B2B buyers also want an omni-channel experience. Digital Commerce 360 finds that B2B buyers now use ten or more channels, double the number five years ago. Two-thirds of the B2B buying process is now done digitally and 75% of buyers prefer a rep-free sales experience.
This Incisiv survey looks beyond personalized marketing to the full customer experience. It finds that 73% of shoppers expect interactions to be integrated across all channels and 54% are willing to spend more when their experience is tailored to their preferences. But retailers are failing to meet expectations: just 29% offer personalized product recommendations.
Amazon rolled out its genAI-powered shopping assistant Rufus to all U.S. customers in July. It’s now embedding paid advertising into Rufus results. That didn’t take long, did it?
CDP and marketing cloud vendor Zeta Global announced an agreement to purchase LiveIntent, which helps companies do email-based advertising. The deal will let Zeta expand its identity graph, enter the publisher monetization business, and accelerate its mobile and retail media products. Zeta will pay $77.5 million in cash and $172.5 million in common stock, with potential for additional payments based on performance.