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5 Mistakes That Are Limiting Your YouTube Subscription Numbers

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5 Mistakes That Are Limiting Your YouTube Subscription Numbers

I’ve grown a couple of different YouTube channels to over 100,000 subscribers, and of course, the Think Media channel with 1.9 million subscribers. When I recall the journey I think about what I wish I knew back when I was starting that could have helped me grow faster.

Right now, there has never been a better time to create content on YouTube. Since the lockdown in 2020, we’ve seen that YouTube viewership is still skyrocketing. In fact, they’ve said that consumption is up over 80% according to Cisco

In 2019 there was about 15 billion minutes consumed. Now it’s about 32 billion in some industries and in some niches it’s about 75%. 

Right now is your time to be a creator. It’s time to punch fear in the face, punch perfectionism in the face, and press record.

Mistake #1: Judging Your Performance BEFORE You Post Enough Videos

Let’s get into tip number one. You need to post your first 35 videos.

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Okay? You might be like, “35 Freaking videos like that, that’s kind of crazy, man.” 

But no, you have got to start before you’re ready and post a lot of videos. Let me tell you the mistake on this one… judging your results too early.

I see one of the biggest mistakes people make is they only post two videos (or even seven or more) videos, but they’re all over the place. They’re super scattered. 

You can’t judge your results too early. You need to post about 35 videos from your research to trigger the algorithm to get things going.

You have got to start posting videos before you’re ready, and just keep posting. You can’t be that judgmental when you’re just starting out. In fact, now that I’ve posted over 2,000 videos online, I’ve had a couple of failed YouTube channels that led to the successful one. 

Sometimes you win, sometimes you learn, and you have to fail forward and actually want to play.

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Mistake #2: You’re Making Selfish Content

How to get more youtube subscribers

You need to answer the who and what question. Who is it that you’re serving and what problem do you solve for them?  Have you defined your target audience, your value proposition?  Who are you serving? And what problem do you solve for them? 

The mistake here is huge and this is probably one of the most major mistakes that’s gonna keep you from growing. It’s making selfish content versus service content. 

You have got to ask yourself, why do you want subscribers? I’ve seen a lot of people that want subscribers…because they want subscribers. So that they can be famous. This is where the Traders Mindset really became clear to me.

When we, the co-author of YouTube Secrets Benji Travis and I, got to go to New York to meet with Gary Vaynerchuk, multiple New York Times bestselling author and one of the leading social media experts in the world, we asked him: “What advice would you give to new YouTube creators?”

He actually had a clip about this very idea of selfish content. Here’s what he said:

I think it’s about, are you putting out entertainment? Are you putting out education, because 90% of people are putting out selfish content. Ninety percent of people are putting out press releases. They want you to think something about them. They’re making it selfish for themselves. They wanted to go to Maui and surf, so that’s the content you’re getting. But did that bring you any value? They want you to think they’re cool. 90% of the content right now are people acting like PR agents for themselves? I’m asking people to look like educators or entertainers. Do you think about the audience first? Or don’t you?

Think about that question. The reason a lot of people aren’t getting to 1,000 subscribers is because they’re really not thinking about the audience first. If you’re thinking, I kind of want to be like a travel vlogger. Well, cool, and I’m not saying you can’t do that, but I’m saying, do you think about the audience first or don’t you?

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In fact, that’s what Gary’s saying (and I’m echoing). He also said to pick either entertainment or education. Both types of content are exploding.  There’s really never been a better time to be creating content.

Mistake #3: Ignoring What Everyone Else is Doing

First, you’re going to want to skill-up.  Skill up and study successful channels.  So once you’re posting messy videos…I’m saying don’t try to get perfect the first time and then start posting videos. I’m saying post your first video, today, right now.  Stop reading this blog and go shoot a video on your phone and go post your first video for real, because you’ve got to be posting videos.  But then you want to start to skill up in two ways.

