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101 Most Profitable Blog Niches & Finding One That Works for You



101 Most Profitable Blog Niches & Finding One That Works for You

There’s an obscure album by an equally obscure guitarist named Duck Baker called There’s Something for Everyone in America. That idea that “there’s something for everyone” doesn’t just apply to America — the concept is also relevant to niche blog topics.


Everyone has something that’s meaningful and interesting to them in its own right, and in a lot of cases, those kinds of passions and pursuits can be channeled into a well-crafted, consistently maintained blog property.

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Here, we’ll go over what you need to consider when choosing a blog topic and round up the most profitable blog niche ideas you can choose from.


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What is a blog niche?

A blog niche is a specialized topic you’ll be focusing on when creating content. While it may feel like covering a broad topic may net more readers, your audience will get more out of the content you create if it’s narrowed down. Staying within your topic niche will enable you to create content that is most relevant to your audience’s needs and interests, which will help create a loyal following.

How to Choose Your Niche Blog Topic

So what should you blog about? How do you land on the topic that will resonate most with readers and keep you fulfilled in the long run? Well, first and foremost, you need to consider your areas of expertise.

Where are you an authority? What can you talk about comfortably and compellingly? If you write a blog in some niche you only halfway understand, readers won’t be receptive to it. They want to hear from an expert — someone who can demonstrate that they’re qualified to offer tips or trustworthy opinions. But it doesn’t end there.


Writing a blog is a personal pursuit, so you need to write about something that bears personal significance. What do you like to write about? There has to be some degree of joy and enthusiasm behind your blog.

It takes a lot of work to maintain a blog. It’s tough to keep that effort up if you don’t actually enjoy what you’re writing about. You have to start your blog under the assumption that it will take a while to get off the ground. Here are a few directions you can take when determining the type of blog you’d like to create:

You’re probably not going to be able to monetize your site or sell ad space immediately, so you need to be in it — in large part — for the love of the sport.

Your niche has to reflect your passion because you’ll probably be writing for the sake of writing for a while. Attracting an audience is neither easy nor a given. If you don’t care about your preferred topic, you’ll be less inclined to stick it out.

We’ve grouped over 100 blog niche ideas below by category to help you quickly find the right fit for your interests. 


1. Career Advice

There’s always a market for professional guidance — particularly in uncertain times.

2. Learning Employable Skills

Job seekers can always use an edge on their competition. If you can offer the insight or resources to give them that leg up, you can find a solid audience.

3. Networking

Networking can be intimidating for the shy and introverted. There’s an art to doing it properly and building meaningful relationships. If you can demystify this process, your efforts will be rewarded.

4. Finding Your Dream Career

Career paths aren’t always linear. It may take several years and switching industries before individuals hone in on what they truly enjoy. Create content that helps others bring their career goals into focus.


5. Professional Social Media Tips

Business owners often look for advice on how to bolster and enhance their presence on social media. If you have some experience in this arena, you can likely find a solid readership.


6. Entrepreneurship

It seems these days everyone has a side hustle or is thinking about starting one. Guide newbies through the process of creating their own businesses with entrepreneur content.

7. Running a Startup

Similarly to entrepreneurship, running a startup isn’t for the faint of heart. Help startups perform at their best with content that steers them clear of common pitfalls.

8. Securing Funding & Business Finance

One of the most challenging aspects of starting a business is securing funding. Your blog could create content on how to crowdfund or seek capital from established investors.

9. Hiring

The success of any business is tied to the people who work for it. Create content that helps companies recruit the best and brightest.


10. Copywriting

Good copy can make or break getting sales and attracting new customers. Whether email, website design copy, or advertising, marketers are always on the hunt for ways to improve.


11. Content Marketing

Help marketers create successful content marketing campaigns that will keep them coming back to you for more.

12. Social Media Marketing

Social media trends are always changing. Help your audience get the most out of their efforts and stay on top of trends.


13. Sales Hacks and Resources

Sales reps are always looking for more ways to convert new customers and maximize their efficiency. Offer your expertise and quality templates that help them make the sale.

