The Key To Successful Real-Time Marketing For B2B

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Online marketing activities in the B2C and B2B sectors are different because of both the clients’ personas and the customer journey specifications.

These differences have a big impact on how businesses develop their marketing and advertising strategies in the new digital realities, especially since the rise of smartphones and latest mobile technologies.

The rapid development of the global mobile industry, including the introduction of new mobile OS versions, fresh models of innovative smartphones and tablets, and people’s growing desire and ability to always be online has shaped the digital marketing sector in B2B within the past years. Thus, the importance of real-time marketing activities has shown magnificent growth not only in the B2C, but also in the B2B segment, forcing businesses in the latter category to reconsider and redefine their applied marketing tactics.

The Real-Time Marketing Activities You Need To Employ

There are some common, yet effective approaches to real-time marketing that can help B2B companies succeed with online acquisition and retention efforts. Some of these include:

1. Taking a real time marketing approach at special events

Unlike in the B2C niche, the use of real-time content distribution plays an important role in the B2B sector. However, one of the available options is to benefit from companies’ presence at various industry-specific events or conferences. You can shoot and share short videos – like interviews, reports or photo reels to provide insights at either the company booth or the conference area.

This tactic appears to be especially advantageous, if applied using innovative location-based technologies. In this respect, if a business applies iBeacon technologies, it becomes possible to share real-time photo/video content with event visitors, when they come closer to the booth.

2. The use of engaging visual elements

One potentially effective real-time marketing strategy for B2B companies is to shift their focus from large research reports, case studies, or whitepapers to more concise, visual and shareable content pieces. Infographic works perfectly in this case. The main goal is to reach customers and target clients on mobile.

In fact, this method turns out to be even more advantageous, if marketers display informative infographics to specific high-value audience segments, based on their tracked mobile behavior patterns.

3. Taking advantage from versatile and agile marketing techniques

The notion of real-time marketing in the B2B niche is closely linked to the use of various agile marketing activities, which include the set-up of automated responses to customers whenever client support/assistance managers are not available. Another way of becoming more agile is to implement modifiable navigation bars on mobile Web pages to display the most engaging content to viewers, based on their particular in-session activities. The described method enables businesses to provide a much more personalized user experience to their potential and existing clients.

Conclusion

Why is real-time marketing worth opting for?

As mentioned above, the rapid development of mobile technologies forces most B2B companies to invest more resources in their real-time marketing activities. This means they need to put much more time, money, and effort in reaching their target customers at the right place and time on their smartphones and tablets.

If executed properly, real-time marketing strategies can potentially open a wide range of opportunities to businesses, regardless of the industry field they are working in. In particular, it becomes much easier to increase customer engagement and retention levels; maintain and improve brand awareness, recognition, and reputation; substantially increase conversion rates and many other advantages.