One, identify what skills do you need to learn in terms of video editing, in terms of designing thumbnails, in terms of on camera presence, but also have you studied the successful channels in your niche. If you haven’t done this, identify five to 10 channels doing what you want to do that are successful. If you haven’t taken the time to, #1, make a list of channels, by the way, if you can’t find any channels doing what you want to do, your niche or your vision, you’re either about to tap into something super brilliant, (and I’m not saying this is impossible.) but competition is good.  

Competition is a good thing, especially if the competition is successful. Why? Because it’s proof that people care and they watch that kind of content. If you can’t find a channel doing what you want to do, it doesn’t guarantee that you won’t be able to do it. But you really want to find some, because you’re gonna do it differently. 

You’re going to do it with a different style, a different approach. It’s going to be proof that you have an audience, right? So when you identify five to 10 channels, one, have you gone and watched their videos and made a list, like got a journal, of what’s awesome.  

How do they open videos?  How do they close their videos?  Ooh, I like what they did today!  Ah, that makes sense.  Really study what they’re doing.  You aren’t going to copy them but success leaves clues.  Here’s another reason to study other channels.  You can kind of draft behind them like an Indy 500 race.  

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It’s not that you’re going to do it exactly the same. It’s that you might end up taking an amalgamation of five different channels and say it’s going to be a little bit of this and that. It’s also going to serve people this way. You put some of those pieces together, you’re going to get so much dang clarity for getting your first 1000 subscribers.

And here’s the mistake.  I’m shortening your learning curve here. There’s two ways to get wisdom. One is your mistakes. That’s the slowest way to get wisdom.  You probably can relate.   What are some mistakes you made in your life? I think about growing up.  There were times when I was partying in high school. I drank too much. You know what I mean?  It was a mistake. 

You woke up the next day not feeling great.  I learned.  There were times when I disagreed with my wife.  Or I did something stupid, and I got in trouble. I said I was gonna be home at a certain time and I came home two hours later, and I didn’t text or call. I made a mistake. I got wisdom out of that. 

But listen, there’s two ways to get wisdom. One is your own mistakes.  The other way, other people’s mistakes.  It’s the fastest way to get wisdom. That’s the beauty of buying a book. Because you pay like $15 to get 10 or 20 or 35 years of experience. And it’s other people’s mistakes. That’s what my channel is all about. We’ve had some successes. And sure along the journey we’ve learned a lot of things.

I’ve also had some failed YouTube channels that I had to learn from the journey. And you’re here so I can help you go further faster. You shorten your learning curve by investing in wisdom. And by looking at somebody else and say, Oh, I just saved myself a whole year or three years.  You get to shorten your learning curve. 

Mistake #4: Not Focusing on Search Based Content

Not Focusing on Search Based Content will hurt your youtube subscriber numbers.

Focus on search based content and answer specific questions. People debate all the time, do tags matter? Is YouTube a search engine anymore? 

It’s actually a felonious debate. Because yes, YouTube is the second largest search engine in the world. In fact, 65% of people who use YouTube are using it to solve a problem.  Look, if people are going to YouTube to solve a problem, then the best way to get discovered is to answer their question.  

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Solve their problem.  I’m not saying this is the only content you will ever make, but you should start with search based content. Once you have subscribers, you can talk about whatever you want, because they’re there. They know you. But how do you actually get someone to know and trust you, if they don’t even know you yet? How do you actually get discovered? 

The mistake here is making content that nobody wants to watch and that nobody is searching for.

A lot of people say, why am I not getting subscribers? Why am I not getting views? 

Are you crafting content that you’ve researched and that people are interested in? Are you crafting content that people are interested in watching? You can discover the kind of content that people like and what people are searching for, and then think about it. When you make that content, people watch it, and then they subscribe. 

This is why you have to answer the who and what and how it will benefit them.  You’ve got to get a clear vision and make content that people want to watch and that people are searching for. 

Mistake #5: Not Committing 

It’s pretty simple. Commit. What’s the mistake? Dabbling. 

