“Almost every app built for a brand on Facebook has practically no usage … Heavy, immersive experiences are not how people engage and interact with brands … Heavyweight experiences will fail because they don’t map to real life.” -Paul Adams, global head of brand design, Facebook
I have been a marketer for almost 15 years, and I can safely say I have seen the B2B marketing profession evolve more in the past two years than in the previous 13 combined.
Marketing used to involve creating some product and solution brochures and attending a few trade shows in a year. Now the marketing discipline has become much more sophisticated with the addition of digital marketing, analytics, social media, and account-based marketing. In the past three years, digital and social channels have gained increasing prominence and today, they’re an integral part of any marketing strategy.
As marketers continue to grapple with new media for their marketing campaigns, newer technologies, such as virtual reality, augmented reality, and Periscope, are arriving daily, causing a lot of dissonance in the minds of already-confused marketers. The technology proliferation is showing no signs of slowing down, and it is easy for marketing teams to get bogged down by the rapid pace of innovation.
B2B Marketing Recruiters Recommend Digital Approach
So how do marketers ensure that they are spending their precious budgets on the most valuable activities? An insightful Adobe study revealed that while 66% of marketers agree that their organizations won’t succeed unless they have a digital approach, only 9% feel that their digital marketing initiatives are actually yielding results. How does one decide which are the most important channels? How do you still manage to break through the clutter and ensure that your message is received by your intended audiences?
The truth is that most B2B marketers face a number of major challenges. In addition to technology proliferation, they are also dealing with the pressure to innovate and to stay relevant while managing marketing budgets effectively. How does a marketer ensure that he or she juggles all these balls effectively?
Below are a few areas where marketers can return to the fundamentals and align their efforts with their organizations’ overall business objectives…