How will 2020 reshape and influence B2B marketing?
It’s the start of a new decade and all brands should be looking to regenerate their company with some creative thinking that adds a fresh aspect to the brand. But the question is, where should they start?
Today’s millennial world
As we enter this new decade, we must acknowledge that this could be the most important time for B2B marketing as the millennials now have the power. According to a study by the US agency Merit, 73% of millennials “are involved in product or service purchase decision making in their job”. This isn’t the only thing either, 1 in 3 millennials also say that they are the sole decision-maker for their department!
The digital wizards that are millennials are now expecting to see your brand make the most of todays advanced technology. This means that play it safe concepts and minimalist designs could become a thing of the past, with B2B marketing now being very much ‘go big or go home’.
Extraordinary? That’s ordinary
High-end creative software was at its peak for large brands and businesses in the dawn of the 2010s, but now thanks to the recent democratisation of high-end software, even the tightest of budgets can stretch to afford 3D rendering and FX-heavy video. This means that businesses and brands can now take creative risks without taking financial risks, and their turn around time would be a matter of days, at most, rather than weeks.
So, in 2020 we are expecting to see brands do new creative and exciting things in terms of images and motion design. Virtual reality and augmented reality may also be increasingly used in tandem. The technique has recently been gaining traction in B2B as its an immersive and detailed way to tell stories and information about the brand.
No more Epics, here come Vignettes
Attention spans are getting shorter. It is simple when you think about the rise of immersive technology as it was always going to make other things less appealing, but we have quickly become desperate for a quick fix of gratification. For this reason alone, it is no surprise that the rise in the use of GIFs, short entertaining videos, and animations in recent years has been so effective in advertising in B2B.
GIFs are an excellent B2B selling tool as it fills the criteria of selling a brand’s story and it can do it in as little as 6 seconds rather than a 60-second video while still being effective and making a real emotional impact on the consumer.
Long term goals
Short term goals and not looking ahead into the future has been a killer blow for so many B2B businesses over the past decade, and we would hate to see that come into this new era of marketing. Brand building is a must, especially for healthy sustained businesses. This is because quick-fix tactics like sales activation are producing diminishing results, and this can be fatal to businesses who aren’t building their brand and bringing it into this new decade.
In 2020 we need to see businesses becoming brave with their marketing and breaking the old mould of risk-free, play it safe marketing. Businesses need to invest in bold and creative ideas.
In recent years, it is obvious that it has been a tough time for B2B businesses, but no matter what happens this decade, brands need to push themselves to make creative and influential content and build their brand to get themselves noticed.