why gpj is embracing digital
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Understanding why and how GPJ needs to embrace digital
- Investment in content marketing and social media drives search queries, search volumes and visibility for its brand and the product.
- Investments in social content and social media marketing enhances brand recall and product awareness in the market.
- Social media complements employer branding and recruitment perfectly.
Why B2B & B2C brands embrace digital
- Create social media content or activation to enhance pre-event buzz and RSVP
- Create mobile tools like apps to raise interaction, engagement and content education of guests and visitors at the event.
- Create better after-sales / after-event customer support for client via social and mobile media we build and maintain for our clients.
How Can GPJ Help
Consumer oriented digital experiences including social media, apps and mobile devices are raising expectations for appealing B2B content and delivery
Corporate customers are consumerizing B2B marketing
Corporate Users = ConsumersOur corporate clients and end users are active participants in this space, behaving
like consumers even if they are in a corporate event or environment.
That’s why B2B brands especially need to adopt more entertaining and diverse digital and content marketing ideas as our clients consume digital content and social media - they are consumers themselves. Such content also has a longer shelf life in terms of interest value
and sharing potential and they act as digital branded media in their own right.
Event marketing is losing effectiveness due to digital channels and new consumer behaviour
7 out of 8 B2B sales meetings create zero value* for the buyer.
7 out of 8 B2B sales meetings create zero value* for the buyer.Source: Forrester Technology Sales Enablement forum, May 2011
* Value defined as “the salesperson clearly shows they understand my business issues and can clearly articulate to me how to solve them.”
Event marketing is losing effectiveness due to digital channels and new consumer behaviour
Search, SNS and peer-to-peer are replacing traditional engagement
“B2B buyer behavior has been changing dramatically over the last few years as buyers become more sophisticated, find new ways to gather information online and social media. 90% of business buyers say when they’re ready to buy, they’ll find you.”DemandGen reportshttp://www.optify.net/forms/b2b-content-marketing-trends-2012-survey-results
Social media reviews on brands impact decision making in Asia & China
Asia's business elite are turning to social media for news in increasing numbers, with Twitter and LinkedIn tied for fourth place on the international website rankings, according to Ipsos' annual Business Elite: Asia report.http://www.campaignasia.com/Article/316829,be-asia-2012-business-elites-read-social-sites-but-still-favor-traditional-media-news.aspx
BUSINESS DECISION MAKERS ARE TURNING TO SOCIAL MEDIA
Digital is an opportunity:
The internet has become the C-suite’s top information source
Digital is an imperative:
If you are not found online, you are invisible to C-class decision makers
BUSINESS DECISION MAKERS ARE TURNING TO SOCIAL MEDIA
Social media ramp up. CEOs
believe social media will become one of the top two ways to engage customers within five years, mainly at the expense of traditional media.
Social media ramp up. CEOs
believe social media will become one of the top two ways to engage customers within five years, mainly at the expense of traditional media.
BUSINESS DECISION MAKERS ARE TURNING TO SOCIAL mEDIA
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Corporate decision makers are embracing social
CXOsC-Suite Professionals
CXOsC-Suite Professionals
IT DMsIT Function AND Job title
Manager+
IT DMsIT Function AND Job title
Manager+
BDMsJob title = Manager+
BDMsJob title = Manager+
SMB DMsJob title Manager+ AND
co size < 50
SMB DMsJob title Manager+ AND
co size < 50
IN = 880k
ANZ = 385k
CN = 112k
JP = 44k
SG = 9k
IN = 97k
ANZ = 52k
CN = 20k
JP = 6k
SG= 1.4k
IN = 2.9M
ANZ = 1.3M
CN = 665k
JP = 158k
SG = 17k
IN = 132k
ANZ = 104k
CN = 27k
JP = 7k
SG = 2.4k
All APAC = 6.7M All APAC = 1.85M All APAC = 236k All APAC = 345k
9.1M prospects in APAC9.1M prospects in APAC
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5. Corporate decision makers are embracing social
MessageCreative TVC / EventConcept
Mainstream
Shareholders
Consumers
Regulators
Vendors
Employees
B2B Media agnostic thinking simply does not work any more
In the past, marketing is a direct push to action messaging.
