We have been delivering company targeted B2B advertising (or account based advertising) for over 5 years now across the Internet and on LinkedIn.
While demand continues to increase each year – it is the creativity associated with these campaigns that have seen a marked change over that period.
When we started to pull this series together, we wanted to understand the individual. Specifically, how people consume, engage and buy from companies. The foundations that underpin marketing best practice. And yet, put a group of people together and suddenly the dynamics change.
This week we are launching Think Human. It seeks to guide you across multiple episodes on a series of different aspects of psychology and marketing you can adapt to suit the world we are in today.
Marketers are naturally feeling stressed by the lockdown. Entire plans, campaigns and messaging went out the window. Now is not the time for long term planning.
The environment is constantly changing and I have found that the agile marketing approach is well suited to today and the foreseeable future.
As the last few weeks have unfolded, marketers have had to react rapidly to a changing environment. Both channel and messaging has had to be changed in a short time.
I was speaking with a former managing consultant last night. She pointed out that two things often happen in times of crisis. First, a greater emphasis is placed on tactics and second, there is an openness to change and doing things differently.
Research is up across the Internet with browsing up 50% according to Vodafone. We have also seen an immediate change in consumption of our whitepapers, with our account based advertising whitepaper the top download these past few weeks.
People often tell me that they’re finding it trickier than ever to reach their preferred companies. Thanks to online content overload, it’s so easy to get lost in the noise these days. It can be disheartening to see campaigns you’ve spent lots of time and energy on underperform — especially when the same methods worked well in the past. But luckily, it doesn’t have to be this way.
With account based advertising increasing its own reach into the UK and European markets, what is it? Why is adoption increasing?
Which channels do you naturally think about when you’re crafting your Account Based Marketing strategy? Do you focus only on channels that can deliver personal messages on a one-to-one basis? Or do you broaden your palette to include the fast-growing opportunities of Account Based Advertising (ABA)?