Programmatic Content Marketing in the B2B Segment
Learn how content marketing platforms are used and can improve campaigns of agencies, media buyers.
What’s Wrong with the Traditional Display Advertising?
Various advertising formats demonstrate not equal efficiency in the B2C and B2B markets since decisions of private and corporate customers are influenced by different factors. While B2C sales are often driven by emotional aspect, prospects in B2B segment need relevant expert information to initiate a purchase. Since transaction price is high, they make decisions thoughtfully and need more time and data to make a deal. Marketing managers should consider these features when managing advertising campaigns for B2B advertisers.
Unfortunately, the lion’s share of advertisers still promotes their goods and services through traditional online-display advertising id est banners. Low efficiency of such advertising strategy is caused by two major problems:
1 — the wrong content
2 — is shown to the wrong audience
Let’s talk about both issues in details.