{"id":6979,"date":"2020-07-28T16:30:15","date_gmt":"2020-07-28T14:30:15","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=6979"},"modified":"2020-07-28T16:30:15","modified_gmt":"2020-07-28T14:30:15","slug":"b2b-content-marketing-plaene-und-anforderungen-fuer-die-naechste-zukunft","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2020-07-28\/b2b-content-marketing-plaene-und-anforderungen-fuer-die-naechste-zukunft\/","title":{"rendered":"Content marketing B2B: piani e requisiti per il prossimo futuro"},"content":{"rendered":"<figure id=\"attachment_6981\" aria-describedby=\"caption-attachment-6981\" style=\"width: 680px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-medium wp-image-6981\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/07\/B2B-Content-Marketing-Plaene-und-Anforderungen-fuer-die-naechste-Zukunft_Organisator.jpg\" alt=\"\" width=\"680\" height=\"512\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/07\/B2B-Content-Marketing-Plaene-und-Anforderungen-fuer-die-naechste-Zukunft_Organisator.jpg 680w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/07\/B2B-Content-Marketing-Plaene-und-Anforderungen-fuer-die-naechste-Zukunft_Organisator-16x12.jpg 16w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/07\/B2B-Content-Marketing-Plaene-und-Anforderungen-fuer-die-naechste-Zukunft_Organisator-232x175.jpg 232w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/07\/B2B-Content-Marketing-Plaene-und-Anforderungen-fuer-die-naechste-Zukunft_Organisator-465x350.jpg 465w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2020\/07\/B2B-Content-Marketing-Plaene-und-Anforderungen-fuer-die-naechste-Zukunft_Organisator-300x226.jpg 300w\" sizes=\"auto, (max-width: 680px) 100vw, 680px\" \/><figcaption id=\"caption-attachment-6981\" class=\"wp-caption-text\">Il content marketing B2B \u00e8 una delle tendenze future del marketing. (Grafico: w&amp;co)<\/figcaption><\/figure>\n<p>w&amp;co MediaServices, fornitore di servizi multimediali completi per il marketing omnichannel, ha pubblicato i risultati di uno studio sul content marketing B2B. Ci\u00f2 che diventa chiaro \u00e8:  Le aziende devono - e lo faranno - uscire dalla loro zona di comfort nel marketing per rivolgersi ai clienti in modo pi\u00f9 differenziato, affinare il loro profilo e aprire nuovi mercati. Lo studio tedesco mostra tre importanti sviluppi nel content marketing B2B: I contenuti propri in diversi formati stanno diventando sempre pi\u00f9 importanti. La richiesta di qualit\u00e0 nella comunicazione per un'identit\u00e0 di marca inconfondibile \u00e8 in aumento. Il marketing orientato agli obiettivi sta acquisendo importanza anche nell'ambiente B2B.<\/p>\n<h2><strong>Prodotti complessi e servizi rilevanti per i ricavi richiedono una comunicazione estesa<\/strong><\/h2>\n<p>Ci\u00f2 \u00e8 dovuto alle nuove esigenze del business B2B: le aziende B2B prevedono che nei prossimi cinque anni i servizi di consulenza o di ingegneria rappresenteranno una quota crescente del fatturato totale. Attualmente, un terzo (33 %) dichiara che la sua principale fonte di reddito comprende sia la vendita di prodotti che la consulenza. Nei prossimi cinque anni, questa quota sar\u00e0 la met\u00e0 (49 %). Ci\u00f2 significa che in futuro i prodotti diventeranno pi\u00f9 complessi o richiederanno maggiori spiegazioni e saranno collegati a servizi a valore aggiunto rilevanti per le vendite. Ci\u00f2 deve riflettersi in una comunicazione di marketing altrettanto estesa.<\/p>\n<h2><strong>L'internazionalizzazione pone nuove sfide al marketing<\/strong><\/h2>\n<p>Allo stesso tempo, le vendite stanno diventando sempre pi\u00f9 internazionali: la quota di aziende B2B che realizzano le loro vendite sia nei Paesi di lingua tedesca che a livello internazionale sta passando dal 39 al 50%. Per un'azienda B2B su otto, in futuro la maggior parte delle vendite sar\u00e0 addirittura generata all'estero. \"Il marketing in diverse lingue e regioni \u00e8 di per s\u00e9 un compito impegnativo\", afferma Robert Schneider, amministratore delegato di w&amp;co MediaService. \"Inoltre, ci sono aspetti critici dovuti a requisiti legali diversi a livello regionale e alla sfida di garantire un'identit\u00e0 di marchio coerente nonostante gli adattamenti locali\".