Surprising differences between B2B and B2C marketing

fig-1-594x500.png

The Econsultancy and Adobe report on  “B2B Digital Trends 2015” is based on a survey of more than 800 global B2B digital marketing professionals. Seeking to understand the key priorities, trends and challenges for B2B digital marketing, it contrasts the B2C focus to reveal  similar priorities – but with a couple of key differences.

First up, the “no surprises”:

  • B2B marketers focusing on content marketing and customer experience
  • B2C marketers are excited by mobile (at 16% they’re way ahead of their B2C counterparts at 7%)
  • Personalisation and big data battling it out for 3rd spot.

There are, however, some interesting aspects relating to B2C content marketing and mobile:

  • B2C marketing differentiates experience through personalisation not content. With a limited focus on the customer journey, B2C marketers are choosing personalisation and big data to differentiate their offerings from their competitors. In my view, B2C content marketing still provides great value but needs to be rethought and reimagined (ie it’s simply not good enough to “digitise” media).
  • Mobile is hot for B2C. Not unexpected. BUT just as B2C marketers need to improve their understanding of content marketing, B2B marketers could learn a great deal from B2C mobile strategy. “Future ways of working” initiatives are transforming today’s businesses. Built on a platform of social, mobile, analytics and cloud (SMAC), mobility is obviously a key pillar of this transformation. Expect to see more traction than the research would suggest.

Finally, some surprises:

  • B2C need greater focus on marketing automation: These days, marketing at scale requires automation. It also requires strong analytics and customer journey mapping. Not paying attention to these areas actually opens the door to market disruption by faster moving competitors.
  • Location based services scrapes the bottom of the barrel. In last place, I wonder whether marketers simply don’t understand the promise and opportunity of location based services. Considering customer experience ranks as the second most important category, there appears to be a disconnect between what customer experience can be and its method of delivery. Location services bring these together via a range of devices including smartphones, beacons, wifi and analytics. As marketers build more practical digital experience, I expect to see these figures improve.

fig-1-594x500

Fulfilling the Promise of Digital Marketing

DHFromMediatoExperience3.png

From my first line of HTML I fell in love. Like almost everybody, I started with two simple words loaded into a browser. “hello world”. And with that I was hooked. I could sense, right here beneath my fingertips, that the world was shifting.

And again, years later, working with “Koz Community” at IBM – a system that was way ahead of its time – I could tell that those amorphous “audiences” out there were coming together. Connecting with each other and with me. Us. There was a fusing around passions and interests that was closer to performance art than marketing.

Social media turned the screw yet again. Turning the commonplace into uniqueness, transforming text into experience, image into storytelling. It put the levers of the imagination into the hands of everyday people – you and I. And we loved it. We loved the freedom of expression. The connection. The gritty humanity of it all shone through with every update.

But digital marketing – for the most part – has remained lacklustre. But it’s not for want of trying. Having been on judging panels for various awards, I can see that great work is being done. Interesting, challenging, pushing-the-envelope-type work. But the work that is possible and the expectations of clients are out of sync:

  • Client led: Where the client is leading the innovation – looking for ever-newer approaches
  • Agency led: Where the agency works to educate, engage, sell-in and deliver the “new”.

The problem is that we continue to look towards “one-offs”. We think that “strategy” is to do with plans on paper. Or Powerpoint. Or Keynote. We don’t think of it as “getting closer to our customers”. We don’t envision strategy as a process of solving problems. And we don’t see “digital marketing” as a fundamental way to transform the customer relationship.

DH - From Media to Experience (3)

Take a look at the video below. Think about the way that social, mobile, cloud (and ultimately analytics) – the SMAC – are combining to create a transformative customer experience. See how paid, owned and earned media are coming together. But what is most exciting about this is the way that “art” or an artistic sensibility – creativity – is coming into the execution. It’s the “A” in my PANDA framework for visionary marketing.

I have said it before and will say it again – experience is the currency of your brand.

And until we understand this, we won’t fulfil the promise of digital marketing.

Consumer Behaviour Has Changed. Your Content Marketing Needs to Change Too

adma-contentmarketing

It wasn’t really until Joe Pulizzi came along and started talking seriously and meaningfully about content marketing that anyone realised that’s what we were doing. As marketers we had been creating collateral, whitepapers, insights, case studies, quizzes, articles and presentations forever. And I mean forever. But we had been producing all this content from a particular point of view – from the inside. After all, up until social media really hit its straps, we were living in a largely broadcast – one-way communications world.

