As Forbes puts it, the consumerization of IT is the propensity for users’ experiences with technology as consumers to impact their expectations regarding their technology experiences at work. And that means trends in consumer industries are crossing over to the business sector; ease of use, personal style and comfort, accessibility, and a sense of choice are just a few of the domains where business users have adjusted their standards to be more reflective of consumer psychology.
According to IDG Enterprise, there are some positive business implications of this trend. Their 2014 research on the consumerization of IT found that “over the next 12-18 months, organizations expect to see enterprise consumerization of IT creating a positive impact in user satisfaction, user productivity, process efficiency and collaboration, and business agility.”
This effect has now found its way to B2B marketing – a space in which those targeted by marketers are traditionally left feeling bored and cold, if not completely inhuman. Enter the consumerization of IT, and B2B technology marketers are more than ever faced with the fact that at the end of the day, they’re still talking and selling to actual human beings. Like their consumer counterparts discovered long ago, B2B marketers have found that engaging, appropriately and timely targeted messaging, and relatable content s the new standard – anything short of that simply won’t break through the noise.
A recent CIO Magazine article on what B2B tech can learn from consumer marketers observes that “B2B marketing, with its educational white papers, commissioned research and analytical approach to selling lacks the emotional punch of B2C marketing…In B2B marketing, the assumption has been that deals are cut-and-dry and the best solution wins. But B2B can be even more emotional for B2B customers than B2C consumers. Customers of B2B software or services, for example, are often making big bets that can impact their careers. They might be using the same product every day.” In other words, decisions about business solutions are indeed based on trust, emotions, and aspirations, and business software users need to be entertained, connected with, and spoken to in their interaction with technology vendors in exactly the same way as when engaging with consumer brands like Apple, Nike, and Starbucks. Read the entire story here