Lukas Aumair

The best methods for B2B lead generation! ✔ 7 tips ✔ Start successfully in 2023

In this article

1. What is B2B lead generation?
2. Which channels can be used to generate leads?
3. 7 proven methods for B2B lead generation
4. These strategic questions need to be addressed 
5. Don’t rely too much on freebies
6. Make inactive leads curious again 
7. Conclusion
8. FAQ

Gone are the days of annoying cold calls, because most companies rely on strategies from inbound marketing. According to statistics, it is now even more than 90 percent. And the goal is the same for all companies, namely to generate leads. Hardly anyone talks about more sales or new customers in the first step of their marketing strategy, but leads. They are the fine line between “My target group doesn’t want to have anything to do with me” and “I’ll win over customers who will stay loyal to me for 25 years.” And for two reasons, many businesses fail to walk this fine line.

One reason is a lack of strategy. Many companies have a rough idea of their lead channels, but are unable to use them effectively due to a lack of planning. This is why approaches to convert leads into customers fail in the end.

The second reason is a lack of know-how in using available channels for lead generation. With the constant changes in content or social media marketing, some businesses find it difficult to reach their target audience. And even when they do win leads, they don’t know how to retain them.

In this article, we address both of these challenges. By doing so, you’ll set the stage for successful B2B lead generation. We concretize best practices and go into strategic aspects that promise more leads in 2023.

The most important facts in a nutshell

• Leads are prospects who share their contact information with companies.
• For lead generation, consider strategic questions about your target audience, your available budget, and long-term prospects for success.
• Set realistic expectations for lead generation.
• Content marketing promises the most leads in the long run.

What is B2B lead generation?

A lead is a qualified contact who is interested in a company’s services or products. In contrast to a customer, a lead has not made a purchase or contacted the company yet.

The lead can be in different phases. For example, they may be on the verge of making a purchase, but they may also be interacting with a business out of pure curiosity.

The term “lead” often divides opinions. Not because of the definition, but because of the meaning of a lead. Some see leads as nothing more than prospects. For others, they are a measure of success that promises a lot of sales. Experts have therefore created the terms “cold leads” and “hot leads” to qualitatively classify and distinguish between prospects.

When making this distinction, it is also important to consider how sustainable a lead is. After all, some prospects quickly become customers, but they only buy from a company once. On the other hand, some prospects remain in the lead phase for a longer period of time, but then develop into long-term customers.

So much for the definition. In the next step, we’ll go more into detail about B2B lead generation channels and methods to help your company generate more qualified prospects.

Which channels can be used to generate leads?

Leads can be generated anywhere your target audience is located. Your options are not only limited to digital methods, because potential customers are also waiting for you in the outdoors, for example. The following channels come into question for lead generation:

-> Trade shows & events: Since 2022, outdoor events are again an interesting way to generate more leads.

-> Content Marketing: The undisputed number 1 in B2B lead generation. This includes blogs, videos and podcasts.

-> Social Media: In the B2B sector, LinkedIn is proving to be a promising channel to strengthen one’s brand and generate leads.

-> SEO: Search engine optimization is only partly a part of content marketing. However, it is a separate, independent area for expanding entrepreneurial reach.

-> Newsletter sign-up forms: Discounts and exclusive offers are still helpful lures for B2B lead generation in 2023.

-> SEA: There are commercial intentions behind many Google searches. And paid ads specifically address this demand. Google Ads is therefore one of the best lead engines in digital marketing.

-> Freebies: E-books, videos and whitepapers belong to the most popular methods among free downloads.

-> Print: Print media lost relevance in the last few years, but depending on the target group, they still support lead generation.

Don’t forget to provide your target audience with a “point of contact”. Your channels should ideally lead to a website where prospects can leave their contact information or contact you directly.

7 proven methods for B2B lead generation

The following methods complement the channels mentioned in the last point. Every company knows the advantages of a blog or a whitepaper, but often fails to implement them correctly or to build a sustainable lead strategy. Our following tips will help you to use the available channels in a target-oriented way.

The seven methods at a glance:

• Don’t just use newsletters as a decoy
• Prioritize the user experience
• Don’t forget the customer journey
• Place call-to-actions in the right places
• The strengths of versatility
• Interact with your target group
• The overall impression must be right

Don’t just use newsletters as a decoy

The paths from leads to customers are often relatively short, because many prospects make impulse purchases. Even in the B2B sector. The reason for this are discounts that companies offer in return for newsletter sign-ups. You probably know this when you visit an online store and after a few seconds the newsletter registration form with discount code appears.

