The social media disruption for B2B marketing

Since ever marketing used to be a controlled process that is straightforward for most B2B companies:
- Advertising: create and pay.
- Advertorial: write and pay.
- Press releases: write and let distribute (pay).
- Leaflets and Product sheets: create, print and distribute.
- Trade shows: hire a booth, put up messages and be present.

All these methods and processes were clearly defined and easily controlled processes. They all are one way communications in specific channels.

Social media marketing disruption

Since the event of the social media the marketing processes are changing.
Not only because of the additional channel that is being offered, but mainly because of the un-controllability of the new medium and communication channel.

Anybody can post and publish anything about your company, products, solutions or customer service on these new social media channels.
This media is without any controlling organization or person.

Marketing is evolving from the well protected and almost isolated world of one way communications, into an open system of two-way communications that can even turn into conversations or even get virally distributed over large populations.
All of a sudden your B2B marketing is exposed to all the possible mishaps of social media that are beyond your control.

1. The world has become transparent:
In the past a few well-known gatekeepers controlled the distribution of information.
These people worked for newspapers, magazines, radio or television.

The change:
In the new world of influence there are no controlling people or organizations: no secrets.
Openness and transparency is required for marketing.

2. The world has turned to a conversational approach:
Previously there was no conversation: just one way communication – with the response from the audience by buying or not buying: To buy or not to buy that was the answer.

The change:
The marketing and advertising needs to be conversational and should encourage interaction.
Marketing campaigns needs to become part of the conversation and marketing should join in on the conversation.
If people post on a forum, in a blog or a comment on a blog, your marketing needs to consider to respond appropriately within a short time.

3. Everybody can become an influencer:
Previously the number of influencers was limited.
These people were highly appraised and had obtained recognition in one way or another.
Sometimes by just being in the same privileged position since many years.

The change:
On the Internet anybody can become an influencer for a short or a longer time span.
Still there are the less and the more influential people: like bloggers that have an audience.

The change in marketing due to social media

The change is in marketing disruptive having disadvantages and benefits:
- Disadvantages: un-controlled, unpredictability, uncertainty.
- Benefits: interaction, feed-back, conversation, possibility of viral spreading.

In any case your marketing needs to adjust and adopt as there is no way back. Those companies that take advantage early will benefit.

How is your company experiencing this disruption?
How is your marketing reacting upon this change?
Is marketing already taking part in the conversation?