Firms’ B2B marketing approach should be tailored to the digital age
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Marketers have been advised to adapt their B2B marketing approach to the increasingly digital nature of recipients' lifestyles.
Faye Weeks, director of digital media research agency Connect Insight, said that companies need to take the time to understand their customers' digital behaviour and appreciate the way they use interactive media in order maximise the impact of their marketing communications.
She went on to explain that although social media platforms have witnessed an explosion in popularity over the last few years, this approach is not necessarily the most effective for every company.
"Like all media, social media will work better for some products, brands and campaigns than others," Ms Weeks said.
"It depends on the objective of the campaign, target audience [and] creative or communicative vehicle."
Connect Insight recently conducted a survey which found that 16 to 34-year-olds are more likely to think that online advertising is effective and appealing, with 44 per cent saying they believe the medium is also relevant to their needs.
Posted by Julie Knight, Managing Director – General Marketing, Industry News
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