B2B Communications strategies and technologies continue to evolve. It’s essential that marketing agencies keep up with the pace. B2C marketing is often considered to be more innovative, embracing fresh approaches, including placing ‘real people’ rather than just ‘product’ at the heart of campaigns.Halifax were amongst the first companies to use their own people in marketing campaigns, when they introduced a customer services’ representative as the face of their brand more than fifteen years ago.More recently, Barclays have focussed on both customers and staff, with their ‘Digital Eagles’ strategy. The campaign shows people learning new skills, including children being taught the basics of coding.Another advertisement featured customers aged over 50 playing walking football. The 30 second television slot, demonstrated that Barclays staff were able to help customer’s make better use of social media and other digital technologies.The commercial was actually key to the growth of walking football as a sport. Since the Barclays campaign, the FA have had to introduce an official walking football rule book.Aviva is another brand to have recently moved away from product promotion, in favour of focussing on ‘real people’.Their new campaign features ‘real families’ embracing innovative ‘Arriva technologies’. They have introduced apps including ‘Aviva Drive’ and ‘Aviva Save Smarter’ as a way of promoting deeper engagement with customers.Some B2B marketing agencies have been slow to consider the advantages of promoting ‘real people’, rather than solely focussing on product. Others have greatly benefitted from switching strategies.Global engineering business GE, ran a successful B2B campaign called ‘Childlike Imagination’. The campaign features GE staff and their children, talking about where the products they manufacture are used. People bring the story to life, as they explain that GE products are used in jets, trains and even hospitals. The children look forward to a future where GE make almost anything possible.This strategy is a good example of using ‘real people’ to generate a deeper connection with a business.Dan Broadbent, Managing Director of award winning marketing agency Objective Creative said: “As the UK’s fastest growing B2B marketing agency, we are proud to be recognised for our contribution to the evolution Of B2B communication strategies and technologies.“Increasingly, clients are benefiting from putting their people front and centre, in B2B marketing campaigns. Businesses want to hear from real people, and especially, their positive customer experiences!”
Our social media and digital marketers have compiled their top tips to running a successful social media campaign in a downloadable document for your business to benefit from.To download our bite size guide, click the link below:OBJECTIVE-CREATIVE_Social-Media-Success-GuideOur specialist team develop and implement social media strategies for leading businesses and public sector organisations. Learn more by clicking here.
Artificial intelligence (AI) and virtual reality (VR) technologies are increasingly being utilised by marketing professionals. AI is also impacting SEO strategies.How people search via keyboard is quite different to how they would verbally request a search using technology such as Cortana, Amazon Echo and Google Home.Chains of phrases rather than individual words are often used. Rather than traditional SEO terms, such as ‘London taxi, phrases such as ‘find me a taxi near London Bridge’ should be optimised.These ‘long-tail’ keywords or phrases can perform very well, especially as long tail keywords are often less competitive than shorter keywords. The move to long tail searches, also results in more relevant and accurate searches for the user, whilst providing businesses with a deeper understanding of user behaviour.In addition to search, artificial intelligence is also being embraced by brands on social media. MasterCard were amongst the first brands to integrate an AI chatbot into the Facebook messenger system. This enhancement allows MasterCard to answer popular enquiries, quickly and efficiently.Virtual Reality is another technology being enthusiastically adopted by marketing professionals. There has been great excitement surrounding the partnership between Oculus Rift and Samsung,Earlier this year, Coca Cola capitalised on VR capability by giving people the opportunity to explore stadiums, during the World Cup in Brazil. They used VR technology to allow football fans privileged access to stadiums, including a virtual journey down the tunnel, onto the pitch. Other leading brands, including Audi and General Electric, are reported to be exploring development of virtual reality showrooms to retail products and services.Aside from promotional use, may B2B marketers are also using VR for internal communications. Internal training programmes can be effectively delivered using VR technologies. A particularly cost effective training method for businesses operating from multiple locations.Carl Richardson, Creative and Digital Director of Sheffield based marketing agency Objective Creative said: “Our digital team embrace AI and VR, to ensure our clients benefit from the endless possibilities new technologies offer.“We are constantly adapting our search marketing strategies to reflect the prominence of search using AI technology including Cortana, Amazon Echo and Google Home.“As active members of the search marketing community, our digital specialists share expertise with colleagues, whilst participating at conferences and seminars.“It’s a particularly exciting time to be at the forefront of digital marketing.”
