Online communication plays a key role for B2B decision-makers. The next generation of B2B decision-makers, the digital natives, Online marketing becomes search for information almost exclusively online. But many B2B companies are still not strategically and customer-oriented enough.
The importance of B2B online communication has increased significantly in recent years. This is due to the increasing number of B2B decision-makers who grew up with the Internet. They mainly look for information relevant to their decisions on the Internet. This is the finding of the current edition of the B2B Online Monitor from Die Firma .
Priorities
The company website is at the top of the investor database list of Online marketing becomes. This is followed by the B2B newsletter, which has grown enormously in importance since 2010. This is surprising, as emails and newsletters were predicted to die out not long ago. But the mobile revolution and the good integration capabilities of this channel are increasing its importance in 2013. According to the B2B online marketing trends 2013, email marketing has become the second most important online tool for B2B marketers.
It is surprising that hardly any B2B company has used tools to analyse and optimise websites and newsletters. But this is precisely where there is incredible potential for profitable B2B online communication. The analysis of target group needs Online marketing becomes enables a strategic and targeted approach. This strengthens customer consolidate the flood of information loyalty and new leads are also enthusiastic about B2B online communication with a common thread.
Customer orientation
But customer loyalty, or rather the customer, has not yet become the focus of B2B online communication. As a goal of B2B online communication, customer loyalty is only ranked fifth. At the moment, attention (brand awareness) is the focus at all costs. As a result, B2B online communication is still very diffuse, especially in the social media area. B2B decision-makers over 50 in particular are rather critical of the use of social media platforms.
As the current B2B trend paper from creative360 has already highlighted, a lack of personnel capacity for monitoring social media platforms and a lack of an overall strategy are the reasons against social media activities in B2B. According to the B2B Online Monitor, enormous potential is lost here, as over 75% of B2B decision-makers aged up to 29 say they use Facebook for their company.
Mobile Marketing
B2B companies have already recognized the trend of mobile B2B online communication. They are planning to use mobile-optimized websites. Online marketing becomes But even here, the majority of B2B decision-makers over the age of 50 do not recognize the benefits of the specific mobile orientation.
Conclusion
The key to successful B2B online cameroon business directory communication is a targeted overall strategy. Customer needs and usage behavior must be taken into account. The analysis and optimization tools are effective in the long term. Differentiated positioning through specifically targeted B2B online communication is the competitive factor of the future.