Altering Approaches in Business-to-Business Advertising Strategies
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In the world of business-to-business (B2B) marketing, the landscape has undergone a significant transformation over the past few decades. This transformation has seen the emergence of both traditional and digital marketing strategies, each with its unique advantages.
For more than 20 years, Doremus has been utilising traditional media tools such as airport advertising, highway bulletins, taxi tops, and strategically placing media around trade shows to intercept target audiences for B2B clients. These methods have proven effective in reaching focused and efficient B2B audiences.
However, for B2B advertisers with limited budgets, traditional media like television advertising has often been considered cost-prohibitive and unable to hyper-target key business decision-makers. This is where the digital revolution has made a significant impact.
Connected TV (CTV) is one such innovation that has extended the branding prowess of television to the B2B world. CTV allows B2B marketers to cast brand and demand-generation videos into the households of targeted prospects. Companies like Rakuten TV Enterprise provide a CTV platform for B2B marketing, offering transparent, reliable, and scalable CTV ad campaigns across Europe. German businesses, for instance, utilise CTV campaigns through platforms such as Roku, Samsung Ads, and Paramount via LinkedIn's innovative formats.
Colgate-Palmolive, a global consumer goods company, emphasises the strategic importance of CTV for brand impact, using it as a central part of their media mix. Other B2B giants, such as IBM, SAP, UPS, and FedEx, can afford to leverage broadcast and cable TV to their fullest potential.
LinkedIn now offers CTV advertising for B2B marketers, forming a new partnership with NBCUniversal through LinkedIn Premiere. This partnership opens up a world of opportunities for B2B marketers seeking cost-efficient and impactful streaming advertising solutions.
B2B marketing is complex and rarely involves impulse buying. As such, marketing to businesses requires a more creative approach compared to marketing consumer products like soft drinks or clothing. B2B marketing strategies should ramp up creativity to effectively utilise all the tools available in today's world.
Account-Based Marketing (ABM) has become a key strategy for B2B marketing, excelling at identifying the right accounts to pursue based on intent data. ABM is especially good at hyper-targeting key accounts and can boost brand recognition.
The importance of branding in B2B marketing cannot be overstated. Marketers are starting to recognise the powerful impact of brand on the bottom line. B2B marketing is no longer just about 'brand to demand', but also about 'brand to bottom line'.
Traditional media like outdoor advertising can still be an effective way to reach B2B audiences, as demonstrated by JCDecaux/DAVID Madrid's outdoor advertising campaign for a B2B client, which resulted in an earned-media boom. Social media discussions were generated by a creative outdoor advertising campaign, showcasing the power of these strategies when combined effectively.
In conclusion, the future of B2B marketing lies in a balanced approach that leverages both traditional and digital marketing strategies. With the right creative approach and effective use of tools, B2B marketers can reach their target audiences, boost brand recognition, and drive demand effectively.
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