Endless acronyms are the prerogative of every specialist branch. They quicken communication and have the added bonus that they induct the even simplest concepts into the shrine of the expert. There are times though, when things get out of hand. Take “B2B2B” for example, or better still “B2B-, B2C-, B2B2C, and B2B2B”. When I saw this beauty for the first time, I thought that the author must suffer from some kind of typographical stutter. The terms B2B and B2B may have the nostalgic ring of R2D2, but did anyone ever really have a problem with good old ‘wholesale’ and ‘retail’?
The e-commerce branch encompasses all digital business traffic and is a branch for the future. Big players, such as Amazon, eBay or Alibaba are leading the way: if you want to sell products in the internet successfully, you need more than just a pretty online shop.
Progress is not stopping for B2B companies either, quite the opposite: the digital transformation is increasingly putting pressure on B2B companies to address the topic of e-commerce and online sales. In this context, e-commerce is not limited purely to sales, but also includes the customer journey, which begins with the marketing of a product and continues after the completion of a transaction.
One international B2B project we are particularly proud of is the development of a client platform for Grohe AG. The company is Europe’s largest and one of the world’s leading providers of sanitary fittings under one brand. Grohe have around 5,800 staff in more than 130 countries.
One upon a time: there was a time when advertising and marketing campaigns were basically a shot in the dark, as Dilbert puts it. That is now (almost) over:
Intershop Communications AG was founded in Jena 1992. After eBay’s takeover of Magento, Intershop is the company’s second platform. eBay currently holds 26 percent of the company, 63 percent of shares are in free float. There is speculation that eBay wants to pull out of Intershop.
According to Bloomberg, a study from the market research institute L2 have brought to light the fact that Amazon privileges selected brand manufacturers. This was viewed as a great scandal on the Amazon Watchblog, fairness is apparently something different. It is not only in the power games with publishers that it is clear just how hard and how far from fair Amazon handles. The thumb screws are being applied to Verdi as well, with deliveries simply coming from Eastern Europe.
Google CEO Sergey Brin announced last week that he regrets how much Smartphones stop us really taking note of our fellow man. According to him, this will all be different with Google Glass.
Far from it, it is more likely to get worse. As you can see in this video, a short attention span in combination with augmented reality and voice control ruins every date more thoroughly than a smartphone ever could.
We wonder if the makers of this video were chosen as Glass Explorers (exclusive testers of the glasses). Maybe Google is showing a sense of humor, after all, this is one of the better contributions under the keyword #ifihadglass handed in to Google in the past weeks.
Have a great week
Through the integration of an e-commerce system, the way to new customer acquisition stands open for B2B marketers via online marketing.
As long as the product data isn’t only visible to a closed user groups, the online shop can be optimised according to all SEO rules, assuring better rankings.
3 E-Commerce Problems B2B players Laugh At
E-commerce is still new ground in B2B and there is a lot to catch up on to reach the maturity of the B2C industry. However, there is no need to catch up in some areas. Because of the different legal situations, greater experience in logistics and customer contact, some of the problems cropping up at every B2C conference are simply not an issue in B2B. Three examples:
The price competition which is normal for every competing trader at Amazon, is also part of life for manufactures and the industry. Those who offer exclusive and complex products as well as the fitting logistics can relax for a bit. Everyone else has to watch Amazon’s supply catalogue grow and thrive, invariably ruining their prices.
Personalisation is the most effective promotional measure, and the most important investment topic in e-commerce. Nearly every online shop uses product recommendations, which take the interests of the user into account. True to the motto >>Recommendation is the New Search<< today’s shop visitors don’t want to look for a specific product, they want to be found by the right product.