vidasco media blog

The Effectiveness of Display Advertising in the B2B Buying Process

November 26, 2014
The Effectiveness of Display Advertising in the B2B Buying Process

The business-to-business, or B2B as it is more commonly called, buying process has changed dramatically over the past few years, becoming ever more challenging yet exciting. As with all other areas of marketing and advertising, there has been a growth in technologies and related strategies that are B2B specific and prospects who are savvier about how they seek out services and solutions for their businesses. No longer do they turn to the telephone or fill out forms online to contact vendors but they now do their own research online, read reviews from their own social networks and typically do not engage with a human salesperson until they just about ready to make their purchase.

Consequently, there is no single approach that can be used with B2B marketing. Sometimes, marketers may want to gain more awareness for their products and services in a given market while at others they want to focus on nurturing and lead generation so as to drive sales.

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Promoting Content with Display Advertising

November 14, 2014
Promoting Content with Display Advertising

Any company can reap many rewards from great content but it is an opportunity that many marketers do not take advantage of. Paid content can promote your content marketing across search, display, and social media networks and enable you to reach prospects that you may not otherwise have reached and turn them into customers.

However, in order to ensure that your content marketing strategies using paid display advertising are successful, there are some tips that you can follow, which are described here.

The first is to select the right type of content to promote. While all of the content you create should be informative, useful and interesting, when money is involved in creating that content, the content that is further along the sales cycle needs to have a more direct and immediate value.

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