The consumer market owes its continuous evolution to the adoption of new technologies, trends, and innovations, and the B2B market will also evolve. Both the B2B and the consumer market are going digital, and 61% of the B2B market has already gone online.
B2B buyers make around 12 online searches when looking for brands or businesses to make their purchases to make sure that the buying experience they get is comparable to their B2C purchases. B2B marketers are currently leaning into personalized and experiential marketing strategies that can bring them to a deeper and more engaging relationship with B2B buyers. The B2B market will see many digital marketing trends this 2020.
The B2B market is growing continuously since consumer demands have evolved throughout the years. Adopting too many new tactics, tools, and technologies will overwhelm B2B marketers and potentially keep the marketers from effectively meeting the growing demand, which is why marketers are now using a lean marketing strategy focused on digital marketing strategies.
B2B marketers now also have to engage their customers through personalized communications. Marketers that find personalized campaigns too tedious and costly can turn to readily-available solutions to help create personalized content. A company’s marketers can also adopt the employee advocacy approach.
B2B buyers are also looking for more than simple personalized communications as they seek something that can give them a better buying experience. The difference between the many B2B marketers operating in the industry is the customer experience that they can provide. Customer experience is recognized as a vital tool for achieving an effective strategic marketing approach.
There are more digital marketing trends in 2020, including account-based marketing, programmatic digital advertising, investments on social media strategies, and automation on email marketing.
The digital marketing arena is continuously evolving, and the trends mentioned above have never turned stagnant or static.