And as we had our heads down, chugging away on our daily tasks, weekly WIPs and month-end reports, something strange happened. Unexpected. Unprecedented.

The audience shifted.

It wasn’t that we weren’t paying attention. It’s that we didn’t have a response. All of sudden, people were reading reviews on the web. They were taking notice of blogs – and complaining about bad customer service. In public. The closed-loop channels that we had developed no longer held any sway. Our customers – whether they loved or hated us at the time – were taking their opinions, feedback and recommendations out of our hands (and channels) and talking directly to each other. Without us.

Fast forward a decade or so and many brands have caught up. To be honest, there has been huge acceleration over the last year or two – and content marketing leaders are rapidly outstripping and outcompeting the rest of their industries. Take a look at the work that Commonwealth Bank is doing. Or ANZ with their BlueNotes initiative. Then look at other industries.

Those that are leading the way have put in place a strategic approach to content and it is paying dividends.

As a member of the ADMA Content Marketing Expert Community, I workshopped key (and continuing issues) with content marketing with leading Australian marketers. We examined the challenges and the processes, skills gaps and opportunities. We looked into ROI and analytics, native advertising and changes in audience behaviour. The resulting whitepaper provides marketers with a solid framework for becoming more customer centric.

This seismic shift in the ability to communicate with audiences from the organisation to consumers demands a radical rethink in marketing strategy. It is no longer the case that businesses can produce marketing materials to support their product cycles. For messages to achieve cut through, organisations need to have a social licence to discuss the topic, putting permission to engage squarely in the hands of the audience. Credibility and media both need to be earned.

You can download the full paper on the ADMA website.

Qantas Hackathon: Feels Like Innovation

startnow

After a busy first day of briefings and coding, the stage was set for the last, desperate rush to the midday deadline. Pitches were scheduled and rehearsed, last minute bug fixes were released and some even found time for a relaxing morning tea. But what, really could be created in a mere 24 hours. Would it be useful? Interesting? Would there be true innovation found amongst the lines of code and discarded lolly wrappers? Only time would tell. And time was the one thing that really was in short supply.

Here’s how Day 2 of the Qantas Hackathon played out.

The Cheating Strategist’s Guide to Mary Meeker’s Digital Trends

Dollarphotoclub_67626423

Each year around this time, the web goes into a slow motion melt down over the much anticipated Meeker Report into internet trends.

This year is no different. And as I did last year, I will encourage you to reflect on your own business and priorities before diving head first into the report. I call it the “Three What’’s and a Why”. Consider:

  • What mattered in mid 2014?
  • What matters now?
  • What are you measuring?
  • Why are these things important?

And if you’re time poor or just bone lazy and don’t want to click through the hundreds of slides in the report, you’ll love Michael Goldstein’s summary for cheating strategists. It’s 10 times the punch at 1/10th of the effort. Now that’s what I call a good strategy.

Why Digital Marketing Transformation is Important

gavinibm

I recently spent time with IBM travelling as part of their IBM Connect conference series in Auckland, Sydney and Melbourne. At each location, I hosted a panel discussion that centred on the “voice of the customer” – drawing out the experience and knowledge of panels that included ADMA’s CEO, Jodie Sangster, CIO of Tennis Australia, Samir Mahir, City of Melbourne’s Executive Manager, Commercial and Marketing, Lucan Creamer, Think Global Research’s Mark Tyler, and Twitter’s Head of Data Sales, Fred Funke.

I spent a few minutes with the IBM team to share my thoughts on why digital marketing transformation is important – and how you can use the “Marketing PANDA” to focus your efforts around customer centricity.

Social: The Present is Mobile. The Future is Wearable

future-kate-slideshare

There was a time when the battle for social media was simply one of recognition. For some time, brands and businesses held out. Restricting firewall access to social networks. Directing marketing spend to broadcast. Ignoring the trending shift to digital across a range of categories – from marketing to HR, supply chain to finance.

