Tag Archives: buy cycle marketing

Word Association: To Push or To Pull

It can be a real challenge for a marketer to successfully market online a product or service or solution that hasn’t previously existed before or that nobody knows even exists today. Perhaps you’ve created an innovative new product or taken advantage of an emerging technology or perhaps you’re solving a niche problem for a specialized marketplace through a unique application…how do you get that exciting news into the appropriate hands when people may not be searching for that kind of news or solution – I mean how would they know to search for it let alone how to search for it?

Rather than trying to directly market to a specific type of search, interest or “query” that may not exist yet – you might be more effective simply marketing to the right audience and creating the interest with them to begin with.

This type of campaign is often referred to as “push” marketing as you are attempting to push your message in front of your target market to create interest and demand. The opposite of “push” marketing would be pull marketing – where you are trying to market to someone already looking for a solution, and attempting to pull them towards you as a vendor of choice.

Push marketing messages often have a bit of an education or awareness angle, although they certainly aren’t limited to just this approach. This education can take shape in numerous ways that provide value to potential customers: 

  • Whitepapers
  • Press Clippings (Articles) / PR
  • PDF data sheets or catalog downloads
  • Case Studies or Application Notes
  • Online videos or Webinars
  • Email newsletters
  • Blog postings / Social media commentary

Other online marketing vehicles (like paid search or search optimization) can be creatively employed as well; but take some thought to effectively utilize well in new market / application scenarios.

To promote the availability and accessibility of this kind of news and information; you should give consideration to a combination of E-newsletter campaigns, broadcast banner advertising to a wide, but targeted audience, and direct email campaigns to your target market. Social media is of course another method to use.

To determine whether you should be using “push” media – give some thought to the words you are using (even internally in your own marketing meetings) when describing your “new” product, service or solution and the market you are trying to reach.

For example –

Product Attributes: If you are describing the product, service or solution using words like the below – you should consider “push marketing”: 

  • New
  • Cutting Edge
  • Emerging
  • Innovative
  • Replacement (e.g. it’s the “new”)
  • Alternative
  • Substitution
  • Equivalent
  • Comparative / Compare To
  • Advanced
  • Creative
  • Unique
  • Special

Target Market: If you are describing the target market (e.g. potential customers) using adjectives like the below – you should consider “push” marketing:

  • Niche
  • Special
  • Unique
  • Focused

Marketing Approach: If you are discussing or describing the possible marketing approach or vehicles you plan on using with the following terms – you should consider “push” marketing:

  • Educate / Teach
  • Introduce
  • Inform
  • Create Interest
  • Stimulate
  • Awareness
  • Roll-Out
  • Learn
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Filed under B2B Marketing, lead generation, online marketing

Best Advertising is Quality Content

Nice blog post from Josh Gordon on a presentation Gordon Borell gave at the Digital Magazine Symposium.

According to Josh’s post – After surveying the financial results from thousands of local media Web operations for the past eight years Borrell concludes there is no direct correlation between large amounts of traffic and large amounts of money. Many of the most profitable websites make money because their content functions like advertising did years ago, as a customer educator for product sales. 

According to Borrell, visitors of these sites are “leaning forward” to read the content while probably ignoring the banner ads.

Read the whole blog here:

http://jgordon5.typepad.com/blog/2010/03/at-last-weeks-digital-maazine-symposium-gordon-borell-astonished-the-audiece-by-lining-up-how-readers-with-money-charged-for-1.html

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Filed under B2B Marketing, lead generation, online marketing, Uncategorized

Eyeblaster Research: You Need To Reach Beyond the Keyword…

Eyeblaster published a “research note” back in February that I just had an opportunity to read and I thought it was a great reinforcement to my frequent mention of the importance of “Full Buy Cycle” marketing.

In particular I thought this “commentary” on search (pull) vs. display (push) advertising was crisp and to the point:

“…search does not bring new prospects into the funnel, but rather moves existing ones through. This raises the question of scalability – the reach of search is limited to prospects that are already in the funnel. Furthermore, the number of those lucrative prospective customers with intent to purchase is limited. The question that arises is how to get more people into the funnel.

One way to increase the overall number of conversions is to extend the number of keywords. While it makes sense to explore other related keywords, at some point, keywords may lose relevance. Once the keywords purchased are extended too far, it would be the equivalent of buying an ad for taxis in the restaurant section of the yellow pages, since someone may need a lift…..The difference between search and display is that in search, only prospects who have shown an active interest in the product by typing a keyword are shown the ad, while in display, the ad is pushed to all of the target demographic….”

Link to Report (Registration Required): http://www.eyeblaster.com/data/uploads/ResourceLibrary/Eyeblaster_Research_Note_Search_and_Display.pdf

 

 

 

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Filed under B2B Marketing, online marketing

Google Testing Full-Contact Lead Capture

Google AdWords is testing a type of full contact lead capture for Adwords; the below link has more details but looks like “PPC Hero” was the first to roll out details on this beta, named contact form extensions.

