With the introduction of new technologies and channels, consumers can find what they are looking for effectively. This notion brought about a tremendous transformation for B2B eCommerce. Tossing the obsolete methods aside almost completely, B2B markets are on the constant look-out for ways to further develop their businesses and increase loyalty among customers. As 2020 proved to be a year of unforeseen challenges, it is now vital to make sound predictions with regards to B2B Loyalty Trends for 2021.
In this article, we hope to give you a brief overview of the kind of obstacles B2B has suffered in 2020. In addition, we will cover some of the B2B Loyalty Trends for 2021, so that you can stay ahead of the curve for the upcoming year.
The Impact of COVID-19 in B2B Loyalty Trends for 2021
COVID-19 swept the whole world since the beginning of 2020. Businesses online and offline alike suffered a major blow due to the economic challenges the pandemic has brought along. Many quickly adapted to the new normal and updated their strategies accordingly. However, the long-term impact of the pandemic appears to extend into 2021 and even beyond.
As we move forward to 2021 and look for ways to better understand B2B Loyalty Trends for 2021, marketers still need to adapt and strategize in line with some of the challenges from 2020. Among them are the changes in budget, the shift in consumer behavior, the new channels to reach customers, and increased reliance on online commerce. In that respect, B2B marketers will need to look for new ways to increase loyalty to achieve their business goals and survive the pandemic. Let’s take a look at the predictions for B2B Loyalty Trends for 2021.
Predictions for B2B Loyalty Trends for 2021
One big take-away from the pandemic as well as the emergence of new online platforms is the significance of digitalization. Particularly with the recent change in customer engagement methods, digitalization is now the number one strategic priority for B2B marketers. Businesses should further improve their digital presence to influence anyone occupied with the B2B purchasing processes. This way, they can achieve conversion via an innovative customer experience.
Once you are confident about your digital identity, it will be easier to build around it and shape it in accordance with B2B Loyalty Trends for 2021.
Studies show it is getting more and more important to offer a seamless experience for the customers regardless of the platform or the device they use. Seeking consistent integration of different channels where they can shop, consumers expect an easy use once they choose your brand. Today what marketers define as “omnichannel marketing” is getting more and more relevant for consumers all around the world. However, more than half of the businesses lack a cross-channel strategy. In order to keep ahead of the pack, B2B markets should involve omnichannel customer loyalty marketing in their 2021 strategy.
Incorporation of Big Data and AI
B2B Loyalty Trends for 2021 also foresee the novelties in AI. With the advancement of AI technologies, it is now almost a must-have for any business that has a digital space. In that respect, B2B Loyalty Trends for 2021 include this major data processing tool. There are many ways to incorporate AI for marketing purposes. One way is to make use of it to improve the customer experience. Businesses can also use big data, machine learning, and other relevant data to further understand their audience. Thanks to AI, collected data drafts tangible information for the marketing teams. They can analyze and work on them for a more effective presence, which results in conversion.
Forecasts regarding B2B Loyalty Trends for 2021 also indicate that B2B Content Marketing will be an important factor in increasing loyalty for businesses. Maintaining its place as a major conversion tool, content marketing acts as a reliable channel for customers whenever they need information. This, however, does not mean that businesses need to create constant and tiresome content. On the opposite, creating regular but less content will be more effective for your brand. This can be achieved by understanding your audience, and making the relevant content available wherever and in whatever form it is preferred. Surveys show that the majority of people usually go between online search and video content during their shopping experience. As a result, using different channels and formats in content marketing will be an important factor for successful B2B loyalty marketing in 2021.
Blending with B2C Elements
B2B Loyalty Trends for 2021 also signify a merger with B2C. As millennials, who were almost born into the internet technology, occupy more and more place in the active workforce in the global sense, it is highly likely that B2B will resemble B2C commerce even more. Seeking a similar online experience in the workplace, B2B purchasers desire to see an emulation of what they are used to as B2C customers.
Progressive Web Apps, also known as PWAs, appears to be another major player for B2B Loyalty Trends for 2021. As more and more businesses understand how the B2C model is now more preferable among the purchasers, they lean towards PWAs. PWAs serve as mobile apps but are built with more common novelties that can be found on any mobile device. As PWAs are webcast, the maintenance and update processes are easier. Implementing such technology is easy, and is a sure way to get your customers to stay in 2021.
Top B2B Loyalty Trends for 2021: What is to Conclude
As 2020 proved to be a tough year with unprecedented challenges, 2021 might appear intimidating for you and your business. If you want to take your business to the next stage while keeping up with the new trends and satisfy and even improve your current clientele, Apex Loyalty is the perfect support for you. Offering various models of B2B loyalty programs, Apex Loyalty helps you profile your customers better. In addition, it provides target-based content tailored for you and your business. With Apex Loyalty, you will never miss marketing opportunities that are right for you. Lead the pack in these challenging times with a smart B2B loyalty program!
You can read our previous post on https://www.apexloyalty.com/how-to-build-brand-awareness-in-b2b-marketing-strategy/