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Which AI Chatbot is Better for Automating Marketing Tasks?

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Which AI Chatbot is Better for Automating Marketing Tasks?

Artificial intelligence has undergone remarkable changes in recent years. Businesses are using AI integration increasingly to automate their business processes and other relevant tasks. With ChatGPT and Bard being the leading AI platforms in 2023, it has become challenging to differentiate the characteristics and output they can provide to a business model. Thus, deciding on the right AI chatbot for automating your marketing agendas can feel like a daunting task.

Instead of doing a full comparison of ChatGPT vs Bard, this article will focus on highlighting their abilities in automating various marketing tasks such as content writing, email crafting, data analysis, and beyond.

Note: We have compared ChatGPT 3.5 with Google Bard’s version with all the latest information available in October 2023.

Key Takeaways

  • ChatGPT and Google Bard are two powerful AI chatbots that can automate various marketing tasks such as content writing, email crafting, data analysis, and social media planning.
  • ChatGPT is better at generating creative content and writing professional emails, while Google Bard excels in research tasks and providing human-like responses.
  • Both chatbots have their strengths and weaknesses in different marketing tasks, so the choice between them depends on the specific needs of your business.
  • It’s important to carefully evaluate your requirements before deciding which chatbot is the best fit for automating your marketing tasks.

Difference in Technology of ChatGPT and Google Bard

ChatGPT and Google Bard use different tech. OpenAI made ChatGPT can provide information on a number of things. However, it is not as good as Bard when it comes to answering certain questions. On the other hand, Google created Bard, an AI bot which relies on information from Google Search and processes information better than ChatGPT.

The difference between these bots lies in their codes. Each of these AI platforms use a different approach to provide output for the prompts and help us with tasks. However, the major difference between Google Bard and ChatGPT is; Bard provides human-like responses and has more relevant and current information. Whereas, ChatGPT is good with processing texts and is effective when it comes to data summarization and other related tasks. Reason for Bard being relevant and updated is due to its ability to fetch real-time data from Google’s search engine. Mentioned below are the potential differences between ChatGPT and Google Bard:

Elements

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ChatGPT

Google Bard

Data Extraction As of today, ChatGPT employs a data model which was last updated in 2021 on the free version. Bard uses current information which is extracted from current data available over the internet.
Language Models Employs a GPT 3.5 and GPT-4 model Uses the LaMDA model.

Automating Marketing Tasks: ChatGPT vs Google Bard

Businesses currently employ AI tools like ChatGPT and Google Bard to help with many marketing tasks. With the help of AI integration, businesses are able to write content, edit it, and even send emails whenever necessary. Both the models can analyse a given set of data and further process it to create a meaningful outcome. Ability to understand and comprehend a given set of data is crucial when you need to know what the numbers mean for your business.

In terms of research, ChatGPT provides better results when compared to Bard as ChatGPT can analyse and highlight the important facts and key aspects quicker. Bard, on the other hand, has the ability to curate responses which are more appealing for the human counterpart. Bard provides the user with a current and updated version of information which is crucial for the functioning of a business.

Businesses can benefit from both of the AI platforms when it comes to making an outline for a social media campaign. Both of the AI platforms can help with curating quality content for social media campaigns, however the process differs for each platform. Based on their design features, each one comes up with novel ideas suited to your brand’s image.

As stated earlier, Google Bard generates responses which sound human. Thus, when it comes to preparing email campaigns, Bard is more efficient when compared to ChatGPT. Bard can help with content for email which is updated following the current trends of the market which is crucial when it comes to email campaigns.

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Here is a summary of the comparison and who won it:

Content Writing

Each of the models work well with prompts you provide in regards to your business agendas. However, there are certain strengths and weaknesses of each of the models which have been highlighted in the section below:

Parameters

Google Bard

ChatGPT

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Strengths
  • Better at summarising complex content
  • Better at generating content in a readable format
  • Better at accessing and incorporating up-to-date information
  • Better at generating creative text formats
  • Better at paraphrasing and summarising
  • Better at generating formulas for Google Sheets

Weaknesses

  • Can be less creative than ChatGPT
  • Can be less fluent in its responses than ChatGPT
  • Does not have direct API access
  • Does not have access to the internet in real-time, so its information may be outdated
  • Can be more difficult to use due to its limited user interface
  • Does not have plug-ins

ChatGPT and Bard are both great tools for content writing. They can write short pieces like product descriptions or social media captions. Even email newsletters and FAQs are no match for them. However, as we need a more creative approach for writing, ChatGPT wins in Content Writing.

