- Context Marketing is the new Content Marketing
It’s no longer enough to just have great content. In the time of wearables, connected devices, and the IoT, we now have access to consumer data at every step of their buying journey. And hence as marketers now need to know how, when, where and to whom, we should deliver. As Maya Hari from Twitter says Between when they are contemplating and when they’re analyzing context changes.
2. B2B is evolving like B2C
For decades, it has been understood that B2B customers and their buying decisions are rational and based on analytical process which is void of emotion. As the world has gone digital, the behavioral psychology of B2B buyers has changed. The buying behavior has become cohesive and it attributes to motivation and trust in a brand. And this is why emotional storytelling is important to the B2B marketing strategy.
3. Event Live Streaming
Live streaming has transformed the potential reach of an event. Marketers are not only putting an event for the audiences physically present in the room, but also for a huge set of remote viewers. Live videos give brands the opportunity to unlock the reach of these events, enlarging the live audience and radically changing the ROI calculation.
4. Meaningful and Snackable content
People are not consuming content in a linear fashion anymore. The mediums are changing too. They’re going on to social platforms to consume, celebrate and discuss various products. Hence, it is important for marketers to product snack size content which is perfect for on-the-go consumption
5. Move beyond Last Click Attribution
A very important point raised by Prantik Mazumdar of Happy Marketers. A consumer’s digital journey is very complex. They find information, build relationships, connect with the brands, ask their friends and social network. They research the web from their laptops, consult reviews on 3rd party websites before making their final decision. But if you’re obsessed with only the final interaction, you might miss some of the most important engagement points that led to a purchase.
Final thoughts –
The world of digital marketing is evolving every day, blurring the line between sales and marketing funnels but the good news is modern tools are keeping pace, making it possible for marketers to measure and optimize. It takes a shift in the mindset to embrace new platforms such as social and mobile, but with the ever-changing consumer behavior, it’s important for a B2B Marketer to analyze various tools & platforms and put together a well thought out strategy.
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