Information overload, numerous customer touchpoints and high exposure to unbiased third parties disrupts traditional marketing funnel strategies
B2B & B2C DECISION MAKERS form opinions based on multiple streams of information & conversations online
Digital & mobile media are disruptive
Wealth of information and third party opinion disintermediates vendors from stakeholders’ research and evaluation process.
People need to hear something multiple times – and from an array of media sources – to believe it.
Digital & mobile have fragmented media & attention span
HOW MEDIA FRAGMENTATION HAD CREATED A COMPLEX DIGITAL ECOSYSTEM
Digital advertising is moving from impression-based standalone executions to socialized or lifestyle driven experiences.
Past Present
BannersBrand
Web SiteEmail
Image: customer
Why lifestyle experiences are changing B2B to B2C2B marketing with the help of digital
Desktop Widgets
B2B marketing now mirrors B2C advertising
B2B marketing now mirrors B2C advertising
This has impacted campaign planning and thinking in the following ways:
Listen倾听
Listen倾听
Monitor监控
Monitor监控
Respond回复
Respond回复
Engage吸引
Engage吸引
Measure衡量
Measure衡量
吸引用户Attract clients
招募粉丝Recruit fans
集中宣传Create buzz
产品口碑Improve
brand sentiments
Why lifestyle experiences are changing B2B to B2C2B marketing with the help of digital
Create a more consumer-friendly approach
with attractive branded content and
immersive brand experiences…
on digital and mobile platform for
deep engagement with key target audience
From B2B to B2C2B marketing
From B2B to B2C2B marketing: Use of consumer-friendly content marketing channels
53% of the companies polled planned to increase their content production.
Imagine a media environment where your target audience provides undivided attention to the task or
content created by your brand.
Then imagine inventing new business and advertising practices that use game thinking or mechanics to engage staff and customers as effectively as a good game: http://www.youtube.com/watch?
v=lK_cdkpazjI#!
From B2B to B2C2B marketing: game-fication i.e. using game mechanics for eMarketing
Viral videos: Using a creative execution, the branding and communication integration is smartly done; stating the IBM’s eX5 always supports your business invisibly, symbolized by “behind the black curtain” helpers: http://v.youku.com/v_show/id_XNDMyNDI5NzM2.html
B2C2B marketing relies on sophisticated video marketing strategiesSuch as product, recruitment, coporate video initiatives
Blackberry loves their developer partners:https://www.youtube.com/watch?v=Wlsah
DuPont’s Science Stories: http://www.youtube.com/watch?v=b0qS9wKX998 B2C2B marketing relies on sophisticated video marketing strategies
K-Tron International, which makes gravimetric and volumetric feeders, pneumatic conveyors and size reduction equipment used in a wide variety of industries.
•Websites•Email Marketing•Webinars•Blogs•Social / Video•Mobile•SearchDriven•LocalSearch
K-Tron: 15 Years Online via B2C2B
From B2B to B2C2B marketing: integrated digital marketing i.e. search-website-email
Blogs that Link to K-Tron (2005)
Blogs Links and SEO
Web 3.0: Search Driven
Every Month, More than 60 % of ktron.com traffic Comes from Search Engines
Localized Websites for Local SEO
.de, .fr,
.ch,
.sg, …
eMail Marketing
Internal CommunicationRep-Com moved to digitalEmailed to our global rep network External Communication Pre-show eBlastsPre-technical seminar eBlastsIndustry-specific eNewslettersAll help drive traffic to the website
K-Tron‘s Websites = Leads for Reps
82% of leads from Internet
K-Tron websites = Leads for local offices
Nearly 20% of Internet leads are given a quote
Please Consider this document proprietary and strictly Confidential. The Concepts, methodology and information produced by George P. Johnson (A Project: Worldwide Agency) and Contained in this document shall not be used or adapted in any form,
either in part or as a whole without the written permission of George P. Johnson (A Project: Worldwide Agency). Copyright Reserved 2014.
本文档所述信息须严格保密。文档中所述创意概念、方法、信息属于 George P. Johnson (A Project: Worldwide Agency) 拥有的知识产权。未经 George P. Johnson (A Project: Worldwide Agency) 书面允许, 均不得以任何形式(无论局部或整体)使用。版权所有 2014 年
Please contact us directly if you wish to learn more about GPJ and the Project Worldwide Group of Companies.Joe Wong, Business Director, Integrated Marketing Services (Greater China). E: [email protected]