While preparing my speech for Yaşar University in Izmir about “How to create Contents that rocks“, I was searching some insights about the most used tactics in B2B and B2C. Looking at the “B2C Content Marketing 2014“ and “B2B Content Marketing 2014” by Content Marketing Institute and MarketingProfs, I found two interesting charts about the preferred tactics used by marketers and the most effective tactics according to industry users. Comparing the two charts I guessed that it exists a deep gap between the tactics used by marketers and the ones considered effective by them. Often the ones they are investing into are not the most effective. For example, 74% of B2C marketers consider in-person events as the most effective, but only 65% of them are using this tactic. Not only, while 88% of B2B marketers are using social media as main tactic, it seems no one consider this as an effective tactic. In this post I’m going to show you how B2C and B2B marketers are living a dissociate world; then I’m going to show you that this depends on a excitement about the trend more than a rational motivation. Finally I’m going to give you 5 steps in order to avoid to waste your time and budget. Lets go deep! The confidence gap in B2C Comparing the adoption rate with the confidence one, we can see that if Social Media ranks as the preferred tactic by marketers, it is considered effective by the 63% of marketers. More, Blogs are used by more than 70% of B2C marketers but just 45% think they are effective. Mobile contents, Webinars, on-line presentations and case studies are consider much more effective than the usage rate could show. We can observe a similar gap when we look at the Social media platforms used, comparing them to the effectiveness rate. Facebook, for example, is used by 89% of marketers but only 62% consider it as an effective tool. Twitter is used by 80% of marketers but just 50% consider it effective. It’s interesting to highlight that, even if more than 40% are confident about Vimeo Effectiveness, less than 20% of B2C marketers adopt it. The confidence gap in B2B The B2B industry reveal a similar gap between implementation and confidence with some, but important, differences. First of all: B2B marketers use social media, but they don’t consider them effective at all. Research Reports and ebooks register an higher rate of confidence but a low rate of adoption. Even in B2B industry we can observe a deep gap between platform adoption and the confidence in their effectiveness. Linkedin, for example, is largely adopted but the confidence is low. At the opposite, Vimeo – as well…
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Reports and analysis about internet and social media usage.
Websites and Youtube are the most common tatics. Dubay is the most active on-line with the highest rank on Search Engine, the largest number of fans and follower on Facebook and Twitter. Izmir registered the highest social links popularity and YouTube viewers. Brazil is the worst on-line competitor. How EXPO 2020 candidates are using Internet to promote their candidacy? Generally it seems that web is not a main channel for promoting the candidacy, even if Dubay (UAE) and Izmir (Turkey) are the candidates paying more attention to the tools. Sao Paulo (Brazil) is the candidate paying less attention to internet strategy, limiting its on-line presence to a static website and to an YouTube Channel with promotional videos. Other than YouTube, Facebook and Twitter are the most common tatics used by candidates. Especially Dubay is the most active on social media having the largest number of Fan on Facebook and follower on Twitter and an average of 6.8 tweets per day. About websites, the general official language is English (4 on 5 websites). Abount language the general approach is to give contents in English, French and national language. Izmir websites, the only one having national as default language, offers contents in 7 different languages, becoming the most international website. With Dubay’s website, Izmir one is the most complete. Both, indeed, pay attention to extend the institutional contents about candidacy with ambassador programs. Moreover, Izmir websites offer a form to apply as an Volunteer. Searching the web for “Expo 2020”, anyway, Dubay and Ekaterinburg (Russia) are the top-ranked in search engines. Izmir is the one with highest social link popularity. Considering Social Media, Dubay is again the one gaining the best results on Facebook and Twitter. Brazil has no official Facebook and Twitter accounts. Russia and Thailand are using the social networks, but with low total amount of Fans and Followers. No candidate actually is using LinkedIN with an official group or page. About Reasearch The reaserch took place between 18th and 19th December and used the following tools: Google Trends, to overview the global search for “Expo 2020” Social Links Popularity Tool, to obtain analyze link popularity among social media Rank Check Tool, to discover the positioning within search engines Hootsuite to find out data on Twitter accounts Direct observation for Facebook and YouTube Accounts Direct observation on websites
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Incresed younger (+65%) and older (+83%) professionals. Members are Enterpreneur, Sales Persons and Engineeres working in Manufactory, High Tech and Education. The penetration rate of professionals in Education Industry are above the Global Distribution Average. 7816 companies have a Company Page and the first 10 industries absorbe 38% of them.
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