Marketers spent more than $40 billion on custom media in 2011. B2B marketers are allocating one-third of their budgets to content marketing, and more than half plan to increase content marketing spending in 2013. However, as many IT marketers are discovering, content marketing is a complex practice that requires insights not just into what type of content to develop and deliver, but when and how to deliver these assets to ensure maximum engagement.
This whitepaper will provide you with:
- A better understanding of the role content consumption plays in the purchase process for major technology products and services.
- Important insights on creating distinctive and high impact content marketing campaigns that create high levels of engagement with IT decision-makers, driving awareness, trust, and, most importantly, sales.
- Tips on delivering the right content—in context—to make your brand message stand out in an increasingly crowded landscape.
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As the mobile Internet continues to grow exponentially, marketers are confronted with an important technical question: Should you use responsive Web design or multiple URLs to reflect your Internet presence? It depends, said Derek Edmond, managing partner of KoMarketing Associates. Responsive Web design is a Web development method that allows website displays to automatically scale up or down in size, depending on the dimensions of the screen being used by the reader. It was developed for mobile platforms, which have much smaller screens than standard desktop computers and don’t display standard, fixed, 960-pixel websites very well.
Motorola Solutions put it in its name. Dow Chemical launched a new ad campaign around it. IBM has made it a core part of its business. Solutions marketing—an approach that focuses on offering a combination of products and services to help solve unique customer problems—is being embraced by all types of b2b marketers. But not everyone understands what it is or how to do it.
“Solutions marketing is incredibly complex. It is not for light-weights,” said Steve Hurley, managing director of Solutions Insights, a solutions marketing consultancy that recently released a study on the evolving role of solutions marketers at organizations. The study was conducted in conjunction with the Information Technology Services Marketing Association.
BtoB daily news
New York—An Association of National Advertisers survey released today found that 47% of marketers have boosted their TV ad budgets since 2009. Twenty percent said their budgets declined during that period.
While 64% of b-to-c respondents to the survey said their TV ad budgets rose during that time frame, only 27% of b2b marketers said the same. Also, while 36% of b-to-c marketers said TV advertising had become increasingly important to their marketing strategy in the past two years, only 13% of b2b marketers agreed.