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Will viewers be willing to use their TVs the same way they use their phones?

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Will viewers be willing to use their TVs the same way they use their phones?


MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. If you would like to read this before the rest of the internet does, Anmäl dig här för att få det levererat till din inkorg dagligen.

Good morning, Marketers, have you been following CES?

The MarTech beat is a little more backend, but I’m also obsessed with customer behavior and media consumption. Successful marketers are as well. It’s all included in our MarTech mission to report on and clarify the intersection of marketing and technology.

So, I’m wondering about the news Samsung released on its new Smart TVs, specifically about the new Smart Hub on the screens (scroll down) that includes an “NFT Platform.”

Do viewers want to check their digital artwork during a timeout when they’re watching a bowl game? Can’t they just do that on their phones? The other parts of the Smart Hub for gaming and video chatting while watching shows make more sense, and are centered around traditional uses for the big screen. 

But I wonder how much mobile behavior will translate to TVs. As marketers, why not just direct the viewer cross-channel to their phone with an almighty QR code?

Chris Wood,

Annons

Editor

Quote of the day: “We moved from campaign creation to journey enablement, and what that means is something long-term and sustainable. Campaigns are like the fountains at the Bellagio: A lot of effort to go up, you’re up for five seconds, then you go down.” Teresa Barreira, SVP, Global Chief Marketing and Communications Office, Publicis Sapient

Om författaren

Chris Wood bygger på över 15 års erfarenhet av rapportering som B2B-redaktör och journalist. På DMN fungerade han som biträdande redaktör och erbjöd originalanalys av det utvecklande marknadsföringsteknologiska landskapet. Han har intervjuat ledare inom teknik och policy, från Canvas vd Melanie Perkins, till tidigare Cisco-chefen John Chambers, och Vivek Kundra, utsedd av Barack Obama till landets första federala CIO. Han är särskilt intresserad av hur nya teknologier, inklusive röst och blockchain, stör marknadsföringsvärlden som vi känner den. 2019 modererade han en panel om "innovationsteater" på Fintech Inn i Vilnius. Förutom sin marknadsföringsfokuserade rapportering inom branschbranschen som Robotics Trends, Modern Brewery Age och AdNation News, har Wood även skrivit för KIRKUS och bidrar med skönlitteratur, kritik och poesi till flera ledande bokbloggar. Han studerade engelska vid Fairfield University och föddes i Springfield, Massachusetts. Han bor i New York.



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MARKNADSFÖRING

B2B buyers are much more concerned about a company’s values than the general public

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B2B buyers are much more concerned about a company's values than the general public

B2B marketers take note: 72% of your buyers say they are more likely to buy from socially responsible businesses, according to a recent survey. That’s 17 points higher than the general public. 

Additionally, 48% of B2B buyers say they’re “much more likely to” buy from these firms, compared to 29% of consumers. There’s a big gender gap on this among the B2B population, but not the one you might expect: 57% of men are in the “much more likely” group, compared to  35% of kvinnor, according to the American Marketing Association-New York “Future of Marketing” study. 

Läs nästa: What are diversity, equity and inclusion, and why do marketers need them?

These folks are more than willing to put the company’s money behind this: 73% say they don’t mind if it costs them more. We’re not talking just a slight increase, either. Some 38% would pay prices more than 10% higher and 17% would be OK with an additional 25% or more. This is a considerable difference from the general public where the numbers are 23% and 10% respectively.

Furthermore, the bigger the purchase, the more buyers who respond strongly to brand purpose. Only 35% of those whose last purchase was under $10,000, are in the more likely to buy group. That group expands to 54% of those who spent between $10,000 and $100,000, and 62% of those whose last buy was over $100,000.

Most important issues

The most important issues for buyers:

  • Being a good employer (34%).
  • Corporate citizenship (27%).
  • Sustainability and environmental protection (24%).
  • Racial equality (23%).
  • Workplace diversity (23%).
  • Protecting voting and democracy (22%).
  • Kvinnor’s rights (15%).
  • Criminal justice reform (13%).
  • LGBTQ+ issues (10%).

Workplace diversity is considerably more important to B2B buyers than the general public (23% to 15%). 

While the current group of B2B buyers looks like it usually has, that’s very likely to change. Right now the average corporate buyer is mostly under 40 (65%) and male (60%). However, kvinnor make up 53% of the under-30s (as well as 56% of the over-50s). They’re also in the majority at companies with fewer than 50 workers (59%) and those with more than 5,000 (54%). 

Annons

Varför vi bryr oss. The title of the study is “The new B2B: Omni-channel, tech-friendly and woke.” However one cares to define that last word, it is not one usually associated with B2B. That’s very important for focusing marketing and for the world at large. For marketers it means making sales and the C-suite understand that all of the business’s actions have an impact on the bottom line. For the rest of us it means there’s a powerful market force pushing for greater corporate responsibility.


Få det dagliga nyhetsbrevet som digitala marknadsförare litar på.



Annons

Om författaren

Constantine von Hoffman är chefredaktör för MarTech. En veteranjournalist, Con har bevakat affärer, ekonomi, marknadsföring och teknik för CBSNews.com, Brandweek, CMO och Inc. Han har varit stadsredaktör för Boston Herald, nyhetsproducent på NPR, och har skrivit för Harvard Business Review, Boston Magazine, Sierra och många andra publikationer. Han har också varit en professionell ståuppkomiker, hållit föredrag på anime- och spelkongresser om allt från My Neighbor Totoro till historien om tärningar och brädspel, och är författare till den magiska realistiska romanen John Henry the Revelator. Han bor i Boston med sin fru Jennifer och antingen för många eller för få hundar.

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