This method is great for quick sales, but the goal is to build up customers in the long run. A newsletter is more than a tool to give discounts. It’s a way to build long-term loyalty with your target audience.

Let’s say you’re the owner of an online workwear store. Your newsletter marketing options are many in this area, ranging from safety tips to information about textile properties. So why would you only use your newsletter to offer a one-time discount?

Of course, you should continue to offer discounts to attract buyers. But first and foremost, a newsletter should add content value and build trust with your target audience. The newsletter is not an entertaining marketing tool, but your digital corporate magazine.

Prioritize the user experience

People buy where they feel comfortable. And the feel-good factor is lost if a new pop-up window opens on your website every three seconds. Long loading times on your website or too much advertising are just as annoying. But optimizing the user experience doesn’t just mean eliminating disruptive factors.

The competition is getting bigger and your target group knows that they are only a few clicks away from the products or services of your competitors. That makes it even more important to clearly communicate USPs and benefits from working with you. You can produce the best content or even be a luminary in your field – but it has no meaning for B2B lead generation if the communicative approaches are not right. Set a clear tone, communicate key messages, and make it clear what you offer.

The last point is particularly important. Some websites advertise with promises such as “More sales with XY” or “Increase your brand awareness with XY”. In doing so, they ignore the questions that are actually important for cooperation. Among them the following:

• What are our focal points?
• What additional services do we offer?
• What do our services cost?
• What are our references?
• What makes us stand out from our competitors?

Advertise not only with objective advantages, but with personal strengths and UPSs. Exceptions are B2B services in need of explanation, where potential customers have not yet recognized their benefits. But in most cases your target group has a clear search intention and knows what objective advantages they get from your product or service.

Don’t forget the customer journey

Your target group has several touchpoints before taking action. Especially in B2B, impulse buys or quick contacts are rare. Rule of thumb: The more complex the product or service, the more information your target audience wants.

You can’t expect leads if your company doesn’t provide quality content. Write blog articles, publish social media posts or produce videos. Use these mediums to answer questions about your offering. Your target audience has objections and needs information before making a decision. 

Ask yourself: Would you subscribe to a newsletter or interact with a company more often in the future if it didn’t offer you value? Or if you didn’t even know what the company offers? Probably not.

-> Content marketing doesn’t just have the function of promoting your offer or providing information. You also build a trust base with your target group with regular postings/uploads. 

Often, lead generation also fails because of your content prioritization. The best example is our company, FRAMR.

Digital signage are B2B products that require explanation. Therefore, we can’t expect leads if we don’t go into more detail about the strengths of digital signage on subpages/blog articles or communicate information about application options and pricing. That’s why we created relevant content first and only then focused on guides on other topics (e.g. marketing).

Take-away: The more expensive and complex the product, the more touch points your target group has. A bottle of wine for 8 euro is bought because of the beautiful label. But a high-priced service is only claimed by interested parties who have insights into the work processes and in-depth product information.

Place call-to-actions in the right places

Successful lead generation is based on decisively motivating one’s target group. Not only through facts and information, but also through prompts. The call-to-action should not be missing from any website, newsletter or social media post description. But there are two important points to consider when it comes to the CTA.

First, the CTA must not appear anywhere in the text. Make sure to place the calls to action cleverly. This can be in the context of a challenge, for example, or after you appeal to possible “trigger points” in a blog article.

Example: You are a marketing service provider and write a blog article about seven mistakes in B2B lead generation. In this context, it is a good idea to place a CTA after the seventh mistake, worded as follows: “Mistake No. 8: You are not yet using the strengths of a professional service provider to increase your success rates”. Alternatively, you can describe a complex problem in the text and offer yourself as a helping hand.

In this context, it is also important, and this brings me to the second point, to place the CTAs strategically. Don’t just think of the CTA as a call to action to generate leads, but also consider the customer journey here. CTAs can also be references to use cases or informative articles. The request to contact or buy is the last step in the customer journey. Before that, it’s about answering questions from your target audience.

The strengths of versatility

The more content channels you play on, the better you communicate with your target audience. Of course, content marketing requires a lot of resources and the production effort should not be underestimated. But the investment is worth it, because the more reach your company generates, the more leads will stick. Consider all your options and think “outside the box” too. There are not only blogs, videos or podcasts, but also apps or rather “unconventional” social media platforms like Reddit.

