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Innovative digital marketing must be at the heart of B2B campaigns


In the last decade, the way businesses communicate information about their services and products has changed prolifically.   The development of new technologies and channels of communication has created a wealth of opportunities for businesses to communicate with their audiences in more targeted and relevant ways. 


Previously seen as less dynamic and innovative than B2C campaigns, B2B marketers are now creating some of the most interesting and effective communication campaigns I’ve seen online.  Just look at Dell’s use of Twitter – if you need a better example of a B2B brand innovating in the digital space then I’m yet to see it. 


So, it’s clear to see that digital marketing is now at the heart of all brand communication. It makes little difference if you work in B2B or B2C, in technology, travel or another sector – your customers are engaging with your brand online, so it is vital for marketers to make the most of the opportunities in digital marketing.


With new technologies and trends emerging every day, should B2B marketers be focusing on producing content, interacting and engaging people through social media or, like Dell, should they be giving them product and service information that answers their questions?  For B2B brands, perhaps more so than B2C brands, it’s about delivering a valuable and informative message that is relevant to the audience and will benefit them.  Get that right, and reap the rewards. 


This week I’m looking forward to hearing from leading business men and women at our digital marketing conference, ConnectEurope2011.  Especially Dragons’ Den star and successful entrepreneur Duncan Bannatyne and Dan Cobley VP Marketing, Northern and Central Europe, Google who I’m sure will share his vision for the pursuit of (digital marketing) happiness.  


I’m hoping that they will uncover some interesting emerging trends in how businesses and consumers are interacting online and through social media in particular – watch this space!