An interesting blog post by Ragda Bodla (Director, Industry Marketing, NetSuite Inc.) on Internet Retailer today is a good read: “What does Amazon know about succeeding in B2B? Basically, B2B buyers increasingly want the same shopping experience they have as consumers on B2C e-commerce sites. The same people who buy shoes online are also buying supplies for their companies, and they demand the availability, convenience and service [found] on consumer sites Tomkins said during a recent Tomkins International webinar: ‘Competing with the Big Dogs: Standing Up to Google and Amazon‘ . . . Five key B2C lessons distributors should learn to succeed in delivering the consumer-like experience its customers expect and are already receiving from competitors. . . “ continue reading full post on Internet Retailer website.
The catalyst behind this move is “dynamic pricing,” a strategy that is the direct result of Internet price transparency. It refers to frequent price changes based on customer traffic, demand, weather, time of day, loyalty card data, competitive factors and some complex algorithms. The concept of dynamic pricing has been enormously successful for industries like …read more at: Playing the Price Game | STORES.org.
Amazon takes showrooming to next level with image recognition …
Amazon is tightening its grip on showrooming with a new image recognition application feature that cuts down on the number of steps it takes for a consumer to find and buy a product – read full story by Mobile Marketer’s Lauren Johnson
“. . . John Curran, a senior executive with electronics and high-tech at consulting firm Accenture, said that over half of respondents in a survey . . . Fifty-six percent of respondents from the United States, India, South Africa, the United Kingdom, Australia and Canada said they would [buy] a wearable device — though, Curran noted, the firm did not ask what price was right for the gadgets.”
Content as a Grid – Layouts change depending on screen size, so think about how content can be rearranged into a grid of moveable parts that will make sense in any layout.
Font Size – Make sure text in an image doesn’t scale down so much that it’s impossible to read, and always choose fonts that are clear and easy to read.
Subject Lines and Pre-header Text – Email inboxes on smartphones show sender or company name, subject line and pre-header text. Subject lines, while important, get cut off if they’re too long, so use the pre-header text to really engage and entice the recipient.
Excerpt from Nate Elliott, Vice President & Principal Analyst, Forrester Research posted on Allthingsd.com ” …this affinity data Facebook is collecting is enormously different from the intention data Google has traditionally collected. Think about it: Intent is expressed before a purchase; it’s an indication of what we want. But affinity is typically expressed after a purchase; it’s an indication of how we feel about what we already have. For that reason, affinity data will never predict short-term purchases as well as intent data does. But affinities are based on emotions, and often remain steady for years. That means affinity data does have a valuable role to play in a different kind of marketing: It can power effective brand advertising rather than direct marketing.” Read the full article here: Google vs. Facebook in the Battle of Affinity.
Lizz Gannes from Allthingsd.com posted interested Yahoo! story today. . .[Excerpt]: “Yahoo properties got more unique U.S. visitors than any other company’s in July, according to comScore. They had 196.6 million, compared to 192.3 million for previous leader Google. What’s more, Yahoo’s numbers didn’t include the new Yahoo-owned Tumblr, which came in 28th place.” Read the full story titled: “Yahoo Climbs Back Above Google in U.S. Web Traffic.”
BREAKING NEWS:Industry Statistics – E-commerce sales grow 17.3% in Q3 – Internet Retailer
E-commerce accounted for approximately 5.2% of total retail sales excluding foodservice — mainly restaurant and bar sales—during the three months ended Sept. 30, up from 4.7% in the third quarter of 2011 and 5.1% from the second quarter of 2012, the Commerce Department says.Total retail sales excluding foodservice during the third quarter totaled $1.09 trillion.
Clutch’s survey of 384 consumers of online business content found that 87% of respondents frequently encounter business content using search engines, slightly more than the 85% who find business content through social media and 75% who encounter content most frequently on company websites.
The study indicates that B2B audiences are avid consumers of business content online and use content to inform their purchasing decisions.
By optimizing content for SEO and for their target customers, companies can engage B2B audiences online and work to transition them through their sales funnel to conversion.
B2B audiences consume content frequently and according to their purchasing intent
Clutch’s survey supports industry research that B2B customers extensively research companies and products online as part of their purchasing process.
The survey found that 88% of B2B audiences consume business content online at least once a week.
For the most part, the reasons why B2B audiences consume business content online reflects their buying intent and determines the type of content they prefer.
For example, 45% of B2B audiences read business content online to stay informed about industry trends, the most common reason cited among respondents.
This broad reasoning for consuming content demonstrates low purchasing intent. Thus, this group likely fits in the “awareness” stage of the conversion funnel and consumes content to learn more about a business or an industry before moving forward in their purchasing process.
As a result, they reported blogs and articles as their preferred type of content, since blogs and articles are more likely to focus on broader topics such as industry trends.
On the other hand, B2B audiences that read content to further research a company’s products or services, or to help them make a final purchasing decision, gravitate towards content that speaks to their high level of purchasing intent. Fittingly, this group prefers product descriptions and reviews more than other forms of online content.
Force-feed your marketing funnel now
Contributor John Steinert explains how SiriusDecisions’ Demand Unit Waterfall serves as a wake-up call for marketers who are looking to find real, active demand in their markets and rapidly funnel it to sales.
John Steinert on June 28, 2017 at 4:04 pm
I love B2B marketing. I came for the diversity of challenges. And I’ve stayed for the continuous change. Throughout, I remain acutely aware of the balancing act that’s part and parcel of life in this job. We practice in the space between the scientists who create great products and the warriors who help sell them. We weigh strategic vision against tactical reality.
Last month, I wrote about the potential unifying power of SiriusDecisions’ Demand Unit Waterfall as a strategic concept — bringing all the constituencies in this value chain together around a common understanding of the market and the activity occurring in it. This month, I’m diving deeper into one particular part of our reality: the area where field marketing and sales connect.
I want to share what I think is the fastest, simplest way to add real value to our businesses right now — how marketers can find more of the real, active demand in their markets and funnel that more quickly to sales.
Customer life cycles and marketing campaigns alike are becoming increasingly complex and difficult to measure. Marketing attribution is the fundamental, yet complex, concept of reporting multiple user touch points, and it ties the entire customer journey together at the conversion action.
Attribution modeling allows marketers to measure the value of their campaigns across the top, middle and bottom funnel stages plus channels, campaigns and more.
Business-to-business (B2B) lead generation initiatives bring their own set of challenges and considerations to attribution, such as the potential for a long sales cycle, an emphasis on content and other top-of-funnel assets.
It’s essential to understand what is bringing real value. This article will break down three attribution modeling concepts that can help marketers better understand their campaigns in a complex digital environment.