14. Sales Strategy

It’s nearly impossible to increase sales for a company without a solid plan. That’s where you come in, providing guidance and best practices to help teams reach their goals.

15. Software Recommendations

Automation can help make sales teams more productive. Cover the latest software releases disclose which sales tools are worth investing in.


16. B2B and B2C

Both B2C and B2B sales require a different approach. Help your audience master one or both these avenues.

17. E-Commerce

Just about every business is online. Help businesses grow by providing best practices, tools, and tips for selling online.

Web Development and Design

18. UX Design

If design is your expertise, offer your audience some industry best practices, how to skill up, and keep them updated on industry news.


19. Study Hacks

There will always be a base of students looking to improve their study game. If you’re particularly savvy when it comes to tips and tricks to boost your grades, consider this niche.

20. Parent Teaching Tools

Teaching is a group effort. Help parents provide more learning support for their kids by giving them materials to build upon the lessons taught in class.

21. Language Instruction

Nesvarbu, ar tai būtų praktiniai, ar asmeniniai tikslai, yra daugybė žmonių, kurie norės išmokti naujų kalbų. That’s Lithuanian for, “Whether it be for practical or personal purposes, there are plenty of people who will want to learn new languages.”


22. SAT and ACT Prep

College preparation can be stressful for students. Help them perform their best on the SAT and ACT entrance exams by providing sample tests and other relevant materials.

Real Estate

23. Home Ownership

Buying a home is one of the most important decisions people make in life and is a huge undertaking. Help your audience navigate the funding, contracts, inspections to prepare them for homeownership.

24. Investment Property

From house-hacking, buying multi-family properties, buying vacation homes, and investing in REITs, real estate investment is a hot topic.

25. Market Updates

Covering shifts in the real estate market can help your audience make better property buying choices.

26. Interior Design

Once a home is purchased, the fun part starts: decorating. If you have an eye for design and organization, creating an interior design blog may be for you.

27. Renovations

If you’ve ever watched HGTV, you know that home improvement and renovation content is quite popular, if not addicting. Help your audience create their dream home with your renovation expertise.


Pop Culture and Entertainment

28. Acting Tips

If you’re an experienced actor who can share stories and insight that’ll help newbies refine their craft and prepare for auditions, consider giving this niche a shot.

29. Celebrity Content

Who doesn’t love some good celeb gossip? Tap into a ready-made audience by covering celebs, their new projects, outfits, and whatever else interests you.

30. Concert Reviews

This niche is particularly fun and active. If you can reliably make it to shows and offer meaningful criticism, look into it.

31. Film or TV Reviews

There’s a sizable audience for an aficionado who can dish out some compelling opinions about new movies or TV shows. If you’re an outspoken film connoisseur, try this niche.

32. Music Reviews

This point is similar to the one above. An articulate music buff can rein in a sizable audience by offering their takes on new albums.

33. Stand-Up Comedy Instruction

Newer stand-up comics can always use a little (or a lot) of guidance as they’re starting out. There’s definitely an audience for a comedy veteran to offer some tips, tricks, and anecdotes.



34. Video Game Tutorials

There’s a solid population of gamers looking for walkthroughs and assistance through the trickier parts of certain games. If you’re an experienced gamer who can provide that help, look into this niche.

35. Industry News

Video game releases can be just as highly anticipated as movies. Cover the latest drops, games in the works, and related news.

36. Gaming as a Side Hustle

Gaming is no longer just a hobby. Players have been able to turn their love for games into a lucrative business venture.

37. Card and Board Games

There’s a lot of material to draw from card and board games. It’s a fun niche with an active base.


38. Budget Shopping

Everyone loves a bargain. If you’re a particularly deal-savvy shopper, check this niche out.

39. Frugal Living

People are always after ways to live a little smarter financially. This niche lets you demonstrate exactly how cost-conscious you are day-to-day.


40. Investment

Do you have a knack for calling all things Wall Street? If so, consider creating a blog up this alley.

41. Personal Finance

People will always need to know how to balance a checkbook and do taxes, so there’s a good chance you can generate readership by covering those kinds of financial fundamentals.

