Six fundamentals that will help you grow the reach and engagement of your brand.
Having worked with more B2B companies recently, I am noticing that many brands, while they have dipped their toe in the digital waters, have not leveraged the medium fully. While industry-targeted publications are on the media plan, there is now an expansion to include its online arm. While this allows relatively simple integration, there are challenges: triple digit CPMs, lack of inventory, clutter against direct competitors, and few options for creative executions beyond standard banners or "packages" already defined. All of these factors are not ideal and certainly not going to move the needle to create impact and engagement on behalf of a target audience.
What can be done to change this? A lot, and if done right, a lot more. In my opinion, the golden rule for consumer-based advertising within the digital space should apply to B2B advertising as well, and that is to continuously test. Test different strategies, tactics, messaging, media, measurement, etc. Consumption patterns and trends are continuously changing; just because something works one day, certainly does not mean it will work forever, so being able to stay ahead of the curve is essential in advertising - particularly true of digital, which is so accountable. Testing is crucial.
Setting a few fundamentals in place will truly help to grow the overall reach and engagement with your brand, without setting you back a ton of additional dollars - just used more efficiently.
While I have mentioned many opportunities for B2B advertising within the digital space, the game is always changing, and in order to continually stay ahead of competitors, it is necessary to not evaluate media in a silo. With a little brainstorming and creative thinking, there are always new opportunities and options to try and test, or at least consider. Never be afraid to mix it up; clients and customers will appreciate the creativity.
Amy is off today. This column was originally published on Sept. 28, 2011 on ClickZ.
As senior media director for the Razorfish Atlanta office, Amy brings more than 15 years of media expertise that spans across both traditional and digital media. Often noted for her passion of media and dedication to finding the right solution, Amy ensures clients business objectives translate into targeted, measurable, and successful initiatives. Although her skill set is vast, her greatest expertise centers in the worlds of media research, strategic media planning, interactive planning and buying, social media, analytics, and search engine marketing. Amy has worked with world-class organizations such as AT&T, The Coca-Cola Company, Pleasant Holidays, Clarins, Disney, Equifax, and Loews Hotels to name a few. Aside from her work at the agency, Amy has been a regular columnist for ClickZ's "Data Driven Marketing" vertical for the past five years and has been a contributor to notable industry media including Adotas, Media Post, The New York Times Online, and the IAB. Amy holds a double major in Marketing and Speech and Communications from Clemson University.
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