How to Succeed in Real-Time Marketing in B2B
:: By Anton Ruin, Epom ::
Online marketing activities in the B2C and B2B sectors are rather different because of both the clients’ personas and the customer journey specifics. These differences inevitably have an impact on how businesses develop their marketing and advertising strategies in the new digital realities, especially since the rise of cutting-edge mobile technologies.
The rapid development of the global mobile industry, including the introduction of new mobile OS versions, fresh models of innovative smartphones and tablets, and people's growing desire and ability to always be online has inevitably changed the digital marketing sector in B2B within the past years.
In this respect, the importance of real-time marketing activities has shown incredible growth not only in the B2C, but also in the B2B segment, forcing many businesses in the latter niche to reconsider and substantially repurpose their applied marketing tactics.
Which Real-Time Marketing Activities Should be Applied?
There are some common, yet effective approaches to real-time marketing that can help B2B companies succeed with online acquisition and retention efforts. Some of these include:
Taking a real-time marketing approach at events
Unlike in the B2C niche, the use of real-time content distribution happens to be a much trickier aspect in the B2B sector. However, one of the available options is to benefit from companies’ presence at various industry-specific events or conferences.
One of the most efficient and yet easiest ways is to shoot and share short videos (e.g. interviews or reports) or photo insights at either the company booth or the conference area.
This tactic appears to be especially advantageous, if applied using innovative location-based technologies. In this respect, if a business applies iBeacon technologies, it becomes possible to share real-time photo/video content with event visitors, when they come closer to the booth.
The use of engaging visuals
One potentially effective real-time marketing strategy for B2B companies is to shift their focus from large research reports, case studies, or whitepapers to more concise, visual and shareable content pieces — such as infographics — to reach their customers or target clients on mobile.
In fact, this method turns out to be even more advantageous, if marketers display informative infographics to specific high-value audience segments, based on their tracked mobile behavior patterns.
Taking advantage from versatile agile marketing techniques
The notion of real-time marketing in the B2B niche is closely linked to the use of various agile marketing activities, which include the set-up of automated responses to customers whenever client support/assistance managers are not available.
Another way of becoming more agile is to implement modifiable navigation bars on mobile Web pages to display the most engaging content to viewers, based on their particular in-session activities. The described method enables businesses to provide a much more personalized user experience to their potential and existing clients.
Why is real-time marketing worth opting for?
As mentioned above, the rapid development of mobile technologies forces most B2B companies to invest more resources in their real-time marketing activities. This means they need to put much more time, money, and effort in reaching their target customers at the right place and time on their smartphones and tablets.
If executed properly, real-time marketing strategies can potentially open a wide range of opportunities to businesses, regardless of the industry field they are working in. In particular, it becomes much easier to increase customer engagement and retention levels; maintain and improve brand awareness, recognition, and reputation; substantially increase conversion rates and many other advantages.
Anton Ruin is the CEO of Epom ad serving and ad management solutions provider