B2B and B2C companies approach events with different goals in mind, though they do share some primary objectives. Both groups look to drive sales revenue as well as educate customers, prospects and attendees, but B2C companies are more focused than their B2B counterparts on raising brand awareness.
Measuring ROI is a far greater challenge for social media marketers than determining what content to post, according to a study from Sprout Social. But are marketers in alignment with consumers’ preferences when it comes to post types?
Ads that are humorous and from trustworthy brands are most likely to be considered enjoyable and memorable, Clutch has found in a survey of 1,030 US adults. Relevant and informative creative also resonates, per respondents, who said that ads that don’t inform are their most disliked.
Senior marketers in the US, UK and Australia prioritize social media more than any other communications channels for product launches.
As concerns about ad blocking grow, influencer marketing is becoming more important to brands. YouTube, Instagram and Snapchat have become popular channels, and new tools are making it easier to work with influencers.
Events are one way for B2B marketers to engage and advance their relationships with customers.
Understanding buyer needs or pain points counts as the most important go-to-market strategy for a product launch.
Finance advertisers on the Millennial Media network are most focused on brand awareness and engagement (37% of campaign goals).
A plurality 34% of mobile campaigns on the Millennial Media network counted site/mobile traffic as their goal, with brand awareness and engagement (23%) the second-most popular goal.
Acquiring new customers and retaining existing ones were the top priorities cited by US marketing leaders.