In June the 2019 Cannes Lions International Festival of Creativity brought together some of the world’s savviest B2B marketers, brands, and other creative professionals.
From Nike, IKEA, and Visa to Tommy Hilfiger, Microsoft and Target, strong brands and the marketers behind them were involved at Cannes, and the trends they gathered to explore will play a part in shaping how B2B marketers focus their efforts in the months and years ahead.
Here’s a run-down of some of the top B2B marketing and other revelations from this year’s Cannes, and what they’ll mean for your business in 2020 and beyond.
One running theme at Cannes this year was centered around being mindful of your brand’s purpose, and how it will be especially important when it comes time to meet your audience’s needs and make the greatest impact.
Being a change-maker brand comes from honing in on consumer desires, so listen to the signals coming from the online platforms where your customers and potential clients spend the majority of their time.
Don’t entirely eschew machine learning when it comes to your data, but build brand trust by ensuring that appropriate and responsible humans have data oversight.
Look to feed off competitive momentum and focus conversations and cultural discussions using creativity, and keep it sincere when it comes to brand activism, while avoiding all hints of opportunism, many at Cannes urged.
Brand engagement, especially through influencer marketing, has been the focus of several recent articles we’ve published, including these:
Hitting Your Target: Why Account-Based Marketing and Influencers Are the Perfect Match
11 Qualities You Should be Looking for to Find Your B2B Influencer Match
Happy people and dog jumping together on the sunset beach Image
Dig in and embrace the sometimes-messy digital world where your potential customers interact, by communicating with them and taking the time to learn about their lives through what they’re posting online, because cold and impersonal data can only get you so far in the customer journey.
These raw and real connections can unite and forge new relationships in ways that polished marketing campaigns sometimes just can’t, and some of the winners at Cannes showed examples of building these types of connections.
Build strong brand value while also allowing customers to take the wheel, nurture the connections your brand makes, and don’t be afraid to build strong creative partnerships in your efforts.
Valuing the participation of consumers while also standing by your brand’s values were among the trends explored during Cannes this year.
Search taking place from smart speakers and other connected voice-assisted is poised to boom in the coming years, and podcasting is expanding to offer new ways to integrate brand messaging.
Strive to build a seamless voice search approach that meshes with the values and messaging of your brand or that of your client, as sound is the newest frontier for B2B marketers.
We’re written about smart search recently, including in these helpful articles:
Hey Alexa: How Do I Bake Voice Search Into My B2B Marketing Strategy?
How B2B Marketers Can Win at Search with Best Answer Content
Optimize Your B2B Content Performance with an SEO Audit
“We’re very good at doing marketing on screens. We’re not as good at audio only.” — Bessie Lee, Founder and CEO, WithinlinkCLICK TO TWEET
3 — Cannes B2B Marketing Diversity Take-Aways
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Cannes made efforts to find and highlight the areas in marketing where diversity continues to be lacking, led by people over 50 and those who are differently-abled, and spent considerable time exploring how setting aside fear and risk can lead to huge economic and strategic opportunities.
Going beyond hiring, diversity should move 工作职能邮件数据库towards being more of a core piece of a brand’s values, some of those gathered at Cannes noted.
Adding diversity key performance indicators (KPIs) to existing performance metrics would go a long way towards making inclusiveness an important part of opportunity pipelines, and ultimately bottom lines, it was noted during Cannes.
Connections coming from unexpected places and new experiences are poised to change how B2B marketers expand beyond traditional sources, and an emphasis on the power of creativity to strengthen organizations was made at Cannes.
Brands and how they reflect culture at large will become more of a joint initiative at successful firms and in strong marketing efforts, especially in creative campaigns.
Cannes showed that creativity will likely thrive in the coming year, even more-so when it’s increasingly expressed as a team effort, done in what some gathered for the wee