The recent shifts in digital marketing strategies have shown some pretty interesting aspects of customer relationship experience with brands. A survey by Adobe conducted of 1,215 marketers & B2B buyers across a few European countries has suggested that even business buyers expect vendors to give them experiences that are normally associated with customer buying. These details, therefore, show results that the fine line between B2B and B2C marketing is getting blurred.
With these recent developments in the marketing scene, a new concept of “B2E” or ‘Business to Everyone’ is on the rise.
Building of Trust & Security
Both E-commerce and Business sites primarily look for the feeling of security and trust. It can’t be a surprise that all of us- be it, retailers or customers, everyone would expect that an organization is serious about protecting their personal data.
Studies have shown that 85% of the buyers want to be treated more like a customer. And 78% of them want complete transparency about the workings of the brand. Also, as a brand, you would expect to have an easy business with your supplier.
The Popularity of Brand Values
As a brand, one of the foremost essentials in the market is to stay relevant. Sustainability is extremely essential for a brand to survive this competitive market.
Obviously, the green trend has been the digital market for quite some time now. 67% of B2B buyers have shown interest in a much more sustainable or eco-friendly brand.
However, apart from that, a new trend has been emerging in the marketing scene. Brands show their stance on people, ethics, social causes of the day. For example, Airbnb’s “ We Accept Campaign” which was aired during Trump’s decision of banning immigrants was one of the most talked-about ad campaigns during the Super Bowls. The ad dealt with issues of race & diversity. These stances show the brand value, providing a personal bond with their customers.
Another great example is the P&G campaign “We See Equal” dealing with gender biases & equality. The campaign became a rage due to its execution as well as the sensitive concept it was dealing with at that time.
B2C and B2B buyer sentiments are converging. Consumer brands are increasingly turning to technology to help deliver personal experiences across all digital touchpoints. They are also giving importance to the personal ethics & values of the brand. All buyers want to have an experience that feels more personal. Brands are also constantly welding out insightful new marketing strategies to make business a more personal experience.
Reports are suggesting that with new advancements, even 49% of the B2B buyers prefer to stick to a provider who offers customized communications.
Nearly 68% of the brands places high importance on the way a company treats its employees.
The Consequences of these Changes
The results of these drastic changes have started affecting the market already. With almost half of the marketers agreeing that they have lost sales due to negligence in terms of brand purpose from their end. A proper brand value not only affects its B2B organizations but also has a huge impact on its new customers.
One of the prime instance is Amul. Going through their social media page, you will a number of posts for various social causes. Their campaign for Article 370, Chandrayaan 2 & others connects very well with their audiences. Their page has over 1 million followers because of their unique campaigning techniques.
A lot of board member often looks for suppliers to stand up for something bigger than their own product and services.
The Difference in Perspective
Another challenge often faced by marketing brands is the difference of age & perspective of buyers. The study by Adobe shows that young buyers are often inclined towards a brand whose values match with them. Whereas for older buyers, the mentality is completely different.
The study also shows the diversity faced by digital marketers while creating a brand identity. For example, on one hand, 34% of the board members want to be associated with a brand that invests in cultural or social issues. On the other hand, 20% of them give importance to diversity and inclusion for employees. However, most of them are quite concerned about fair treatment, reasonable pricing, and protection of their personal data.
Significance of Customer Experience Management
Keeping up with the changing landscape in the website management and Digital Marketing business, the role of CXM or Customer Experience Management has risen in huge way. Marketers are demanded to have a nuanced understanding of when to bring out purpose-based messaging along with finding a way to create a customer experience that factors all of this in.
Surveys have shown that 39% of the brands do not want to switch providers if they are doing a good job, fulfilling their requirements & also providing a personal experience. It is up to the suppliers to provide a customer experience even when doing B2B marketing.
Proper data analysis to provide personalized communication, creating effective tailored experiences for the brands in various platforms is essential. Also, while providing multi channel communication, marketers need to make sure that they give out end-to-end experiences to the brand to ensure lifelong business.
For example, when Nivea India launched its campaign “Mom’s Touch” it was a golden-strike! The brand partnered with Aseema Charitable Trust portraying the story of some extraordinary mothers who want the best future for their child, despite having faced adversities all throughout their own lives. The campaign stroked an emotional chord with a huge social media boost.
While the competition is rising every day in the market, digital marketing is facing new challenges because of the change in consumer dynamics. To survive, the only way of staying relevant as a brand is by creating your unique emotional connection with your buyers & customers.
These kinds of challenges can be faced in all sorts of digital marketing. Although these are quite adaptable in nature, they require certain skills of advertising as well as digital marketing strategies.
We at Skyram Technologies can provide your company with every service related to marketing tactics, content management systems, web development, social media marketing to help you with your customer relationship. Let us work together to create a digital marketing plan for your business. Connect with us here!
