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Topic: Student Questions
Search more Know-How Exchange Q&A from Marketing Experts
This question has been answered, and points have been awarded.
B2b Vs. B2c Marketing
Posted by Anonymous on
4/25/2004 at 1:04 PM ET
Please explain how marketing differs in a B2B site compared to a B2C site and provide specifics.
4/25/2004 at 1:48 PM
B2B (Business to Business) site:
Specifically caters one busines to another business. Usually providing inhouse service or maitanance software/networks for other businesses to utilize in order to increase function, marketing, sales, profits, efficiency and the like. Examples: Microsoft.com, Macromedia.com, Marketing sites, crmguru.com, basically anything targeting business owners, managers, and decision makers.
B2C (Business to Consumer) site:
Specifically caters to a group or target consumer in order to expose, sell, market. etc goods or services to the public. Examples: Amazon.com, ebay.com, Walmart.com, Borders.com, basically anything offering a retail product to the public in the form of a virtual store.
I hope this helps!
4/25/2004 at 3:15 PM
My colleague Jett is completely correct. And by the nature of B2C v. B2B sites in general, B2C sites tend to be more transactionally-oriented than do B2B sites. Both types have transactions, but consumers are usually online to transact or purchase right away; B2B users TEND to be more investigative and know it may take longer to get the complete details of the answers they seek. Many business sites drive “those interested in learning more,” to register and give their contact information in exchange for getting the information they seek. This allows for human intervention, when applicable, which can really make an online business transaction very enjoyable and begin to build a long-term business relationship.
In addition, from a strictly informational v. functionality perspective, most successful sites have just three levels of information:
Level 1: Overview information with the main navigation tools above the fold
Level 2: Selective information to guide decision makers closer to the answer they truly seek
Level 3: Final level of information, with enough information for a decision-maker to make a decision and purchase, sign up, ask for a demonstration, ask for more information, etc, etc.
If your site gets too complex beyond a three-level mechanism to purchase/make a decision, consumers will perceive the experience as too complicated. They MAY buy/decide now, but will probably not return afterward if given a choice. Business users will not be as off-put, by the very nature of their inquiries, in general.
Hope this helps.
4/25/2004 at 8:56 PM
The major characteristic of B2B is that companies attempt to automate the trading process in order to improve it.
Automating saves a tremendous amount of time and money.
Although B2C gets more publicity, the amount of money transacted annually through B2B is much greater than B2C.
The major characteristic of B2C is that companies try to create a direct relationship with consumers without the involvement of intermediaries such as distributors, wholesalers and dealers.
The difference in marketing is that a B2B "seller" tries to differentiate itself from its competition by marketing its value proposition to its target market as one that will save the "buyer" companies a great deal of time and money by automating as much of their supply chain as possible. They do this through the traditional offline methods of advertising, tradeshow, field sales etc. along with websites that provide customer only access to their accounts and inventory. In addition, e-mail marketing and other communications using the supply chain channels is effective.
Establishing strategic partnerships and alliances can also provide tremendous synergies and leverage.
B2C also uses traditional offline methods along with the integration of online tools such as interactive websites, email marketing, online communities, CPC (cost-per-click advertising such as Google AdWords) pop-up and banner ads etc.
B2B may also utilize some of those mentioned for B2C and vice versa. The goal of any marketing program for either one is to find the combination of integrated online and offline tools that produces maximum sales, minimum expense and maximum profit, and therein lies the challenge to management.
I hope that helps.
7/13/2007 at 9:02 AM
a successful b-2-b marketing manager is always best choice for being marketing manager in b-2-c category.
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