MARKETINGPROFS: DIRECT DIGITAL MARKETING: POWERFUL B2C TOOLS FOR B2B MARKETERS
MarketingProfs‘ Josh Gordon laments on how easy B2C marketers have it, but B2B marketers can learn a few things from their book.
MarketingProfs Excerpt:
B2C marketers do not know how good they have it.
Although the definition of “the modern consumer” is always changing—and marketers are forced to change along with it—B2C marketers have a vast array of channels, methods, and approaches at their disposal to satisfy any number of marketing objectives.
B2C marketers expertly wield their tools and watch conversion rates jump and awareness efforts create demand. B2B marketers do not have the luxury of the large number of advanced tools that B2C marketers enjoy, because the two target audiences are so different.
Creating demand and generating leads in a B2B context requires extreme messaging precision—with a much-slimmer margin for error.
What B2C marketers have as a distinct advantage is access to direct digital marketing—an addressable digital marketing method that delivers relevant marketing communications to specific individuals through the three primary digital channels: email, the Web, and mobile.
Traditional direct marketing efforts use a postal address to engage an individual while direct digital marketing uses an email address, a Web-browser cookie, and a mobile phone number.
Though direct digital marketing has evolved out of consumers’ increasingly multichannel media consumption and technology-adoption habits, the basic principles and tools that comprise direct digital marketing function just as effectively in a B2B context.
Executing a sound direct digital marketing strategy yields tremendous value for B2B marketers because the discipline naturally gravitates toward the fundamental requirements of the B2B marketing environment: message relevance and multichannel marketing automation.