Tag Archives: B to B

U.S. B2B Digital Advertising Spending Trends

5 Jan

As we have reported before, digital ad spending is on a roll. In the U.S. and worldwide. And this will continue well into the future. With this in mind, let’s examine overall digital ad spending trends. Then, we study U.S. B2B digital advertising spending trends . B2B digital spending is also growing.
 

U.S. Digital Advertising Trends: Overall Spending

According to eMarketer:

  • In the U.S., digital ad spending will rise from $71.60 billion in 2016 to $105.44 billion in 2019.
  • Amazon and Facebook dominate U.S. digital ad spending. In 2019, they will account for two-thirds of spending.
  • Digital ad spending tops traditional spending.


 

U.S. B2B Digital Advertising Spending Trends

B2B digital ad spending is dwarfed by B2C spending. But, it too is growing. We again turn to eMarketer for its U.S. B2B Digital Advertising Spending Trends:

“The B2B digital ad market is dwarfed by total digital ad spending (which is more than 20 times larger) and total media ad spending (more than 50 times larger). B2C firms still drive the clear majority of spend and will likely continue to do so. Yet, at many B2Bs, the media mix is evolving, with a stronger emphasis on digital buying and placement than in the past. This change is led mostly by big-spending, high-tech B2B companies.”

In the following chart, we see that B2B ad spending will rise from $2.13 billion in 2013 to $4.60 billion in 2018. That represents a 111 percent increase!

U.S. B2B Digital Advertising Spending Trends
 
For its B2B ad spending study, eMarketer also conducted an audio interview: “In the latest episode of ‘Behind the Numbers,’ eMarketer’s Jillian Ryan and Oscar Orozco break down eMarketer’s latest B2B digital ad spending figures. This episode is made possible by Criteo.” [To listen, please click the sound wave, NOT the play button.]


 

Marketing Content for Selling Technology to B2B Buyers

3 Jan

In marketing technology, we must remember that business-to-business (B2B) buyers represent a large share of the market. For that reason, it is vital to use the best marketing content for selling technology to B2B buyers.

Overall, the marketing of technology cuts across many topics. And in both the B2C and B2B segments of the marketplace. For example:

Now, let’s cover marketing content and the B2B buyer.

 

Marketing Content for Selling Technology to B2B Buyers

In general, the marketing content presented to B2B technology buyers must differ from that presented to final consumers.

As Kaitlin Loyal notes for Scribewise:

“B2B technology buyers thirst for knowledge. Their jobs change incredibly fast. And it’s very important that they keep pace with the latest innovations. In that way, they keep their firms on the cutting edge. Also, they help them run securely and efficiently. Yet, finding reliable, believable information is not always easy.”

“And that’s an opportunity for B2B technology firms. CTOs (chief technology officers) and CIOs (chief information officers) consume technology content marketing. They read white papers, E-Books, blog posts, etc. They look for helpful information. But not too sales-oriented. Firms that deliver build a trust-based relationship with their customers and prospects. In the long run, that type of relationship can mean shorter sales cycles and more sales.”

To show the impact of high-quality, thought leadership-oriented content, Scribewise has created the following infographic. It details the importance of developing and delivering content to the high-tech market.


 

How Effective Are Social Media?

9 Sep

With virtually every large company — and many mid-sized and small firms — now involved with social media in some question, one of the big challenges that remains is: How can we measure the effectiveness of social media? Yes, we can rather easily track the number of likes we get and generate reports on comments at social media sites. But how can we measure return on investment (ROI)?

To help address the effectiveness of social media, Duke’s Fuqua School of Business recently conducted a study of chief marketing officers (CMOs) at a number of companies.

As reported by eMarketer:

“Social media ad spending continues to grow in the U.S., with eMarketer forecasting the format will make up more than 20% of digital ad spending by 2017. Yet even as marketers’ social media budgets increase, many are still struggling to make sense of its overall impact on their business.”
 
“Based on an August survey of U.S.-based CMOs by Duke’s Fuqua School of Business, executives from across the business-to-business (B2B) and business-to-consumer (B2C) sectors are still figuring out how to gauge the true effect of social media on their business. The problem is more pronounced for those in the B2B sector, where nearly half of respondents haven’t yet been able to show the impact of social media. Many in the B2C sector have had better luck showing the qualitative impact of social, although 60% or more of CMOs still they did not know the channel’s quantitative impact.
 
Take a look at the two charts on the Duke study from eMarketer. See what CMOs say their companies are doing to assess social media effectiveness.
 

 


 

Will Tally Be a Winner for Inventory Management?

17 Nov

As we know, managing inventory properly can possibly make or break a firm’s sales and profit goals. So, companies should be as efficient and accurate as possible in their inventory management efforts.  Nonetheless, many organizations rely on physical inventory counts done by humans, which can result in errors.

With that in mind, consider the new Tally automated system, from Simbe Robotics:

“Tally is the world’s first robotic autonomous shelf auditing and analytics solution. The solution consists of one or more mobile robots that can autonomously traverse large brick-and-mortar retail environments to capture, report, and analyze the state and availability of merchandise and help ensure compliance with the store’s planogram [planned layout of merchandise] – the ideal placement of products on shelves in order to maximize sales. Tally performs the repetitive and laborious tasks of auditing shelves for out-of-stock items, low stock items, misplaced items, and pricing errors. Tally operates safely during normal store hours alongside shoppers and employees.”

Take a look at the YouTube video to learn more about Tally.
 

 

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