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Digital Marketing Strategies in B2B

Andréa DUNAS
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Andréa DUNAS

on 11 September 2014

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Transcript of Digital Marketing Strategies in B2B

Mobiles and tablets revolution

2013 in France:
-
25 million mobile users
-
75%
are
connected every day
-
15.2 million of smartphones sold
-
+127% of tablets sold
vs 2012

E-commerce:
- Ebay:
$13 billion
of finalized transaction
from a mobile
Summary
Introduction and context
Literature researches and key concepts
Fieldwork - studies and findings
Recommendations
Conclusion
Andréa DUNAS

2013-2014:
Student at IDRAC LYON

Master of Management of International Development of Companies
Apprenticeship at Volvo Construction Equipment, as a digital marketing assistant
Recommendations
Literature and field work experiments

Global strategic and operational recommendations

Interests and limits of the recommended solution
Issue
"HOW TO INTEGRATE A DIGITAL MARKETING STRATEGY INTO A TRADITIONAL MARKETING APPROACH AMONG LARGE INDUSTRIAL GROUPS?"
Digital Marketing Strategies
Introduction
Digital age
: new way of living and consuming

"Consum'actors"
: major role in the purchasing decisions

Increasing knowledge of consumers, especially via the Web 2.0 = "
social Web"

Rise of Social experiences and networking

Many
technological and sociological changes

New digital trends influence our social habits and demands

"Socialnomics" 2014
Fieldwork
Main objective:
Understand how companies respond and adapt their marketing to face the on-going societal changes in the world
Literature review
Introduction
Conclusion
Introduction
To better answer the
new consumers' needs and expectations
,

Companies must:

Meet these new trends
Integrate different components of a digital marketing strategy
(internal & external processes)


While maintaining the final objective to
transform them into customers


3 main axes

Scope of digital marketing

Traditional marketing approach in B-to-B

Digital marketing strategies in B-to-B context
Scope of Digital Marketing - The Digital Era
Scope of Digital Marketing - Definition
Traditional Marketing approach in B2B: Definition and Specificities
Digital Marketing:

Promotion of products or brands via
one or more forms of
electronic devices
such as personal computer, smartphones, cell phones, tablets...
Series of strategies to put in place on digital media, to optimize:
- New customers acquisition and retention
- Promotion of products and services
- Promotion and development of the brand recognition/market's reputation
Rise of digital medias :
- Repercussions on technics & processes to effectively hit the target
- New era of Marketing and Communication
Scope of Digital Marketing - Trends & Features
E-CRM / Digital Customer Relationship Management
Relationship Marketing, customer centric

Inbound and Outbound Marketing
"Pull" and "push" marketing strategies

Segmentation
Targeting specific markets

Influencer Marketing
Communities, more trust in people than advertisements

Personalization
More personalized relationship, from mass marketing to one-to-one marketing

Multichannel Communication
Organizations' accessibility, customer experience and satisfaction, interaction
Scope of Digital Marketing - Tools & Benefits
Digital tools
:
marketing software using the digital technology (websites, email, apps, social networks...)

>>> Boost productivity in various ways
Level playing field
Reduced costs
Simple to measure
Real time results
Refinement of the strategy
Brand development
Far great exposure
Viral
Not intrusive
Greater engagement
Digital Marketing strategy:
Main components
Website (design and development)
Blog
Social media presence
Email Marketing
SEO/PPC
Analytics (analysis and reporting)
Mobile Marketing
Companies' digitalization

-
From Social media to Social Business
:
customer experience, collaborators engagement

- Restructuring of marketing organizations:

new jobs related to internet
Rational buying decision
Complex environment:
longer sales cycles, relationship driven
Digital Marketing strategies in B2B :
Global Digital Marketing Strategies
B-to-B depends on
relationship building marketing efforts
B-to-B medias and the buyer-seller relationship:

3 in 4
B-to-B media consumers use
both digital and traditional media
Print magazines and websites
are used by
equal proportions
More revenues
from
trade shows
and
conferences
Buyers
want
product information
and
competitors comparisons
Digital Marketing strategies in B2B
Local differences/adaptations
Top online sources for B-to-B customers researches:
-
Search engines (90%!)
- Brand sites
- Peer-generated review sites
- Video sharing
The B-to-B purchase process has changed.

Customers are looking for content instead of brand messages.
- Build a
powerful B-to-B branding and engagement process

- Then
reach the audience
with marketing tactics.
Adaptation Marketing strategy:
Global integration, Local adaptation
Focused on
markets local specificities

Point out
cultural and demographic differences
between customers
Help to better answer the customer's needs from different countries
Social Networks usage
: differences depending on the location (choice and impact of the social network sites used, time spent...)
Hypothesis
Digital Marketing:
A
new way
of marketing or a
complementarity
to the traditional one?
An
opportunity
or an
obligation
?
"How
marketers
are currently implementing B-to-B digital marketing strategies, and how companies are using digital?"
>>>
Qualitative survey
"Is the
B-to-B purchaser
receptive to these new ways of marketing? What is the purchaser behaviour face to social media trends and how he reacts in its purchasing decisions?"
>>>
Quantitative survey
Qualitative study:
B-to-B Marketers and digital marketing
Quantitative study:
Social media usage in the purchasing process
Feedback
and
opinions
from
Specialists in digital
and
B-to-B Marketers
-
"B-to-B marketing"
: specificities, technics used...
-
"Digital Marketing
": best practices, main benefits...
-
"Digital marketing & B-to-B"
: How to implement a
B-to-B digital marketing strategy, benefits, barriers...
6 face-to-face interviews
dealing with the concepts related to
B-to-B digital marketing
:
A.GENTON
Web Angel at Asolution
B.ESPITALIER
Development and Communication Director at Le Fil
E.BARBET
VP Global Account at Havas Media
P.BOYAVAL
HR and Marketing Director at Cegid
K.HODGSON Head of B2B at MVF Global
JM.GOMILA
CEO
at Net Design
All business buying decision makers

