. 5. The need for high-quality content will highlight the importance of professional writers. When branding is translated into publishers, their demand for content will go beyond grammatical accuracy and will span the great part of writing Cross-platform, adapted, compelling content and catering to a particular target role. The need for elaborate content and visual effects is closely related to a consistent pain point for content marketers, i.e., the ability to produce enough content to fill the delivery channel of content. In a 2013-year copywriting survey conducted by Sticky content, a uk-based content-based marketing firm, Two-thirds of respondents reported that in the enterprise, product and marketing managers completed most of the digital writing. They have dealt with too many problems and have been able to devote less time and energy to writing content. This will lead to forward-looking marketers looking for experienced content writers or outsourcing writing to institutions or markets that specialize in writing or creating content. Where to start: When resources are available, create a style guide, support consistent templates and tools-an editorial team-to oversee content quality. In the absence of internal capacity, the freelancers and businesses are offered an olive branch to write, and these freelancers and businesses allow the content team to focus on strategy, layout, and analysis. Be prepared to provide in-depth creative briefings, and provide internal documentation to enable authors to fully understand what you want to achieve and your target audience.