2. Why B2B & B2C brands
embrace digital
- Investment in content marketing and social media drives search
queries, search volumes and visibility for its brand and the product.
- Investments in social content and social media marketing enhances
brand recall and product awareness in the market.
- Social media complements employer branding and recruitment
perfectly.
3. How Can GPJ Help
- Create social media content or activation to enhance pre-event buzz
and RSVP
- Create mobile tools like apps to raise interaction, engagement and
content education of guests and visitors at the event.
- Create better after-sales / after-event customer support for client
via social and mobile media we build and maintain for our clients.
4. Corporate customers are consumerizing B2B marketing
Consumer oriented digital experiences including social media, apps and mobile
devices are raising expectations for appealing B2B content and delivery
5. Event marketing is losing effectiveness due
to digital channels and new consumer behaviour
Corporate Users = Consumers
Our corporate clients and end users are active participants in this space, behaving
like consumers even if they are in a corporate event or environment.
That’s why B2B brands especially need to adopt more entertaining and diverse digital and
content marketing ideas as our clients consume digital content and social media - they are
consumers themselves. Such content also has a longer shelf life in terms of interest value
and sharing potential and they act as digital branded media in their own right.
6. Event marketing is losing effectiveness due
to digital channels and new consumer behaviour
7 out of 8
B2B sales meetings create
zero value* for the buyer.
Source: Forrester Technology Sales Enablement forum, May 2011
* Value defined as “the salesperson clearly
shows they understand my business issues and
can clearly articulate to me how to solve them.”
7. Search, SNS and peer-to-peer are
replacing traditional engagement
“B2B buyer behavior has been changing dramatically over the
last few years as buyers become more sophisticated, find new
ways to gather information online and social media. 90% of
business buyers say when they’re ready to buy, they’ll find you.”
DemandGen reports
http://www.optify.net/forms/b2b-content-marketing-trends-2012-survey-results
9. BUSINESS DECISION MAKERS ARE TURNING TO SOCIAL MEDIA
Asia's business elite are turning to social media for
news in increasing numbers, with Twitter and LinkedIn
tied for fourth place on the international website
rankings, according to Ipsos' annual Business Elite:
Asia report.
http://www.campaignasia.com/Article/316829,be-asia-2012-business-elites-read-social-sites-
but-still-favor-traditional-media-news.aspx
10. BUSINESS DECISION MAKERS ARE TURNING TO SOCIAL MEDIA
Digital is an opportunity:
The internet has become the
C-suite’s top information source
Digital is an imperative:
If you are not found online, you are
invisible to C-class decision makers
11. BUSINESS DECISION MAKERS ARE TURNING TO SOCIAL mEDIA
Social media
ramp up. CEOs
believe social
media will become
one of the top two
ways to engage
customers within
five years, mainly
at the expense of
traditional media.
13. 5. Corporate decision makers are embracing social
CXOs
CXOs
C-Suite Professionals
C-Suite Professionals
IT DMs
IT DMs
IT Function AND Job title
IT Function AND Job title
Manager+
Manager+
BDMs
BDMs
Job title = Manager+
Job title = Manager+
SMB DMs
SMB DMs
Job title Manager+ AND
Job title Manager+ AND
co size < 50
co size < 50
IN = 880k
ANZ = 385k
CN = 112k
JP = 44k
SG = 9k
IN = 97k
ANZ = 52k
CN = 20k
JP = 6k
SG= 1.4k
IN = 2.9M
ANZ = 1.3M
CN = 665k
JP = 158k
SG = 17k
IN = 132k
ANZ = 104k
CN = 27k
JP = 7k
SG = 2.4k
All APAC = 6.7M All APAC = 1.85M All APAC = 236k All APAC = 345k
99..11MM pprroossppeeccttss iinn AAPPAACC
13
14. B2B Media agnostic thinking simply does not work any more
Message
Creative
TVC / Event
Concept
Mainstream
Regulators
Consumers
Shareholders
Employees
Vendors
In the past, marketing is a direct push to action
messaging.
15. B2B & B2C DECISION MAKERS form opinions based on multiple
streams of information & conversations online
Information overload, numerous customer touchpoints and high exposure to
unbiased third parties disrupts traditional marketing funnel strategies
16. Digital & mobile media are
disruptive
Wealth of information and third party opinion disintermediates
vendors from stakeholders’ research and evaluation process.
17. Digital & mobile have fragmented media & attention
span
People need to hear something multiple times – and from an array of
media sources – to believe it.
19. Why lifestyle experiences are changing B2B
to B2C2B marketing with the help of digital
Digital advertising is moving from impression-based standalone executions
to socialized or lifestyle driven experiences.
