The Warc Blog

The Warc Blog

What content marketers can learn from B2B
 
James Aitchison, Director, Warc
 
James Aitchison

The latest content on Warc includes a detailed look at B2B, winners from the ARF Ogivly Awards and a range of reports from conferences around the world.

Read on for all the news - and to receive content updates like this by monthly email, visit: Your Warc > Email Alerts.

Learning from B2B

The focus of so much marketing analysis on business-to-consumer means we’re missing out. That’s because many of the world’s biggest brands actually operate in the business-to-business sector (GE, Shell, FEDEX …). And in areas like content marketing, these brands are leading the way. Here, we reveal some of the secrets of B2B.

Humanise the B2B brand (open access) reveals how IBM and DuPont are using innovative content strategies to create an emotional connection to their brands.

How content drives Xerox describes the brand’s repositioning as a solutions provider, targeting both business and consumer audiences.

Tell the business story argues that people buying B2B services are as equally influenced by emotion and shared experiences as they are as consumers in their personal lives.

More on B2B marketing.

Brands and macrotrends

What will brands look like in 2030? predicts a bigger role for brands in our lives - but that our relationship with them will be more assertive as we become more responsible for sourcing our vital needs and controlling our own data.

But Timeless lessons for planners, which draws key learnings from the legendary adman John Webster, suggests that the fundamental tenets of brand planning will endure these changes.

More on trends

ARF Ogilvy Awards

"Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals." So said David Ogilvy, in whose honour the ARF David Ogilvy Awards were named, which celebrate the use of research in the advertising process.

Unleashing the Joy of Reddi-wip and Fruit won the prestigious Grand Ogilvy at the recent 2014 Awards, for a campaign that used research to reveal all-year-round usage occasions.

Coca-Cola: Let’s Go Crazy took gold for a social sharing campaign in Latin American, in which the link between research and creative was instrumental in generating brand love.

Bank of America: Life's Better When We're Connected also won gold for its use of research for brand positioning, pretesting and in-campaign tracking.

More ARF Ogilvy winners

Events round-up

Reports from the Neuromarketing World Forum showcase new research techniques employed by Estée Lauder and Lowe’s.

Neuromarketing is also explored in our reports from ARF Re:Think 2014.

Coverage from International Comms Planning includes advice on managing client-agency relationships.

And from the Future Foundation there’s an inside track on Big Data and the future of insight.

More Event Reports

iBeacon - New ways to connect with shoppers

Our latest Trends Snapshot covers iBeacon, a technology that enables brands and retailers to send signals to mobile devices in stores, stadiums and more.

Find out how Coca-Cola, American Eagle Outfitters and the NFL are already using this tech to engage their consumers locally.

Warc Prize for Social Strategy

We announce the winners of the Warc Prize for Social Strategy – celebrating how social ideas drive business results – this Friday, 11 April at 5pm BST, 10am EST.

So visit the Prize website then to find out who’s taken a share of the $10,000 prize pot, as judged by an international panel chaired by Nestlé’s Pete Blackshaw.

Find the best on Warc

Our new "Recommended" tag now makes it easier for you to find our best articles and case studies - from seminal thinking to the very latest agenda-setting campaigns.

In search results just look out for items marked with a star as well as the new "Recommended" tab. Browse our latest Recommended articles.



Subjects: Advertising, Brands

10 April 2014 17:49
 

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