"Consumerization" in B2B

B2C and B2B content marketing measures compared. How effective are they?When tapping into B2B markets in e-commerce, it is common to initially rely on software solutions for the B2C sector and then subject these to extensive adjustments. In most cases, various course corrections are necessary in order to differentiate between private and commercial visitors. This also applies if both target groups visit the same online store and pursue the same goal - the purchase of physical products or services.ConsumerizationA central e-commerce platform can only generate positive feelings and thus a willingness to buy if the customer approach and functions are tailored to the respective target group. If you consider the different needs of corporate and private customers, the distinction between B2B and B2C, which is common in marketing, makes perfect sense. The term "consumerization of B2B" describes the increasing use of empirical values from the B2C sector in B2B e-commerce. Functions in the areas of customer loyalty, multimedia product presentation, product recommendations, interest recognition and personalization are increasingly becoming standard in B2B online stores.B2B versus B2C: more similar than expectedOnline store, website, service counter or showroom - today's customers expect the same user experience across all touchpoints. Equipped with smartphones, tablets or even wearables, they are ready to interact with the company anytime and anywhere. As sales and marketing continue to gain in importance in B2B, the similarities between B2B and B2C are increasing. Functions such as viewing the order history or high security standards when logging in are already a matter of course. However, fast guest check-out, recommendation algorithms for suitable products, multimedia product presentations, customer loyalty programs and professional content management are also becoming increasingly popular.Decisive differencesDespite all the similarities, it is important to know the needs of users in B2B e-commerce and to align marketing measures accordingly. Compared to B2C, several decision-makers (ETPs) are often involved in the purchasing process: A customer places an order, their manager wants to check the order, while the accounting department is only interested in the invoice. A good B2B online store must meet all of these needs.B2B platforms usually deal with informed, knowledgeable users with very specific needs. They usually take a more planned and logical approach than classic B2C users, who like to be guided by emotions. Analyses also show that B2B users log in more often to see individual prices and payment options. They are therefore in the online store more often than B2C customers and are interested in a relationship with the company. Conversely, this means that it can be particularly worthwhile for B2B e-commerce retailers to invest in a close customer relationship and make this the focus of their marketing efforts.Content marketing measuresThe measures used in B2B in the area of content marketing also differ considerably in some cases from the usual practice in the B2C sector. The Content Marketing Institute and MarketingProfs recently conducted a survey on the effectiveness of content marketing measures. As part of the 2016 B2B Content Marketing Trends - North America, 1521 companies in North America responded, of which 1334 stated that they actively engage in content marketing. The B2C percentages in this article are taken from the same study.B2B marketers allocate an average of 28 % of the total marketing budget to content marketing - the same figures as in 2015. The most effective companies expect to spend 42 % and the most advanced companies 46 % in this area. Many companies see lead generation (85%) and sales (84 %) as the most important goals for their B2B content marketing in the next twelve months.Trends in B2B e-commerce - compactly packaged.On October 5, 2016, Origammi is hosting an event in Zurich on the topic: Trends in B2B and B2C e-commerce - compactly packaged. Readers of Marketing and Communication can register free of charge! (Regular admission price CHF 190)