Interact with your target group

Between reach building and lead generation, there is one more intermediate step which is the engagement of your target audience. Don’t just use the available marketing channels for advertising messages, but ask questions and invite interaction.

Everyone likes to be the center of attention and wants to present their opinion, accordingly people comment or at least mentally participate in your posts. Sure, the mental interaction has no effect on your KPIs, but your company will still be remembered. After all, the point is to set impulses.

Have the courage to post a clear statement on LinkedIn. Opinion leaders are not afraid to communicate something more daring. Your interaction rate will increase and more people will follow you.

B2B lead generation is not something static based solely on strategic approaches. Emotions and strong opinions also reach people. Sometimes even better than the pragmatic way.

The overall impression must be right

Lead generation is part of a holistic marketing strategy. Also, focus on building your brand awareness, strengthen your corporate positioning, take care of search engine optimization and also consider design elements on your website. Successful lead generation is based on a holistic approach.

These strategic issues need to be addressed

In addition to implementation, it’s also important to consider strategic components. And that doesn’t mean just thinking about content channels or user experience. Rather, companies need to clarify strategic questions to set the course for successful lead marketing. Among them are the following:

• What budget do we have available for external service providers?
• What measures do we take for lead generation?
• In how much time do we want to generate how many leads?
• How do we target the leads and convert them into customers?
• How can we actively involve cold leads in the company’s activities again?
• What alternative actions can we take in case our strategy does not work?
• Is it a push or pull campaign?
• How can we identify and implement our optimization potential for a campaign?
• How can we automate lead generation processes?

To answer these questions concretely, we recommend the SMART method. It is known to most and is considered one of the best goal setting methods. The graphic below details all five steps and how to use them for your strategy.

Don’t rely too much on freebies

Whitepapers and e-books are definitely on-target methods for lead generation, but they don’t promise the same growth they did a few years ago. B2B audiences in particular know that freebies are just a means to an end. And not everyone wants to receive your newsletter.

Our recommendation: Don’t use freebies as a lead magnet, but use them to strengthen trust with your target group. Give away the freebie and use it for positioning rather than lead generation. Your target group appreciates it when they get something for free. And that in turn has a positive effect on your business, because those who create trust position themselves more strongly among the competition and arouse curiosity.

In this context, we would also like to talk about expectations. Freebies and other lead generation measures do not promise quick success. Even today, many entrepreneurs think that they have a good foundation for lead generation with two blog articles. Others think that a 100 euros budget for Google Ads will generate many new customers. But these ideas miss the reality. To stay competitive, companies ideally produce weekly content. And if you want to take advantage of the strengths of Google Ads, plan on at least 250 euros in costs per lead.

-> Expectations have a major influence on business success. Only those who set realistic standards can develop a target-oriented strategy.

Make inactive leads curious again

Generated leads are not the only quantitative factor, but also converting prospects to customers. Leads only have value to your business when they buy products or claim services. Accordingly, consider customer acquisition via existing leads in your strategy.

Also, focus on re-mobilizing inactive leads. Many companies don’t realize the potential of inactive prospects because they are only focused on lead generation. But optimizations in your marketing can bring back many prospects.

Sure, you can’t increase the open rates of your newsletter marketing to more than 50 percent, but that shouldn’t be your goal. Instead, it’s about improving KPIs in general and adding quality to your lead inventory.

Remember that you are in competition with many other companies and have to fight for your leads. Change the language of your newsletters, make campaigns more engaging, and encourage engagement on social media. Interactive measures like gamification also mobilize inactive leads.

Conclusion

In 2023, B2B lead generation continues to pose challenges for many companies. The reasons vary, but many fail mainly due to inadequate content prioritization. Answer basic questions about your offer on your website and communicate added value.

So before you optimize your current lead strategy, it’s better to ask yourself what content is still missing or what objections exist to your offer.

FAQ

Finally, we answer frequently asked questions on the topic.

What is inbound marketing?

Inbound marketing is a method of acquiring new customers. Companies provide informative content via blogs and social media to attract attention.

What are cold leads?

Cold leads are unqualified leads who don’t know your product or service well or have no in-depth touch points with it yet.

Gamification improves the interaction with your target audience and generates more leads. We present 10 stunning ideas + examples.

