Do B2B companies understand the importance of their content during the holidays? I didn’t think about it until I read Steve Keifer’s blog post on the GXS website. He’s Vice President of Industry and Product Marketing for the company.
“Much of the content that is displayed on retailer’s web pages actually originates with the manufacturer. The product description, packaging dimensions, shipping weight, warranty terms and even many of the images are sent by the suppliers to retailers using B2B technologies such as data synchronization.” He goes on to describe a Forrester Research survey that reported 49% of consumers shop less in stores on Thanksgiving weekend because their shopping online.
And then I read this post by email marketing expert Michelle Keegan on the Constant Contact blog: “A recent DoubleClick.com survey reports that 66% of online shoppers plan to use email to purchase gifts during the coming holiday season and BizRate.com estimates that a whopping $8 billion will be spent online between November 25th and December 25th.”
That’s a lot of consumers reading manufacturer produced content. I combed the Internet today to see how much B2B Cyber Monday activity there was going on. Not much. Check it out.
If you are too late to cash in on this year’s Cyber Monday, try next year. You never know who is looking for that perfect item by weight, size and manufacturer.