Those who work in the cybersecurity business know that they have to keep up to date on points of vulnerability in technology to maintain their edge. What the ones who successfully market their products also know is that they have to adapt to evolving customer expectations in the highly competitive B2B market.
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Very few people seem to express warm, fuzzy feelings about banks. In fact, they are more 20 point drop in public trust in 2018.
likely to have cold, prickly feelings about them. Financial services institutions suffered a
So what can banks do to try to attract and retain loyalty? Aside from asking banking customers directly, how would banks find out what people really think of what they’re doing? They could tap into social data. That’s what Crimson Hexagon did with in a report that compares two bank brands: BNP Paribas and Santander.
The report is based on an exploration of five years’ worth of online conversations related to these two large bank brands. Data was culled from “Twitter, Facebook, Reddit, blogs and forums – a wide range of locations where consumers gather to discuss various topics.”
In the last century, people who would plan what to watch on TV would turn to printed guides. Thanks to the proliferation of channels and the rise of streaming services, they have a lot more options to choose from. But this brave new world also opens up new ways for marketers to reach the audiences that will lift viewership.
A leader in global TV analytics, Samba TV, connects data on viewership with cross-screen ad exposure to helps programmers measure and optimize tune-in campaign performance. Toward that end it draws on partnerships for insight into what viewers are tuning into on their second screen.
TV and digital are better together, says cross-screen analytics leader Samba TV.
Earth Day is April 22, and some brands have taken a cue from the event to raise awareness about the environment and to show how they contribute to the health of the planet. It’s a more obvious fit for some brands than others.
The online discount retailer, BLINQ, normally appeals to consumers looking for low prices. But come April, which it identifies as “earth month,” it stresses that it is not just about saving money but saving the planet.
The BLINQ blog says, “Most items on our website are overstock or returned goods that would have otherwise been tossed — regardless of the condition they are in! That means every time you shop on BLINQ, you’re doing your part to help reduce waste.”
Still that applies all year round, so for this month, the retailer announced that it partnered with Trees.org to donate a tree for every BLINQ order. In case the pricing is not enticing enough, they also offer customers a bonus of feeling good about the impact of their purchase: “Every order supports sustainability.”
That’s a real value proposition for some customers, according to a recent Nielsen report. "Sustainability sells," is what it found.
Takeaway:Although women currently hold only about 25% of tech positions in the U.S., numbers are growing and many women are working to reduce this gender gap.
Assessing the state of women in tech does present a kind of half-full – or, more precisely, quarter-full – glass perspective. There is definitely still a marked gap in terms of representation in the field and even pay. However, there are also signs of movement in the right direction. So while we do mind the gap, we should also look at what works to narrow it down.
Just like in the realm of B2C, effective storytelling is fundamental to marketing in B2B. The key differentiator for brands is to make the stories not about how amazing they are but about the amazing results the businesses that use their solutions are able to achieve. That’s the key to a subtle shift in messaging at Dell Technologies.
As we saw in "B2B Marketing: Who’s Your Hero?"this is exactly what brands should be doing in drawing on the stories of heroic journeys, in which a magical object can be brought back into the hero’s world to solve what appeared to be an insurmountable labor. Accordingly, Dell Technologies is now showcasing its “Let’s Make it Real" effort, in the context of the real world where heroic businesses are applying the magic of its technology.
Dell Technologies launched the “Let’s Make it Real” brand campaign on March 27. While the tagline dates back three years, the brand decided to take a new direction, in shifting away from the stage setting that puts the spotlight on digital transformation as magic to real-world scenarios in which digital transformation can have a magical effect.
The following video represents the brand message Dell Technologies used in the commercial that aired last year.
Actor Jeffrey Wright presents the special effects, in a theater, that go with the defining message: “‘Magic can’t make digital transformation happen. But we can. Let’s make it real.’”
Ada Lovelace, credited with writing the first computer algorithm.
Takeaway:While men still dominate the top positions in tech, there are women who have worked hard to attain top positions, driving innovative technology and directing successful businesses. Often, they not only step into an existing business, but create or co-found a new commercial concept.
Look at any list of the top names in tech, and you will invariably notice that women are very much outnumbered, often representing only a third at best. To find the women who have risen through the ranks, you may have to look at the lists that are devoted to women specifically. There are a number of them, and this list cannot take them all into account. Instead, it presents a dozen. Some of the names are very well known, and some are less so.
Whether they have worked their way up the ranks of a well-established business, have developed a completely innovative concept that forms the basis of a new one, or have the vision to realize which new tech company they should be investing in, they all are highly accomplished in their field. So as not to appear to rank them in order of importance, they are simply presented in alphabetical order.
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