Table of contents

1. Gamification in marketing: Interactive fun instead of dry content
2. Gamification definition
3. Playfully to more leads and new customers
4. Overview of gamification advantages
5. 10 gamification ideas which will leave your target audience stunned
6. Consider this hurdle by all means
7. How do I establish gamification methods?
8. Gamification examples: 5 impressive marketing ideas of known companies
9. Conclusion
10. FAQ

The most important in summary

• Gamification describes the playful interaction between users and applications
• Software as a service ensures an easy design of playfully-interactive methods in marketing
• Gamification does not only support lead generation but also increases quality of leads and improves communication with your target audience

Gamification in marketing: Interactive fun instead of dry content

Many businesses face the challenge that they can’t bind interests and customers in the long term. They either focus on the wrong marketing methods or they ignore current trends. Often, the target audience is missing incentives to interact more with companies. To face this challenge and to bind the target audience in the long term, we recommend the strengths of gamification. 

→ Playful interaction with the target audience improves communication, binds existing customers and forces lead generation.

But what are the advantages of gamification in comparison to other marketing methods? And which actions are available for businesses to execute gamification successfully? We will answer these and similar questions.

Important note: We will exclusively talk about gamification in marketing. Therefore, we will not talk about how gamification impacts, for example, human resources or health care management.

First, the definition: What is gamification?

Gamification describes a playful experience for users. Applications without playful elements ensure an interactive experience through integration of gaming elements. The goal is to improve the motivation of users and to win their attention.

Playfully to more leads and new customers

In general, gamification in marketing follows the goal to improve existing business processes. Which specific goals are prioritized, depends on the business and its target audience.

Gamification primarily focuses on lead management to either win more potential customers/interests or to improve the quality of existing leads. 

The classic way of lead generation often looks like that users subscribe to a newsletter and get a freebie (e. g. e-book or video) in return for giving a website their email-address.

But this process has some weaknesses. Users often only subscribe to a newsletter because they desire the freebie. It’s not a rare case that some leads leave unused email-addresses to receive no newsletter mails later. Other than that, many businesses fail to win the attention of their target audience with newsletter content in the long term. In e-commerce there at least is the opportunity to convert leads to customers through discounts but many businesses are not given this possibility.

Gamification ensures successful lead management. Through Sweepstakes or surveys your company interacts purposefully with interests or customers. The incentive exists within the playful interaction itself because it is fun and it motivates.

Example: You give away discounts to 20 persons. Through a sweepstake you determine the winner, the only condition of participation is to write a comment in the section of a social media post. That guarantees three advantages: First of all, the ways of lead generation are shorter because participation doesn’t require registration to a newsletter. Other than that, the playful component motivates your target audience to a (fun) participation. Last but not least, you potentially have more participants because social media has more users than your newsletter has subscribers.

Overview of the advantages of gamification

• Playful lead generation
• Customer loyalty
• Image expansion of your business
• Personalization through branding of gamification actions
• Insights of interaction rates
• Target group extension (gamification speaks to a younger audience)
• Improved interaction and communication with the target audience

Gamification offers businesses the particular advantage to get further information about the wishes and desires of their target audience. The focus is not on collecting email-addresses but to improve user experience through interaction and to find out about the wishes and desires of your target group. 

The diversity of gamification ensures a holistic optimization of existing marketing processes. Set methods give exact insights in the interaction rates and this also reveals trends in terms of needs and desires, enabling you to optimize existing processes in a targeted manner.

10 gamification ideas that will leave your target audience stunned

• Surveys
• Sweepstakes
• Advent calendar
• Rotating wheel
• Quizzes
• Personality tests
• Swipe
• Scratch cards
• Games
• Slot-machine

Surveys

Through surveys, your business wins important insights about their customers and their wishes. This gamification method works perfectly to create individual offers for customers.

Example: Through evaluation tools web designers can determine the wishes of potential clients. Interests can, for instance, leave information about which additional functions they wish and how extensive the website should be. Based on the result, the potential clients receive an offer.

Surveys not only follow the goal to create offers for potential clients but to improve business performance as well. Some businesses give away gift cards to everyone who participates in a survey through a digital signage device. The goal is to improve customer satisfaction because businesses want to know what their target group wishes.

Sweepstakes

Giveaways of all kinds always leave a good impression. The participation conditions are mostly quite easy to understand and should follow the goal to expand reach of your business. You can, for example, start sweepstakes over social media and set the participation condition that one needs to write a comment or share the post.

