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Research
ZMOT | why Zero Moment Of Truth applies to Business to Business too
The Zero Moment of Truth or ZMOT (“zee-mot”) refers to the online research a prospect undertakes when considering a new purchase. The ZMOT kicks in after one has seen an advertisement for a product a service, yet before the actual purchase is made. In B2C ZMOT may happen in the … Continue reading
Psychology in B2B marketing
‘Magnetic marketing’ is both fact- and psyche-based. Instead of being based on the combination of hard facts on the one hand, and true insights into customer behavior on the other, marketing and marketing communications too often are based on assumptions. Leveraging psychology in marketing is the central topic of this … Continue reading
Social media most influential channel in B2B (GlobalWebIndex Research)
Social media play a pivotal role in B2B, even more so than in B2C. This is the key conclusion from the GlobalWebIndex Research involving interviews with 17,425 decision makers in 27 markets from July 2009 to June 2011 (this, by the way, makes one wonder why the results seem to … Continue reading
Shifting the B2B mix
Results of a study amongst 132 B2B marketers jointly conducted by Booz & Co, American Business Media (ABA) and the Association of National Advertisers (ANA) was presented last week. Assuming the findings are (or will soon be) relevant for the European and Dutch marketplace as well, this survey made me … Continue reading
Action amidst Uncertainty | green revolution in the boardroom?!
In the midst of the perhaps biggest environmental catastrophe ever – the oil spill in the Mexican Gulf – sustainability demonstrably rising on the executive agenda provides some inspiration. Even in this economic downturn companies now see the business benefit of ‘going green’ both in terms of bottom line cost … Continue reading