Business to business – the importance of social media

Not having mass consumer markets does not mean a business should ignore social media. The business to business sector still needs to communicate regularly with key customers for a range of purposes from tracking key contacts to customer service. A detailed article in Marketing Week magazine review the latest initiatives by companies using social media in a business to business context. Some were initially nervous about conducting more conversations in a more open fashion but many have embraced the possibilities of Twitter, Facebook etc. Xerox now offers training for its employees called ‘social media fundamentals’ to help with customer service initiatives. Social media activity prior to exhibitions and  conferences are also proving popular. Dell Computers streamed content of interviews and events at a recent conference before and during the event. For more on this rising use of social media read the full article at http://www.marketingweek.co.uk/strategies-and-tactics/talking-business-in-social-circles/4002640.article

Media planning - how would you like to be remembered?

Having a relevant and emotional impact on your target audience is important for a marketing campaign but how well will it be remembered? James Galpin, director of Global Media Practice AMAP, argues in a detailed article on the research agency Millward Brown’s website, that media choice is the key to success in many campaigns.  Different sub-groups within your target audience may react differently to different media and non-T.V. options are discussed in particular. Consider complementary choices of media vehicle to boost a campaign e.g. OOH (out of home) advertising vehicles alongside in-shop advertising are said to boost consumer likelihood to purchase. Unusual yet effective media examples are given such as Zappos’ shoes. Adverts on the bins used at airports which screen carry on luggage catch consumers just as they have to take their shoes off.  To learn more about the latest on media planning and selection read the full article at http://www.millwardbrown.com/Libraries/MB_POV_Downloads/Millward_Brown_POV_Medium_Informs_Message_2012.sflb.ashx