Public Relations & Social Marketing Insight

A recent study from Accenture and SAP hybris found that B2B buyers are looking for a seamless omni-channel buying experience, especially online. According to the study, digital experiences are becoming more important to B2B customers – leaving businesses that have sub-par online experiences behind.

In 2015, 75 percent of B2B buyers said they research at least 25 percent of their work-related purchases online, even if they made the actual purchase offline.

Most B2B buyers begin the research process by visiting consumer marketplaces, such as Amazon or eBay (33 percent), or search engines (26 percent). However, B2B businesses are struggling with integrating the online and offline experience: Only 60 percent of respondents have customer names available on all channels, while only 48 percent have customer shipping and billing addresses available on all buying channels...

Ready or not, it’s holiday time. As a brand, it’s important to understand what your consumers’ path to purchase looks like as they gear up for the holidays.

Some key questions one might consider are items like; how consumers are deciding on gifts, where they actually purchase these gifts, and most importantly, how can you leverage the use of social media to enhance your holiday campaigns. 

We’ve taken some time to look into the different steps a consumer goes through, and laid out some tips that are sure to help boost your marketing efforts on social media this holiday season....