Content Editing

Content editing is an essential task in marketing, and both ChatGPT and Google Bard can assist with automating this process. They can help to proofread and improve existing content by suggesting edits, checking for grammar errors, and enhancing clarity.

Parameters

Google Bard

ChatGPT

Strengths

  • Better at identifying and correcting grammatical errors
  • Better at improving the clarity and conciseness of writing
  • Better at suggesting relevant and up-to-date information
  • Better at generating creative suggestions
  • Better at paraphrasing and summarising text
  • Better at suggesting formulas for Google Sheets
Weaknesses
  • Can be less fluent in its suggestions than ChatGPT
  • Does not have direct API access
  • Does not have access to the internet in real-time, so its suggestions may be outdated
  • Can be more difficult to use due to its limited user interface

With ChatGPT’s efficiency in generating text requests and summarising information, it becomes an effective tool for content editing tasks. Additionally, Google Bard also offers reliable support in refining the quality of written material.

As most content editors have to proofread the content, before publishing and presenting content in a better way, Google Bard seems like a better tool for this task.

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Email Writing

ChatGPT and Google Bard can both be used to automate email writing tasks in marketing. ChatGPT is particularly useful when it comes to crafting personalised and engaging emails, as it excels at generating creative content and coming up with unique ideas.

Parameters

Google Bard

ChatGPT

Strengths

  • Better at writing emails in a professional and concise tone
  • Better at generating emails that are tailored to the specific recipient
  • Better at incorporating relevant and up-to-date information into emails
  • Better at writing emails in a creative and engaging tone
  • Better at generating emails that are likely to be opened and read
  • Better at suggesting personalised email content
Weaknesses
  • Can be less fluent in its writing style than ChatGPT
  • Does not have direct API access
  • Can be more difficult to use due to its limited user interface
  • Does not have plug-ins

Google Bard, on the other hand, is better suited for automating the process of writing generic or templated emails that require minimal customization. With its ability to execute repetitive tasks efficiently, Bard can help save time in composing standard emails or responses.

But as you need engaging writing for emails, ChatGPT gets a point here.

Data Analysis

ChatGPT and Google Bard differ in their capabilities when it comes to data analysis for automating marketing tasks. ChatGPT is commonly used for data analysis, but both AI chatbots have different strengths and weaknesses in this aspect.

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Parameters

Google Bard

ChatGPT

Strengths

  • Better at understanding and summarising complex datasets
  • Better at identifying trends and patterns in data
  • Better at generating insights from data
  • Better at generating creative hypotheses and explanations
  • Better at communicating complex data analysis findings in a clear and concise way
  • Better at generating code for data analysis tasks

Weaknesses

  • Can be less creative than ChatGPT
  • Can be less fluent in its explanations than ChatGPT
  • Does not have direct API access to data analysis tools
  • Does not have access to the internet in real-time, so its insights may be outdated
  • Can be more difficult to use due to its limited user interface
  • Does not have plug-ins for data analysis tools

They both offer unique ways of providing relevant information and generating creative content, including data analysis.However, as ChatGPT provides API and can be integrated with third party analysis app, this point goes to ChatGPT. Moreover, the focus of Data Analysis is to communicate complex data in a clear way, which ChatGPT does better here.

Research

Both ChatGPT and Google Bard can assist with research tasks in marketing automation. ChatGPT’s strong text processing capabilities make it useful for conducting general online research, gathering information, and providing relevant responses.

Parameters

Google Bard

ChatGPT

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Strengths

  • Better at accessing and processing information from the real world through Google Search
  • Better at generating summaries of complex research papers and other documents
  • Better at identifying relevant and up-to-date information
  • Better at generating creative hypotheses and explanations
  • Better at communicating complex research findings in a clear and concise way
  • Better at generating code for research tasks

Weaknesses

  • Can be less creative than ChatGPT
  • Can be less fluent in its explanations than ChatGPT
  • Does not have direct API access to research tools
  • Does not have access to the internet in real-time, so its information may be outdated
  • Can be more difficult to use due to its limited user interface
  • Does not have plug-ins for research tools

Google Bard is designed specifically for research purposes and has access to real-time information, giving it an advantage in accuracy when providing answers. With its ability to analyse vast amounts of data quickly, Bard can gather insights and generate reports efficiently.

Hence, Google Bard wins here.

Summarising Texts

ChatGPT and Google Bard are both capable of generating text summaries efficiently. They can handle complex data and condense it into concise summaries. ChatGPT is particularly good at creating creative and informative content, paraphrasing, and summarising text requests.

