I’m sure by now we all realize that 84% of people view online marketing videos on a weekly basis. And information coming out of SES NY 2013 tells us that the B2B industry is worth $400 billion and drives 20 times more than the B2C industry. It’s true that both big budgets and small B2B ventures want to achieve the same ends with their marketing – changing behavior, effective message recall and positive branding. In a shifting landscape where impressions are cheap and context is often forgotten, creative messaging has to be more than just another data point to be optimized.
Psychologist/Designer Claire Rowland spoke at almost a dozen conferences around the world in 2012 on the subject of creative. She didn’t wish to address coloured hats or sides of the brain. Her take was that creative had to be fluent, flexible, original and then well executed. In other words, she said, “you need to find the good problems and then find the great solutions.” For B2B, this is more important than ever.
What seems to be the problem?
Google’s Account Executive for Business and Industrial Markets, Judith David recently suggested that B2B marketers start “with broad reach and goals, prioritize the platforms that offer the most engagement [for] the viewers who matter and allow them to drive future engagement.” Sounds simple.
Orabrush spokeman Austin Craig went even farther by suggesting, “you want creative, data-driven video. If your content isn’t creative enough to engage your audience, you lose your marketing opportunities.” After which he introduced a new approach to video marketing – creating a relationship-building asset. “Use video to deliver personal content to potential partners and prospects,” he said. Now, that’s a tall order for any average B2B marketer or business owner.
We’re not in the business of ‘content creation’, we’re in the business of moving hearts and minds
Ruth P. Stevens, speaking at DMAi 2012 told her audience that these days everything is considered data. She suggested that developing and delivering compelling offerings – crafted messaging – would most effectively support lead generation, conversion and marketing management. She went farther stating that integrated marketing communications placed a new importance on content. At SXSW Interactive 2012, the approach was to challenge marketers to raise the creative bar. Then to execute and assure client satisfaction.
Add to this the fact that investment in content is on the rise, although few companies have realized what best practices are for creating high quality content.
And that includes video
Discussion was lively at SES NY 2013 around developing a framework to win hearts, minds and wallets in today’s market. After all, it’s not simply about throwing time and money at the problem. How often do we hear, how much time? How much money? But these are the wrong questions for an effective strategic marketing plan. We need to back up and develop clear business messages.
The foundation for success
So in today’s market, leaders like Rowland and Craig agree that creative is huge. But if you attempt to start any project with creative alone you’ll find yourself lost in the weeds. The foundation for successful projects is rooted in the regular. The mundane. Not always overlooked but certainly underappreciated points of consideration like understanding objectives, audiences, motivation and distribution, to name a few. When carefully considered and fully explored through a process-driven approach (one like we do @ Phanta), creative can flourish. You’re free to explore new, fresh ideas and push the limits of what’s possible relatively risk-free because you will always circle back to ensure your new creative is true to your objectives and audience.
Creativity is awesome within B2B marketing – especially when you have a proven process to back up your decisions.