Humanise the B2B brand
B2B companies are some of the biggest in the world, and yet are under-represented in marketing analysis. This is despite some innovative strategies. B2B brands should keep in mind that they are selling to people, and so humanise to tell their brand story.
Antony Green, Admap, April 2014, pp. 10-12
This article identifies seven key digital themes in the automotive industry. These themes are: investment in digital communications which help consumers understand the brand, with focus on brand websites and customer reviews; digital showrooming and the changing path to purchase, where consumers research online and buy offline; customer-first integrated service; and maintaining relevance with information and custom features.
A detailed and critical examination of 'audience appreciation' and current demands for its extension (notably ITC's `The Reactive Viewer' by Barrie Gunter and Mallory Wober, 1992; Peter Menneer's article in Admap on `Audience Appreciation, June 1987; and Hugh Johnson's article on the same subject in Admap, October 1992).
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