B2B communication that works immediately - because you only have 2.5 seconds
You have 2.5 seconds left - or your customer is lost _
2.5 seconds is the magic value in classic B2B marketing: this is the average time a reader spends on a full-page advertisement in a trade magazine. If you don't manage to interest them in the actual message in this short time, they will simply turn the page, so messages have to work quickly and simply. However, this is only possible if the message is reduced to the essentials, formulated precisely and communicated stringently. In short, this is all the more true today in digital B-TO-B communication. Here, of course, we are not talking about advertisements but display marketing.
The new currency in this context is called "click rate". However, it is a widespread misconception in online marketing that the click rate reveals a lot about the success of a B2B display campaign. Values that are actually close to zero are often the reality. If you are between 0.5% and 1%, you are already achieving a good result. However, it is questionable to judge the success of display measures solely on the basis of the click rate. Especially in technical and industrial b2b marketing. Or did you previously measure the success of an ad by the circulation of the trade magazine?
Our
expertise _
In addition to individual campaign goals such as website traffic, lead generation, information requests or participation in a trade fair, the primary goal should be brand awareness. Are you pausing now? Ultimately, however, this is just a return to the good old image ad in a trade magazine.a fundamental goal of B-to-B communication is to increase brand awareness. The recognition of messages and individual communication measures plays a relevant role here. This is particularly true in B2B marketing, as a product campaign and the customer's specific needs usually do not coincide. However, if you get into the minds of the target groups, you have almost won when the need arises.
Only with a good and right idea and a striking design, the customer is not lost and you increase the performance and overall impact of your campaign by up to 60%.
Topics _
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Christopher Mohr & Moritz Blank
Christopher Mohr
0711 72847-15
c.mohr@diegruppe.de
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Moritz Blank
0711 72847-30
m.blank@diegruppe.de
LinkedIn