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8. B2B Marketing Myths debunked (what the science says)
Manage episode 447628073 series 3608014
Alexandra N.에서 제공하는 콘텐츠입니다. 에피소드, 그래픽, 팟캐스트 설명을 포함한 모든 팟캐스트 콘텐츠는 Alexandra N. 또는 해당 팟캐스트 플랫폼 파트너가 직접 업로드하고 제공합니다. 누군가가 귀하의 허락 없이 귀하의 저작물을 사용하고 있다고 생각되는 경우 여기에 설명된 절차를 따르실 수 있습니다 https://ko.player.fm/legal.
This (longer) episode focuses on the latest research from the Ehrenberg-Bass Institute for Marketing Science.
The discussion delved into B2B marketing myths, emphasizing evidence-based insights from the Ehrenberg Bass Institute. We specifically analyze and debunk several marketing myths that are often wrongly applied to B2B,
- including the myth that brands should focus on retaining a loyal base of customers.
- Findings emphasize that in order to grow, brands need to reach a wider audience, and not just target their current customers.
- They also explore the importance of distinctive brand assets
- and the impact of category entry points, which can be leveraged to make a brand more readily available in a consumer's mind.
- Finally, we provide an overview of the Duplication of Purchase Law, which describes the tendency for customers to share across multiple brands,
- as well as the Double Jeopardy Law, which demonstrates the correlation between market penetration and loyalty.
References:
- "Advertising effectiveness and the 95-5 rule: most B2B buyers are not in the market right now | Ehrenberg-Bass Institute for Marketing Science": https://www.marketing.unisa.edu.au/Ehrenberg-Bass-Institute/our-work/publications/advertising-effectiveness-and-the-95-5-rule-most-b2b-buyers-are-not-in-the-market-right-now
- "Brand Rejection in B2B: Incidence, Reasons and Implications | Ehrenberg-Bass Institute for Marketing Science": https://www.marketing.unisa.edu.au/Ehrenberg-Bass-Institute/our-work/publications/brand-rejection-in-b2b
- "Category Entry Points in a Business-to-Business (B2B) world | Ehrenberg-Bass Institute for Marketing Science": https://www.marketing.unisa.edu.au/Ehrenberg-Bass-Institute/our-work/publications/category-entry-points-in-a-business-to-business-b2b-world
- "How do Business-to-Business (B2B) brands compete? | Ehrenberg-Bass Institute for Marketing Science": https://www.marketing.unisa.edu.au/Ehrenberg-Bass-Institute/our-work/publications/how-do-business-to-business-b2b-brands-compete
- "The Double Jeopardy Law in B2B shows the way to grow | Ehrenberg-Bass Institute for Marketing Science": https://www.marketing.unisa.edu.au/Ehrenberg-Bass-Institute/our-work/publications/the-double-jeopardy-law-in-b2b-shows-the-way-to-grow
8 에피소드
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