Due to current conditions (especially hybrid working, hybrid events, Generation Z, authentic brand communication), social media will become even more important . As important as SEO and SEA (Google Ads, Bing Ads) are for brands, social media communication creates more emotional closeness and actively promotes brand loyalty.
The top 4 channels that have emerged for B2B brands over the last 13 years are LinkedIn, Instagram, YouTube and Facebook. Depending on the industry and target group, Pinterest is also added. While these social media channels are suitable for customer communication and social recruiting, according to our observations, TikTok will primarily be a channel for employer branding in the future.
Trend #4:
Today, half of the people who influence purchases lebanon phone number list in the B2B purchasing process are between 18 and 34 years old (source: Google / Millward Brown). This means that these people fall into Generation Y and Z. But no other generation is changing the demands on marketing as much as Generation Z.
People of Generation Z are digital natives. While social media was something new for Baby Boomers and Generation X, it is part of everyday life for this generation. They grew up with messaging, video content and influencers. This generation spends more time on social media than on traditional television (source: Horizont). In addition, environmental protection and sustainability are more important to this generation than any other generation before.
Therefore, every B2B company must ask itself the following questions: How differentiated do we want to address our target groups and the respective target persons? How do the motives of Generation Z change the buying personas in the purchasing process? What information needs does Generation Z have for websites, shops and content channels such as newsletters, social media and messaging services?
The big challenge is therefore to adapt communication to the needs of different generations and to harmonize it within the target groups of B2B brands.