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    16 views21 pages

    Book

    Uploaded by

    Olivia Dnc

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    © All Rights Reserved
    Download as PDF or read online from Scribd
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    of 21
    —_ pigital and 10 content marketing This chapter will give you an understanding of: ° digital marketing evolution ¢ B2B digital marketing channels how media has changed « digital and sales « digital and marketing the digital marketing evolution Even in the past five years B2B marketing has undergone some dramatic ars have seen the rise of content marketing, an increase in shifts. Recent ye: in marketing content formats, the use of digital in marketing, the increase technologies and the changing behaviours of customers in how they use digital and online information. Within B2B marketing there are two distinct for transactional and relationship (or enterprise as it is somet Table 10.1. Transactional digital marketing is digital marketinj this is very like consumer marketing and is o small business customers. The customer asier to measure as ms of digital marketing: times called); see g centred on business purchases of product; Ypically the form used to market t buying process and behaviours across the j eal all of it occurs online. Relationship ss requiring sales relationships to mar between offline and online or at least an ap s of the decision journey are not all digital. shan cents are becoming more selective, more sem in ow they want to be engaged by potenti? suppliers. in some areas has become overused OF applied inapproP" journey are & digital marketing is built on a et and sell; this requires inte- preciation that some sanding and vocal E-mail market- ately, leading ELD transform digital Table 10.1 Transactional digital vs relationship dis al digital hip digi ital Relations’ ital Transactional oe marketing marketin Multiple products Products Point products ve a One decision maker Muttip! makers mer a sets of consumers — Fewer groupings of ae cae ment/ customers based on based on segi segment/account/persons ona ve tant Less important i Import Price Long i t Time to purchase — Short Main digital Website traffic and Lead generation marketing conversion bjective a icati High mix (to full use) of Balanced mix of digital vs ganna offline channels used channel mix: digital channels online vs offline to customers perceiving it as a nuisance and subsequently requesting e-mails from vendors to be stopped. Because of digital marketing and technologies, business customers expect more from an organization; they expect to be engaged in a timelier fashion per their needs, Changing B2B digital marketing channels Digital channels are the channels used to reach customers via online; over recent years their breadth an d versatility have increased. For companies still making the shift, this will feel like a maze and somewhat impossible to navigate. eting channels are sometimes called vehicles; the main ones engine optimization), online PR, social media, e-mail, video, eed iarersing, website marketing and mobile. Their applica- and mix will depend on the cust i i ; ‘omers, their buy ndor’s 8oals and marketing budger. : 7s Phases ae Digital mark, are SEO (search webinars, digital Digital and content Marketing QUOD priving forces <, why the change in digital marketing and in di $0 f i gital marketir : je know from prev apter: " ng applica- tion’? We know from previous chapters that customers’ ee a ave ea immpact: The eee main driving forces that have influenced the i igi i ‘ usa ital marketing and digital applications are: accessibility, Be of dig! i) . . ity of information, i availabilit; and yersatil y accessibility In the past 10 years mobile devices have changed. As recently as 2003

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