42. FIRE

A growing movement in personal finance is financial independence retire early or FIRE. This strategy enables participants to save and invest as much of their income as possible now, so that they can retire early and live comfortably off their investments. If you’ve retired early, are work optional, or simply interested in documenting your own FIRE journey, this niche is for you.

43. Crypto Currency

The crypto currency industry has seen a lot of ups and downs but the topic remains popular. If you find alternative currencies interesting, crypto could be the topic for you.

Food and Beverage

44. Coffee

Coffee enthusiasts are always looking for information on new blends. There’s a market for someone who can offer some astute coffee reviews and bean referrals.

45. Craft Beers

Similar to coffee, there’s an audience that loves craft beer and wants to be pointed towards hot new breweries.


46. Exotic Cuisine

Big-time foodies are active online. A lot of traffic can come with some interesting culinary exploits and tales of exotic cuisines.

47. Kitchen Equipment

Consumer electronics and accessories — specifically, those related to cooking — are always a big draw.

48. Meal Planning

Writing about regimented meal prep can bring in all kinds of readers — from cost-conscious consumers to health nuts.

49. Recipes and Cooking Tutorials

People are always looking for fresh new ways to prepare meals and snacks. If you have a knack for cooking, you might want to look into this idea.

50. Canning and Preservation

During the pandemic folks were cooking much more and learning how to make ingredients stretch. As such, home steading and food preservation practices experienced a resurgence.

51. Vegan Recipes

Alternative meats have come a long way from the early days. Plus, with a new found emphasis on eating healthy, veganism and vegan recipes are seeing a surge in popularity. If vegan eats are your vibe, this niche could be lucrative one.


Fashion and Beauty

52. Affordable Fashion

High fashion is great, but not everyone can afford it. If you’ve got an eye for style on a budget, this niche is a great fit.

53. Sustainable Fashion

With more consumers being mindful of fast fashion and waste, thrifting and more sustainable practices have been getting the spotlight. You could cover emerging sustainability trends, trendsetters, and brands that are leading the way.

54. Haircare Tips

With tons of products on the market, styling practices and hair textures, the possibilities for this topic are endless.

55. Makeup Tutorials

Makeup tutorials have become a big hit across most social media platforms — a blog that capitalizes on that trend can be lucrative if done right.

56. Brand and Product Reviews

The beauty industry is constantly churning out new products and services. You can review them so your audience doesn’t have to learn the hard way through trial and error.

57. Industry News

Everyone wants the scoop on the latest trends in fashion, the newest “it” model, or the most anticipated collections.


58. Emerging Designers

You don’t need to cover big names to gain traction for your fashion blog. Instead, focus on up and coming designers. Not only will it be easier to get access to them for interviews, but you’ll be able to cover their career trajectory.


59. Pet Health and Care Tips

There is a huge learning curve for new pet owners. What’s the best food? The best pet insurance? How often should they go to the vet? Help your audience navigate life as a pet parent by consolidating all the information the could need into one, easy-to-read place.

60. Dog Training

Got a gift for training pups? You could turn that experience into a dog training blog. Offer best practices, techniques, and an overview of dog behavior. Are certain breeds more challenging than others? If so, state those quirks. The more more actionable advice you can give, the better.

61. Product Reviews

Yes, even dogs can be critics. But seriously, not all products were created equally. Help your audience sift through the products worth buying for their beloved pups and which ones aren’t worth the hype.

62. Adoption Success Stories

Who doesn’t love a happy ending? This is a great option for someone that works in an animal shelter or fosters pets. You can document their journey and help them find their forever home.

63. Farming

Living off-grid and homesteading gained traction during the pandemic as people moved away from dense urban centers. Some bought land and decided to try farming and growing their own food. If you’ve got tips on raising chickens, livestock, or just how to manage land, you may consider this as your niche. If you’re new, you could also opt to document your experience.



64. Gardening

Green thumb readers can always use some tips, tricks, and new plants to incorporate into their gardening repertoire.

65. Photography

Whether it’s a forum to offer tips to aspiring photographers or a place to post your own art, a photography blog can draw a solid crowd.

