Business-to-business Marketing needs sociality: Platform + media + technology

A few years ago, it would be abrupt to put social media and business-to-business marketing together. Because social media is played by young people, these youngsters like to share pictures and tweet about which Starbucks they love. But these changes have taken place today, and the fact that as social media has become a necessity for business, the most influential module of social media is business-to-business.

Social platforms and social media

Today, Facebook, Twitter, Pinterest, Tumblr and LinkedIn are growing slowly, and these social media can attract a large number of users. It is now a recognized fact that all media are social, with social icons in almost every article, every ad, every TV show, encouraging users to be fans or talking, and most sites encourage social sharing and commentary, and we have entered a whole social age. It also suggests that social media is imperative for business. Supporting the data found below came from a British study cited by Econsultancy and Adobe, which found that 66% of marketers who work for companies earning more than 100 million pounds (American midsize companies) think social media is part of a business strategy, and 67% Social media activities are considered an integral part of the marketing mix.

Social technology

Over the past few years, I've found that companies, large or small, use social technologies to fully exploit the usefulness of social platforms, which have no significant investment in tools and human resources, including extensive use of real-time marketing techniques, data analysis and observation, and 7*24-hour customer service. Companies like Jive, Yammer (acquired by Microsoft), InGage NX, Radian6 (Salesforce.com), networked Insights (I am an advisor to the board of the company) are doing excellent social work. The basic assumption is that the social world has been around and data has been overloaded, so decisions need to be made in time for real-time data analysis. A good case is that networked insights uses social analysis to plan the purchase and distribution of TV ads intensively among people with less clutter. If television advertising can increase even a few percentage points, the impact on the entire activity is great.

Pay media, proprietary media and profitable media

We have learned from the IDG Communication department that the media companies that serve technology marketers, buyers and technology audiences are inherently social. IDG's global study found that 90% of business-to-business buyers were concerned about social media sites and social media services, and this concern was on the rise. In the past four years, the IDG Media brand has organized 200 activities for business-to-business technology buyers, and during this time we have learned that social marketing is not an independent operation, but rather a strong mix (including payment media, proprietary media, and profitable media) to generate potential customer interest anytime and anywhere.