How to Break Traditional B2B Advertising Conventions and Win Customers in 2023 and Beyond

The world of advertising is constantly changing, and simply following traditional B2B advertising conventions is no longer enough to succeed. Here’s how to think outside the box and pivot your strategies accordingly.

Advertising has always been a fast-paced world — and the landscape is changing even faster now. Between the introduction of new platforms, changing regulations, and ever-evolving user preferences, your business must advance alongside these changes to win customers.

But what exactly is coming down the pipeline? And how can you break out of the traditional B2B advertising mold to take these changes in stride? Below, we share the answers to help you create successful B2B marketing strategies that resonate with consumers.

Four Ways the World of Advertising is Changing

New Regulations

A new year means new regulations — and this year, we’re seeing new consumer protections surrounding paid media and sponsored content. But it’s not the end of the world. You’ll just have to pay extra attention to the language, design, and placement of your new ads to ensure everything’s above board.

Regulations are also changing on the data side, but staying compliant won’t be as easy since these are being rolled out state by state instead of at the U.S. federal level. New regulations also mean a new set of nuances — you’ll likely have to adjust your compliance plans, reconfigure the opt-out request process, and be more transparent about privacy policies. Unfortunately, this also means you may need to do away with your third-party data consent tools. Brands have long relied on these tools, but they aren’t generally updated quickly enough to remain compliant amidst the ever-changing regulations.

More Channels

​​There are many methods of reaching customers, and you’re missing out if you skimp on digital channels. Sure, digital channels were once considered unappealing by B2B marketers, but our work-life balance is blurring. We have our phones all the time. We check social media and email inboxes regularly. We’re watching videos for an average of 19 hours per week. If you hesitate on adopting an omnichannel strategy, you’re losing out on countless customers.

Granted, you can’t launch an omnichannel strategy overnight — not a good one, anyway! Instead, set aside time and budget for marketing and pay extra attention to how your creative is designed. (Tip: Use consistent messaging and cohesive visuals across your website, blog posts, videos, photos, social posts, and more to impress consumers.)

Generational Shifts

Boomers and Gen X-ers must now consider Gen Z, who play a significant role in dictating what consumers want from brands. Gen Z-ers have grown up with full access to the internet, but they aren’t just tech-savvy. They’re also ready to dive in when it comes to research.

Gen Z-ers aren’t afraid to wade through companies’ reviews and are far more conscious than previous generations. They want to support brands that align with their values, prioritize authenticity, and are likelier to purchase according to their emotions.

So what does that mean for your brand? You have the unique opportunity to create more attention-grabbing, engaging content! Instead of producing dense, educational advertising materials, take advantage of bite-sized video content. Being creative with short videos on platforms like TikTok, Snapchat, YouTube, and Instagram can help you appeal to younger audiences like never before.

The Rise of Generative Artificial Intelligence

Artificial intelligence (AI) is all the rage today in everything from the automotive industry to healthcare. It’s also making a splash in advertising, moving us past traditional B2B advertising methods and into a future with more advanced machine learning and personalized ads for every consumer.

When you embrace AI, you’re opening up smarter opportunities for yourself with customer segmentation, a deeper understanding of your consumers’ desires, and the ability to create messages that resonate with your audience based on age, gender, group, lifestyle, and more. AI can even use data to make automated decisions and deliver tailored content at the right moment, creating a truly personalized consumer experience. And if you need further convincing, just look at the recent McKinsey report — it found 71% of consumers now expect customized communications from companies they interact with, with 78% saying that such content made them more likely to return.

Win Customers in 2023 and Beyond With Thunderfoot

It’s no secret that the digital landscape is ever-evolving, and keeping up with new regulations, technologies, trends, and audiences can be challenging. But Thunderfoot is here to help you deftly navigate today’s digital landscape. Our team of digital experts has delivered groundbreaking marketing results for some of the world’s most innovative companies, and we can do the same for you.

Contact us today to become a client and experience the Thunderfoot difference!