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Blog post By Paula Chiocchi on 2017-06-22
Successful B2B marketers know why email remains at the center of the B2B marketing galaxy. While other marketing channels such as social media have garnered the headlines in the last few years, email remains the key online identifier for logging onto sites, establishing lasting relationships and tracking the customer journey.
It now looks like email will serve an additional, equally important function: facilitating quick and easy P2P (peer-to-peer) online payments. Google Wallet has launched as a fast, free way to send money through an app, online, or through Gmail – all that is needed is an email address (or phone number). While the technology is initially ideal for, say, splitting a restaurant bill with a friend or chipping in for a birthday gift, the use will soon, inevitably be expanded for business payments. And that’s why there are huge implications for B2B marketers:
Currently, Google is rolling out its payment capabilities gradually by limiting monetary exchanges to P2P transactions, and requiring that new users be logged into the Gmail app on an Android device to send money. But e-commerce transactions will almost certainly spike once Google expands its capability to iOS and other devices.
Google’s integration of Google Wallet into Gmail should make email stickier, significantly expand its current role and create a range of e-commerce opportunities B2B marketers are in the early stages of discovering. How do you plan to make use of it for your business?
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Outward Media’s accurate, targeted email data can help you achieve better email marketing ROI, and convert more prospects into customers. Ask us how. Also, take a look at our complimentary new e-book on building a successful B2B email marketing database. 

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