In the modern business landscape, the promotion of diversity and inclusion has become increasingly prominent and crucial across various industries, including marketing. The notion of embracing diversity in marketing campaigns, ensuring inclusivity, and upholding accurate representation is of utmost importance. In this blog, we will delve into the reasons behind the significance of diversity and inclusion in marketing and introduce the IMM Institute, an institution dedicated to preparing marketers for success in this vital facet of their profession.
How to approach B2B marketing in 2022 and beyond
The COVID-19 pandemic disrupted and even changed the way we live. Because of this, the way we shop and do business has also had to change. Marketers, specifically B2B marketers, have had to adapt to the new trends existing in a world after experiencing the worst effects of COVID-19. We will explore these trends to give marketers insight into how to approach B2B marketing in 2022 and beyond.
What Is B2B Marketing?
B2B marketing, which stands for business-to-business marketing, is a form of marketing that chooses other businesses, rather than consumers, to be the target market. B2B sales are known as selling a product or service to a business. Examples of these products or services would be cloud-based software or printing services as these are often required in large amounts by businesses and not individuals.
Ways to approach B2B marketing
The first major trend to focus on is personalisation. The pandemic has made customers seek authenticity in brands, as well as brands that have a voice that is genuine and original. Focusing on personalisation also allows you to reflect the voice of your target audience. This should be spread across marketing channels and platforms like the company website, blog posts, and social media profiles, as well as by the sales team. Focusing on this allows your brand to stand out from the crowd.
Another B2B marketing trend would be networking. This trend ties in with personalisation as businesses should network with their competitors and potential customers to build connections. Networking had become a challenge during the pandemic but is now easier as most of the restrictions have been lifted. A way to network would be to become an IMM Associate. Businesses that practice B2B marketing would be able to pursue a Corporate Associateship with IMM. This allows them to network through a connected marketing community while IMM ensures that they uphold best-practice marketing.
The pandemic has resulted in people spending more time online and this has led to shorter attention spans. Now, consumers prefer content that is short but impactful and informative. A way to convey short, impactful, and informative content is for B2B marketers to invest in video marketing. There are a range of different video types to create for B2B marketing, like:
- Corporate Videos. This type of video marketing can be used to display the business’ culture and show originality. These videos are often used on social media as well as in email marketing campaigns.
- Collateral Videos. These videos target a specific audience or market and are often used on websites and in email marketing campaigns. Collateral videos are also used within sales presentations and display the business’ impact.
- Animated Videos. Businesses that offer products or services that are complicated or extremely technical should invest in animated videos. Animated videos can offer a detailed explanation of the product or service while not making it over-complicated or giving an information dump. B2B marketers can use animated videos on websites or on the business’ YouTube channel.
- Short-Form Videos. Seeing that the consumer’s attention span has shrunk, short-form videos may be the smartest choice when investing in B2B video marketing. Short-form videos have been popularised by social media platforms like TikTok and would be an effective way of producing content that is short, impactful, and informative.
Staying ahead of B2B marketing trends in 2022 is a challenge, but not impossible. If you as a B2B marketer want to reach the success you should, consider the ways we mentioned to approach B2B marketing when devising a B2B marketing strategy. If you as a B2B marketer would like to learn new skills or master your existing ones, we would recommend taking the “The Art of Selling” short course. This short course, offered by the Institute of Marketing Management (IMM), focuses on offering the tools needed to successfully make sales and sell your brand. This course covers topics like technology trends in selling, the selling cycle, the customer buying process, and more!
As consumer behaviour constantly changes with trends, marketers face the ongoing challenge of adapting their strategies and having to practice tailored marketing to resonate with different generations. Enter Generation Z, the cohort born roughly between the mid-1990s and early 2010s. As the torchbearers of the future, understanding the unique characteristics and preferences of Gen Z is paramount for businesses seeking to thrive in the coming years.
In an era where heightened attention to data privacy is prevalent among individuals and in the mainstream media, marketers are confronted with a pivotal moment. They are forced to reassess strategies and adjust to the changing regulatory landscape. The General Data Protection Regulation (GDPR) and other, similar data protection laws have enacted a change in how businesses gather, handle, and utilise personal data. Because of this, the marketing industry is experiencing a significant shift, placing a strong emphasis on transparency, accountability, and obtaining user consent.
As we are in the final month of 2023, it’s an excellent time to ponder what we’ve achieved over the past year and consider our goals for the upcoming year. The year 2024 holds the promise of fresh opportunities, personal development, and career growth. If you’re looking for strategies to position yourself for success in the coming year, one effective option is to explore the offerings of IMM Institute’s short courses.
Johannesburg 9 November 2023 | The IMM Institute South Africa (IMM) is pleased to announce the winners of this year’s IMM Marketing Excellence Awards. The winners
received their awards at a gala dinner held at The Venue in Melrose Arch last night, 8 Nov 2023 as part of the 2023 IMM Marketing Conference.
In the modern digital landscape, effective communication is imperative for businesses to flourish and connect with their target audience. WhatsApp, a widely used messaging platform, has recently introduced a revolutionary feature known as WhatsApp Channels. This innovation empowers businesses to thrive by effectively communicating with a broader audience, sharing vital information, and engaging with customers in a more personalised and efficient manner. In this blog, we'll delve into the concept of WhatsApp Channels, outline their advantages for businesses, and provide insights into leveraging this tool to elevate your communication strategies.