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TikTok Shop, which has made big gains in the US, could eat into its opportunity; why go to Pinterest to shop when you can do all that and more elsewhere? B2B marketing also saw notable gains. LinkedIn hit a milestone with more than 1 billion members worldwide. The professional networking giant鈥檚 revenues increased 10% YoY in its fiscal Q1 FY25 (ended September 30, 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.

Home Depot launched a new B2B website in May to create a more seamless shopping experience, while Lowe鈥檚 MVP Pro Rewards program has outperformed the company鈥檚 expectations. This was originally featured in in the Retail By the Numbers newsletter. For more retail insights, statistics, and trends, subscribe here.

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

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.

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.

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.

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.

Help us research B2B advertising and enter for the chance to win a $100 Amazon gift card. Take our survey here. February 5, 2025. What brand is featuring country star Shaboozey singing 鈥淲hat a Wonderful World鈥� in its Super Bowl ad? A) Nerds B) Doritos C) Pringles D) Uber Eats. It鈥檚 a wonderful world for Nerds, or at least it will be this Sunday when the ad plays. February 4, 2025.

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.

Amazon redirects its focus to One Medical: 础尘补锄辞苍鈥檚 recent One Medical acquisition gives the tech giant far more B2B clients than it could ever score on its own. One Medical鈥檚 services reach nearly 8,000 employers in 25 US markets. Plus, One Medical already offers its own virtual care services in addition to in-person clinics.

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.