At some point in time, somewhere between the extinction of the dinosaurs and the Industrial Revolution, radio was probably a great way for B2B marketers to reach their target audience. But in the new millennium, there are more effective ways to get your message across. That's the problem Robert Half ran into with its "Bob from Accountemps" radio campaign, which featured the titular everyman temp who swoops in and saves the day.
Eighty-four percent of B2B marketers plan to boost their budget this year, according to Salesforce's just-released "State of Marketing" report. Moreover, 34 percent plan to shift spending from traditional mass advertising to advertising on digital channels.
In the world of B2B, the drums have been beating for organizations to evolve their go-to-market approach from simply offering standalone products, to providing more comprehensive solutions. Indeed, this solution evolution has also fueled acquisitions as organizations jockey for the position of the full solution provider.
The mobile "Bring Your Own Device" revolution is giving many B2B marketers an opportunity to rethink how they do business and to develop new solutions. Tech company Hewlett-Packard has seen the writing on the wall and introduced last week a new collection of tablets, hybrids and ElitePads designed for the mobile workforce.
The business of native advertising is chugging along merrily.
We're seeing the launch of new mobile native exchanges, new forms of native advertising like AT&T's Sponsored Data initiative, and new native ad units from esteemed publications like The New York Times and the Washington Post.
And advertisers are also being convinced of the power of the native ad unit. According to the Association of National Advertisers, overall, sixty-three percent of marketers are set to increase spending on native ads, up from 55 percent last year. Even B2B marketers are getting in on the act as 59 percent said they plan to hike spending on native advertising this year.
The rise of content marketing has seen many brands put their most creative foot forward in an attempt to become influencers in their industry. Marketers are doing their best to create content that has utility for their audience. Now that all those great blog posts and videos are up, it's time to turn them into something practical for advertisers.
Great content has been helping brands build better relationships with prospective clients for years now, and one of the simplest, tangible resources marketers can gain from those relationships is an email address.
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Google beat out other big brands like Amazon at this week's ICANN auction to nab the ".app" top-level Web domain. How was it able to do this you ask? By plunking down $25 million for it, the largest amount of money ever spent on a TLD, according to a report in Domain Name Wire.
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