B2B? Or B2C?
Posted by Grach
B2B and B2C Marketing using Social Media
It is interesting to know the differences between B2B (business to business) and B2C (business to consumer). In my own experience it is hard to decide who has more of an advantage in the marketing sector. B2B focuses on selling products and services to other businesses whereas B2C focuses on selling products and services to consumers for household or personal use. Although both marketing sectors look at the same aim of selling and marketing using the same sorts of methods there are strong difference between them.
B2B is very relationship driven focusing on the value of the relationship and who their target audience is, the sales of the products or services are on a longer scale buying process. One of the main focus of business to business marketing is educating and creating awareness surrounding the product of service, it is very rational buying and decisions can take a long time to make. B2C marketing is very product driven and tries to maximize the value of that one transaction, B2C focuses on a larger target market and the buying process is short and single step buying, B2C is surrounded by very emotional buying, looking at the desire and price and status of the product. B2B is very much thinking with your head whereas B2C is thinking with your heart.
B2B marketing is used by many different types of businesses including marketing, PR and advertising agencies, along with IT and technology support, wholesale materials, website and software developers and human resources consultants and so on. The list is endless.
B2B marketing and social media works well in the sense that B2B marketing uses social media to its advantage by working with and building relationships using different social tools to connect with other businesses. The aims of B2B in connection with social media are relationship focus, value focus and content focus. Here is where the social media strategy process is then developed and Forrester POST method is also used.
Econsultancy is a digital marketing company, which provides training, reports and research for the digital marketing sector. Econsultancy focuses its B2B format through practice guides and training, which helps businesses to evaluate in a B2B environment, focusing on content formats, content distribution and content measurement. They also use a lot of social engagement across multiple channels, such as LinkedIn, Twitter, Facebook and YouTube along with many others. In February 2009 Econsultancy experimented with Twitter on their homepage, by placing a feed of all tweets mentioning the company, causing an increase in Twitter followers by 200 within the first hour of the experiment. Along with this experiment there is also Red Friday:
“At Econsultancy we’re always keen to experiment on ourselves to see what works and what doesn’t. And as B2B case studies are rare, we’ll let you know how we get on.
Red Friday is intended to be an annual giveaway and e-commerce test case to reward our members and have a bit of fun at this festive time of year.”