B2B Marketing Blog becomes Web Business Marketing Blog
Sep 9th, 2007 by Hans De Keulenaer
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Loading ...A few months into this blogging project, I want to re-focus on the use of web-based techniques in B2B marketing.
Every conventional marketing technique now has its web-marketing equivalent that can be used as a substitute or complement:
- from printed to electronic newsletters, and eventually rss feeds
- from printed materials (application guides, catalogs, case studies, white papers, …) to pdf’s
- from CD ROM to flash or downloadable software tools
- from video to YouTube or Google Video
- from seminars to webinars
- from meetings to webmeetings & intranets
- from trade fairs to virtual worlds
- from Rolodexes to social networks such as LinkedIn or Xing
- from press releases to blogs
- from call center to forum + FAQs
- from trade press advertising to web advertising
Currently, I observe 3 groups of marketing practitioners:
- The ‘put our head in the sand’ category -nothing has changed: web-marketing is for rogue organisations and teenagers. In fact, nothing ever changes, until we retire. This might just work in certain niches.
- The ‘vague feeling of discomfort’ category - something has changed: we cannot put our finger on it yet. Are we too late? Let’s experiment a bit, but slowly, carefully.
- The ‘gung ho’ category - everything has changed: conventional marketing is dead. Let’s jump on this bandwagon and move as quickly as we can.
From where I’m looking, lots of business marketeers are still in group 1. Time will tell whether web-marketing changes everything, but at least we can safely say that it has a major impact - business marketing will never be the same.
As a business marketeer, you’d probably rather be in the no-man’s land between groups 2 and 3 than in the one between groups 1 and 2.