Contact form extensions provides a contact form directly in the search ad, which a searcher can fill out and the advertiser can then use in the future to contact that lead. It is very similar to a lead acquisition form, but this one is found directly in an expanded Google AdWords ad.

Link to article from Searchengineland; which contains links to th PPC Hero content as well.

http://searchengineland.com/google-adwords-testing-lead-capture-forms-contact-form-extensions-32971

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B2B Buying Process Simplified

Many of my posts allude to the “buy cycle” and I have a series of posts on this blog that cover the various phases of the buy-cycle in pretty deep detail; but I was recently asked to summarize my thoughts as part of an executive presentation.

I thought my simplified version was worthy of a post – so here you go:

“As someone involved in the Industrial Marketplace – when researching or reading or searching online – are you doing this with a mouse in one hand and a credit card or purchase order in the other hand just itching to buy?

Chances are – probably not; and neither is anyone else online.

 There is currently over 150 years of research on HOW and WHY consumers of all kinds make decisions about WHICH and WHAT products to buy and well over 10 years of this research dedicated to just online “buying” behavior.

The results of this vast amount of research consistently reveal that there is a process or “buying cycle” to how people behave…

1. People become aware of, or INTERESTED-IN a particular product or service
2. As a next step, they CHECK IT OUT by doing some kind of RESEARCH
3. They then COMPARE & DECIDE which to buy; if any

 This simple buying process reveals two big things:

  •  Not every visitor is ready to buy all the time
  •  “Impulse Buying” does not generally exist in the Industrial B2B space

Of course this isn’t meant to imply that these people have no value; in fact the opposite.

Potential B2B buyers spend a lot of time online and see a lot of ads. Their purchases are therefore generally the outcome of multiple influences over time. We know that the impressions and results from the first few exposures and searches by a potential customer create the baseline used to compare all options under consideration as final selection nears.

As a result, a marketer needs to build awareness, consideration and purchase intent before the purchase is made.

If you aren’t marketing to all aspects of the realities of the buy cycle; your marketing plans and media campaigns will fail to reach their full potential.

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Nobody is Clicking Anymore – But Banners are Still a Solid Investment

The number of people who click banner (‘display’) ads has dropped 50% in less than two years, and only 8% of internet users account for 85% of all clicks, according to the most recent “Natural Born Clickers” study from ComScore and media agency Starcom.

The study indicates that only 16% of U.S. internet users ever click on banner ads down from 32% who clicked on display advertising in July 2007.

Reading these study metrics alone might initially suggest that banner or display advertising might be a poor use of your marketing funds; especially in challenging times. However the study actually encourages banner / display advertising despite the declining click metrics; but it does suggest sto top measuring banner effectiveness on click-thru metrics alone.

If we put it in perspective; clicks are a direct-response measurement. For display campaigns, we need to look at brand-awareness studies, purchase-intent lifts and engagement rates. Comscore client surveys quoted in the study have shown display ads produce measurable lift in brand site visitation, trademark search, and both on- and offline sales, regardless of whether users clicked on the display ads themselves.

If you believe in “buy cycle marketing” (see my other posts on the topic); you understand (and accept) that users might work with an ad, but not click on it. That doesn’t mean the banner didn’t impact results elsewhere in your marketing mix.

Here’s the Clickz article on the study:
http://www.clickz.com/3635167

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Filed under B2B Marketing, online marketing

Almost 1/5th of Time Online is Spent With Social Media

According to a new survey out from Nielson, we are spending on average 17 percent of our online time socializing, nearly triple the percentage of time spent on social media a year ago.

According to Jon Gibbs, the VP of Media & Agency Insights @ Nielsen’s online division: “While video and text content remain central to the Web experience – the desire of online consumers to connect, communicate and share is increasingly driving the medium’s growth.”

It appears this increase in usage is driving increased ad revenues as a result – year-over-year, estimated online advertising spend on the top social network and blogging sites increased 119 percent, from approximately $49 million in August 2008 to approximately $108 million in August 2009.

It should be no surprise that the Entertainment Industry led in growing its online ad dollars, increasing ad spending on the top social network sites by 812% in August -but what about B2B?

Surprise surprise surprise…of the 13 industries tracked by Nielsen in this survey; B2B ranked 3rd in overall Year-Over-Year growth with 184% growth; only trailing Entertainment (812%) and Travel (364%).  Also surprisingly facebook was the leading platform for ad impressions for the b2b space.

You can see all 13 industries in the link below to the full survey.

The detail on spending and ad impressions for the 13 industries was fascinating; but I would have liked to see the breakdown of usage by these industries too – perhaps the 17% of time online is the average; but I have to suspect it’s lower for b2b folks (could be wrong); but overall some compelling trends to continue to monitor and watch.

http://en-us.nielsen.com/main/news/news_releases/2009/september/nielsen_reports_17

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