Advent calendar

Your own business advent calendar with individual branding awakes the inner christmas feeling (positive connection to your company!). Your target audience is even happier when they can expect exclusive discounts or helpful tips and tricks.

Rotating wheel

You often find this concept in apps. Through tipping on the touchscreen of a smartphone, interests move the virtual wheel to win something (e. g. a discount code). This type of playful interaction provides for variety when using apps which require you to act on or do something.

Example: Sport apps give users the possibility to create a flexible as well as individual workout plan. The rotating wheel determines the next exercise or the user creates a varied workout plan before sports.

Quizzes

Quizzes are the queen of gamification methods. They are fun and participants can prove their knowledge.

Idea: Create a quiz about your company or about your products/goods. That awakes the curiosity of your target group and strengthens the trust in your business.

Personality tests

Personality tests are very popular these days. This gamification method doesn’t work well for many businesses but the ones which take advantage of them will have an active and loyal target audience that has a great interest in personal development.

Swipe

A concept that many people associate with dating apps. The swipe function allows users to make decisions based on their personal preferences because a swipe either means “I like it” or “I don’t like it”. A good possibility to find out more about the preferences of your target group and to use gamification as fundament for market research.

Scratch cards

Less used and known but still executed successfully for some apps. Businesses often combine this concept with sweepstakes or giveaways.

Games

A more general term because gamification theoretically describes all games. With this point we specifically mean games which have received a digital conversion. One example: Memory.

Slot-machine

Nowadays you will not only find slot-machines in the casino, businesses use this concept for bonuses and discounts as well.

Consider this hurdle by all means

Gamification makes your business more attractive and establishes innovative ways for your marketing. But you should consider putting gamification methods in the context of your business and marketing goals. In the foreground is your marketing strategy and the determined metrics.

In the strategic process, weigh the extent to which gamification fits your objectives and whether the cost-benefit ratio is high.

Many think that gamification only works for claiming more personal data but this is not true. Gamification supports the customer loyalty through, for instance, weekly rewards or scratch card actions. Quizzes or memory work good as methods for e-learning as well.

But precisely because you have a wide range of options at your disposal, the first step requires a consideration of the marketing goals in your company.

How do I establish gamification methods?

To execute gamification successfully, you don’t need any basic knowledge in programming. Providers of software as a service programs facilitate the entry with gamification because such applications are based on the modular principle.

In the programming process of the FRAMR software, our team also paid attention to establishing individual design options so that our customers can easily implement their ideas and wishes. Digital signage harmoniously combines the strengths from the areas of gamification, information technology and marketing and takes into account important features to position itself strongly against competitors (e. g. user experience).

See for yourself and configure your individual customer experience with our FREE cockpit configurator. You will gain more detailed insights into the possibilities of digital signage and develop a feeling for the advantages and functions in the area of gamification.

Gamification examples: 5 stunning marketing ideas of known companies

Concrete examples still best illustrate the advantages of gamification. In the following, we present five companies and their measures in the field of gamification.

Truity

Truity is a website for advocates of personal development and behavior psychology. The website offers many different personality tests with final evaluation. Truity uses this concept to win over paying clients because the test and the results might be for free but exact evaluation of metrics is only available for those who pay a fee or start a subscription.

Audi

Audi configurators leave a strong impression on users. They convey the feeling to create something on one’s own and interests see the final result with their eyes. The free room for maneuver and exact price information also force the purchase decision.

McDonald’s

The US-American franchise giant has been known worldwide for its “McDonald’s-Monopoly” since 1987. In the past, there were various high-priced grand prizes which encouraged many guests to visit the fast food chain more often or to buy more products.
However, McDonald’s has also shown that it is better not to exploit the good nature of its target group. A few years ago, the fast-food chain made negative headlines because it came to light that it was manipulating sweepstakes.

Reddit

Reddit users collect so-called “karma points” through posts, replies and votes, which increases their reputation. With this system, reddit ensures that its users become more active and thus secure a stronger status within the community (need for status).

Duolingo

Duolingo users collect rewards and badges for completing lessons. It gives a good feeling to unlock achievements and Duolinge has recognized this advantage to motivate millions of users to learn foreign languages every day.

Conclusion

Gamification supports lead generation and customer retention. In addition, companies improve communication with their target group. Software as a service solutions do not require any programming skills which means that any company can easily create, establish and implement its desired measures. When planning your gamification actions, make sure to consider the wishes of your target group and choose measures that are in line with your objective. For example, it makes little sense for a software development company to focus on personality tests or advent calendars.

