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• W766205887 abstract "In previous issues of this journal, we described the importance of developing factual, non-promotional in the for business-to-business marketing programs, and covered in detail the process of developing effective content used as the basis for creating marketing programs that generate measurable sales response, especially when tied to online marketing programs.The era is defined by the desire among consumers in business markets to receive factual, objective information from companies who sell products of interest, as opposed to the conventional, promotionally-based methods which have been traditionally employed by these companies in their advertising and business marketing programs. This change has been brought about by the widespread use of the Internet by business consumers to conduct virtually unlimited research on companies and products of interest. By having the power to access a wide variety of information on business, industrial, and technical products, consumers in these business markets now prefer to receive product information that is more factual in nature, and which is more directed at helping the prospect solve their specific business problem.Content-based marketing programs turn conventional B2B marketing upside down, humanizing the process of business marketing by providing business readers and viewers with the non-promotional content that adds value to their decision-making process and provides them with the solutions to their problems.Companies are Now Publishers of ContentThese radical changes in the way that buyers find, research, and buy products in B2B markets means that companies who market and sell products to these buyers will have to become publishers of objective content, and not only promoters of their company's products. This will require development of the highly specialized skills of information research, discovery, and prospect profiling, to evaluate the information required by each different type of prospect served by the company. This will also require companies to develop and produce this content, and to execute strategies that utilize marketing automation systems and other tools to effectively communicate the right content to the right prospect at the right time in the prospect's purchase decision-making process.Content is now being developed and used by companies to show their potential buyers how their product is uniquely suited to help the buyer solve their particular problem. Where, in the past, companies would advertise to promote the benefits of their product and to establish a brand image in the mind of the business consumer, the most successful companies are now using content-based marketing programs to uniquely position the problem-solving aspects of their products to business consumers now ready to access the abundance of information now available online through their mobile devices.The Voice of B2B Content-Based AdvertisingWhen companies no longer use traditional promotional messages in advertising, what does an advertisement look like in a content-based marketing program in our new post-marketing era? Are conventional marketing media, such as trade publication advertising, direct mail, etc., still a viable part of a post-marketing lead generation program? Yes, conventional marketing media plays an important, but quite different, role, and advertising and other deliverables used in new form of business marketing are also radically different. Developing content-based marketing programs is a new type of B2B marketing, where companies use their media-print ads, mailings, trade shows, etc.-to link potential prospects to their content, using the Internet and social media. In our new post-marketing era, conventional, offline marketing media, like print advertising and direct mail, is used mainly to link the company's audience to the company's content, and to draw these readers and viewers into a dialogue with the company's sales team, that, supported by ongoing lead development (lead nurture) program, leads to opportunities to sell the company's product. …" @default.
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• W766205887 date "2015-01-01" @default.
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• W766205887 title "B2B Advertising for BRICS Nations in the Post-Marketing Era" @default.
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