A trend in line with these chat and messaging developments is the possibility to advertise within Facebook Messenger. The coming months will have to show whether this proves to be an effective form of advertising or a source of irritation and unwanted interruption within an app that has always had human-to-human communication as its main goal. In any case: not responding to appcare in 2018 will mean falling behind the competition.
In 2017, we saw that B2B companies were increasingly forced to opt for a data-driven approach . In this way, they gathered valuable knowledge and insights into the behavior of the target group. The meticulous and creative linking of data to content has made the latter more relevant and valuable to the recipient. In 2018, account-based marketing (ABM) therefore also offers an excellent opportunity to convert personalization on the web into truly relevant leads. This requires close cooperation between the sales and marketing departments within your company.
With account based marketing you identify your potential customers or clients based on their background in specific industries or companies. This identification allows you to adjust and fine-tune all your online campaigns down to an individual level. For example, easily optimize your website for potential customers. This ensures that when your prospect at Sony is on your website, the site immediately adapts to this specific user. That means: a customized website header, a personalized introduction and conclusion and a title or headline that is specified for the branch of this visitor. Including the recognizable logo of course.
Result? A lower bounce rate on your website and more valuable leads. A relevant site offers value for the user and more conversion for you as a marketer. With this form of marketing you can philippines mobile number list significantly increase your online return.
Target group research for b2b
However, highly personalizing online content also requires extensive target group research. Because the same goes for B2B: the better you know your target group, the more specifically you can serve them. Do you know exactly who you want to reach? Then account-based marketing becomes really interesting.
A tight integration of account based marketing offers many possibilities. Don't limit personalization to your homepage, but extend it to perfectly targeted campaigns via all your channels. From social media content to fully personalized landing pages, from relevant email traffic to personal discount campaigns. This way you are relevant in every phase of the customer's journey (or potential lead). Be careful: too many, too broad or unspecified target groups make ABM aimless instead of targeted.
Challenges and opportunities in 2018
Many challenges in 2018, but also many new opportunities! The keyword? Personalization. In order to shake off the competition and generate more reach and conversion for your brand, you need to know what moves your target group. Therefore, keep a close eye on the trends for 2018, but with a critical eye. Not every brand needs to follow every trend. Be authentic, stay close to the core values of your company and tap into the trends that make your brand stronger.