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31
Jul

The Necessary Evil of Advertising in B2B: A Contradictory Experiment.

1920 Experiment : Karl Krall (on the right) tried to detect the thinking radiation he assumed to flow between the dog and the human. (source: http://www.weirdexperiments.com)

1920 Experiment : Karl Krall (on the right) tried to detect the thinking radiation he assumed to flow between the dog and the human. (source: http://www.weirdexperiments.com)

This isn’t a blog post about how good content marketing is, and that you should stop advertising. Quite the contrary.

Allow me to explain: advertising had been shifting to online. It’s been shifting online for a while now. The most obvious reason for that is that people spend more time online. However, B2B marketers out there know that click-through rates are terrible. Leaderboard banners, skyscrapers, and what-ever-they-look-like-banners, get click-through rates below 1%.

And still online advertising seems to be growing, according to Google. There must be people who can explain that contradiction. I can’t.

Whatever.

It’s clear that online advertising just doesn’t work. Ask anyone you know which on-line ad they still remember, while we all spend hours per day online. The answer will be zero.

But let me tell you why B2B marketers still need to keep on advertising, on- and off-line… Read more »

22
Jul

Consumer trends that will impact B2B marketing strategies: Prepare for the Visual Tsunami

The Red Bull Crashed Ice Kinect– Digital World Championship. The finals...

The Red Bull Crashed Ice Kinect– Digital World Championship. The 2013 finals…

Although you might be in B2B marketing, I think you want to know about what’s currently happening in the consumer world. There are definitely some early warning signs of trends that are coming your way…

Communication with motion

Not so long ago, in March 2013 to be precise, Red Bull organized the Red Bull Crashed Ice Kinect– Digital World Championship. In this competition, Red Bull uses a Microsoft Kinect.

Wearable technology shows a trends of people wanting to interact with technology.

Wearable technology shows a trends of people wanting to interact with technology.

This is just a first example we all know, of how people interact with technology today. There are more examples: Nike has Nike+, in which a smartphone app logs your exercise activities. You can then share your walking, running, or biking results with your friends on social networks.

They now also developed “Nike Fuelband“: it’s another wearable electronic which looks like a wrist watch. Little lights indicated how much exercise you had that day, indicating if you reached your exercising goals for that day. Read more »