Past Present
Banners Brand
Web Site Email
Image: customer
Desktop
Widgets
20. B2B Cross-marketing Category Progressive Audience now J ourney
mirrors B2C advertising
Knowledge Hub
PHYSICAL
P RE -E V E N T
Knowledge
Hub
D U R I N G
P O S T P R E - E V E N T
Invitation
S O C I A L M E D IA
C-Suite Dev
LOB ITM
D UR IN G
P O S T
V I R T U A L
Registration
NFC / RFID
Badging
Showcase
Environments
Signage
& Branded
Collateral
Main Stage
Touch
Scope
CMS
Breakouts
/ Roundtables
Thank You/
Follow-up
Mobile App
SME
Engagement
Showcases
Breakout Sessions Main Stage
22. Why lifestyle experiences are changing B2B
to B2C2B marketing with the help of digital
This has impacted campaign planning and thinking in the following ways:
Listen
倾听
Monitor
监控
Respond
回复
Engage
吸引
Measure
衡量
吸引用户
Attract clients
招募粉丝
Recruit fans
集中宣传
Create buzz
产品口碑
Improve
brand sentiments
23. From B2B to B2C2B marketing
Create a more consumer-friendly approach
with attractive branded content and
immersive brand experiences…
on digital and mobile platform for
deep engagement with key target audience
24. From B2B to B2C2B marketing: Use of
consumer-friendly content marketing channels
53% of the companies polled planned to increase their content production.
25. From B2B to B2C2B marketing: game-fication
i.e. using game mechanics for eMarketing
Imagine a media environment where your target
audience provides undivided attention to the task or
content created by your brand.
Then imagine inventing new business and advertising
practices that use game thinking or mechanics to engage
staff and customers as effectively as a
good game: http://www.youtube.com/watch?v=lK_cdkpazjI#!
26. B2C2B marketing relies on sophisticated video marketing strategies
Such as product, recruitment, coporate video initiatives
Viral videos:
Using a creative execution, the branding
and communication integration is smartly
done; stating the IBM’s eX5 always
supports your business invisibly,
symbolized by “behind the black curtain”
helpers:
http://v.youku.com/v_show/id_XNDMy
NDI5NzM2.html
Blackberry loves their developer partners:
https://www.youtube.com/watch?v=Wlsah
27. B2C2B marketing relies on sophisticated video marketing
strategies
DuPont’s Science Stories: http://www.youtube.com/watch?v=b0qS9wKX998
28. From B2B to B2C2B marketing: integrated
digital marketing i.e. search-website-email
K-Tron International, which makes gravimetric and volumetric feeders, pneumatic
conveyors and size reduction equipment used in a wide variety of industries.
K-Tron: 15 Years Online via B2C2B
•Websites
•Email Marketing
•Webinars
•Blogs
•Social / Video
•Mobile
•SearchDriven
•LocalSearch
33. eMail Marketing
Internal Communication
Rep-Com moved to digital
Emailed to our global rep network
External Communication
Pre-show eBlasts
Pre-technical seminar eBlasts
Industry-specific eNewsletters
All help drive traffic to the website
35. K-Tron websites = Leads for local offices
Nearly 20% of Internet leads are given a quote
36. Please Consider this document proprietary and strictly Confidential. The Concepts, methodology and information produced by
George P. Johnson (A Project: Worldwide Agency) and Contained in this document shall not be used or adapted in any form,
either in part or as a whole without the written permission of George P. Johnson (A Project: Worldwide Agency). Copyright Reserved 2014.
本文档所述信息须严格保密。文档中所述创意概念、方法、信息属于George P. Johnson (A Project: Worldwide Agency) 拥有的知识产权。
未经George P. Johnson (A Project: Worldwide Agency) 书面允许， 均不得以任何形式（无论局部或整体）使用。版权所有 2014年
Please contact us directly if you wish to learn more about GPJ and the Project Worldwide Group of Companies.
Joe Wong, Business Director, Integrated Marketing Services (Greater China). E: joe.wong@gpj.com
Editor's Notes
Whether we’re developing a marketing strategy, an event portfolio or an attendee experience at an event, our process follows a progression through a model we call the 4D Process.
DISCOVER:
In this step, we work with you to understand your marketing goals and objectives, specific needs for your event, audience demographics and bring to light any unique challenges they may be facing.
DEFINE:
In this stage we create a roadmap based on what we’ve learned in the Discovery phase. That roadmap guides our proposed solution and our deliverables. It informs the brand interactions we create at the event that move your audiences to behave according to your event objectives.
DESIGN:
Once we understand the audience’s needs and your objectives, we develop the experience. We look at every touchpoint, from the first communications through the event flow to the final measurement and follow-up communications and develop a plan that aligns your event with your objectives
DELIVER:
Showtime! The culmination of our collaboration, when GPJ sees to it that the event runs smoothly and flawlessly as planned form pre-event activities, the on-site delivery to post-event follow-up.
Salespeople do not create value for B2B buyers due to lack of necessary insights
Suggestions on professional bbs, blogs and microblogs as reliable as their friends or family members
Need to live in media connected world
In a time of fragmented media and decreasing attention spans, we need to move from traditional marketing approaches i.e. promising hopes, achieving dreams to pushing drugs.
Videoblogger Amanda Congdon was the on-screen host for the five videos (the very popular blogger in the US – highly recognized by the younger generation as a ‘star’ videoblogger - *At my Digitas days our US team also had her hosting for videoblogs for American Express Open Forum).
*More PR generated as the campaign has won Best Campaign in Social Media, Online Media & Marketing Award in 2007.
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