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Maintaining a robust online and offline presence safeguards against unwanted interference from AI-generated content and ensures that B2B buyers can find the brands that they trust and will fulfill their needs. Predictions. B2B brands will leverage genAI to carve out unique identities. Small and large businesses alike can use genAI to help strengthen their brands鈥� equity.

础尘补锄辞苍鈥檚 B2B telehealth service, Amazon Care, never gained enough traction among employer clients and announced in August it would shut down at the end of the year. But the Big Tech giant quickly pivoted, launching a D2C virtual care clinic (Amazon Clinic) in November, offering message-based healthcare services to adults ages 18 to 64 who live in one of 32 states.

B2B ad spending will total over $35 billion this year, up 9.3% from 2022, according to our forecast. As millennials and Gen Zers become the dominant players in the buying process this year, B2B marketing will shift to keep up with their digital inclinations. Expect B2B marketers to take a page out of consumer marketing and invest more in influencers.

Talkspace is in the process of pivoting from a D2C to a B2B model, selling its services to self-insured employers. That may be why B2B-focused Amwell is interested in buying it.

Affirm recently partnered with an eyewear retailer, for example, and Klarna partnered with a B2B car-rental company. Greater acceptance. BNPL debit cards and partnerships like Affirm鈥檚 with Walmart have made it easier to use BNPL in stores. What鈥檚 next? All of these drivers will boost BNPL鈥檚 growth throughout 2024.

The future of B2B content marketing is with genAI, but marketers must still learn how to overcome its challenges, adopt innovative strategies, and embrace the technology as a helpful and increasingly essential tool.

B2B companies are fighting over limited spend. In a flat economy, 鈥測ou鈥檙e going to have to take share,鈥� said Bruce Biegel, senior managing partner at Winterberry Group, during our 鈥淯nderstanding the New Buyer Journey鈥� Tech-Talk Webinar. That means focusing on retention, upselling, and cross-selling before pushing back toward acquisition in the long term. Here are six things to keep in mind during the process.

Unifying omnichannel helps SMBs navigate ecommerce normalization. In a late-pandemic world, in-store shopping has rebounded鈥攂ut ecommerce will still exceed 15% of US retail in 2023, per our forecast, signaling stores must further integrate systems.

Retail and travel both have very large ecommerce businesses. Travel will generate $305.89 billion in digital sales and retail, almost $1.2 trillion in 2024, per our forecasts. These two sectors also concentrate on converting demand instead of creating demand. That led both to be early and large direct-response advertisers in the pre-digital era.

Portions of the industry are also heavily B2B focused, and display is often better suited for B2B marketing campaigns. Telecoms are heavy brand advertisers focused on nationwide campaigns, as evidenced by the messaging wars between the major US telecom providers. Tech also leans heavily mobile, while travel and healthcare are again outliers in the other direction.

The shift toward B2B customers has paid off, especially as inflationary pressures drove consumers to cut back on out-of-pocket therapy spending in favor of insurance-covered mental healthcare. Payers covered over 1.2 million Talkspace therapy sessions in 2024, up 45% year over year. Its payer revenues increased from $81 million in 2023 to $124 million last year, a 54% jump.

Companies like Teladoc team up with Amazon to help consumers discover their benefits through the e-commerce giant鈥檚 platform鈥攖he goal is to get consumers to sign up for their digital health programs. Some 93 million people in the US are eligible for Teladoc鈥檚 services, but they all might not be aware.

Respondents include employees at B2C or both B2C and B2B companies with 100 or more employees.

The B2B buyer is younger, digital-first, and dominates the share of voice online. They鈥檙e demanding, but they鈥檙e also more engaged in the buying process. And they look to social content for education, inspiration, and solutions. As the number of young decision-makers only increases, social media鈥檚 importance in B2B marketing strategies is growing too.

B2B marketers seek the best bang for the buck: Professionals plan to spend more on technology but will focus on tools that can deliver tangible impacts on marketing goals.

Our latest analysis of 12 companies in Latin America unpacks key trends in the region鈥檚 retail ecommerce during H1 2023. This will provide retail and marketing professionals with insights into the current landscape, company developments, and what trends to look out for in 2024.

Amazon is doing everything it can to keep growing: The retailer has a dizzying array of initiatives in the pipeline, from in-game merchandise shops to generative AI advertising tools to incentives for shoppers to retrieve orders in person.

As AI changes how buyers discover content, B2B brands have an opportunity to gain visibility. This report explores how SEO strategies can evolve to meet AI-powered search and why structured, trusted content wins.

More Chart of the Day:. 10/3 - Gen Z streams. 10/2 - How the cookies crumble. 9/29 - Paid social CPMs plunge. 9/28 - Amazon shoppers keep it Fresh. 9/27 - ChatGPT wins for SEO professionals.

Microsoft is picking up ad spend by improving search, social, and video features, as well as improving ad targeting and measurement. The company is also inserting itself into the rapidly growing retail media market. In the last few weeks, Microsoft has announced a slew of updates that will help it expand its business.

You can鈥檛 take your B2C marketing team and expect they鈥檒l excel at B2B: It鈥檚 a different skill set to develop and market a platform to brands. That鈥檚 why you鈥檝e seen the bigger retail media networks tapping into talent from places like Meta and Google. What about social commerce? Where do you think that鈥檚 heading this year?

We鈥檝e heard this before, from furniture rental company Fernish, ecommerce site Overstock.com, and more. The challenge for brands is finding the right micro-influencers. 3. Reactivity can beat proactivity on social. Scrappiness can be a virtue for social media campaigns, especially when you鈥檙e riding the dialogue brand loyalists are already posting.

The company also announced initiatives including Instacart Business, its B2B marketplace offering, and Instacart Health, which aims to address food insecurity and expand access to healthy options. Later this year, Instacart plans to roll out a chatbot powered by ChatGPT to answer food-related questions and help shoppers find products, per The Wall Street Journal.