Scientific Research: Tips for Internet B2B Marketing
I read recently that 21% of Americans would give up sex for a year to maintain their Internet access. And if you really think about it, I guess it makes sense. We go to the internet now for work, play, boredom, research — anything and everything! So to give that up would be to give up a part of our lives... just like sex (if we’re lucky!).
The Internet is simply a way of life now. As such, people are confronted with innumerable options and messages on an hourly basis. With so many other sites and social media networks vying for your target audience’s attention, what are YOU doing to keep them engaged?
Achievement, social motivation, and immersion are three concepts discovered through scientific research that may help motivate your target audience to stay connected and engaged with you. Are there any ways you can incorporate these into your own B2B marketing outreach?
We are all motivated to interact with certain companies over others, and perhaps these three concepts will motivate your own target audience to interact with you. So think about ways you may already be including them — and ways you could begin to — and start testing to see if they work with your own B2B target audience.
Vann Morris is the Director of Buying Behavior Studies with the Atlanta B2B advertising agency, MLT Creative. She is a Social and Behavioral Scientist who is currently working on her PhD in Communications, and uses her strong theoretical background in order to show how scientific theory should be used to develop strategy and effective B2B marketing campaigns.