Relevancy Marketing, Takeaways from the Marketing Profs B2B MKTG Virtual Conference

It was quite a convenient experience to attend a virtual conference set up by Marketing Profs on B2B Marketing Wednesday this week. At the same time, the most valuable parts of the arrangement is the ability to download presentations right away and the ability to listen the recorded sessions afterwards! Great value! Saves time, provides flexibility and shares content freely at no charge. More about a similar positive “user experience”, check Jeremiah’s post.

The session on B2B Marketing by Google’s folks: Benjamin Chung and Mark Martel was of most interest. The term of Relevancy Marketing peaked my attention. The idea is simple of putting your ads and products in the right context -where your users are and where their behavior illustrated obvious interest in those products. Sometimes, Relevancy Marketing is called Contextual Marketing that has a power of effective influence over one billion people online today. Its key benefits are: being transparent and flexible for adjustments in real-time. Also, online sources of information become very influential today for B2B segments. Niche content grows significantly attracting the involved end-users. Hence, B2B advertisers move online as well. The top three tips to remember are:

1) To focus on the customer
2) To profit from fragmentation
3) To measure, learn and optimize.

(See the link below to access the details and narration for the session.)

According to eMarketers’ article on “The Behaviorally Targeted Ad Audience” :

In a May 2007 consumer study by JupiterResearch and AOL, revealed:

1. 74% of frequent ad viewers stated they would pay more attention to a contextual ad vs. 89% who would pay more attention to behavioral ads

2. 63% of online consumers say they pay more attention to ads that fit their specific interests vs. 49% who pay more attention to ads that are directly related to their current online activity; that data could be interpreted as more attention for contextual (specific interests) than behavioral (current online activity)

3. 67% of online shoppers — defined as those who research and/or purchase online — notice behaviorally targeted ads vs. 53% who notice contextual targeted ads

Personalize the content, do you “research” or use your research and I will spare a minute to pay attention. Relevancy marketing translates into more effective marketing communications and eventually a greater awareness about the product offerings by the target audience.

Other sessions at the virtual conference included:

- Keynote: B2B Marketers Need An Interactive Makeover by Laura Ramos
– Customer Reference Programs and the Social Media Revolution by Bill Lee and Jeremiah Owyang
– Email Marketer Seeks Customer for Long-Term Relationship by Brian Ellefritz and Scott Barnett
– Is Thing On? Social Media for B2B Marketers by Greg Verdino
– Using Sustainable Word-of-Mouth Marketing in Growing B2B Business by Greg Spangler

P.S. Here is the link to the recorded sessions – check them out – time well spent.