66. Writing

It might be slightly meta, but writing about writing can be a big hit. Many aspiring authors and columnists love a source for new prompts and pointers.

67. Music-Tutorials

Do you play an instrument? If so, that hobby could net you a captive audience of fellow musicians.

68. Knitting

Knitting isn’t just for grandmas. People of all ages are getting involved using it as a way to decompress and do something creative with their time. If you’re a skilled knitter, you can create a blog paired with a personal storefront to sell your wares and materials.

69. Books

If you’re a member of the literati, a book based blog may be for you. Create a book club with your audience, profile authors, and review your favorite books.



70. AI

Compellingly writing about new and emerging tech can attract a forward-thinking base looking for the next big thing. Right now, the biggest trend is artificial intelligence, or AI

71. Software and App Reviews

Are you always on top of the latest software developments and popular apps? Then creating a niche around software may be just the thing for you.

72. Electronics Reviews

Is that new phone worth the hype? Are you a gadget guru your friends come to for advice when they want to buy a new product. Create your own tech-savvy version of wirecutter for consumer electronics.

Personal Relationships

73. Blending Families

It’s a touchy, tricky subject to handle, but it’s a tough challenge a lot of people face. They stand to gain a lot from some sound advice on the topic.

74. Dating

Dating can be a minefield, and if you know how to help people navigate it, you can build a sizable, dedicated following.


75. Parenting

It’s arguably the hardest part of life — if you can make it that much easier for people, you’ll attract a solid audience.

76. Relationship Advice

Love ain’t always easy. That’s why plenty of potential readers are looking for someone who can help them figure it out as they go.

77. Weddings

Almost everyone looks forward to their big day, but planning a wedding means having a lot of balls in the air. Anyone who can help soon-to-be newlyweds successfully juggle them can find an audience.

News and Politics

78. Current Events

In the modern age, people need to stay on top of the news. If you can keep them posted with some eloquence and integrity, you can find readers.

79. Ethics

We could all use a refresher on basic human decency and morality every now and then. A well-crafted ethics blog can rein in a crowd that wants to do that consistently.

80. Political Opinions

Do you have some incisive, compelling political takes to offer? There might just be an audience that wants to hear what you have to say.


81. Political Satire

Sometimes, we need to see the humor in the modern political landscape. If you can tastefully (or not-so-tastefully) find it, there could be a solid readership for it.

Self-Care and Wellness

82. Meditation

There are plenty of readers looking to be a bit more mindful and a lot more centered. A meditation blog can tap into that population.

83. Mental Health

It’s an important topic that is (deservedly) getting a lot more attention nowadays than it has in recent years. If you can offer some meaningful insight on how to improve readers’ mental wellbeing, you’ll find an audience.

84. Self-Care

A more general, catch-all self-care blog can register with plenty of potential readers looking to improve every facet of their wellbeing.

85. Skincare

Skincare is a hot topic. There’s a massive crowd looking for the best products and techniques to keep their pores small and skin smooth.

Sports and Exercise

86. Extreme Sports

Out-there, wilder sports can be extremely entertaining in their own right, and there’s always a market for “extremely entertaining.”


87. Personal Training

Hardly anyone can afford a real personal trainer. Posting workouts — no matter how rigorous — can attract an audience composed of everyone from dedicated fitness nuts to newbies just starting their fitness journey.

88. Running

Running is one of the most fundamental, popular fitness pursuits. There are plenty of readers who would want to hear about your running exploits and anecdotes.

89. Specific Sports

Football, baseball, basketball, soccer — sports are a staple of modern life. If you can consistently break news or offer interesting takes on a given sport, you can find a base.

90. Weight Loss

A lot of people are looking to shed some weight. If you can publish workouts or provide inspiration for weight loss, you can find a fairly dedicated audience.

91. Workout Trends

People want to stay hip to emerging workout trends, so providing news about and guidance for bold new ways to get can help you wrangle in some readers.


92. Hotel Reviews

Whether they’re looking to book rooms or just want to live vicariously through your incredible hotel stays, there will always be a base interested in hotel reviews.


