What are the differences between Business to Business (B2B) and Business to Consumer (B2C) marketing practices? When are they used, and how?
B2B marketing is a lot more relationship driven. Businesses are dealing with other businesses and have to consider that any buying decisions will be far more thought through and calculated, rather than impulsive, like an end consumer. Businesses that have to deal with other businesses need to adapt their marketing technique to their target. Tone of voice, terminology and selling points all differ between B2B and B2C marketing.
B2B marketing involves establishing then maintaining a professional relationship. For example you may strike up a connection or recommendation on LinkedIn and then wish to develop and grow the relationship on a different platform such as Twitter, or vice-versa.
The use of social media has allowed B2B marketing to diversify from direct mail into creating legitimate contacts, who they share thoughts and ideas with and can communicate with far more freely. All of this is good for business and can only increase custom.
AMV BBDO who I’ve discussed previously are an example of use of B2B marketing. They are an ad agency that deal with other businesses. Accordingly their clients are going to be more calculated in their consideration of which agency to pick as their brand image will be at stake.
Consumers on the other hand have a different approach. Traditionally their purchases are more emotionally driven and a more traditional sales approach is adopted. They are product driven rather than considering a relationship with whoever is selling them the goods. However with the growing influence of social media and technology on modern culture, the B2C approach is becoming more than just a point of sell and more a purchasing experience.
It is safe to say that the B2C approach is the more flashier, bells and whistles approach. Imagery, and brand repetition a key points whilst the point of sale is a more simplistic single transaction.