Now, this pent up force has been loosed and it is transforming the way that we work, why we work and how we work faster than we could have anticipated. As a result, we are seeing disruption almost everywhere we look:

  • Who – this is not just about “digital natives” or “digital immigrants”. We now have no choice but to adopt a “digital nomad” perspective. We need to move with the digital times, building and refining skills, networks, and connections. It’s touching every one of us in profound ways.
  • What – we used to be able to cordon off “home” and “work”. These days, there is only what Nina Simosko calls a life continuum. What we consider work is no longer restricted to what we do and is becoming more closely aligned to “what and who we are”. This is having an enormous impact on the nature of work, the workplace and what it means to have “purposeful work”.
  • Where – the disruption began at home, in our palms and quickly spread through the networks.  But as we know, culture eats location, and that means our “where of working” is infinitely more mobile, flexible and time-shifted. This is challenging workplace structure, services and cohesion.
  • Why – We are paid to work but businesses continue to struggle with motivation, morale, and engagement. As our Baby Boomer generations retire, we will be left with a massive experience and capability gap within our organisations. To attract the best talent, we’ll need a much better understanding of the needs and expectations of our employees.
  • How – this is where the most obvious disruption and transformation is taking place. The “tools of our trades” are increasingly digital, data driven and mobile.

Kate Carruthers brings this together elegantly in this presentation made at the recent CeBIT conference in Sydney. She makes the point that we need to keep looking towards the horizon – for while the present of social is mobile. The future is wearable and the internet of things. And that future is not far away. In fact, it’s already in your pocket.

Don’t Throw Out Marketing Skills with the Digital Bathwater

marketingskills

The marketing skills gap is a hot topic right now. No matter how many clients, colleagues or competitors that I speak with, it’s clear that the marketing industry is facing a skills crisis. And the questions and discussions are often the same:

  • Do we have the right people?
  • How do we understand data and put it to work?
  • Do we have the right technology?
  • What do we do with the technology we’ve already got?
  • How do we plug the gaps?

But it is NOT all doom and gloom. Many of the marketing skills and processes that have been developed over the last few decades are still eminently useful in the digital world. They just need some retraining, cross-training. As I explain on the newly revamped Telstra Exchange blog – marketing is from mars, digital is from venus:

In the traditional world of marketing, we’d think about this as media. We’d break it into paid media, owned and earned. It’s media that is created from a central point and pushed out, interrupting the lives of our audiences with its urgency. Even where that media is “earned” or “social”, it’s still created with a particular focus and intention. And from the inside of our marketing command centre we run the sums. Counting, measuring, assessing and reporting.

Read the full article here.

The First Rule of the Consumerverse

gwi-report

Let’s face it, big numbers are sexy. The bigger they are, the more business leaders, marketers and yes, even economists, become excited. So any report on social media that delves into those massive network numbers is bound to cause a flurry of activity. But the big numbers are not what should be interesting us in the latest Global Web Index report on social media engagement. The first rule of the Consumerverse is:

“It’s the little numbers that matter most”.

But before I explain why, let me share the big numbers with you. According to GWI:

  • Over 170,000 internet users were surveyed across 32 markets
  • Data is collected in the last six weeks of every quarter, making this Q1 2015 report as up-to-date as possible
  • Stratified sampling ensures that responses are representative of the internet population aged 16 to 64 in each country
  • Outside of China, over 80% of internet users have a Facebook account (indicating a plateauing)
  • Tumblr and Pinterest continue to show impressive growth
  • The average internet user has 5.5 accounts and is active on three platforms
  • More internet users now visit YouTube each month than Facebook.

Now, these are fascinating figures. But the dot point that drew me in most was the last one. In bold.

Why is this important?

It comes down to one of the basic tenets of online participation – what we call the 1% Rule:

  • 90% of users are “lurkers” – read, consume and observe
  • 9% of users intermittently produce content, engage in comment or discussion
  • 1% of users create content.

The GWI report highlights this gap – the participation gap. The figures – on the surface – indicate that internet users have a growing preference for consumption. We visit but don’t contribute. But this has always been the way.

gwi-insight

But what if we turned the big numbers inside-out?

  • Only 18% of internet users DON’T visit YouTube
  • Only 27% of internet users DON’T visit Facebook
  • Both are approaching saturation points in terms of consumption
  • YouTube still offers significant room for contribution growth.

In my recent presentation, experience is the currency of your brand, I talked about the importance of understanding your customer journey and overlaying that with your business’ sales cycle. This is often a challenging task. But it reveals important insights.