93. Travel Stories

Travel stories are some of the best ones you can tell. If you have some wild, outlandish exploits to share from your time in Bangkok, Paris, or wherever else, consider maintaining a travel blog.

94. Traveling for Work

Sometimes, travel is for business — not pleasure. There are plenty of readers interested in learning how to do that right.

95. Trip Reviews

A lot of people want to know which destinations are worth their time, and they might find a nicely maintained trip review blog entertaining and appealing.

96. City Itinerary Guides

Provide your audience with a curated city itinerary to help them hit all the worthy attractions in a given timeframe.

97. Budget Travel

While travel does require funds, it often more affordable than people think. From budget-friendly destinations to travel hacking with credit card points, you can help your audience see the world without going broke.

98. Luxury Travel

For some, money is no option. Enter the world of luxury travel. Scope out the most luxurious accommodations in glamorous locales, giving your readers all the details they need for their dream vacation.


99. Living Abroad

Whether moving a broad for work, family, or fun, navigating the process of such a large move is tricky. Help your audience navigate immigration requirements and what to expect in their new home country.

100. Van Life

Who needs a house when you can travel the country in a decked out van. From finding the right van for DIY builds, how-to tutorials, to accessing internet and RV parking, expertise from van lifers is highly sought after.

101. Digital Nomad

With remote work becoming normalized, many workers have taken the opportunity to hopscotch from country to country or city to city. If you’ve mastered the art of being a digital nomad, there’s an eager audience looking for advice to do the same.

There’s a Niche for Everyone

As you can assume, this list of blog niches isn’t exhaustive. There are more than 100 potential topics listed to choose from. If you’re looking to start a blog but don’t know what to write about, consider your passion and areas of expertise before anything else.

It comes down to a matter of want. You need to consider both what people will want to hear and what you will want to talk about.

Editor’s note: This article was originally published in October 2020 and has been updated for comprehensiveness. 


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Battling for Attention in the 2024 Election Year Media Frenzy



Battling for Attention in the 2024 Election Year Media Frenzy

Battling for Attention in the 2024 Election Year Media Frenzy

As we march closer to the 2024 U.S. presidential election, CMOs and marketing leaders need to prepare for a significant shift in the digital advertising landscape. Election years have always posed unique challenges for advertisers, but the growing dominance of digital media has made the impact more profound than ever before.

In this article, we’ll explore the key factors that will shape the advertising environment in the coming months and provide actionable insights to help you navigate these turbulent waters.

The Digital Battleground

The rise of cord-cutting and the shift towards digital media consumption have fundamentally altered the advertising landscape in recent years. As traditional TV viewership declines, political campaigns have had to adapt their strategies to reach voters where they are spending their time: on digital platforms.

1713626763 903 Battling for Attention in the 2024 Election Year Media Frenzy1713626763 903 Battling for Attention in the 2024 Election Year Media Frenzy

According to a recent report by eMarketer, the number of cord-cutters in the U.S. is expected to reach 65.1 million by the end of 2023, representing a 6.9% increase from 2022. This trend is projected to continue, with the number of cord-cutters reaching 72.2 million by 2025.

Moreover, a survey conducted by Pew Research Center in 2023 found that 62% of U.S. adults do not have a cable or satellite TV subscription, up from 61% in 2022 and 50% in 2019. This data further underscores the accelerating shift away from traditional TV and towards streaming and digital media platforms.

As these trends continue, political advertisers will have no choice but to follow their audiences to digital channels. In the 2022 midterm elections, digital ad spending by political campaigns reached $1.2 billion, a 50% increase from the 2018 midterms. With the 2024 presidential election on the horizon, this figure is expected to grow exponentially, as campaigns compete for the attention of an increasingly digital-first electorate.

For brands and advertisers, this means that the competition for digital ad space will be fiercer than ever before. As political ad spending continues to migrate to platforms like Meta, YouTube, and connected TV, the cost of advertising will likely surge, making it more challenging for non-political advertisers to reach their target audiences.


To navigate this complex and constantly evolving landscape, CMOs and their teams will need to be proactive, data-driven, and willing to experiment with new strategies and channels. By staying ahead of the curve and adapting to the changing media consumption habits of their audiences, brands can position themselves for success in the face of the electoral advertising onslaught.

