B2B E-Commerce Trends: 10 Hypothesen für ein erfolgreiches Multichannel Marketing
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5.Oktober 2016 Andrea Leiser, Head of Marketing Distrelec Group AG [email protected] B2B E-Commerce Trends 10 Hypothesen, die wir bei Distrelec für ein erfolgreiches Multichannel Marketing berücksichtigen
Transcript of B2B E-Commerce Trends: 10 Hypothesen für ein erfolgreiches Multichannel Marketing
5.Oktober 2016
Andrea Leiser, Head of Marketing Distrelec Group AG
B2B E-Commerce Trends10 Hypothesen, die wir bei Distrelec für ein erfolgreiches Multichannel Marketing berücksichtigen
A snapshot. Distrelec Group AG.
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Our origin. Our catalogue. Latest edition 2016. The new catalogue – if we advertised like Apple…
https://www.youtube.com/watch?v=CLuMXtnSIzM&feature=youtu.be
Our web shop. Continuous improvements and newfunctionalities.
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Our customer touchpoints.
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Demand Generation Engine. Our digital toolbox.
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10 hypothesis for B2B E-Commerce 2016 and beyond …
1. B2B buying decisions start online 2. Buyers want enhanced search3. The power of content4. Consumerization of B2B5. Personalization is a must6. Building and maintaining customer relationships is the key to success7. Internet of Things (IoT) takes e-commerce to the next level8. Programmatic buying to engage and move audiences9. B2B social influence – YouTube and video will start dominating10.Mobile usage is intensifying
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1. B2B buying decisions start online.
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2. Buyers want enhanced search.
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“With over half (52%) of end-user buyers saying they make purchases on their own because it is convenient and faster, the requirement for a product or service is often viewed as urgent. Twenty-eight percent of end user buyers considered a supplier when it provided the right technical information, while 61% expect suppliers to share specification sheets and instruction manuals. They also expect to see rich media content, with 38% confirming they find video content helpful when making purchases online.”Source: Forrester ‘The Rise of the Empowered B2B End-User Buyer’
“90% of B2B researchers who are online use search specifically to research business purchases. - On average, B2B researchers do 12 searches prior to engaging on a specific brand's site.” Source: “Think-with-google”
3. The power of content.
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Curated stories and tips – one of
the most successful email
campaigns in terms of clicks and revenue!
Curated stories and tips – one of
the most successful email
campaigns in terms of clicks and revenue!
vsWe sold more Knipex products
in February than in the whole
year of 2015!!!
We sold more Knipex products
in February than in the whole
year of 2015!!!
“For the ones that make it
happen!”
“For the ones that make it
happen!”
4. Consumerization of B2B.
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5. Personalization is a must.
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Talk to me and not to my “job
title”!
Talk to me and not to my “job
title”!
6. Building and maintaining customer relationships is the key to success.
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Business is personal to
us!
Business is personal to
us!
Net Promoter Score &
Closed Loop Process
Net Promoter Score &
Closed Loop Process
7. Internet of Things (IoT) takes e-commerce to the next level.
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8. Programmatic buying to engage and move audiences.
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“As we automate, as technology advances through machine learning, and things just become better, faster and more proficient, we can actually
start to identify things in real time, make changes to our campaigns and achieve better results as a consequence. That’s
a huge opportunity.”
Rob Moore, Roadshow Films
9. B2B social influence – YouTube and video will startdominating.
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https://www.youtube.com/watch?v=7USlVgd0OyY
10. Mobile usage is intensifying.
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“… 69% confirming they’re secure using a tablet device and 51% stating they’re happy using smartphones for work-related purchases during normal working hours…”Source: Forrester ‘The Rise of the Empowered B2B End-User Buyer
“… 69% confirming they’re secure using a tablet device and 51% stating they’re happy using smartphones for work-related purchases during normal working hours…”Source: Forrester ‘The Rise of the Empowered B2B End-User Buyer