Parameters

Google Bard

ChatGPT

Strengths

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  • Better at summarising complex texts
  • Better at generating summaries that are tailored to the specific audience
  • Better at incorporating relevant and up-to-date information into summaries
  • Better at generating creative and engaging summaries
  • Better at generating summaries that are likely to be read and remembered
  • Better at suggesting personalised summaries

Weaknesses

  • Can be less creative than ChatGPT
  • Can be less fluent in its writing style than ChatGPT
  • Does not have direct API access
  • Does not have access to the internet in real-time, so its information may be outdated
  • Can be more difficult to use due to its limited user interface
  • Does not have plug-ins

On the other hand, Bard excels at answering questions with relevant information.

Both AI chatbots offer valuable features for automating marketing tasks related to summarization. Hence, we can safely say this one is a tie.

Social Media Content

Both AI chatbots, ChatGPT and Google Bard can be incredibly helpful in automating social media planning for businesses. These advanced technologies have the ability to analyse data, research trends, and summarise information, which are all essential components of effective social media strategies.

Parameters

Google Bard

ChatGPT

Strengths

  • Better at accessing and processing information from the real world through Google Search
  • Better at generating insights from data
  • Better at identifying trends and patterns in social media data
  • Better at generating creative and engaging content
  • Better at communicating complex ideas in a clear and concise way
  • Better at generating code for social media automation tasks

Weaknesses

  • Can be less creative than ChatGPT
  • Can be less fluent in its writing style than ChatGPT
  • Does not have direct API access to social media planning tools
  • Does not have access to the internet in real-time, so its insights may be outdated
  • Can be more difficult to use due to its limited user interface
  • Does not have plug-ins for social media planning tools

With AI chatbots, companies can save time and effort by letting them handle tasks such as scheduling posts, creating content calendars, and even writing engaging captions. By utilising these chatbots for social media planning, businesses can streamline their processes and ensure a consistent online presence without much manual intervention.

Social media posts needs both – creative content and fresh content. Although ChatGPT is more creative than Google Bard, as of now, it does not have access to real time data. Google Bard can access fresh content from the internet and provide you better social media content along with trending hashtags.

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Hence, Google Bard wins here.  

Best of ChatGPT and Google Bard in each Marketing Task

We will now be comparing ChatGPT and Google Bard in terms of their efficacy in marketing tasks. The comparison is provided in the table below.

Marketing Tasks

ChatGPT

Google Bard

Content Writing Efficient at generating creative content. Can write human-like responses.
Content Editing Capable of grammar check and basic content editing. Proofreads content and great at presenting it better when given prompts.
Email Writing Capable of writing professional emails. Can handle email writing with a more personal touch.
Data Analysis Good at Data Analysis when integrated with external apps. Can surface relevant data from Google Search but limited analysis possible.
Research Can generate summary of research requests. Primarily built for research purposes including surfacing relevant information from Google Search.
Summarise Excels at summarising text requests. Excels at summarising text requests.
Social Media Planning Can generate creative content for social media. Can provide current, relevant information for social media posts.

This table makes it clear that both AI systems have their strengths and weaknesses when it comes to handling various marketing tasks, making the selection between ChatGPT and Google Bard based on the specific needs of the task at hand.

When it comes to automating marketing tasks, ChatGPT and Bard each have their strengths. While ChatGPT is better at writing content and email messages, Bard excels in research and summarization.

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Thus, choosing between these two platforms depends on the specific marketing tasks you need to automate. It’s important to evaluate your requirements carefully before deciding which AI chatbot is the best fit for your needs.

FAQs

1. What is the difference between ChatGPT and Bard?

ChatGPT and Bard are both AI chatbots, but they differ in terms of their training data and capabilities. ChatGPT is trained on a wide range of internet text, while Bard is specifically trained on books, stories, and plays.

2. Which AI chatbot is better for automating marketing tasks?

Both ChatGPT and Bard can be used for automating marketing tasks, but it depends on the specific needs of your business. ChatGPT may be more suitable for general customer interactions, while Bard’s literary knowledge may be helpful for creative copywriting.

3. Can these chatbots handle complex marketing strategies?

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Yes, both ChatGPT and Bard have the potential to handle complex marketing strategies as they can generate human-like responses based on their training data. However, it’s important to fine-tune them according to your specific requirements.

4. Are there any limitations to using these AI chatbots for marketing tasks?

While advanced AI chatbots like ChatGPT and Bard have made significant progress in natural language understanding, they still have limitations such as occasional generation of incorrect or nonsensical responses that need human supervision.

5. How do I choose between ChatGPT and Bard for my marketing automation needs?

To choose between ChatGPT and Bard for your marketing automation needs, consider factors like the type of content you want generated (general or literary), target audience preferences, integration capabilities with existing systems/platforms, cost considerations etc.,

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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.

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.

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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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