B2B Marketing Blog

Amazon Kindle: what can it teach B2B marketers?

September 1, 2010 8:46 AM | By John Bottom
I was intrigued by a snippet of news this morning which stated that, for the first time, a significant book release had sold more in ebook than in print. HarperCollins announced that "I'd Know You Anywhere" by Laura Lippman has sold 4,739 ebooks, but just 4,000 in the print edition.All very interesting, but what does this mean? Has the moment really arrived? Are we at the beginning of the end for paper-based publishing? Before publishers start to sell off their printing presses, I think we should note that this is more a sign of growing consumer sophistication than it is...
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Given the massive cuts in public sector spending now underway, should B2B brands focus all their attention on the private sector for the foreseeable future? NOAndrew Colwell, marketing drector at B2 Group It’s understandable in the current economic climate that if your business relies on the public sector for a large chunk of its income, targeting the private sector looks highly attractive.   But is suddenly refocusing sales and marketing efforts from public to private budgets the right course of action?   It all comes down to the prioritisation of opportunity and the value you place on loyalty.    Looking...
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Data Q&A: Personalisation data

August 27, 2010 5:23 PM | By Victoria Paley
How can B2B brands overcome the reluctance of senior decision makers to part with personal data to enable personalised marketing activity?...
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Let creativity be the driver

August 25, 2010 10:50 AM | By Guest Blogger
Guest blog by Nick Ellis, creative director of Halo Media The economic downturn has meant that B2B marketers have faced inevitable cuts to their budgets. This means that achieving reach through traditional media is harder, but it doesn’t mean you can’t get lasting, meaningful results from your marketing. You just have to think bigger, bolder and more creatively. The marketing mix for brands has become sterile and staid. Brands have become used to the classic media plan of print, outdoor media, TV and radio and although more and more brands are embracing viral and online routes to market, this is...
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More data, so what?

August 24, 2010 11:11 AM | By Guest Blogger
Guest blog by Graham Cooke, managing director of QuBit Digital The recent Ofcom report, which states that we are consuming multiple sources of media over half our waking lives through multitasking, could mean we are approaching an information overload. We have become data consumption monsters in both our personal and business lives – Overrun with emails, reports, stats and charts but is it making us any more productive? The short answer is not really – we have increased the amount of data in our lives by 40X over the last 20 years, while our output has not matched this level...
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Is the iPad like a Wonderbra?

August 20, 2010 2:59 PM | By Richard Robinson
I’ve  gone and done it.  I succumbed to the hype and bought an iPad.  I know I have spent weeks telling anyone that cared to listen that I couldn’t see the purpose of the iPad.  It solves no need. “It does nothing that I can’t do with another device I already have”.  Then again, Apple seems focused on creating products of desire and aspiration, not on technology that solves specific needs.  After several weeks of meetings with people who raved about their iPad, and after an evening in my local with an old buddy (who really should work for Apple...
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If Facebook was a country...

August 20, 2010 8:22 AM | By Stephen Mills
I’m sure everyone now knows that if Facebook was a country, it’d be the third largest in the world. But... 1. If Facebook was a country it’d have a GDP ranked 173 out of the 193 countries listed by the IMF the world (between Gambia and Grenada) 2. If Facebook was a country its people would be the poorest on the planet by a distance with GDP per capita less than 10% of the next poorest (Burudi) 3. If Facebook was a country its airports and ports would have to be massive gridlocked – its population would only spend 22...
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Mobile Internet – If not now, when?

August 16, 2010 5:30 PM | By Scot McKee
It would appear, that in matters of debate, I favour the alternative. Having been roundly thrashed proposing 'the future of marketing was digital' at a B2B marketing conference last year, imagine my enthusiasm when I was asked to propose the motion at a recent IDM B2B conference, 'This house believes that mobile marketing will be a crucial channel for B2B brands in the UK in the next 12 months'. I politely declined. My reluctance to take the stage wasn't so much the fear of defeat, it was more a response to the depressing realisation that the B2B industry is catastrophically...
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Get the Balance Right - are things really different?

August 13, 2010 10:15 AM | By Stephen Mills
We’ve all gasped at the video. Stared disbelievingly at the slides. Read the amazing facts. The social media world we live in is moving at a pace never before seen.   The stats are draw dropping. Such as it took 15 years for television to reach 50 million users. Ipod took 3 years and the now third biggest country in the world, Facebook, about a nano second.  However, are we really living in so extraordinary times? A TV in the 1950 cost an average (US) person about 8 week’s wages. The iPod when launched cost about half a week’s wages. And...
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Let's be Open about things

August 11, 2010 9:55 AM | By James Gardner
There is a misconception that to get the most out of Facebook, you have to be on Facebook. Not true Certainly you can create a fan page or a company page, and get your followers to ‘like’ you, but beyond the numbers what are you getting? Social connections don’t automatically mean that you understand your audience better. In the past, we relied on producing great content to attract our users, and with the promise of more exclusive content, tried to convince them to fill in cumbersome login forms so that we could understand our target market better. It’s not a great tactic and overall it doesn’t produce great results. There is a better way.
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