Internet and Web 2.0 study for the B2B segment. More traditional B2B companies are recognizing the opportunities offered by Web 2.0. Online brand management is becoming increasingly important.
Web 2.0 has radically
Changed the rules for brand B2B companies business owner database recognize communication. Only those who actively manage their brand online can be successful in the long term. Online brand management (digital branding) is therefore becoming an increasingly important focus of online communication.
The use of Web 2.0 tools in particular is increasing massively . Web 2.0 offers all the possibilities for actively communicating with your target groups. B2B companies recognize This makes it ideal for digital branding. At an international level, most companies therefore state that they use such solutions primarily to improve their brand image (64 percent).
German marketers also rate
The importance of Web 2.0 for their image as high. At 67 percent of those surveyed, this figure is even higher than the international comparison. Another key factor for online branding is also seen as almost as important: the dialogue between brand blendee is born: the first european marketing operating system created by the integration of neodata group and adabra and customer (60 percent). However , the primary goal of their Web 2.0 activities is still to increase customer loyalty (70 percent).
“The study confirms that the USA is still far ahead in many areas of B2B online marketing ,” says Matthias Specht, head of wob Digital: “Although some in Germany have already declared the end of the experimental phase for social media, this clearly does not yet apply to the B2B sector. Many German B2B marketers have so far only dealt with the topics of social media and Web 2.0 in theory and are still looking for their own coherent approaches.”
The USA is the leader in digital brand management
With 94 percent. With around 30 percent fewer mentions, German B2B companies, on the other hand, lag quite far behind internationally in digital branding.
“Especially for B2B brands, it is important not to use Web B2B companies recognize 2.0 measures as an end in themselves , but rather in a strategically considered and coherent manner,” says Matthias Specht, Managing Director of wob Digital.traditional advertising is increasingly being replaced by ‘relationships’ with customers, prospective customers and other stakeholders. One of the central tasks of B2B marketing is therefore to build and maintain trusting relationships through continuous dialogue – offline and online and ideally on the basis of an authentic branding strategy.”
On average worldwide, maintenance costs are philippines numbers seen as the biggest obstacle to setting up Web 2.0 solutions. German B2B companies, on the other hand, know: Content is king! The main problem is making relevant content available. Almost 80 percent of the marketing and communications managers surveyed therefore cite fear of bad content as the biggest hurdle to implementation – closely followed by a lack of experience.