MARKETING TRENDS 2019 B2B - Allfacebook Marketing
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2019 B2B
MARKETING TRENDS
1
1
Start With Who
2
Most Marketing Today Is
Not Customer-Centric
3 % of buyers say
advertising is relevant
to them
Source: Infolinks study on “banner blindness” 3
Actual Customer-Centric Marketing Is
Radically Individualistic
Source: Netflix Blog On “Artwork Personalization” 4
That Means Every Little Detail Is
Driven By Insights
ROMANTIC
COMEDIC
Source: Netflix Blog On “Artwork Personalization” 5
The First Step Towards Netflix
Starts With Insights-Driven Personas
WEBSITE DEMOGRAPHICS TRENDING CONTENT
Artificial Intelligence
Machine Learning
Malware
Phishing
Security Hacker
Risk Management
0 400 1000 1400
Engagement
6
2
First To Mind
7
Being First To Market Doesn’t Matter
Altair 8800 Apple
Source: 22 Immutable Laws of Marketing 8
What Matters Is Being First To Mind
Relationship Between Market Share and Awareness
60%
40%
Market Share
20%
0%
0% 10% 20% 30% 40% 50%
Awareness
Source: American Marketing Association Study, 9
“How Brand Awareness Aids Profitability”
If You Can’t Be First To Mind,
Invent A New Category
Lindbergh Earheart
Source: 22 Immutable Laws of Marketing 10Use Our “First To Mind” Matrix
To Find Opportunities
High
100%
Future of
Mobility
Emerging Strong
Awareness Awareness
Engagement
Shared Self
Mobility Driving
Car
Automotive
Fuel Cell Connectivity
No Weak
Awareness Awareness
Hybrid
Low
0%
Low High
0% 100%
Reach
113
The Originality
Delusion
12Marketers Are Obsessed With Newness
NEVER BEEN
DONE BEFORE
NEVER BEEN NEVER BEEN
DONE BEFORE DONE BEFORE
NEVER BEEN NEVER BEEN
DONE BEFORE DONE BEFORE
CREATIVE
NEVER BEEN
BRIEF NEVER BEEN
DONE BEFORE DONE BEFORE
NEVER BEEN NEVER BEEN
DONE BEFORE DONE BEFORE
NEVER BEEN
DONE BEFORE
13But New Isn’t What Sells
only
1 in 5
new ad campaigns
2009 outperform old campaigns
Source: The Branding Journal, ”What To Learn From Tropicana’s Redesign Failure”
Source: The Drum, “Why Research Shows You’re Better Off With Your Existing Ad Campaign” 14What Sells Is Relevance + Familiarity
What Do CXOs Want From
Thought Leadership?
2x
RELEVANCE 63%
ORIGINALITY 34%
Source: LinkedIn + Edelman Research, “How Thought Leadership Impacts B2B Demand Generation” 15Don’t Sell “Original,” Sell “MAYA”
MOST ADVANCED, YET ACCEPTABLE
Source: Raymond Loewy, “MAYA Principle” 16Invest In Tactics That Replicate Across Industries, Markets, And Years
Invest In Tactics That Replicate Across Industries, Markets, And Years
4
Media
Value Investing
19Individual Contributors (ICs)
Are An Undervalued Audience
24%
Of Impressions Reach
Individual Contributors
Source: LinkedIn Campaign Manger 20This Ignored Audience
Influences Buying Decisions Today
55 %
Of Current Tech Buyers Are ICs
Source: LinkedIn / Tech Target research 21And ICs Will Be Making The
Buying Decision Tomorrow
3yrs
Tech IC Tech Manager
3yrs
Deal Begins Deal Ends
Source: LinkedIn Career data 22So Broaden Your Investing Horizon
And Target Beyond The C-Suite
235
You Are Where
You Advertise
24Which Ad Looks More Expensive?
And Yet, Most Media Buyers Want The Cheapest Inventory Possible
However, studies show that Premium
Inventory is more Cost Effective
Source: Newsworks & GroupM UK 2018So Are Your Ads Reassuringly Expensive, Or Worryingly Cheap?
LinkedIn is the most Trusted Social Platform
296
The War On Brand
30Brand Marketers Are
Losing The Budget Battle
53% 28%
2007 2016
Source: IPA Study, Marketing Effectiveness In The Digital Era 31Direct Response Wins In The Short-Run,
But Brand Wins In The Long-Run
The Conflict Between Long and Short-Term Metrics
70%
60%
50%
Market Share Effects
40%
% Reporting Very
Large Effects 30%
20%
Activation Effects
10%
0%
0—6 7 — 18 19 — 30 > 30
Campaign Duration in Months
Source: IPA Study, Marketing Effectiveness In The Digital Era 32Synchronize Brand And Demand
To Drive Exceptional Performance
Conversion Rate
1.5%
1.2%
1.0%
0.5%
0.3%
0.2%
0.0%
Acquisition Only Brand Only Brand & Acquisition
Source: LinkedIn Internal research 2018
337
THE CLICK-THROUGH
CONSPIRACY
34The Entire Digital Marketing Industry
Still Runs On Clicks
Most Commonly Used Metrics
Cost per Acquisition 20%
Cost per Click 19%
CPCV (cost per completed view) 19%
Clickthrough rate (CTR) 18%
Cost per Engagement (CPE) 14%
Viewability 6%
None 4%
Source: Xaxis, 2018 Outcomes: Driven Media Survey, Senior MarketersSmart Marketers Have Long Argued That
Clicks Don’t Correlate With Success
Ad Recall Brand Awareness Purchase Intent
Source: Nielsen BrandEffect meta – analysis of 478 online global campaigns that ran between Oct 2014 – April 2015We Have A More Extreme Opinion – Optimizing For Clicks Will Kill Your Brand Bad Bad Bad Creative Audiences Frequency
Bad Creative: Clickbait Is Bad For Your Brand 5 Tips To Being A Better Manager CLICK
Bad Audiences:
Robots Are Bad For Your Brand
1Bad Frequency:
Low Frequency Is Bad For Your Brand
32.5
180%
135%
BRAND RECALL
20.8
16.2 90%
15.9 15.4
14.2 17.6
CTR
13.3 45%
12.8
11.6
14.9
0%
12.6 11.6 11.9 12.0
11.3
6.2 9.0 -45%
7.0
5.2
-90%
1 2 3 4 5 6 7 8 9 10+ 1 2 3 4 5 6 7 8 9
FREQUENCY FREQUENCY
Awareness Intent CTR Decrease CPC Increase
40
Source: NielsenInstead, Let’s Track Impressions + SOV
41Great.
How Can I Act
On These Trends?
421 Build dynamic personas using 1st party data. 2 Be first to mind among potential buyers. 3 Develop familiar franchises to breakthrough. 4 Reach undervalued audience segments.
5 Reach those audiences in premium contexts.
Combine Brand and Lead Gen campaigns to achieve
6 optimal results
7 Focus on real Business KPI’s that drive your businessDanke!
Shankho Mukherjee
Agency Lead DACH
sm@linkedin.comYou can also read
