Your expensive research has blossomed into raw data. To your well-trained eye, you know instantly that it has industry-changing ramifications. Without a moment’s hesitation, you shoot the data off to a creative team who works night and day drawing amazing emoji faces and stick figures to illustrate your data. Knowing the hours of labor spent bringing the data to life, you tremble as you open the email. It’s info… in a graphic. Yes, it’s an infographic.
Exactly how effective is social media for today’s B2B marketer?
If you asked many B2B marketers, my guess is they’d say somewhere between, “all I know is we do social media marketing,” and “we’re taking it a step further by tracking and measuring for effectiveness.”
What emotions do you experience when your Internet shuts down? Let’s say you walk into work, log in to your computer, select a web browser and… (BAM!) error message… no Internet. Despair? Frustration? Serenity?
A LinkedIn connection recently asked me for help with her proposal on why her company should start a blog. She said her company had considered business blogging in the past and had decided it was unnecessary because their brand is already using Facebook and Twitter to “stay connected.”
Real-time marketing (RTM) continues to evolve with technology. In the late 1990s, customer relationship management (CRM) solutions and real-time marketing went hand-in-hand. More recently, marketers and bloggers refer to real-time marketing as a social media tactic, with the most famous example being the Oreo tweet during Super Bowl 2013: “Power out? No problem. You can still dunk in the dark.”
If you have any exposure to social media metrics for your company or clients, particularly Facebook metrics, the results of a recent social@Ogilvy study aren’t going to shock you—the average reach of organic posts declined from 12.05 percent in October to 6.15 percent in February.
If you’re a social purist, you’ll have to get over it. The days when everyone’s tweets were genuine and “all opinions are my own” are fading away.
When you hire an agency full of creative people, why would you ever need to ask the crowd for content or ideas?
If you have a well-developed, research-based strategy, should you really ask the crowd for content and relinquish control of your message?
The LinkedIn group B2B Technology Marketing Community surveyed its participants on B2B Content Marketing Trends 2013. Particularly interesting to me was how survey participants rated social platforms as effective or ineffective for delivering content.
Do you ever feel B2B customers are overlooked and understudied? We couldn’t agree more.