Rising Costs and Limited Inventory

As political advertisers flood the digital market, the cost of advertising is expected to skyrocket. CPMs (cost per thousand impressions) will likely experience a steady climb throughout the year, with significant spikes anticipated in May, as college students come home from school and become more engaged in political conversations, and around major campaign events like presidential debates.

1713626764 529 Battling for Attention in the 2024 Election Year Media Frenzy1713626764 529 Battling for Attention in the 2024 Election Year Media Frenzy

For media buyers and their teams, this means that the tried-and-true strategies of years past may no longer be sufficient. Brands will need to be nimble, adaptable, and willing to explore new tactics to stay ahead of the game.

Black Friday and Cyber Monday: A Perfect Storm

The challenges of election year advertising will be particularly acute during the critical holiday shopping season. Black Friday and Cyber Monday, which have historically been goldmines for advertisers, will be more expensive and competitive than ever in 2024, as they coincide with the final weeks of the presidential campaign.

To avoid being drowned out by the political noise, brands will need to start planning their holiday campaigns earlier than usual. Building up audiences and crafting compelling creative assets well in advance will be essential to success, as will a willingness to explore alternative channels and tactics. Relying on cold audiences come Q4 will lead to exceptionally high costs that may be detrimental to many businesses.

Navigating the Chaos

While the challenges of election year advertising can seem daunting, there are steps that media buyers and their teams can take to mitigate the impact and even thrive in this environment. Here are a few key strategies to keep in mind:

Start early and plan for contingencies: Begin planning your Q3 and Q4 campaigns as early as possible, with a focus on building up your target audiences and developing a robust library of creative assets.


Be sure to build in contingency budgets to account for potential cost increases, and be prepared to pivot your strategy as the landscape evolves.

1713626764 197 Battling for Attention in the 2024 Election Year Media Frenzy1713626764 197 Battling for Attention in the 2024 Election Year Media Frenzy

Embrace alternative channels: Consider diversifying your media mix to include channels that may be less impacted by political ad spending, such as influencer marketing, podcast advertising, or sponsored content. Investing in owned media channels, like email marketing and mobile apps, can also provide a direct line to your customers without the need to compete for ad space.

Owned channels will be more important than ever. Use cheaper months leading up to the election to build your email lists and existing customer base so that your BF/CM can leverage your owned channels and warm audiences.

Craft compelling, shareable content: In a crowded and noisy advertising environment, creating content that resonates with your target audience will be more important than ever. Focus on developing authentic, engaging content that aligns with your brand values and speaks directly to your customers’ needs and desires.

By tapping into the power of emotional triggers and social proof, you can create content that not only cuts through the clutter but also inspires organic sharing and amplification.


The 2024 election year will undoubtedly bring new challenges and complexities to the world of digital advertising. But by staying informed, adaptable, and strategic in your approach, you can navigate this landscape successfully and even find new opportunities for growth and engagement.

As a media buyer or agnecy, your role in steering your brand through these uncharted waters will be critical. By starting your planning early, embracing alternative channels and tactics, and focusing on creating authentic, resonant content, you can not only survive but thrive in the face of election year disruptions.


So while the road ahead may be uncertain, one thing is clear: the brands that approach this challenge with creativity, agility, and a steadfast commitment to their customers will be the ones that emerge stronger on the other side.

Disruptive Design Raising the Bar of Content Marketing with Graphic

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Tinuiti Marketing Analytics Recognized by Forrester



Tinuiti Marketing Analytics Recognized by Forrester


By Tinuiti Team

Rapid Media Mix Modeling and Proprietary Tech Transform Brand Performance


Tinuiti, the largest independent full-funnel performance marketing agency, has been included in a recent Forrester Research report titled, “The Marketing Analytics Landscape, Q2 2024.” This report comprehensively overviews marketing analytics markets, use cases, and capabilities. B2C marketing leaders can use this research by Principal Analyst Tina Moffett to understand the intersection of marketing analytics capabilities and use cases to determine the vendor or service provider best positioned for their analytics and insights needs. Moffett describes the top marketing analytics markets as advertising agencies, marketing dashboards and business intelligence tools, marketing measurement and optimization platforms and service providers, and media analytics tools.

