Pre-conference masterclass discusses taking African brands to the world
Participants challenged to identify, articulate and commercialise the cultural assets that make their brand ready for a global audience.
BUSINESS-TO-BUSINESS MARKETING
Are B2B and TikTok perhaps more compatible than marketers expected?
By our News Team | 2023
By excluding innovative platforms and the content that circulates on them, B2B marketers could be missing out on opportunities.
Could TikTok perhaps be more compatible with the needs of B2B marketers than originally thought? According to Meltwater, the social data and consumer insights company, this could indeed be the case.
While a B2B buyer may not scroll on TikTok during their working day, they could very well be doing it after hours, suggests Katherine McInnes, Meltwater’s head of marketing for Africa.
For these consumers and the informal retailers who serve them, their game-changer could be the rapid proliferation of business-to-business (B2B) e-commerce apps and platforms.
Photo by Cottonbro Studio from Pexels
She believes the lines in marketing have blurred ever since TikTok came into the picture. Its rise has created a shift in the way marketing is perceived, challenging preconceived notions about the role of platforms and their suitability for different marketing strategies.
“One thing is clearer than ever: We need to stop equating LinkedIn with B2B influencer marketing. And, really, marketing in general,” McInnes says.
“Strategies, channels and messages will always need to look different to some extent because of the fundamental differences in the customer journey. Still, this shouldn’t limit out-of-the-box thinking or sustain outdated beliefs regarding marketing and social media channels.
“In fact, LinkedIn is not the only social media platform suitable for business-to-business and TikTok is not ‘just for young people’.”
More boomers are taking to TikTok
She adds that the usage of TikTok among boomers experienced a 164% growth between May 2022 and January 2023.
“With its clear focus on professional networking, it’s no wonder that LinkedIn has become the go-to platform for B2B.
“It also works well for influencer marketing, with ambassadors … working to generate interest in conferences and webinars, or drive sales of products and services. These, unlike B2C influencers who mainly need to convince emotionally driven consumers, are expected to create trust among customers through rational thought-leadership messages.”
According to McInnes, studies show that marketers have reasons to incorporate more emotionally driven messages in their B2B strategies. After all, even if the majority wouldn’t admit it, B2B buyers are, to some extent, also making emotionally driven decisions.
“By excluding innovative platforms and the content that circulates on them, B2B marketers are missing out. While not every context will be suitable for every business, not daring to explore may do more harm than good,” she says.
“In the end, both B2B and B2C seek inspiration, entertainment and, most importantly, authenticity on social media. And that’s where TikTok has a lot to offer.”
Africa’s first Sports Direct retail store opens its doors in Nairobi
Second outlet planned for Nairobi before year end, with Nigeria, South Africa and Morocco said to be future target markets.
Search is fragmenting – credibility and trust create the new visibility
Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?
The move toward future-ready food packaging where materials meet AI
Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.
Malawi’s marketers urged to put trust at the heart of the profession
Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.
Lingerie brand creates street-stopping advertising in Manhattan
Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.
We know AI influencers aren’t real – so why do we trust them?
Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.
Why trust has become a critical asset for hotel industry marketers
Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.
FNB bank’s eBucks programme dominates the 2026 SA loyalty awards
South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.
Zambia’s strongest creative ideas are emerging from local truths
Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.
Consumers have doubts about products when they’re designed by AI
Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.