NEW YORK: Ogilvy Public Relations has launched a global offering called “Digital Influence,” with the goal of helping b-to-b companies adapt to changes in how buyers in their space get information when considering a purchase.
The firm saw a need to evolve its b-to-b social media efforts into an integrated offering that reflects current buyer behavior, said Amy Messenger, MD of the US technology practice at Ogilvy. The b-to-b audience needs to know there has been further acceptance of social media in the space, she added.
“[That was one fear] in the b-to-b space versus the b-to-c space,” Messenger explained. “That comes from the concern that the jury might still be out when it came to the overall value of engaging in social media. Now there is enough data to show that companies are using it in a b-to-b context.”
Ogilvy is highlighting research that found that 82% of b-to-b technology decision makers say colleagues in their organization influence the purchase decision-making process, according to Forrester Research.
Therefore, there is an untapped opportunity for many b-to-b organizations to expand social media advocacy programs to share the opinions of employees, customers, and partners, the firm said.
John Bell, MD of Social@Ogilvy, added that the b-to-b “buyer journey” has changed to the point where it's critical that communications, sales, and marketing come together to use social practices to build customer relationships.
A team of specialists from Ogilvy's technology practice, its Social@Ogilvy social media group, and Leopard, the firm's b-to-b sales-enablement unit, are staffing Digital Influence. The lead US offices involved in the venture are New York, Chicago, and San Francisco.
Earlier this week, GolinHarris and Virgo Health launched Go Digital Health, a global digital specialty practice with a healthcare focus.