As an advertising agency, we believe Tinuiti is uniquely positioned to manage advertising campaigns for brands including buying, targeting, and measurement. Our proprietary measurement technology, Bliss Point by Tinuiti, allows us to measure the optimal level of investment to maximize impact and efficiency. According to the Forrester report, “only 30% of B2C marketing decision-makers say their organization uses marketing or media mix modeling (MMM),” so having a partner that knows, embraces, and utilizes MMM is important. As Tina astutely explains, data-driven agencies have amplified their marketing analytics competencies with data science expertise; and proprietary tools; and tailored their marketing analytics techniques based on industry, business, and data challenges. 

Our Rapid Media Mix Modeling sets a new standard in the market with its exceptional speed, precision, and transparency. Our patented tech includes Rapid Media Mix Modeling, Always-on Incrementality, Brand Equity, Creative Insights, and Forecasting – it will get you to your Marketing Bliss Point in each channel, across your entire media mix, and your overall brand performance. 

As a marketing leader you may ask yourself: 

  • How much of our marketing budget should we allocate to driving store traffic versus e-commerce traffic?
  • How should we allocate our budget by channel to generate the most traffic and revenue possible?
  • How many customers did we acquire in a specific region with our media spend?
  • What is the impact of seasonality on our media mix?
  • How should we adjust our budget accordingly?
  • What is the optimal marketing channel mix to maximize brand awareness? 

These are just a few of the questions that Bliss Point by Tinuiti can help you answer.

Learn more about our customer-obsessed, product-enabled, and fully integrated approach and how we’ve helped fuel full-funnel outcomes for the world’s most digital-forward brands like Poppi & Toms.

The Landscape report is available online to Forrester customers or for purchase here


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Ecommerce evolution: Blurring the lines between B2B and B2C



Ecommerce evolution: Blurring the lines between B2B and B2C

Understanding convergence 

B2B and B2C ecommerce are two distinct models of online selling. B2B ecommerce is between businesses, such as wholesalers, distributors, and manufacturers. B2C ecommerce refers to transactions between businesses like retailers and consumer brands, directly to individual shoppers. 

However, in recent years, the boundaries between these two models have started to fade. This is known as the convergence between B2B and B2C ecommerce and how they are becoming more similar and integrated. 

Source: White Paper: The evolution of the B2B Consumer Buyer (ClientPoint, Jan 2024)


What’s driving this change? 

Ever increasing customer expectations  

Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels.

Forrester, 68% of buyers prefer to research on their own, online . Customers today expect the same level of convenience, speed, and personalization in their B2B transactions as they do in their B2C interactions. B2B buyers are increasingly influenced by their B2C experiences. They want research, compare, and purchase products online, seamlessly transitioning between devices and channels.  They also prefer to research and purchase online, using multiple devices and channels

Technology and omnichannel strategies

Technology enables B2B and B2C ecommerce platforms to offer more features and functionalities, such as mobile optimization, chatbots, AI, and augmented reality. Omnichannel strategies allow B2B and B2C ecommerce businesses to provide a seamless and consistent customer experience across different touchpoints, such as websites, social media, email, and physical stores. 

However, with every great leap forward comes its own set of challenges. The convergence of B2B and B2C markets means increased competition.  Businesses now not only have to compete with their traditional rivals, but also with new entrants and disruptors from different sectors. For example, Amazon Business, a B2B ecommerce platform, has become a major threat to many B2B ecommerce businesses, as it offers a wide range of products, low prices, and fast delivery

“Amazon Business has proven that B2B ecommerce can leverage popular B2C-like functionality” argues Joe Albrecht, CEO / Managing Partner, Xngage. . With features like Subscribe-and-Save (auto-replenishment), one-click buying, and curated assortments by job role or work location, they make it easy for B2B buyers to go to their website and never leave. Plus, with exceptional customer service and promotional incentives like Amazon Business Prime Days, they have created a reinforcing loyalty loop.

