Complexity/specificity of the products
Posted: Sat Jan 25, 2025 4:58 am
A compromise is possible here. The target group is not left completely open, but at least roughly defined in advance. For example, only the seniority and the industry of the target persons are suitable, provided that this is available as targeting. This is not a problem with LinkedIn, but Meta and Co. do not have the targeting options for this. They could still work with completely open targeting. Experience has shown, however, that only a few companies are prepared to bear the higher costs of eliminating wastage.
This also makes sense in view of the significantly longer product cycles. If a product is only in demand every few years, the already small potential target group shrinks even further. Lead campaigns then come to nothing, not because there is a general lack of interest, but simply at that moment. These phases are ideal for branding, but are also the most difficult for advertisers, as the hard KPIs are missing for a long time. This inevitably leads to either no branding being done or to working as efficiently as possible, which leaves no room for experiments and AI optimization.
The very narrowly defined target groups are an indication of another namibia consumer email list peculiarity of B2B campaigns. The products, solutions or services are often tailored precisely to a specific use case and at the same time they are highly complex and difficult for laypeople to understand. This means that we are more limited in the creation of creatives than is the case with B2C campaigns. The possibilities for conducting extensive testing on a creative basis are minimized from the outset. This does not mean that new paths cannot be taken here. Unboxing an industrial machine weighing tons can certainly have its own charm and attract attention. In general, however, we will not start with a wide range of creatives, but with a few core messages that are only slightly nuanced.
Pragmatism versus big cinema
For B2C campaigns, generating emotions and thus branding is an essential part of standing out from the competition. The focus is then no longer on the product, but on the emotions associated with it. These emotions are then often embedded in cinematic short films or more authentic snapshots of users or influencers.
This also makes sense in view of the significantly longer product cycles. If a product is only in demand every few years, the already small potential target group shrinks even further. Lead campaigns then come to nothing, not because there is a general lack of interest, but simply at that moment. These phases are ideal for branding, but are also the most difficult for advertisers, as the hard KPIs are missing for a long time. This inevitably leads to either no branding being done or to working as efficiently as possible, which leaves no room for experiments and AI optimization.
The very narrowly defined target groups are an indication of another namibia consumer email list peculiarity of B2B campaigns. The products, solutions or services are often tailored precisely to a specific use case and at the same time they are highly complex and difficult for laypeople to understand. This means that we are more limited in the creation of creatives than is the case with B2C campaigns. The possibilities for conducting extensive testing on a creative basis are minimized from the outset. This does not mean that new paths cannot be taken here. Unboxing an industrial machine weighing tons can certainly have its own charm and attract attention. In general, however, we will not start with a wide range of creatives, but with a few core messages that are only slightly nuanced.
Pragmatism versus big cinema
For B2C campaigns, generating emotions and thus branding is an essential part of standing out from the competition. The focus is then no longer on the product, but on the emotions associated with it. These emotions are then often embedded in cinematic short films or more authentic snapshots of users or influencers.