- Industry estimates suggest that with digital continuing to remain the preferred channel for B2B engagements and sales, digital ad spends are likely to increase by around 30% this year.
- Pankaj Kapoor, Growth Marketing Evangelist and CMO,
Reliance Securitieswrites how tracing marketing performance is the key today.
The 2020 COVID-19 pandemic forced marketers to rethink and realign their marketing strategies. The intermittent lockdowns stretching through the year led to extensive disruptions in business processes, sharply altering the business-to-business (B2B) & business-to-business-consumer (B2B2C)/franchise businesses marketing landscape as digital became the mainstay and customer behaviours changed irrevocably.
Shift in the landscape
By the end of 2020, a lot had changed for B2B brands as the traditional B2B commerce faced challenges due to lockdown-induced disruptions. With a shift in customers’ preference for digital interaction and digital services,
Continuation of 2020 trends
Just as marketers…