This article is based on the content of an Effinity webinar. Watch the video for full details. Watch the video. In an increasingly vast and complex digital world, brands sometimes feel that they are not exploiting all the opportunities available to them. They are constantly having to make choices when it comes to allocating their investments, but they don’t have a full grasp of all the parameters that would enable them to make the right choices. By offering B2B players a methodology based on 5 approaches, designed to cover all useful audiences, levers and placements, Effinity is renewing the way they approach their B2B digital acquisition strategy.
An unstable environment, but more numerous and more active Internet users
Recent regulatory changes from the RGPD and the CNIL, new technical constraints imposed by giants Facebook, Google and Apple, as well as the end of 3rd-Party cookies and limitations imposed on 1st-Party cookies are creating an unstable environment including in the B2B world. At the same time, Internet users are growing in number (53.8 million French people on the Internet), and have never converted so much via digital channels. And consumption channels are becoming increasingly varied:
- 1.6 billion websites worldwide
- more than 2 million blog articles published every day
- more than 7% annual growth in domain names
- 17 platforms with more than 300 million users, including 6 with more than 1 billion monthly active users
However, investments are as concentrated as ever: Google and Meta (formerly Facebook) alone account for over 75% of investments, even though they represent only 40% of time spent on the Internet. And conversely, less than 25% of advertising spend goes to the rest of the web, which accounts for over 60% of time spent by Internet users!
Concentration of advertising investment and gaps in the picture
What’s more, almost half of all Internet users are currently not reached by advertising:
- 25% of Internet users: limit third-party cookies via the browser
- 30 to 35% of Internet users: limitation via an AdBlocker
- 30 to 40%: limitation due to lack of consent
Finally, in B2B, there are often several players in the decision-making chain, and 57% of B2B buyers start their purchasing process without entering into direct contact with potential suppliers. Prospects have access to several sources of information. All these factors call for a new vision that takes into account the prospect’s global journey, organizing interactions between levers, and investing by objective rather than by lever.
The 5 universes methodology
That’s why Effinity has developed the 5 Universes methodology, which allows you to take a close look at your audiences, the levers available and the placements on which to position yourself, to make sure you don’t miss out on any opportunities.
The Targeting approach :
With this approach, we choose the profiles we want to reach, thanks to the various levers available: targeted emailing, display, native ads, social ads, sms, push notification, personalized prospecting, DOOH… Targeting can be socio-demographic, behavioral, by centers of interest, retargeting, via BDD or even lookalikes. These different levers offer us different remuneration models (CPM, CPC, CPL, CPA…) as well as flexibility in budget management.
The Contextual Approach :
The aim of this approach is to position the brand on sites that deal with themes in line with the service/product offered. The brand will thus be present where the prospect is looking for information before making a purchasing decision. We can use several content and/or visibility media.
The SEO approach :
We position the advertiser on sites where users search for their service/product/offer. Here too, we have a multitude of levers available: search, buying guides, good deals and price comparison sites. This type of site completes the search for information before making contact with a brand.
The Communities approach :
This approach enables advertisers to position themselves in communities grouped around a common center of interest. It’s a key space for getting your brand talked about with opinion leaders who correlate with your target.
The Brand-to-Brand approach:
Brand-to-Brand allows you to propose your offer via another advertiser, thanks to a win-win partnership. You benefit from the notoriety of the partner brand, reach your core target and arouse interest.
Harmonizing B2B digital acquisition
Thanks to the 5 universes methodology, you can harmonize your B2B digital acquisition by synchronizing your actions and objectives across all your levers. There’s no more gaping holes, and every opportunity is seized! If you’d like to review or complete your B2B marketing mix with us using this approach, please don’t hesitate to contact us 🙂
https://youtu.be/6fdgz17oFbc
