Business to business marketers are realizing that they need to include digital as part of their marketing mix but they feel overwhelmed by the prospect of how to start. They are right – marketing has changed. In some ways, digital has made it easier because customers are seeking information about products and services. They can use the internet to take action to get information rather than you simply having to push your message through traditional channels. That presents a great opportunity to drive a deeper, more influential conversation with potential customers. The challenge for marketers is that users have control over their experience and sometimes, even the message.
I realize that some b2b marketers may still say, well that may be true for targeting consumers but is it really true for us? I’m here to tell you that it is – and some recent studies will back me up. According to a survey conducted by Enquiro in May 2007, B2B professionals included vendor websites, distributor websites, search engines, and online business and trade publications among the most influential factors in their product/service purchases.
So while the B2B sales cycle is still long and complicated, where it begins has changed. According to a January 2008 eMarketer report, B2B Marketing Online: Business Meets Social Media, January 2008, Search plays a major role for buyers in every phase of the purchase process, but social media like blogs, wikis and social networks are consulted as well. These are all important factors for marketers, who need to target the researchers, technical advisors and negotiators at every stage of the process.”
Before you throw up your hands in frustration because you aren’t sure where to begin when it comes to digital, take a deep breath and think Marketing 101. What do I mean by that? I mean that if you go back to basics, and start small, you will be able to include digital just like you use print, or broadcast, or your sales force. Digital is just another channel for delivering your unique selling proposition.
Digital as part of an integrated marketing approach
Of course the way that you determine which channel to use is based on your business goals and your target customer. You need to figure out the best channel to use to deliver a key message that will enable you to achieve your business objectives and reach your customer. So start by understanding whether your desired customers actually use digital and if they do, how do they use it, when and where. Once you have that figured out, you can design an appropriate strategy and include digital tactics in your marketing mix.
So now I bet you may be asking yourself, how do I figure out if my customers are actually using digital. Well, I’ve got an answer…more on that later.
