Omer Wilson, marketing operations chief for Asia-Pacific at Digital Realty, talks about maintaining a consistent business-to-business brand voice across regions and how mobile and multi-platform messaging is becoming increasingly important to engage B2B decision-makers. "You might start on Twitter, then Facebook to a lesser extent, then they've switched to LinkedIn, even if it's a Saturday or Sunday, and then we'll target them there," he says.
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Amazon's entry into the business-to-business world with Amazon Business shouldn't strike fear into the hearts of B2B marketers, but instead means they have to concentrate on providing a customer experience that not only offers seamless buying but also gives support with expert knowledge, Geoff Webb writes. "Meet the customer where and when they want, with the knowledge, training, advice, and tailored offer they need to solve their unique problem, today," he writes.
This infographic from Linqia offers five tips and statistics to maximize influencer content in paid media, including the fact that longer, authentic copy from creators drives a 23% higher click-thru rate than typical marketing copy. Additionally, showing influencers use products in visuals increases click-thru rates by 50% in comparison to just displaying product images.
Having all customer-relevant data available is crucial to addressing any pain points in the customer experience, says Denise Lee Yohn in this video. Customer service matters but is only one component, so don't forget areas "such as the physical environment, packaging, pricing, the use of the product itself, not to mention all the digital brand touchpoints that now exist," she says.
Building a network starts with co-workers, so take part in workplace events and talk to new people at each meeting, writes career advice columnist Fran Hauser. Most people are eager to help, so ask existing connections to introduce you to people you'd like to meet, including potential employers.
Respected leaders are motivated to improve and demonstrate traits such as energy, integrity, confidence and stability, writes Joel Garfinkle. "Great leaders get results by working effectively with others and building strong relationships with the people they supervise," he writes.
Adobe is enhancing its Target tool with a variety of new features to enhance personalization. These include recommendations based on profile data; tutorials, sample code and tips for mobile app personalization; and new software development kits to enable brands to use a visual editor to personalize content and messages.
Some 54% of customers believe that companies act without having their best interests in mind, 59% worry about the vulnerability of their personal data and hackers and 90% believe brands have a duty to improve issues in the world, Salesforce reports. The study also found that 92% of customers who trust a particular brand are more inclined to buy more from that company and 93% of customers are more likely to recommends brands they trust.
How can marketers find the voice of their prospective customers and bring it systematically into their advertising and marketing strategies? Tod Loofbourrow, CEO and chairman of ViralGains, explains why digital video may offer the best solution.
Don't miss the 2019 ANA Multicultural Marketing & Diversity Conference, presented by Pandora, November 6 to 8 in San Diego, Calif. Hear real-world examples from industry experts who are driving growth by tailoring marketing to connect with consumers and customers in today's diverse marketplace.