FAQ

Finally, we will answer some of the most asked questions about gamification.

Where is gamification used?

Companies use gamification mainly for marketing purposes. However, the concept of playful interaction is also suitable for staff retention, for further training and to establish new corporate processes.

Which industries benefit from gamification?

Gamification is a cross-industry approach. It depends less on a company’s industry than on its target group and which interaction measures bring the desired success.

Pictures: © Canva.com

The influence of digital advertising can be seen in the success of many companies. But are digital measures better than classic marketing?

In this article: 

1. Digital advertising: Better than offline marketing?
2. Adaptability is required
3. What is digital advertisement?
4. What does digital media offer that TV advertising does not?
5. What are the costs of digital advertising?
6. Offline marketing vs. online marketing: Which one is better?
7. Conclusion
8. FAQ

Digital advertising: Better than offline marketing?

Businesses prove themselves against competitors with good marketing. Because of the rising competition, it is required to re-think strategies and be innovative. But even more important is advertising to reach the right target group. In the past years, the direction has changed and social media as well as facebook advertising have started a new age of marketing. But are these methods better than the classic ones?

Digital advertising: More than Social Media | © Adem AY

Digital advertising: Adaptability is required

A company’s success is defined not only by a brilliant idea or marketing strategy, but also by its ability to adapt to current trends. Until around 2010, digital marketing was still in its infancy and only a few companies even had their own website or email inbox. But in recent years, it has become very clear how businesses of all sizes benefit from digital marketing. It has never been so easy to achieve national or even international recognition and to address one’s target group in a targeted manner.

How dangerous it is to oversleep such trends is demonstrated by the company “Quelle”. The company from the Bavarian town of Fürth successfully held its own on the market for more than 80 years, but the situation changed – the company continued to rely on the tried-and-tested Quelle catalog and disregarded digital trends. The insolvency application followed in 2009. Admittedly, an insolvency application is not due to a single misstep, but oversleeping current marketing trends played a serious role in this case.

This example shows the serious consequences that affect even established companies if they fail to adapt to change. The transition from classic marketing methods to digital advertising is not complete – on the contrary – new trends regularly emerge and this allows more creative scope, but this also increases the pressure in the competitive battle.
The change is having an effect, and this becomes clear when looking at the strategies of companies of all sizes. Terms such as “social media” or “content” did not attract any attention ten years ago, but in 2022 they are an integral part of every marketing portfolio.

What is digital advertisement?

Marketing and advertising – many use these terms as synonyms but they have different meanings. Marketing is a holistic, strategic process which doesn’t only focus the aspects of advertising but also involves administrative and personnel decisions. Advertising on the other hand is how businesses communicate their marketing strategies to their potential customers. Classic marketing methods are TV advertising, flyers and banners. Digital marketing re-defines the process of communication and focuses on social media as well as social advertising.

Examples for digital advertising:

• Social media posts
• Facebook advertising
• Digital Signage
• Google ads

The influence of digital advertising is growing and plays a decisive role in the marketing of a company’s own offering. This also expands the opportunities to try out creative approaches (e.g. gamification). A few years ago, few people would have thought of presenting their advertising via a screen rather than a billboard. But it was precisely these changes that redirected the course of success for many companies.

What does digital media offer that TV advertising does not?

More and more businesses use the possibilities given by the age of digitalization. People of all ages use social media as well as they use google search to find inspiration. Digital displays prove themselves because they appear more high-grade than classic banners and the possibilities regarding designs are much bigger. There are many more reasons because besides reaching the right target group and the process of design, businesses find more other advantages.

The advantages of digital advertising are the following: 

• Higher adaptability
• Mobile availability
• Efficiency in terms of costs
• More discreet

Both companies and their target group benefit from these advantages – this interaction makes digital advertising an useful option as a whole because businesses work more efficiently and they reach new customers at the same time.

Higher adaptability

Growing competition is causing companies from all industries to think in several directions. Not only does a company’s own offering and its relevance for potential new customers play an important role, it must also constantly keep an eye on the competition. Competitive analyses were already part of a company’s tasks before the digital transformation, but in the course of digitization, this subarea is weighted more heavily than ever before. New trends are regularly established and there are changes in marketing, which means that companies that do not take these trends into account will be at a competitive disadvantage.

