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B2B marketing agencies prepare companies for innovation

One of the benefits of working with a B2B marketing agency is that businesses partner with an ally experienced in rapidly evolving technology. When a company wants to utilize the expertise professional consultants can provide, it should ask about the following innovative approaches and how they may work with current practices:

Recommendation engines
In the information age, search engine optimization is critical for business visibility. Companies pursue numerous tactics for pushing their name to the top of a search list. Substantial use of certain keywords and diversified content are common strategies.

As search engines give way to recommendation engines, organizations may need to rethink their approach. Forbes explained certain sites and search engines already provide their users with results geared toward their specific needs (1). Instead of just displaying the most popular products, services and websites, online algorithms use past user experience to show options most relevant to audiences.

Traditional search engine optimization for blog posts, online advertising and web design may not yield the advantages companies hope for if they don't know what their audience wants. As recommendations engines become more common place, B2B marketing teams should work with digital advertising agencies to create content based on audience data.

Programmatic beyond digital
One form of technology that displays materials for specific audiences is programmatic buying. Using this strategy, companies pay for online or mobile marketing ads based on who will watch them. The programmatic machine learning displays materials on a publishers platform when certain metric-defined users make contact.

At first, programmatic buying was used to fill banner spaces on digital channels. When the technology improved, it found its way into digital videos, mobile displays and intelligent television. Recently, Advertising Age reported Time. Inc will use programmatic buying for print materials (2). Advertisers can buy pages in magazines based on the audience the content would most likely appeal too.

Print programmatic is not yet as intelligent as digital advertising, but it can use the same audience data. B2B companies that employ an integrated marketing campaign need a solution that monitors the result of every channel and creates unique materials for a central brand. As marketing innovations expand to new mediums, businesses have to plan for consistent tactics and new ideas.

Wearable tech
Some B2B companies still struggle with mobile marketing. A company has to have online materials with a web design responsive to touch technology. Email marketing layouts and other digital content should display properly on a smaller screen.

Mobile quickly becomes a common business feature as organizations replace laptops with tablets and smartphones implement CRM and ERP solutions. Some companies have introduced business software into wearable tech. Business 2 Community said all marketers have to prepare digital advertising tailored for smart watches (3). 

More industry professionals continue their inbound marketing journey at home as technology becomes more convenient. Mobile devices and wearable computers usually have GPS features that communicate location. B2B marketing companies should track what type of content appeals to audiences on the move and where they access it.

Earned vs owned content
Owned content is material the business creates itself, while earned content marketing includes what other people say about the company. Earned materials may include public recommendations, customer case studies and photos taken by clients. The Content Marketing Institute reported 83 percent of consumers find earned content more trustworthy than owned (4).

Social media monitoring can make earned content easier to find. If a consumer takes a photo or video at a trade show, they may publish it on YouTube or Facebook. Searching for business mentions on multiple channels, allows a company to discover market perceptions. B2B Marketing teams may turn positive public postings into advertising materials called consumer owned content.

Using audience materials to appeal to other consumers may cause an organization to run into privacy issues. A content marketing agency can help organizations find what social media content is helpful for insight and which public postings may find second life as advertising.

Constantly changing social media
Social Media is no longer a new channel for content marketing, but it is constantly evolving. Each popular channel revises design to meet consumer demand and provide new opportunities for business. B2B companies have to be sure changes to platforms don't interfere with current campaigns and must determine when new features offer opportunities.

Marketing Dive said Facebook recently changed its policies for paid advertisements (5). Marketers are no longer charged for positive impressions, instead they pay for link clicks. Another advantage is that businesses only have to provide compensation for ads that receive complete views.

Rumors of Facebook adding a dislike button seem unsubstantiated at the moment, but many changes are on the horizon. A business should partner with a digital marketing agency to provide instant solutions to new developments.

1. Recommendation Engines: The Reason Why We Love Big Data
2. Well, This Is Different — Time Inc. Now Selling Print Ads Programmatically
3. 8 Personalization Trends That Are Reinventing the Buyer's Journey
4. Help Your Owned Media Hit its Goals: Combine Earned and Paid Promotion
5. Facebook has added new features for marketers, the 'dislike' button isn't one

Sheila Kloefkorn

With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.