MARILYN'S MARKETING MOMENT

I will never stop providing the best content related to marketing in a magazine. It is my commitment and that of the entire Marilyn’s Marketing Moment Magazine team to always provide the latest and most substantive content on the local marketing trends because we believe our readers deserve the best.

BRAND COLLABORATION

I've addressed this before in an earlier newsletter stating that it was part of the 2024 Vision for Brands and Marketers. Recently, LinkedIn announced its partnership with iHeartRadio. Their Gen Z focused platform called "Let's Talk Offline", in my humble opinion, is a hit.

Collaborations that are well thought out and implemented between brands can elevate success for all concerned - the brand, the business and the consumer. I offered this suggestion to an owner of a business relatively new to the area. Collaboration can help build your brand and bring consideration to consumers and markets that were 'hiding in plain sight'.

B2B Marketing Changes?

I put the ? in for a reason.

During this past week, I had the pleasure of listening to an interview with respect to B2B Marketing and how close it is to B2C or D2C. It shed some new light on how companies think when it comes to B2B Marketing, especially with the goal of Brand Building in mind.

Brand Building is somewhat brushed under the carpet as some feel it necessary to look towards shorter term priorities such as lead generation. Part of the challenge is the time it can take to see a Return on Investment. Some small to medium size businesses feel they don't have the time nor understand the value if investing in Brand Building.

The speakers went on to say that when it comes to Brand Building 'B2B has always been focused on rational factors, rational justifications; the idea that decision makers would not be influenced by emotion'.

Here are some stats from research conducted by Wunderman Thompson and pointed out during the interview:

. Perception of your brand drives 93% of your market share.

. Two-thirds of buying decisions were hinged on an emotional connection and only 1/3 by a rational decision.

Another challenge when it comes to B2B is to figure out in your company who owns the brand - marketing or communications or sales. In truth, when all 3 of those are in alignment it is a beautiful thing! When it comes to storytelling, product, service, experience and business actions all are part of a shared responsibility - with one leader to drive all that to make sure every ingredient or aspect is consistent. Consistent to Brand Building.

I keep saying that marketing is in a tectonic shift and it is. The marketing 'funnel' has been redefined. The interviewers said it's more flattened and I agree.

In B2B Marketing, it's always been moving towards the close. In today's market - check your mindset please.

Buyers want to feel heard and know that they can trust and get what they need from a business - the same as B2C and D2C. They need to relate to the brand. There are methods in place and ways that businesses can start being relatable and building their brand.

Adding humour, letting creatives in your business or marketing managers, or even the C Suite talk to those that wish to do business are ways to build your brand. Businesses, like consumers purchase from those they trust. Brand Building may take a little longer to see the ROI, but see it you will. It doesn't have to be a gigantic investment. Keep it simple!

I'm here to discuss this in further detail - please see below how to get in contact with me.

*Thanks to CMA and their guests for their insight into this important topic.

Marketing is changing rapidly as is the role of the marketer. With the advance of technology, privacy laws and a new approach in advertising to people, your brand deserves to be on top of the trends.

It’s hard work and costs not only $ but time. It’s time and money that is well spent when the marketing plan and strategies are sound. That’s where Marilyn Palmer Marketing comes in. That’s the value I bring to the table.

Plans, strategies, copy writing, social media marketing, structured ECommerce and email marketing. Oh, and video ideas.

Contact me through my website marilynpalmer.com

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Marilyn’s Marketing Moment will continue to cover all marketing aspects and current trends as we move forward.