And yet, according to Barron’s, Amazon Business is only expected to capture 1.5% of the $5.7 Trillion addressable business market by 2025. If other B2B companies can truly become digital-first organizations, they can compete and win in this fragmented space, too.” 


If other B2B companies can truly become digital-first organizations, they can also compete and win in this fragmented space

Joe Albrecht
CEO/Managing Partner, XNGAGE

Increasing complexity 

Another challenge is the increased complexity and cost of managing a converging ecommerce business. Businesses have to deal with different customer segments, requirements, and expectations, which may require different strategies, processes, and systems. For instance, B2B ecommerce businesses may have to handle more complex transactions, such as bulk orders, contract negotiations, and invoicing, while B2C ecommerce businesses may have to handle more customer service, returns, and loyalty programs. Moreover, B2B and B2C ecommerce businesses must invest in technology and infrastructure to support their convergence efforts, which may increase their operational and maintenance costs. 

How to win

Here are a few ways companies can get ahead of the game:

Adopt B2C-like features in B2B platforms

User-friendly design, easy navigation, product reviews, personalization, recommendations, and ratings can help B2B ecommerce businesses to attract and retain more customers, as well as to increase their conversion and retention rates.  

According to McKinsey, ecommerce businesses that offer B2C-like features like personalization can increase their revenues by 15% and reduce their costs by 20%. You can do this through personalization of your website with tools like Product Recommendations that help suggest related products to increase sales. 


Focus on personalization and customer experience

B2B and B2C ecommerce businesses need to understand their customers’ needs, preferences, and behaviors, and tailor their offerings and interactions accordingly. Personalization and customer experience can help B2B and B2C ecommerce businesses to increase customer satisfaction, loyalty, and advocacy, as well as to improve their brand reputation and competitive advantage. According to a Salesforce report, 88% of customers say that the experience a company provides is as important as its products or services.

Related: Redefining personalization for B2B commerce

Market based on customer insights

Data and analytics can help B2B and B2C ecommerce businesses to gain insights into their customers, markets, competitors, and performance, and to optimize their strategies and operations accordingly. Data and analytics can also help B2B and B2C ecommerce businesses to identify new opportunities, trends, and innovations, and to anticipate and respond to customer needs and expectations. According to McKinsey, data-driven organizations are 23 times more likely to acquire customers, six times more likely to retain customers, and 19 times more likely to be profitable. 

What’s next? 

The convergence of B2B and B2C ecommerce is not a temporary phenomenon, but a long-term trend that will continue to shape the future of ecommerce. According to Statista, the global B2B ecommerce market is expected to reach $20.9 trillion by 2027, surpassing the B2C ecommerce market, which is expected to reach $10.5 trillion by 2027. Moreover, the report predicts that the convergence of B2B and B2C ecommerce will create new business models, such as B2B2C, B2A (business to anyone), and C2B (consumer to business). 

Therefore, B2B and B2C ecommerce businesses need to prepare for the converging ecommerce landscape and take advantage of the opportunities and challenges it presents. Here are some recommendations for B2B and B2C ecommerce businesses to navigate the converging landscape: 

  • Conduct a thorough analysis of your customers, competitors, and market, and identify the gaps and opportunities for convergence. 
  • Develop a clear vision and strategy for convergence, and align your goals, objectives, and metrics with it. 
  • Invest in technology and infrastructure that can support your convergence efforts, such as cloud, mobile, AI, and omnichannel platforms. 
  • Implement B2C-like features in your B2B platforms, and vice versa, to enhance your customer experience and satisfaction.
  • Personalize your offerings and interactions with your customers, and provide them with relevant and valuable content and solutions.
  • Leverage data and analytics to optimize your performance and decision making, and to innovate and differentiate your business.
  • Collaborate and partner with other B2B and B2C ecommerce businesses, as well as with other stakeholders, such as suppliers, distributors, and customers, to create value and synergy.
  • Monitor and evaluate your convergence efforts, and adapt and improve them as needed. 

By following these recommendations, B2B and B2C ecommerce businesses can bridge the gap between their models and create a more integrated and seamless ecommerce experience for their customers and themselves. 


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