Welcome to What We're Reading, a weekly rundown of news stories, marketing columns, and specific B2B industry news that caught our eye.

How to adapt your e-commerce strategy to B2B or B2C

Do you sell primarily to businesses? Consumers? Both? Whatever the case, you’re going to want to tailor your PPC and e-commerce strategy to your audience. Marketing Land has some useful techniques for everything from messaging to targeting and keywords.

Give a dang about your bad reputation

Reputation contributes to a business’ overall success and has a meaningful impact on its bottom line. Reputation is especially important in the B2B world, when purchase decisions can often range in the tens or hundreds of thousands of dollars, according to TownNews.

Promote praise, not jealousy

Praise is a good way to let an employee know they’re doing good work and increase their job satisfaction and productivity. Be careful, though, as public praise could potentially create jealousy and resentment in other employees. Inc.com has some tips on how to praise without creating a jealous environment.

Nike debuts playful ad ahead of Chinese New Year

With the Chinese New Year coming later this week, Nike’s new ad puts a Tom and Jerry spin on a classic tradition. In the ad, an aunt tries to give her niece a red envelope with money every year, which the niece always refuses. Watch the full video at The Drum.