Four Ways to Engage in a Digital-First World

    Four Ways to Engage in a Digital-First World
    Four Ways to Engage in a Digital-First World

    With today’s audience increasingly facing digital fatigue, B2B brands have to design approaches that will help them deal with it while simultaneously identifying effective ways to engage with their audiences.

    The COVID-19 has driven the adoption of digital platforms that have never been witnessed before. With COVID-19 restrictions in place, brands and customers alike have to resort to digital mediums to meet their needs. This shift has also left B2B brands to rethink their marketing approach since the access touchpoints, and success metrics had to be reconsidered. B2B marketers and creative should compress their processes to react faster and collaborate in real-time. On the other hand, customers are increasingly facing digital fatigue challenges. Most B2B buyers admit they are exhausted by large swaths of content claiming to address their issues.

    Also Read: Digital-First Customer Experience – Three Challenges Enterprises Face

    Therefore, it is crucial that B2B marketers identify ways to deal with the challenges of digital fatigue while also finding effective ways to engage with their audience:

    Instead of content, create an experience

    With most events, sales presentations, webinars as well as other in-person interactions becoming digital, it is not enough for B2B marketers to be entertaining. Instead, they should strive to build a connection with their audience and the most effective way to do that is by delivering an experience. Adding elements such as trivia questions between sections of the webinars and presentations can make the experience more engaging. It also makes the audience feel like they are active participants in a conversation instead of passive consumers of the presentation.

    Being flexible 

    Most creative agencies recently have been building solutions to offer one-stop shopping for both creative and media. But, to successfully capitalize on today’s digital landscape, they should get a unique point of view and have the agility to react quickly to continuously changing narratives as well as metrics since they are more important than massive resources deployed instead of using a cookie-cutter approach. Being a B2B marketer, it is beneficial to have a small number of touchpoints within the creative team. Today’s digital marketing environment demands B2B brands to empower their marketing team to take higher strategic risks.

    Collaborate with intent

    Both B2B marketers and creators bring their expertise to a project. But, a lack of spirit for collaboration between the two will not yield desired results. Therefore, both parties should trust each other to collaborate and build something that enables them to address the brand’s issues.

    Also Read: How to Provide Great CX in an Increasingly Digital-First Landscape

    Leverage Data 

    After the end of a virtual event, B2B marketers should check out the required metrics. Digital events and online engagement statistics provide B2B marketers with more data than physical events can ever offer. For instance, these events help B2B marketers identify who actually attended and engaged with each session while it was taking place. B2B marketers can use such events as opportunities to gather as much information as possible. They should provide responsibility to an individual to ensure that attendees are contacted promptly with precise data.

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