B2B marketing strategies – continued growth of digital

Nearly half of B2B marketers intend to increase their marketing budget this year, over 67% intend to increase the amount they spend on digital.

Other trends shown in this infographic by Ambassador shows the continued growth in the use of content as a method to reach and engage with customers, with over 72% of B2B marketers using content marketing as part of their overall marketing strategy. With 70% of content marketers are now using video, a trend that is likely to jump much higher in the next year.

There is a huge jump, from 74% in 2011 to 87%, of B2B marketers using social media. 56% of B2B marketers plan to further increase spend on social media this year.

Unsurprising LinkedIn is the most popular choice for B2B marketers using social media, closely followed by both Twitter and Facebook.

B2B Marketing strategies 2013Christopher Wellbelove

Battle of the mobile brands – which tribe are you?

Fun new advert from Nokia features guests at a wedding arguing from entrenched camps over which mobile phone is the best.

Many of us have been sucked in to taking a single camp, some loyal to a particular brand, others in the anti-camp rejecting a brands phone no matter what they do.

How clever the marketers who took human tribalism to help them sell mobile phones.

The next best thing to grumpy cats… dancing babies

So how do you get a viral hit? Grumpy Cats seem to be doing really well but maybe the secret is dancing babies.

Evian has been getting babies dancing for years as one their early videos show.

This video, at the time of writing this post, had over 15 million views after four years. Their latest video had over 41 million in ten days.

So many marketers go to an agency asking for a viral video without really understanding what that means. So many agencies hate that. So many videos don’t go viral because quite simply they are not as good as this.

 

 

Dove video parody – is it a good thing?

They say imitation is the highest form of flattery… would we say the same about parody?

When Dove created their on-line campaign ‘real beauty sketches’ they rightfully knew they were creating a conversation starter, a thought provoking campaign and for many a very moving reflection on how they see themselves.

Along with millions of video views for the Dove campaign (I don’t know if any of these were through paid activity or purely viral) a true demonstration of success for campaigns could be said of the creation of a parody within days of their video appearing on YouTube.

Video views, likes and shares are typically used to measure initial success but maybe marketers should be looking to the number of parodies as evidence for success?  Though, of course, it would depend on the sentiment of the parody and what it says about your brand and/or the original campaign.

Another aspect of this campaign is showing that with compelling content you could possibly engage your audience for several minutes, rather than that 30sec-1 minute of a traditional TV advert.