Successful B2B marketers are twice as likely to think long-term, but the pressure to deliver immediate results remains intense. To tackle the growing effectiveness gap, we need to balance the long and the short term.
If you market your products and services across different countries, you likely encounter the discussion of global vs. local or standardization vs. localization. There is no one-size-fits-all answer. The delicate balances are dictated by:
- organization structure
- roles and division of responsibilities
- management preference and budget allocation
If the products are heterogeneous, messaging and creative development of campaigns will naturally tend toward more customization. If the budget is more centralized, assets are likely to be managed at the corporate level. In addition, headcount, roles, and responsibilities can also influence the balance of global vs. local.
These days, more than ever, engagement is key to digital marketing. Algorithms reward engagement and interactions, audiences are more likely to see and respond to content based on engagement. If you’re not generating a level of interaction, you’re limiting your potential in a range of ways, especially on social media.
I mean, it is called ‘social’ media for a reason.
The same is also true for B2B organizations – according to a CMI report, 71% of B2B companies say that the main focus of their content marketing efforts is to generate engagement.
The era of social media self-regulation is over
With regulation on the horizon and government scrutiny reaching fever-pitch, the social media giants are already struggling to back up their claims to being guardians of free speech that have no responsibility for the content posted on their platforms. In a world of data breaches, hacking and fake news, social media giants will need to take greater responsibility for their communities if they are to avoid hefty regulation over the next 12 months. The calls for change are mounting and in 2019 failing react to the concerns of society at large will no longer be an option.
By Sarah Vizard, News editor Marketing Week
The majority of marketers are prioritising short-term tactics over long-term strategy, while finance bosses believe marketing is still based on short-term impact.
According to a survey of the marketing industry by the IPA and ISBA, 75% of marketers and 73% of agencies agree that short-term tactical needs often take priority over longer-term objectives. Some 58% of marketers and 43% of agencies agree marketing direction regularly changes to meet the demands of the marketplace, with just 22% and 26% respectively disagreeing.
By Judith O’Leary, managing director at Represent
According to Hubspot, 47% of buyers engage with 3-5 pieces of content before directly engaging with a company. What does this mean? It means that content is key to any digital marketing strategy. By having a clear approach to all aspects of your content creation, your business will be in a much stronger position when it comes to engaging and converting leads to customers.
By Helen Edwards, columnist at Marketing Week
The best marketing practitioners develop strategies based on sound theory, but they are pragmatists when it comes to driving it through.
Two things make marketing difficult: theory and practice. Of the disciplines around the boardroom table it can be the stickiest in study and the thorniest in application.
What makes marketing theory so tormenting to grapple with is its diffuse and protean contextual backdrop: the swirling chaos of markets combined with mercurial human behaviour. Where are the enduring truths?