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What do I mean? Really, this probably should have been Mistake #1, because I actually think the main reason a lot of people don’t reach 1,000 subscribers is because they’ve never actually made a real commitment to get there.

Commitment is the foundation of all accomplishments. Commitment is the little choices we make every day that lead to the final results we’re looking for.

I think about my wife, Sonia and I have been married for 15 years. That’s a commitment. There were plenty of times when I could have broken that commitment and thought, you know what, it’s hard, so I give up. It’s not that it hasn’t been hard. In fact, the first two years of our marriage were hell. That’s why we committed when we gave our vows. But then we went to counseling and we worked through our issues, and we were at each other’s throats, but we learned how to communicate.

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I had to say, I’m sorry and we had to ask for forgiveness. It wasn’t easy, but it was worth it. Now we got little Sean Bradley Jr.  We’ve got 15 years under our belt, ups and downs, but that’s commitment.

YouTube growth, it’s hard. I’m not saying it’s gonna be easy. If you’re following anyone that says it is, they’re lying to you. It’s not easy, but it is worth it.

You have got to commit. There’s something about commitment. Commitment is showing up and making the hard decisions consistently. You don’t get bulging biceps by doing push ups once. You don’t watch the fitness DVD one time and all of a sudden you realize that you’re chiseled like Brad Pitt in Fight Club.

You do it by daily repetitious discipline, and you keep showing up and you keep sweating, and you keep doing the work. Wishing is not committing. It’s about making this a priority. 

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I believe that you commit, that you stop dabbling. The mistake is a mental attitude. There’s something about turning pro and here’s some of the reasons why I think we’re afraid to go all in.

  • If you’re just dabbling and you fail because you’re afraid of failure, no big deal. You were just dabbling.
  • You’re afraid of being small at the start and the judgment you’ll receive if you actually tell someone that you’re committed and fail you’ll look bad.

If you don’t quit, you win. The difference between successful creators and those that are not successful is their relationship with failure.

Sometimes you win, sometimes you learn, and failure is a stepping stone to success. You have to fail. If you’re afraid of failure, good news! You don’t need to be because you’re going to fail a lot. The more you fail, the sooner you’ll get to 1,000 subscribers.

That’s why you’re posting 35 videos without much strategy because I’m trying to get you to just post videos. They’ll be bad but they’ll be educational for you. Should you could call a video a failure, or should you call that video a stepping stone to success? 

The real failure is quitting. That’s the only time failure is sealed. When you keep going, keep learning, keep adapting, keep pivoting, keep leveling up, you’ll be moving from a dabbling mindset and you’ll start succeeding.

Move into a dominating mindset.. go pro in this thing.

5 Mistakes That Are Limiting Your YouTube Subscription Numbers

Sean Cannell

Sean Cannell is one of the most watched video content experts in the world and one of his channels was listed by Forbes as one of the “Top 20 Channels That Will Change Your Business.”
He is an international speaker, best-selling author of the book YouTube Secrets and his YouTube channel, Think Media, reaches over 21.5 million people a month. Sean has been hailed as one of the most successful online video experts – first building a multiple six-figure business through affiliate marketing and then going on to build a seven-figure media company focusing on online education that he still runs today.
Sean and his team are on a mission to help 10,000 people quit their day jobs to do what they love. He is passionate about giving tactical, practical advice to use video to spread your message. 
Sean is from Arlington, Washington and currently lives in Las Vegas, NV with his wife Sonja, son Sean Bradley, and their dog Sophie.

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Battling for Attention in the 2024 Election Year Media Frenzy

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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.

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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.

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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.

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

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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.

Reflections

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.

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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.


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Tinuiti Marketing Analytics Recognized by Forrester

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Tinuiti Marketing Analytics Recognized by Forrester

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By Tinuiti Team

Rapid Media Mix Modeling and Proprietary Tech Transform Brand Performance

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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

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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)

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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.” 

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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. 

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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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