Can you use emotion in B2B marketing?

B2C marketing long embraced the idea of building a brand image through emotionally driven content. On the other hand, B2B marketing seems to tend towards a more rational and transactional approach. The B2C buyer’s journey often only includes one decision-maker.

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B2B marketing versus B2C marketing

Obviously the main difference between B2B marketing and B2C marketing is who you’re marketing towards: B2B marketing is aimed towards other businesses while B2C marketing is aimed towards consumers. Because of the differing nature of these two audiences, the two

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Using sponsorships to spread brand awareness

At its core, sponsorships are when one brand supports another brand, event, person, or organisation financially, or in the form of products or services. There are charitable sponsorships, but there are also transactional sponsorships in which the sponsored party endorses

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How to handle complaints on social media

People look to social media for communication, validation, and news among other things. They even look to social media when deciding whether to support a business or not. If social media content speaks negatively about a brand, others will hear

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Simple tips to improve your on-page SEO

SEO stands for “search engine optimization” which is the process of increasing your website traffic through search engine results. On-page SEO refers to optimising your website to invite more traffic whereas off-page SEO refers to optimising off-site content such as

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How social media can strengthen brand image

Many businesses – both big and small – are using social media to promote their brands and connect with their audiences. With social media, businesses can interact directly with customers and receive direct feedback. For many businesses, social media is

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Is targeted advertising an invasion of privacy?

With the rising adoption of machine learning, marketers are more and more using algorithms to predict consumer behaviour and thereby more accurately target ads towards specific individuals. Machine learning can be used to uncover details such as sex, religion, age,

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How machine learning is changing marketing

Artificial intelligence in the form of machine learning has been on the rise in this past decade and is showing no signs of stopping. Businesses are leveraging the capabilities of machine learning to improve their sales, logistics, management, and many

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Broaden your market with collaborative marketing

Recently, there has been an increase in the number of marketing campaigns involving multiple businesses. Some of these businesses don’t even seem remotely related to each other. This mostly happens on social media, but it is by no means the

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Improving online visibility for your small business

No matter how big or small a business is, a strong online visibility is essential in the digital age. At a time when B2B buying behaviours are changing, we’re seeing reliance upon digital information becoming heavier and heavier. Even if

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