B2B Branding and Buying in the Digital Age
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Re-imagining Branding for the New B2B Digital Marketplace : Unless your brand, your products and your company can be found digitally through search, your product will not be successfully marketed. Much of the B@B consumers decision is now made before the search process begins. An overview of these changes and a research agenda are included in this presentation.
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B2B Branding and Buying in the Digital Age
- 1. B2B Branding and Buying in the Digital Age Forthcoming: Journal of Brand Strategy Vol. 3 Number 4, 2015 http://bit.ly/BrandingEDGE Debra Zahay, Aurora University Don Schultz, Northwestern University Archana Kumar, Montclair State University Marketing EDGE Direct/Interactive Research Summit October 2014, San Diego, CA Copyright by Debra Zahay 2014
- 2. Agenda • The changing face of branding • The changing B2B purchase cycle • Suggested Research Directions Copyright by Debra Zahay 2014
- 3. Digital Marketing is the Responsibility of the Executive Suite Copyright by Debra Zahay 2014
- 4. No where does this C-Level Copyright by Debra Zahay 2014 responsibility become more evident than in branding today
- 5. To succeed in search marketing, your brand, your products and your company must be known. Copyright by Debra Zahay 2014
- 6. Problem / Need Copyright by Debra Zahay 2014 Awareness Consideration Purchase Post Purchase Experience Loyalty / Re-purchase Traditional Purchase Journey Thanks to Steve Susina from LyonsCG for these next five slides
- 7. The New B2B Purchase Process Copyright by Debra Zahay 2014 Contact Salesperson Compare Vendors Conduct Research
- 8. Copyright by Debra Zahay 2014
- 9. Source: Forrester Research Copyright by Debra Zahay 2014
- 10. Transition from SELLING to FACILITATING PURCHASING Copyright by Debra Zahay 2014
- 11. Age of Consumer Empowerment • Much of the buying process takes place before the first interaction with the vendor Source: Marketo, Sirius Decisions, Forrester Research Copyright by Debra Zahay 2014 Purchase Journey Today
- 12. Consumers want the Facts in All Areas, “Influence of Online Research Over Purchase Decisions Expanding Beyond Big Ticket Items” -- Radius GMR, 5/2013 Copyright by Debra Zahay 2014 including B2B
- 13. The Sales Funnel Has Changed Copyright by Debra Zahay 2014
- 14. Resource-Based View • Competitive advantage often results from difficult to imitate resources • Strong brands are hard to imitate • Branding is a source of advantage Copyright by Debra Zahay 2014
- 15. Service-Dominant Logic • Information technology replaces traditional marketing function • Products and services are combined • Branding is more important than ever Copyright by Debra Zahay 2014 • Vargo and Lusch
- 16. Search = Strategy =Branding Copyright by Debra Zahay 2014
- 17. Social Media Marketing Industry Report 2012 • 56% of B2B Marketers acquire new business partnerships through social media • 69% of B2B Marketers gathered industry insight social media • 78% of buyers of B2B products begin process via a search engine Copyright by Debra Zahay 2014
- 18. B2B Brand Creation Copyright by Debra Zahay 2014 Digital Technology The Sales Force
- 19. Sales Process Copyright by Debra Zahay 2014 Lead Nurturing The Funnel
- 20. Purchase Decision Copyright by Debra Zahay 2014 Network Buying Center
- 21. Decision Process Copyright by Debra Zahay 2014 Accelerated Considered
- 22. Selling Proposition Copyright by Debra Zahay 2014 Value Brand
- 23. Content Copyright by Debra Zahay 2014 Vendor- Provided Hoarded
- 24. Advertising/Selling Copyright by Debra Zahay 2014 Pull Push
- 25. Awareness Copyright by Debra Zahay 2014 Internet Search, vertical industry sites, professional groups Sales Force/Trade Shows
- 26. Relationships Copyright by Debra Zahay 2014 Networks Management
- 27. Service Copyright by Debra Zahay 2014 Service and product combined Product-based
- 28. Copyright by Debra Zahay 2014
- 29. Academic Research Must Reflect These Trends Copyright by Debra Zahay 2014
- 30. Suggested Research Directions 1. B2B Customer Brand Valuation through Digital Media. 2. Competing Content and the Brand Concept. 3. Distribution Channels and Brand Equity. 4. Information Search/Availability and the Brand Concept. 5. Information Search/availability and the Purchase Decision. 6. Content Marketing Strategies and the Brand Concept. 7. Search and the Decision-Making Process. 8. Brand Architecture as Impacted by New Technology. 9. The Branding Concept and Brand Relationships in the New Era. Copyright by Debra Zahay 2014
- 31. Questions? Copyright by Debra Zahay 2014
Editor's Notes
- Nearly as much consumer research for OTC Pharmaceuticals, Daily Baby Care, Home Care and Cosmetics as the type of products now. Primary Driver is rise of Mobile devices, primarily smart phones.