While this all may seem logical, there is a delicate balance between quality of content and the quality- especially through the lens of local and B2B content marketing. Recently, Sam Sebastian, Director of Local and B2B markets for Google, sat down to answer some questions about Google, B2B marketers, and the future of search.
Tags: B2B, content marketing, google, seo, visual web, youtube
Posted in Search | 2 Comments »
Measurement is critical, but it can quickly lead you astray. Here are three keys for measurement that will keep your marketing on track.
Tags: advertising measurement, advertising metrics, B2B, marketing, measurement
Posted in Opinions, Web Analytics | 5 Comments »
The B2B Apple App Store program was launched this summer as the tech-giant’s response to growing corporate demands for business applications. The service allows businesses to purchase apps in volume and distribute them within the organization, solving many of the challenges originally posed by Enterprise app deployment.
The B2B App Store acts as a private web portal between buyers and sellers of apps, making it easier for businesses to integrate apps into day-to-day operations. It is also the mechanism to deploy customized applications based on common code or framework logic. This allows the developer to build the app once and make minor modifications, such as branding for each customer, while keeping the “guts” of the application the same. Another benefit for developers is that they retain the IP of the application, unlike most custom application development agreements where the client is essentially buying the IP of the custom developed app.
Apple still does have the Enterprise deployment mechanism for in house applications; however, the B2B App Store allows developers and customers alike to buy and sell apps without the same stipulations of the Enterprise store. Enterprise deployment requires the company to have at least 500 employees, with few granted exceptions. However, the... Read more
Tags: App Store, Apple, Atimi, B2B, mobile, Scott Michaels
Posted in Emerging Platforms | 4 Comments »
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In the B2B world, the emergence of the Social Buyer is causing organizations to search for better ways to reach its’ base of buyers. What we do know is that B2B buyers are demanding more social experiences in their buying processes. To date, it appears that many of the efforts to reach buyers remain tactical in nature. Companies are looking to social media and other means such as content marketing to fit into their existing structure and business operations. This approach, if wedded to existing structures, may in fact be impeding the evolution of B2B organizations to not only adapt to changes in buyer behaviors but also align their organizations to the emerging Social Buyer.
What we continue to witness is how compartmentalized efforts are being aligned with existing departments. Certain tactical initiatives related to social networking, content strategy, demand generation, and more continue to have a very provincial nature to them and the debate related to proverbial “who owns this” continues to be avoided. Business leaders, especially those in B2B, must take heed to what is happening in the under layers of their business industry and what influence the Social Buyer is having in their marketplace. Here are just three that... Read more
Tags: B2B, b2b marketing, business, Business model, Business-to-business, Buyer, buyer persona, buyer personas, content marketing, Goal Centric, Social business, social buyer, social buyer behavior, social buyer ecosystem, social buyer persona, social ecosystem, social experience, Social influence, social marketing, Social Media, Social network service, social selling, Social technology, Tony Zambito
Posted in Creative Best Practices, Emerging Platforms, Opinions, Search, Social Media, Targeting, Websites | 2 Comments »
Questions that swirl around rights, privacy, the limits of social media and the supporting cloud itself, will become louder and potentially may dampen use of these enabling technologies in a meaningful way. Perhaps a better understanding of the issues can keep people from steering too close to the digital guardrail.
Tags: B2B, b2c, ip act (s.968), Privacy, Social Media, the cloud, Web Analytics
Posted in Opinions | 1 Comment »
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