In this edition Objective Creative specialists look at the latest updates in the world of marketing, digital and creative.
IOT widely remains just a mysterious buzzword for many people. Not for long though – according to American tech company, Intel, the IOT is set to explode and as many as 200 billion devices will be connected by 2020.So what is the IOT?The IOT refers to any network of physical things (objects, people, places) that can ‘talk’ to each other using technology. These things can send and receive information to and from each other via the internet, the end goal of which is to enhance a user’s experience, or make their life easier through greater convenience gained from it.The classic IOT example is the ‘smart-fridge’ which can monitor its contents, and should it find that eggs are running low, will reorder a fresh supply from the internet, to be delivered direct to its owner’s door. The possibilities go way beyond this though, and we are starting to see wearable devices such as smart-watches being able to control home heating systems, lock and unlock doors, interact with our televisions and much more.In the near future, we may well find that all the products we buy are connected to the IOT. For example, a bottle of wine may contain a unique identifier, containing information about itself and equally, the consumer might have their own identifier linked to a personal account with a supermarket. With all the parts of this network talking to each other, the consumer can get more information about the product they are buying, know if it’s in stock via the supermarket’s website, keep a log of how often they have purchased the product and whether it is cheaper elsewhere. The supermarket can keep a track of what products are selling well or when stocks are low and producers can find out which demographics are purchasing their products. We might even have a social network of things, where we can log on and find anything. Lost your car keys? No problem: go online, search for them and find out where they are!Marketing will be one of the key sectors affected by the IOT. It will facilitate connectivity and interaction between brand and consumer, consumer and object, brand and object, object and object and in the case of the B2B sector, brand and brand. Companies and enterprises will benefit from more visibility and consumers will gain empowerment. More connectivity will mean that more specific data can be collected about consumers and the products they own and buy, such as location, age, gender and interests, but crucially, the IOT could answer questions such as why consumers are buying the things that they are buying. Marketing will benefit from this improved data, allowing the creation of more relevant and targeted campaigns, leading to greater customer engagement. In the B2B sector, data will be gathered from other businesses rather than the end consumer, but essentially the same process is equally applicable.As the IOT grows, so too will consumers’ and companies’ expectations of convenience. It will be the job of marketing to consider and react to those expectations, and it must promise and deliver greater levels of convenience for the consumer or business. Marketing must also be concerned with the ethics of data collection and will be pivotal in helping to build trust between brands and consumers or businesses to businesses relationships.In conclusion, the Internet of Things has enormous potential to enrich the lives of all of us. However, it is very important that marketing keeps up with its rapid development, so that it can be promoted and steered in the right direction and in a way that is easily digested by end users.
When it comes to searching on a mobile device, Google believe that users should get the most relevant and timely results, no matter if the information lives on mobile-friendly web pages or apps.In late 2014, the number of searches carried out on a mobile device over took the number of searches taken out on a desktop device. As more people have started to carry out searches on a mobile site, Google’s algorithms have had to adapt to these usage patterns.As of 21st April 2015 Google will be expanding their use of mobile-friendliness, they will begin to use it as a ranking signal. This change will affect all searches on mobile devices worldwide. This without a doubt, will change our search results.Consequently, users searching on a mobile device will find it easier to reach more relevant and high quality searches that are optimised for mobile.If you have a website and would like to claim your complimentary report on any mobile usability issues, please click here.Along with this change, Google will also start to use more information from indexed apps as a new factor when ranking search results for users that have installed and are also signed into Google.
Our digital team shares their specialist insight into the evolving world of mobile marketing and the common mistakes marketers often make.
Our Managing Director Dan Broadbent, welcomed attendees to the 2015 South Yorkshire Search Marketing Conference, hosted in the Conference facility at our head office in Sheffield City Centre.Representatives from a huge range of organisations gathered to hear our creative and digital team address the hot digital issues.Creative and Digital Director Carl Richardson opened with a presentation on the evolution of internet search, discussing Google’s latest algorithm, that prioritises organisations with mobile websites when accessed on smartphones.Our Social Media Executive, Tom Hoyland provided insightful hints and tips to increase social media engagement, and Todd Wright gave delegates a lesson in Google AdWords and the importance of dynamic content.Speakers then formed a panel along with Digital Developer Marcus Hardy, to answer any burning questions, on the fast-moving world of digital marketing.We would like to thank all who attended for their valuable input and feedback. The 2015 South Yorkshire Search Marketing Conference was the most successful yet.