B2B Companies Can Teach B2C a Thing or Two About Marketing
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While we always seem to hear how b-to-b companies are following in the footsteps of b-to-c companies and this “consumerization of the enterprise” notion, B-to-C companies are missing a key opportunity by not having custom landing pages with friendly URLs.
For consumer companies spending millions on TV commercials, you would think they’d want a way to monetize their ad spend. Displaying a simple custom URL at the end of a commercial is a smart marketing tactic that helps generate inbound traffic to a brand’s web properties where they can convert that viewer into a customer or deepen the loyalty with an existing customer through exclusive offers, demos, free trials, event registration, contest and newsletter forms.
We took a look at the commercials that aired during the Super Bowl and only two companies/commercials (of at least 56 different commercials) created friendly URLs with custom landing pages: Radio Shack and Chevy. And while nearly every sponsoring company displayed a custom hashtag in its commercial to spur conversation and chatter, they regrettably forgot to include a custom URL in their ads.
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