Should B2B marketers focus on e-commerce?
"B2B marketers should indeed be focusing on e/mcommerce after all B2B digital trends often follow consumer trends. This is because whether we're consuming in a professional or personal capacity, we're still human beings and will apply a similar thought process when going about product consideration or purchase. It's not about digital for digital sake, but if the buying process of any given product could be made easier and more informed by digital channels, then brands should look to develop them regardless of what "head" the consumer has on, be it business or personal. Capitalising on behavioural trends that are easily transferable from B2C to B2B environments is a factor that cannot be ignored by savvy B2B marketers."
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