The short-lived needs of the target group also require a flexible rendition of advertising in order to appeal to precisely these needs and target people. Classic advertising methods such as flyers or banners reach their limits here. The design and printing process takes more time than content creation for digital advertising, and adaptation options are few and far between. Every time a trend changes, new flyers or posters are required and the entire process behind them takes a lot of time.

Taking digital billboards as an example, it shows how uncomplicated modern ways of advertising are: Throughout the day it is possible to display ads for target group A and in the evening businesses can reach target group B. The content of digital signage is adaptive and unbound – even service providers take advantage of that because they are given the possibility to display the latest information on a specific topic.

Mobile availability

Having access to content everytime and everywhere – the flexibility of tablets and smartphones has a positive impact on businesses’ reach. Banners almost exclusively reach people from one region and flyers barely make it outside the neighbors post box. Things work differently with digital advertising: The target group searches for something on google and then goes to facebook – thanks to social ads a company from Vienna reaches customers from Munich.

Efficiency in terms of costs

The purchase of a mobile display might appear expensive and social ads can also cost businesses a lot of money. But the adaptability creates space for test phases. Especially social ads provide advantages because the measurability of results gives a better insight and therefore creates potential for improvement.

More discreet

Digital advertising primarily reaches people who have a potential interest in services or products. Google ads are only visible for people who searched for something specific and digital ads aren’t intrusive either. However, it’s a different story with a flier in the post box and advertising breaks on TV are also annoying (because they interrupt the most exciting scenes of a movie).

Communication: Thanks to digital marketing it is uncomplicated and businesses reach more potential customers | © Headway

What are the costs of digital advertising?

Companies better calculate more generously at the beginning, because the first step requires some test phases that cost money accordingly. However, it must be weighed up which goals a company sets. If the focus is on lead generation, more budget is required than if brand awareness is to be expanded.

The cost aspect must always be considered on a case-by-case basis. The more extensive the strategy and the advertising measures that go with it, the more expensive it is to implement. Much more important than the costs, however, is the efficient use of the available budget. In the long term, the measurability of digital marketing measures allows for good potential savings and better targeting of advertising to the target group.

Not every form of digital advertising grants good measurability, however, but the potential for savings can be seen in other ways. Let’s take the digital billboard as an example: it’s hard to track how many people buy a product in a clothing store through advertising displays, but parallel processes for evaluating the target group enable more effective reproduction of content. If analyses show that mainly younger people visit a shopping center in the afternoon at 3 p.m. and middle-aged people tend to visit in the evening from 7 p.m. onwards, the flexibility in content playback allows the content to be aligned with the target group accordingly.

Offline marketing vs. online marketing: Which one is better?

It’s wrong to say that all classic marketing methods are bad because they are the fundamental approach to digital marketing and many businesses use flyers as well as banners successfully. In comparison, digital marketing only provides advantages.

That mainly shows in the possibilities to adapt, mobile availability, measurability of results and efficiency. The investment in classic marketing is a risk because businesses can’t determine concrete numbers. Sure, not every method provides good measurability but a holistic digital marketing strategy does.

However, there are also two disadvantages in offline marketing. On the one hand it’s complicated to start the right way. Those who have never occupied themselves with digital marketing 101 might need a consultant or many hours of research to find the best strategies for their own business. Another disadvantage are the high expectations – especially small businesses expect too many new customers once they created their own website or started with social media. The rising competition makes that a tough challenge because the good places in google and social media channels are limited.

However, search engines and social media aren’t the only ways to use digital marketing. In the end, a good strategy combines the strengths of many different areas. In case a company has always been successful with events it of course can still be part of a holistic strategy.

Conclusion: A lasting trend that requires innovation

The comfort zone is a dangerous place especially in marketing. If there is one disadvantage in digital marketing it’s to ignore current trends. However, a turnaround is not accomplished from one day to the next and businesses have time to adapt.

Digital advertising is superior to offline marketing, no matter if we talk about flexibility, costs or mobility. The only disadvantage is the amount of given possibilities and that companies choose the wrong ones. However, the ones who are prepared will not fail.

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FAQ

Following we will answer the most frequently asked questions about digital advertising.

How much does digital advertising cost?

It depends on how much money you spend and what you want to achieve. You can start with just a few euros but if you want a positive return on investment you will have to invest a few thousand euros each month to succeed.

Which of the following is an example of digital advertising?

Digital advertising includes all media which can be used to market products or services, so facebook ads, google ads, social media, newsletter marketing, content or videos.

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