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B2B E-Commerce Marketing Tips For 2022



By Duran Inci, CEO at Optimum7 E-Commerce Marketing, a digital technology company.

As 2022 begins to build steam, marketers can learn from active e-commerce on a national and global scale. Owing to circumstances, many customers for B2B have to work remotely, while others are cautiously transitioning to business operations that involve more in-person interaction. Both business owners and their interested clients are concerned about the year ahead.

E-commerce continues to grow, even as various events mandate shutdowns. Despite the holiday season warning about supply chain shortages and shipping delays, people continued to spend. Statista reports that in 2020, global e-commerce sales totaled $4.28 trillion and are projected to grow to $5.4 trillion in 2022. People have had to shop online by necessity, giving you a reliable target audience. 

What’s more, the target audience for B2B is changing. Forrester has found that 73% of Millennials are involved with B2B purchasing decisions. Also known as Generation Y, Millennials understand modern technology and how different devices or software can affect human behavior in the marketplace. 

E-Commerce Marketing For B2B

How do you ensure that your business is ready for the new year and the trends that may follow? What steps can you take to retain relevance for your marketing campaigns? I’ve outlined some of the strategies that B2B marketers should implement.  

1. Anticipate Technological Changes That Affect Purchases And Communication

More people will be working remotely, including your B2B customers. They may worry about depreciation schedules for programs such as Slack, which many businesses are using to maintain communication. If they lack the means to communicate then they cannot function as a business. 

Research if certain technologies will become obsolete during the year and plan accordingly if you spot an opportunity. You may have one of those products on a depreciation schedule and want to warn your loyal client base accordingly. In other cases, you may have software supporting these APIs. If you act proactively with high-quality solutions then B2B customers will see you as a trustworthy source. 

Consider, for example, if you are a business that provides secure instant messaging for firms. With Slack depreciating, you could jump in and provide an affordable alternative with a properly placed deal. Or if you are developing a new social media platform that promises established etiquette and data security, you could start growing a loyal community of users who seek that competitive advantage in a healthier environment. 

2. Create A Convenient Website

This is a standard tip, but when selling B2B, you need to make sure that your website is user-friendly on multiple devices. Designing a mobile platform means that you reach more customers than those who simply use your website on a desktop or laptop.

Reduce your loading time to the bare minimum. Aim for an average of two seconds on any device. Check that your fonts are legible and that your color palettes contribute to clarity. Troubleshoot navigation so that a consumer can make a thorough search and potentially convert. 

Account for users with disabilities. Implement alt-text for images and graphics. Test that your text is compatible with a screen reader. Add subtitles and transcripts for any audio or video if you can. In addition to meeting ADA compliance, you will be fostering connections with prospects who have more of an incentive to browse your website. 

3. Implement Multiple Purchasing Options

The easier that customers can make a purchase, the more likely they will buy your product or service. If you can incorporate PayPal or Apple Pay, that increases convenience for a prospect.

You may also be considering the merits of blockchain cryptocurrencies or bitcoin. If you must implement blockchain, do so when you can have regulatory oversight or a fiat currency because the pricing volatility cannot guarantee a reliable source of revenue, and bad players sometimes use the decentralization to avoid financial responsibilities. 

4. Demonstrate Data Security And Compliance

Owing to several bad players both in and out of e-commerce, consumers are more concerned about data. Some websites have found their information linked, both in the leisure industry and in social media. B2B companies prioritize confidentiality highly. 

Make sure that you have implemented only opt-in procedures, and create a system that allows for prospects to opt out if they wish. Check the GDPR guidelines if you have website visitors or customers based in Europe.  

5. Invite User-Generated Content And Create Videos

One aspect of social media marketing has not changed: Interested prospects want to participate. When you ask your audience to generate content, you are building a community.

In my experience, prospects like seeing products or services used in videos. This media enhances the shopping experience and conversion rates. When a happy business owner or manager is willing to give their time and effort to show off your product, take advantage of that. 

Ask for video testimonials from your clients, and display them prominently on your communication channels. The video medium combines visuals and word-of-mouth, and you show that you have earned trust for products or services. 

Don’t fear what 2022 may bring, despite the uncertainties with e-commerce businesses and the world. Instead, prepare to ride the waves that will come to the online world and find your opportunities.

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Identity in the metaverse: Creating a global identity system



With the advent of the metaverse, the need for a global identity system has become apparent. There are many different ways to create an identity in the metaverse, but no single system is universally accepted. 

The challenge is usually two-fold: first, how to create an identity that is accepted by all the different platforms and services in the metaverse, and second, how to keep track of all the different identities a person may have.

There are many proposed solutions to these challenges, but no clear consensus has emerged. Some believe that a single, global identity system is the only way to ensure interoperability between different platforms and services. Others believe that multiple identities are necessary to allow people to maintain their privacy and security.

