There
are many new ways to make your marketing strategy more precisely and more
efficiently. However, generating comprehensive marketing ideas is still
difficult for every advertiser. As the article reveals, more than 60 percent of
all email opens are on mobile devices, and many people spend more than 12 hours
in front of a screen per day. Obviously, mobile has becoming a more and more
popular marketing tool. However, B2B companies haven’t seen the value of this
advertising option.
This article
addresses finding people and engaging with them, acquiring their email address,
cookie-ing them for retargeting, and using lead scoring to determine their
sales-readiness. PPC and SEO are widely used options but still exist some
drawbacks. The author then recommends some campaigns which advertisers can try
out.
Trade Show Hyper-Targeted
Campaigns
Regarding
B2B trade shows, they are not only expensive, but also inefficient. It is hard
for companies to engage people or potential customers and is difficult to
target the ideal group. Now, companies like “Marin Software” and “Criteo” allow
for a new type of dynamic hyper-targeted advertising. Here are a few ways to
use mobile for a larger impact at trade shows:
1. The Cheapskate: besides the expensive booths,
companies could try a hyper-local, mobile geo-fencing campaign. At the trade
show, most people are on their cell phones. By buying up the mobile advertising
in a geo-targeted area, firms are able to meet the right person at the right
time. This is a more cost-efficient channel than a booth.
2. The After-Party: In contrast to handing out
flyers, geo-targeting via mobile allows companies to invite customers to after-party
with the time and the place the party is on.
3. The Pre-Game: Another benefit is that users
can narrow down the clients they want to hit. Through account-based marketing
(ABM), advertisers can break into accounts you want and use tools like
Demandbase or Bizo to advertise only to that account. Trying to use ABM before a
trade show, an appointment or a call, advertisers can easily increase people’s
interests and engagement.
4. Twitter Made the Video Star: On the basis of historical data,
Video was the most-shared content on Twitter in 2013. AC Nielsen reported that 80
percent of all Twitter users access the site via a mobile device. The author suggests
that advertisers use a video-hosting tool, such as Wisita or Vidyard, achieving
greater impact of the campaign than using each individually.
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