<\/p>\n<h2><strong>Lasciare la zona di comfort per nuovi mercati<\/strong><\/h2>\n<p>Le aziende si stanno preparando a tempi pi\u00f9 difficili partendo da una base commerciale attualmente stabile: Oggi il 53% si vede in un ambiente competitivo sano. Nei prossimi cinque anni, l'89% prevede un aumento della pressione competitiva. \u00c8 chiaro che la zona di comfort deve essere lasciata alle spalle: Se finora il marketing si \u00e8 occupato principalmente di generare lead nei mercati consolidati e di conservare i clienti esistenti, in futuro questo non sar\u00e0 pi\u00f9 sufficiente. Pi\u00f9 di oggi, gli intervistati si concentreranno sulla generazione di lead in nuovi mercati, sulla coltivazione dell'immagine e sulla costruzione del marchio, sul lancio di innovazioni di prodotto e sull'aumento delle vendite ai clienti esistenti attraverso servizi a valore aggiunto o acquisti successivi.<\/p>\n<h2><strong>Crescente richiesta di distintivit\u00e0 e qualit\u00e0 nel marketing<\/strong><\/h2>\n<p>Le aziende B2B si preoccupano di sviluppare un marchio che raggiunga i clienti - e coloro che lo diventeranno - in vari modi. L'obiettivo \u00e8 posizionare proposte di vendita uniche a pi\u00f9 livelli. Ad esempio, le aziende B2B prevedono che nei prossimi due anni aumenter\u00e0 la richiesta di distintivit\u00e0 e qualit\u00e0 nel marketing, che ci sar\u00e0 una migliore differenziazione in base ai gruppi target e che crescer\u00e0 la rilevanza del marketing orientato agli obiettivi. Anche la formazione online, uno strumento prezioso per l'orientamento dei clienti, diventer\u00e0 sempre pi\u00f9 importante.<\/p>\n<h2><strong>La modernizzazione del marketing deve superare gli ostacoli tecnici e organizzativi<\/strong><strong>\u00a0<\/strong><\/h2>\n<p>C'\u00e8 ancora un po' di strada da fare per soddisfare questi requisiti: Sebbene il 66% dichiari che le proprie misure di marketing sono coordinate in termini di tempi e contenuti, \u00e8 discutibile che queste siano anche concepite in modo incentrato sul cliente: solo il 43% dichiara infatti di allineare la propria comunicazione alla rispettiva fase della relazione con il cliente. Il 39% ha dichiarato di differenziare solo tra clienti nuovi ed esistenti.<\/p>\n<p>Per fare un salto di qualit\u00e0 nel marketing - sia in termini di presenza convincente sul mercato che di efficienza nell'attuazione - \u00e8 necessario ammodernare le infrastrutture tecniche e adattare anche l'organizzazione del marketing in modo orientato al futuro. Le aziende B2B intervistate considerano particolarmente difficile l'elevato impegno tecnico e i costi del marketing digitale, la mancanza di competenze in questo settore e la complessit\u00e0 dei processi.<\/p>\n<p>Gli ostacoli citati riguardano competenze e infrastrutture speciali che non possono essere risolti in breve tempo attraverso progetti di fornitori di servizi. Piuttosto, richiedono un ripensamento della strategia di outsourcing, verso una cooperazione integrata a lungo termine con i partner, nel senso di un ecosistema.<\/p>\n<p><em>Fonte: <a href=\"http:\/\/www.w-co.de\/\">www.w-co.de<\/a><\/em><\/p>","protected":false},"excerpt":{"rendered":"<p>w&amp;co MediaServices, ein Fullservice-Mediendienstleister f\u00fcr Omnichannel-Marketing, hat Ergebnisse einer Studie zu B2B-Content-Marketing ver\u00f6ffentlicht. Deutlich wird:\u00a0 Unternehmen m\u00fcssen \u2013 und werden \u2013 ihre Komfortzone im Marketing verlassen, um Kunden differenzierter\u00a0anzusprechen, ihr Profil zu sch\u00e4rfen und neue M\u00e4rkte zu erschlie\u00dfen.\u00a0Die Studie aus Deutschland zeigt im B2B-Content-Marketing drei wesentliche Entwicklungen: Eigener Content in unterschiedlichen Formaten wird immer wichtiger. [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":6981,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"B2B-Content-Marketing","_yoast_wpseo_metadesc":"Eine Studie in Deutschland zeigt: B2B-Content-Marketing zeigt sich k\u00fcnftig extrovertierter mit Profil und Werteanspruch.","articlekey":"","footnotes":""},"categories":[29],"tags":[129,339,459],"class_list":["post-6979","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-content-marketing","tag-marketing","tag-studie"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>B2B-Content-Marketing: Pl\u00e4ne und Anforderungen f\u00fcr die n\u00e4chste Zukunft - Organisator<\/title>\n<meta name=\"description\" content=\"Eine Studie in Deutschland zeigt: 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