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5 online advertising trends for 2019
The marketing and media landscape is constantly changing and is increasingly shifting from offline to online. New websites, apps and tools are introduced every day and your target group moves with it. This offers opportunities to use your online marketing in a more targeted and effective way. To help you get started, we discuss five major trends in online advertising in this article.
1. Database Marketing
2. Advanced Targeted Marketing
3. Social Advertising
4. Sponsored Content
5. Lead Generation
3 reasons to add your videos to Products4Engineers
YouTube is now the second largest search engine, with stunning statistics like 900 million unique visitors per month! Video marketing is growing in line with this trend, according to research by the Aberdeen Group, marketers using video in their B2B marketing strategy receive an average of 66% more leads and a 54% increase in brand awareness. Still not convinced? Then quickly read the following three reasons to use video marketing through Products4Engineers.
B2B Purchase Process: Be Visible From the Start
Today’s purchasers spend around two-thirds of any B2B buying journey gathering, processing and de-conflicting information. Much of this learning happens without the direct involvement of sales reps.
Just like in business-to-consumer (B2C) transactions, the decisions on new vendors in a business-to-business (B2B) setting are made by people. And they search online. The big difference with B2C, however, lies in the number of people involved in the decision. In B2B, different stakeholders with different disciplines (and interests) often work together in a decision making unit (DMU).
Since there are people involved, the behavior that these DMUs display in the orientation process does not differ much from consumer behavior, regardless of the number of participants. Such behavior includes an increasingly strong desire to do online research themselves in recent years. That desire has increased even more in today's “socially distanced” society.
Building on years of leadership in the industry, Geomares provides its worldwide audiences with overarching insight into state-of-the-art developments in geomatics and adjoining verticals. Create brand awareness and leverage your credibility and authority by being visible at our industry-respected platforms.
Be present at the start
Several studies have been conducted into the changing B2B purchasing behavior. The consensus is that more than 90% of B2B purchases have an online origin!
Before identifying solutions to any given issue by a DMU, an independent research is being completed by the involved professionals for the purposes of familiarizing themselves with the subject. The researching professional, however, is not looking for a specific solution, supplier or purchase. In fact, the issue itself may not even be fully identified yet!
B2B purchasing behavior
Problem Identification
Solution Exploration
Requirements Building
Supplier Selection
Validation
Consensus Creation
This preliminary phase of independent research provides you with a great opportunity to draw the attention of potential clients and shape their future needs. With our sponsored content solutions, we offer a varied range of possibilities to share your carefully created content with the largest global audience in the field of surveying, mapping, hydrography, AEC, geomatics and adjacent areas. This allows you to make the first acquaintance with the potential client, and, with that, the first chance to present yourself as an authority within the market.
Taking the first steps
When someone interacts with your content for the first time, you shouldn't expect to have a lead in your pocket. But the first step in the customer journey has been taken. The right question is “What is the next step that a potential lead would like to take?” In other words, “What information do they need?”
Always keep in the added value in mind:
What problems and challenges can your services and products solve?
As mentioned, there are opportunities for B2B companies to be visible in this first phase of the client’s orientation process. But how do you ensure that your online presence differs from the competitor’s?
Being actively present on the platforms attended by the potential and existing customers is the key. Inbound streams via the right distribution channels to your own website are indispensable. With the largest global database of decision-makers in the geomatics community, Geomares serves as that essential distribution channel. It forms the perfect link in the interaction between professional buyers and businesses that will make you visible from the start.
Launching the new Leica Terrainmapper
Leica Geosystems creates complete solutions for measurement professionals across the planet. Last February, they have launched a video promotion campaign on GIM International for their newest addition to the Leica RealTerrain solutions for LiDAR mapping: the Leica Terrainmapper. This new generation linear-mode LiDAR sensor provides high flexibility across widely-varying use cases and for the delivery of highest fidelity data. We have promoted their brand new product video via our website, newsletter and social media.
Target group
GIM International
Solution
Sponsored Content
Method
Basic Featured Video
Timing
15-28 February
Amount of views
334
% increase of views
31%
Your B2B content marketing guide [infographic]
Did you know that your customers don't care about you, your products or your services? They care about themselves, their wants and their needs. Content marketing is the ultimate opportunity to make them want to read or hear what you have to tell, it is the foundation of your future marketing! This infographic shows you why you should use content marketing in your geospatial marketing strategy and how to do it. Do you want more contextual information? Visit our dedicated content marketing page!
Do you want to know more about content marketing? Ask your questions to one of our marketing advisors via the contact form.
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