Wait a second!
More handpicked essays just for you.
More handpicked essays just for you.
Humour in advertising
Humour in advertising
Don’t take our word for it - see why 10 million students trust us with their essay needs.
Recommended: Humour in advertising
B2B marketing is the stepchild of the creativity family.
Some people consider the B2B industry boring. Every now and then, you will hear executives complaining how they can’t be creative in their marketing strategies. And how their team struggles to gain customer attention.
Well, that’s not entirely true.
Yes, we all have restrictions on how to sell our products. However, B2B marketing is similar to other markets.
Why?
Because we’re all selling to humans.
Learn to focus on the people behind the business. Here are five ways to add creativity to your B2B marketing strategy:
1. Video Marketing
Research shows that “businesses using video grow company revenue 49% faster year-over-year than organizations without video.” That’s why so many companies are taking the leap into video marketing.
Video
…show more content…
Customers may even take a second look at your company.
For example, use humor to distinguish yourself from the competition.
In an interview with AdAge, Xerox’s CMO John Kennedy, says, “Xerox has universally been associated with one specific category, which is all about the technology. The business has evolved into one of the largest business-services providers, competing with IBM, Accenture and other business-service outsourcing firms.”
To be different, Xerox initiated their marketing campaign called Work Can Work Better. The 30-second television clip lets humor take front stage.
It shows an executive being flooded with jargon.The campaign gained positive coverage, racking up almost 1.7 million YouTube views.
https://www.youtube.com/watch?v=jWTETDH2Jpc
B2B marketing doesn’t have to be dull. Infuse some humor into your messaging. You want people to laugh.
5. Gamify the Process
In the past few years, gamification has exploded within the marketing industry.
And although most marketers may believe it’s only useful for B2C businesses, there is some room for gamification in the B2B
The marketing idea is tied in with accomplishing corporate objectives by meeting and surpassing client needs superior to the opposition. The best approach to do this is for organizations to consider what value they are proposing to offer to their clients and once this choice is made, choose how to impart this message to their clients/commercial center (Fahy and Jobber, 2012). It is viewed as that there are 3 principle components to the marketing communication mix: tools, media and messages (Baines and Fill, 2014). This essay focuses on the diagram and critique of the initial two of these, tools and media.
By providing the consumers with content management and editing tools, the consumers can share more of their videos. By sharing more videos, GoPro can harness the power of social media and viral marketing via online content. Furthermore, the purpose of this marketing plan is to use online marketing tools to create value, value delivery, value communication, and customer relationships (Popa, 2015). By establishing loyal customer relationships, GoPro can retain their market share and continue to build their action camera
In a recent five-year study researchers have found that the “4 P’s” undercut the B2B marketers. The author states, “The “4 P’s” causes the marketing team to stress about product technology and quality even though these are no longer differentiators but are simply the cost of entry. It underemphasizes the need to build a robust case for the superior value of their solutions. And it distracts them from leveraging their advantage as a trusted source of diagnostics, advice, and problem solving.”. This new method is more customer focused because if they have a good overall experience with your company, it is more likely they stay with your company (Ettenson, Conrado, & Knowles,
The proliferation of social media helps customers become more empowered and engaged in their brand interactions, while also providing them with new tools in their search, evaluation, choice and purchases of marketing offerings” (Vinerean, 2017). Therefore, it is essential that the former Genaflek employees enhance their skill set to include social media marketing tactics. They have been using more traditional marketing methods such as paper and television ads, focus groups, and press releases. RPZ will invest in an ongoing continuing education program. The program will allow employees to gain and retain the skills to become competitive in today’s market using social media concepts. RPZ will also hire a social media professional, as a consultant, who would be able to start the educational process and the continuing education program. Employees will participate in online courses to sharpen and stay on top of interpersonal, marketing and online skills. Frank Kasimov, of BusinessLenderMatch.com, says, “You can build on the traditional way of marketing and greatly increase your customer base and your company’s bottom line.” The former Genaflek employees would also have a vital role in training. They will introduce the former RPZ Social Media Analytics and new employees to systems and approaches used in traditional
Diversification or further investing in the current portfolio would not have been the solution. Understanding the market needs is more than understanding technological advancement because innovation should be market driven. In this case, both strategies could still have been practical but with the customers’ needs in mind. Additionally, increasing production efficiency in retention of current business strategy could also have boosted its revenues by reducing wastage or idle time. Considering not all countries move at the same technological level, the company could still have invested in supplying the outdated products to places such as India or Africa. However, as the CEO there is a need to pursue the best strategy by focusing on what works our best but still have the customers ' mind at heart (Xerox Maps Business Service Strategy,
Innovative, creative and consistent MultiMedia marketing strategies are now a necessary tool of trade, no longer just an add-on, rather a medium on which to compete globally, reach more customers, and build new relationships.
YouTube plays a vital role in transmitting messages to the public. Hotel and Airline companies have used YouTube to acquire a variety of customers or many people who show interest in their services. YouTube allows quick and easy browsing with the use of channels. This allows the public to gain an insight on the company and their environment. Hotel and Airline channels have the ability to obtain millions of viewers if a message is conveyed creatively and effectively. Jamie Izaks, PR Manager for Hyatt Hotels Corporation, states, “You have to be creative. I certainly wouldn’t put up traditional PR material such as video news releases or conventional interviews. You need to strive for something that is both promotional and entertaining” (Cobb). With YouTube, it is easy to host videos on websites by using links and embedded codes that YouTube provides (Pergolino). An array of YouTube videos has created a buzz since the founding of YouTube in 2005 (Chen, Hurley, an...
When a business aims to be as successful as possible in selling its products and services, it must examine in detail whether or not the products will be attractive and necessary; if the price is optimal; if the product is being distributed in the best locations; and finally, how interest and awareness can be created for the products. In order for a business to target all of these elements at the right people at the right time, it must employ the right type of marketing mix: Product, Price, Place and Promotion.
In writing the business plan, I determined our target market and our marketing strategy to gain a share of the market. I also had t...
Okay, so now we know what content marketing is. But why is it so important to your business?
In all reality, all businesses will, in some way shape or form, complete all of the marketing activities, even if completing these activities is not their main goal. (Dlabay 2006.) These marketing activities are product, place, price, and promotion. A business tool called that marketing mix takes all of these activities and puts them together in a way that can be used to help improve a business’s marketing strategy. Product is what the company is selling; Place is where the consumer will obtain this product; Price is what the consumer will pay for the product; Promotion is any type of communication that is intended to remind, inform, or persuade. (Dlabay 2006.) The marketing mix and the four P’s describe very well what business marketing is all about.
However, despite this large spending, it is estimated that 70% of CRM implementations fail. Xu et al. 2002). The 'Secondary' of the 'Secondary' of the 'Secondary' of the 'Secondary' of the 'Second There are a number of reasons for these failures, such as a failure to implement them throughout the organisation and resistance from employees. But in some cases the buyer-seller relationship does not merit a collaborative-style relationship; the customer may only require a transactional relationship. It is for this reason that I believe that CRM does not always have to be at the heart of B2B marketing.
The are two basic categories of business conducted over the internet, Business-to-Customer (B2C) and Business-to-Business (B2B), and they share one common key aspect - use of Internet technologies to manage all aspects of the business.
Organization operates in a strongly competitive environment manning creativity a vital component in business growth. Creativity is what sparks big ideas, challenges workers way of thinking and make way for new business opportunities,