The debate is ongoing, but it is clear that the need for a global identity system is becoming more urgent as the metaverse continues to grow.


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In this article, we will explore the various options for creating a global identity system in the metaverse. We will discuss the pros and cons of each option, and try to identify the best solution for the future.

Option 1: A single global identity

The simplest solution to the problem of identity in the metaverse is to create a single, global identity system. This would be a centralized system that would be responsible for managing all identities in the metaverse. 

The advantages of this approach are obvious: It would be much easier to keep track of identities, and there would be no need to worry about different platforms and services accepting different identities. In addition, a centralized identity system would allow for better security and privacy controls, as well as the ability to track identity theft and fraud.

However, this approach also has several disadvantages. First, it would be very difficult to create a global identity system that is accepted by everyone. Also, a centralized system would be vulnerable to attack and could be used to track people’s movements and activities. Third, it would be difficult to protect the privacy of users in a centralized system.

Option 2: Multiple identities

Another solution to the problem of identity in the metaverse is to allow each person to have multiple identities. This would mean that each person could have one or more identities that they use for different purposes. 

One of the main advantages of this approach is that it would allow people to maintain their privacy and security. Each person could choose which identity to use for each situation, and they would not have to worry about their entire identity being exposed. In addition, this approach would be more resilient to attack, as it would be much harder to take down multiple identities than a single one.

The limitations of such an approach would be that it could be difficult to keep track of all the different identities, and there would be no guarantee that different platforms and services would accept all of them. In addition, multiple identities could lead to confusion and could make it more difficult for people to build trust with others.

Option 3: A decentralized identity system

A third solution to the problem of identity in the metaverse is to create a decentralized identity system. This would be an identity system that is not controlled by any one centralized authority but rather is distributed among many different nodes. 

This might seem like the ideal approach, since decentralization is a common theme in the metaverse. However, there are still some challenges that need to be overcome. For instance, it would need to be ensured that all the different nodes in the system are properly synchronized and that the system as a whole is secure. In addition, it might be difficult to get people to adopt such a system if they are used to the more traditional centralized approach.

One solution would be to get the nodes in the system to be run by different organizations. This would help to decentralize the system and make it more secure. Another advantage of this approach is that it would allow different organizations to offer their own identity services, which could be more tailored to their needs.

Another would be to incorporate an edge computing solution into the system. This would allow for more decentralized processing of data and could help to improve performance. It would also make the system more resilient to attack since there would be no centralized point of failure.

The best solution for the future of identity in the metaverse is likely to be a combination of these approaches. A centralized system might be necessary to provide a basic level of identity services, but it should be supplemented by a decentralized system that is more secure and resilient. Ultimately, the goal should be to create an identity system that is both easy to use and secure.

The ideal identity standards of the metaverse

Now that we have explored the various options for identity in the metaverse, we can start to identify the ideal standards that should be met by any future global identity system. 

It is no easy task to create a global identity system that meets all of the criteria, but it is important to strive for an ideal solution. After all, the metaverse is still in its early stages, and the decisions made now will have a lasting impact on its future. 

Current iterations of the metaverse have used very traditional approaches to identity, but it is time to start thinking outside the box. The ideal solution will be one that is secure, private, decentralized, and easy to use. It will be a solution that allows people to maintain their privacy while still being able to interact with others in the metaverse. 

Most importantly, it will be a solution that can be accepted and used by everyone. Only then can we hope to create a truly global identity system for the metaverse.

The bottom line on identity in the metaverse

The question of identity in the metaverse is a complex one, but it is an important issue that needs to be addressed. 

The challenges associated with creating an implementation that is secure, private and decentralized are significant, but they are not insurmountable. For one, it will be important to get buy-in from organizations that have a vested interest in the metaverse. These organizations can help to promote and support the adoption of identity standards. 

It is also important to keep in mind that the metaverse is still evolving, and the solution that is ideal today might not be ideal tomorrow. As such, it will be critical to have a flexible identity system that can adapt as the needs of the metaverse change. 

Ultimately, the goal should be to create an identity system that is both easy to use and secure. Only then can we hope to create a truly global identity system for the metaverse.

Daniel Saito is CEO and cofounder of StrongNode

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How to Eliminate Scheduling Inefficiencies in Your Business



What do salons, consultancies, and home service providers all have in common? This question may seem like the prime setup for a joke, but there’s no punchline to look forward…

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Why You Should Start a Business Only While You Have a Job



Opinions expressed by Entrepreneur contributors are their own.

Many people that I meet tell me that they dream of starting their own . I always ask them, “Then why don’t you?” They typically respond by saying that they have so many financial and personal responsibilities, that they can’t just quit their job to start a company, etc. Then I tell them my story …

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Related: How to Use Your Current Job to Start Your Next Business

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