123 eGuides

1 Minute Advice: B2B Decision-Makers Trust Peers and Content the Most

If you're a marketer who's trying to influence B2B decision-makers, you'll be interested in the results of an International Data Corporation survey, as reported by eMarketer.

B2B professionals said  that their most trusted source of information when they research products and services for purchase is "peers and colleagues." The second most important source is "independent content." Third is "vendor websites," followed closely by "public product review sites."

When it comes to the most influential information, close to 40 percent of respondents view their own professional colleagues or professional network as the leading source, followed by industry experts. The third most influential source is "internal influencers," followed closely by "relevant vendor-supplied content."

The implications for B2B marketers could be substantial. The results suggest that word of mouth beats all other forms of information when it comes to making a decision to purchase. This probably means B2B marketers must work diligently to make certain they are penetrating multiple levels within an organization and cultivating relationships with as many key players in the purchasing decision as possible.

Want to know more about effective B2B marketing? Then read the 123 eGuide, B2B Marketing 123. It presents a 3 step approach for marketing to businesses that is grounded in timeless principles but recognizes and takes advantage of the brand new marketing world we live in. Purchase B2B Marketing 123 today for just $2.99 at the Amazon Kindle store or in any eBook format, including PDF, at Smashwords.com. This title is also be available wherever eBooks are sold. 

1 Minute Advice: Pay Attention to the Buying Power of Women

Savvy marketers understand this truth about consumers: Women, not men, control the majority of consumer spending. According to a report on their buying power from market research firm Fona, "Women handle the bulk of purchasing decisions for everyday items like groceries and clothing — even for those items targeted at men. In fact, 50% of products marketed to men are actually purchased by women. That’s why items for men are often marketed with women in mind, as well. In addition to being responsible for most of the day-to-day purchases, women are also heading up or influential in large ticket purchases like cars, homes and appliances."

While a lot of attention is paid by marketers to Millennials, Fona points out that the rise in women's buying power is actually the result of Boomer women who have blazed the way for them. Boomer women were the first to "attend college in large numbers, enter the workplace in large numbers," and "command better-paying and more secure jobs."

These are some eye-opening statistics about women's buying power according to Fona:

• 85% of all consumer purchases in the U.S. are made by women
• 93% of food purchases are made by women
• 75% of women identify themselves as the primary household shopper
• 50% of products typically marketed to men are purchased by women
• 80% of healthcare decisions are made by women
• 68% of new car purchase decisions are made by women
• 66% of PCs are purchased by women
• 92% of vacations are purchased by women.

And now for the unsetting news: 91 percent of women say "advertisers don't understand them," 66 percent of women feel "misunderstood by healthcare marketers," and 59 percent feel "misunderstood by food marketers." Obviously, some marketers are missing the boat with their marketing to women. How about you?

Read Fona's full report here.

1 Minute Advice: Turning Point for Digital Ads

There is a significant turning point coming this year for digital ads, according to eMarketer. By the end of 2015, mobile will account for over 50 percent of total digital ad spending. Mobile ad spending is expected to reach $30.45 billion in 2015, up from $19.5 billion in 2014.

eMarketer says the shift to mobile ad spending is the result of consumer demand. eMarketer estimates that US adults spend close to 3 hours a day on mobile devices doing non-voice activities. About 1-1/2 hours of that time is spent on mobile phones.

"Brands and marketers continue to see increased value in mobile advertising to reach consumers," said eMarketer analyst Martín Utreras. "Some of the shift is happening organically from digital ad spending dollars, but also we see additional dollars moving from traditional media and new money coming from local advertising and small businesses."

eMarketer expects mobile advertising expenditures to also eclipse print advertising's share of the total ad market in 2015.

1 Minute Advice: How to Reach "Digital Maturity"

Marketers take note: Adobe Systems is boldly stating that successful businesses are those who will reach "digital maturity."

In a July 2015 report of the results of its digital marketing survey, Adobe says it noticed something different: "The data clearly shows companies that have consciously invested in holistic improvements to their digital marketing program, or digital maturity, are seeing a bigger payoff across a range of tactics—compared with those that have taken more of a one-off approach with digital strategies and tactics." According to the results, however, only 19 percent of responding companies have made "specific plans and investments with their digital maturity in mind."

What exactly is digital maturity, and how do you reach it? Adobe's research suggests that there are four elements working in tandem that lead to digital maturity:

• Structure—"How are divisions, departments and teams organized to best reflect market conditions?"
• People—"What is the company’s approach to building skills? How are people hired, trained and retained?"
• Process—"How do things get done? How are they resourced, managed and supported by technology?"
• Technology—"What platforms, systems and tools are available, and how they have they been integrated?"

Adobe makes the following observations:

1. "Mature organizations invest in people, process and tools."
2. "Mature organizations adapt to the customer. They think and do mobile."
3. "Planned maturity companies build an advantage through learning."
4. "They think ahead."

You can read the entire report below.

Download Adobe-digital-marketing-report