Business Marketing

What if commercials really did talk to you? What if a familiar spokesperson addressed you by name and responded to your thoughts and feelings. In what is definitely one of the more creative social media ad campaigns in a while, Old Spice is doing just that. Its shirtless, muscled spokesman, the Old Spice Man, is shooting YouTube videos in response to people’s Tweets. Many oft these are well-known people with tons of followers like Kevin Rose and actress Alyssa Milano, who retweet the videos and spread them virally.

For instance, Digg founder Kevin Rose Tweeted out that he was sick, and in response the Old Spice Man created the video embedded below, in which he tells Rose that he has never had a fever himself because his body is “98 percent muscle.” He even talks to Rose in binary code so that Rose can understand, to which Rose responded on Twitter:

HOLY SH*T, best get well video EVER from the old spice man! 

This is what its all about! 

Content marketing was a top priority for businesses in 2011, and it is going to remain so in 2012. That’s according to a study conducted by the Content Marketing Institute, a marketing research company. 

Interactive Media Helps Marketers

2011 was something of a tipping point year for B2B marketers. Connecting with prospects on a growing list of mobile devices and across social media platforms were just a few of the challenges added to the list of traditional campaign initiatives.

In an effort to uncover some of the secret sauce that helped leading B2B organizations fuel efficiency and growth last year, DemandGen Report surveyed more than a dozen demand generation experts to find out “what’s working” and why.

 

As marketers focus deeper on the funnel and look to impact the revenue cycle, there was more of a focus on the tactics and strategies that helped to convert qualified leads into opportunities, as well as new content formats that helped to break through with today’s time- and attention-starved buyers. Additionally, marketers are increasingly turning toward marketing tactics centered on social, inbound, integration and data management to maximize campaigns initiatives.

 

 

Interactive Media Helps Marketers Step Outside The Automation Box

While automation functionality is helping a variety of organizations across different industries more efficiently manage campaigns, progressive organizations are utilizing more interactive elements to supplement marketing initiatives and cater to the “consumerization” of B2B buying patterns.

 

While the corporate web site remains critical, with the rise of social and mobile to add to the more traditional B2B channel mix (email, web, display), there continues to be a proliferation of online channels.  It is harder than ever to gain an individual prospect’s attention and even more challenging to get time-strapped B2B professionals to visit your web site in order for the identifying and nurturing process to begin in your RPM system, for any individual prospect.

 

Many companies are utilizing video-based platforms to extend the brand’s message and value proposition in a more interactive, engaging way.