(CEO, buyers, purchasing managers and directors...)
Online survey (Google Forms) - 82 respondents
2 main parts:
-
Interviewees and their company
(size, characteristics...)
-
Purchase process
and the
buying decision

(source & type of information, social media usage...)
Field study findings summary:
1/2: Digital in B-to-B Marketing strategies
B2B Marketing, a
deeper relationship
with customers
Digital marketing strategies start with the
traditional marketing basis
Digital parts are increasing but
traditional marketing remains crucial
Digital marketing &
E-CRM
: an
efficient way
for
targeting
A
relevant and logic content
is crucial
Importance of
results tracking
to measure and improve the
performance
Business organizations
are
reshaped
but it
takes time
A need to
remain up-to-date
Global strategy, local marketing adaptation
Field study findings summary:
2/2: Digital usage in the purchasing decision
An
equivalent usage of digital
and
traditional
medias
Specific online sources
are used for
finding information
An
increasing usage of Internet
but
social media channels are used
only from a
very small part
of the buyers
Computers
remain the
main platform used
in the buying process decision
-

Consistency in the usage:
marketers mainly work on getting more and more qualified
traffic while buyers are looking for information on brand sites and search engines.
- Differences on Social Networks:
some marketers use display advertising through it,
but a very few number of professional buyers are using SNS.
-
Communication tools
are
mainly digital
but
traditional tools
remain
frequently used.
Comparison of marketers & professional buyers' digital usage:
- Personalization
and
quality of relationships
- Specific medias:
exhibitions, trade press and

direct marketing
- Loyalty tools:
maintenance, clients training, norms & quality management...

- Nearly 3 billion people are online (>1billion on Facebook)
Increasing presence online and on social media
Main
changes brought by digital
but
traditional remains useful

B2C brands are largely using digital
than B2B brands

Mobiles and tablets revolution:
contrast
between B2B and B2C

An increasing presence online but
social networks remain most frequently used in B2C
Literature and fieldwork's experiments
Toward more and
more inbound
marketing technics

Digital/Web: a way to
improve the customer service experience
, overall in
large-sized companies

Digital via
analytics
offer a
better way to measure
and
target

Even some global and commonly used components,
main components of a digital marketing strategy depend on the company business strategy
Literature and fieldwork's experiments
Global strategic and operational recommendations
5 steps

to conduct an effective digital marketing strategy
, whatever the company's activity
Customers look for many sources, wait to take action, search more and consider multiple brands
Step 1: Understand the change brought by digital
Step 3: Generate leads & turn them into customers
Step 2: Be visible on Internet / Brand strategy
No one-size-fits-all solution

Understand who the
new consumers
are
- Consumers are educated
- Active actors (web 2.0)
The
purchasing funnel
has changed
- Relevant content
- Engage the customer / E-reputation
- Inbound technics
- Web usage before purchasing
- Often start via search engines
>> Crucial to
be

visible on Internet

(step 2)
however,
Corporate and brand websites
Content is king
A blog to provide more content and set up a dialog
Sharing on social media
Importance of a good SEO
3 steps in the
conversion funnel:

Call-to-Actions
and
Landing pages
Lead nurturing
and
automation marketing
Step 4: Analyze and optimize efforts by measuring actions
Step 5: Manage the E-CRM (social CRM)
Estimate the ROI
(Return On Investment)
Qualitative
and
quantitative

metrics
Customer relationship via the digital channels

Interaction between a brand and its customers
- Digital teams and others employees must be trained
Internal education
and
training
- Analyze all data's available
E-reputation
and
customer service
Base for all digital marketing activities
Creating value added content for a better visibility
Good way to easily and quickly create content
Create and share some content with clear objectives for each
Reach high ranking position to be found
-
Top
: make the brand known with a value added content
-
Middle
: create a closer link with the prospect
-
Bottom
: prospects become strong potential customers
- Help to
capture leads
on internet
-
Invite
the visitor to
take action
on a platform
-
Turn
the captured lead into
customer
- Take
actions adapted
to the
target
- Big amount of data's available
- Decisions on metrics adapted to fixed objectives
- Key Performance Indicators depend on marketing objectives
- Quantitative metrics: analyze massive effects
- Qualitative metrics: understand the surfer's perception
First steps:
Interests and limits
- Necessity to conduct a digital marketing strategy depending on the
company and its specific objectives

-
Recommendations given are crucial
to start and correctly implement a digital marketing strategy
But not sufficient
Customer relationships are more and more digital
From a mass marketing to a
closer
and
more personalized relationship
Inbound strategies
, reinforced by outbound marketing technics
Digital customers are ultra connected and always look for new
social and interactive experiences
>>
In addition to the traditional marketing,
Digital marketing is a complementary and indispensable way of marketing
Digital vs traditional Marketing:

- Action plan depends on
resources, time and budget
Full transcript