What we call “engagement” is the most trafficked element of the customer journey, yet is often disconnected from the complete picture. It operates in isolation from the sales cycle – from the technology (devices), spaces, channels and processes that deliver business and marketing outcomes. But it doesn’t have to be that way. Start by looking closely at your own “little numbers” and find the insights they reveal. It’s the first rule of the consumerverse.

Experience is the Currency of Your Brand

DSSBanner

Back in 2007 when Drew McLellan and I got together with 100 other marketers from around the world to create the first edition of The Age of Conversation, we did so with a particular plan in mind. Social media was in its early stages and we weren’t yet clear about how it would play out. Where the value lay. Or how to bring it into a framework for business. On the back cover of the first edition I wrote:

If ideas are the currency of our times then this is, undoubtedly, the Age of Conversation, for without the art of dialog, the cut and thrust of debate and discussion, then the economy of ideas would implode under its own heavy weight. Instead, the reverse is true. Far from seeing an implosion, we are living in a time of proliferation – ideas built upon ideas, discussion grows from seeds of thought and single headlines give rise to a thousand Medusa-like simulations echoing words whispered somewhere on the other side of the planet. All this – in an instant.

The book itself, which has now had three editions and around 500 contributing authors from 15 countries, turned out to be far more than a book. Each of the authors would unbox their copies and share “book selfies” with their audiences. (This was way before Instagram – and Twitter had only been around for about a year.) There were blog posts, pictures – and even a Second Life book launch. But it didn’t stop there. In 2008 over 100 of us got together in person to spend a weekend together. Known as “Blogger Social” it confirmed something special.

What we realised was that “ideas weren’t the currency of our times”.

Experiences were.

The new consumerverse

Taking this concept into the world of business, it became clear that we were living in an inverted universe. The keys to the pandora’s box of innovation were no longer kept in the corporation’s cupboard but were available to all. In fact, our customers could innovate faster than us. They had the tools, the technology and the time.

RethinkFunnel Consumers were driving this new universe and the centre of gravity was not us or our businesses. It was them. In this “Consumerverse”, analytics are revealing, on the one hand, the hit and miss randomness of broadcast messaging, and on the other, the growing importance of guided conversation designed to engage consumers.

Every view, click, link and interaction can now be digitised. With low energy bluetooth beacons now cheaply available, we can track, follow and engage people through their digital device in the “real world”. Just as we would track users on our website, seeing where they go, where they stop, where they buy etc, so too can we do this in today’s wifi-enabled shopping malls and open areas.

But we’re not talking the “internet of things” … we are talking the “internet of me”. Increasingly, vendors, brands and businesses are building value into networks. And the value answers the consumer’s question – what’s in it for me (WIIFM)?

Consumers make decisions at the speed of networks

One of the strongest answers to the WIIFM question is “speed”. With access to networks and knowledge, as consumers we are able to make decisions at the speed of that network. What we are looking for is:

  • Trust – can we believe what we are told? Is there a way to validate that trust through the network – who else trusts and believes this person/brand/business?
  • Authenticity – is opinion offered openly and without hidden inducement?
  • Authority – is there deep knowledge or experience on offer?

And with 60% of buyers making a decision before engaging a sales rep, we’re effectively living in a world where there is a mis-match between the buying journey and the selling cycle. We need to find a new way to engage our customers at the right time, in the right channel with the right answer to WIIFM.

The importance of the customer experience map

cx-mapWhere once we’d develop detailed account plans for “selling”, these days we need to build maps to help our customers buy. And to do this, we need to understand the journey they take to purchase. This means mapping the journey across five dimensions:

  • Device
  • Space
  • Engagement
  • Channel
  • Process

How do we do this effectively?

When we understand that “experience is the currency of your brand”, we have a focus for engagement and interaction. From here we can bring our social. mobile, analytics and cloud capabilities to bear on the challenge. We can answer WIIFM at every customer touchpoint. And we can build experiences that not only centre on the consumer, but are designed to create value for both our customers and our brands.

I go into more detail on this subject as part of Sitecore’s #DigitalSurvivor webinar program this week. Register for free and join me to discuss how we can all survive in today’s customer centric environment.

You can join us live this Thursday, 12 March 2015 at:

WA: 11am-12pm
NT: 12:30pm-1:30pm
QLD: 1pm-2pm
SA: 1:30pm-2:30pm
ACT, NSW, VIC, TAS: 2pm-3pm
New Zealand: 4pm-5pm