B2B Marketing and New Media platforms

B2B marketing is an often neglected segment of the web however B2B marketeers are more willing to experiment by marketing on new age media p...

B2B marketing is an often neglected segment of the web however B2B marketeers are more willing to experiment by marketing on new age media platforms on the web like blogs, podcasts etc.
Emarketeer reports that even though most Business-to-business (B2B) marketers are still focusing their digital efforts on company Web sites and search engine marketing some are finding success using newer channels particularly online social media
In a survey conducted by B2B magazine and Association of National Advertisers business marketers reported more success with podcasts (21% of B2B vs. 13% of B2C listed podcasts as "effective"), blogs (17% vs. 6%) and RSS feeds (14% vs. 11%). Interestingly, 8% of business marketers rated Second Life as an effective new media platform, while consumer marketers either had not tried it or the sample size was too small to include.
Even in India we are seeing IT giants like Wipro using Second life to aggressively market itself lets see how this trend progresses.
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3 comments

csrollyson said...

Hello Abhishek,

Thanks for sharing. One of the challenges I find with my B2B clients (mostly U.S., for now) is the evolution from push marketing to collaborative communication. Marketers are so used to "controlling" the message. However, value chains in all areas are fluid and middlemen are threatened with disintermediation because everyone is accessible to everyone else--directly. In B2B, where the defined value chain is the firm identity, it's hard to let go. Can you give us some examples in India of B2B companies who are using social networks to go direct? I ask you about India because I'm aware that an increasing number of execs are more tech savvy than in the EU or US as they are infosys/Tata alums. Thanks for your thoughts. Cheers- Chris

Abhishek said...

Even Indian companies are still just experimenting with B2B marketing using social networks IT giant Wipro is the pioneer by opening up a center in Second Life via its Innovation Isle Island which was aimed at mainly global recruitment initially
IBM India also has a very large business center on second life which offers sales support both of these companies have large plans but are rolling it out in phases by testing them first. Other IT companies like Infosys are involved in using their blogs as marketing tool but they still have a long way to go

Mayur Vaghasia said...

visit http://marketing26.blogspot.com/ for more info.

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