Marketing Differences Between B2C and B2B Websites
Differences in Marketing for B2C and B2B Sites
March 27, 2006
Differences in Marketing for B2C and B2B Sites
Introduction
Marketing in an electronic-business/commerce (e-business/e-commerce) arena today is truly no different than the ole brick and mortar' business. Business-to-business (B2B) and business-to-consumer (B2C) sites need to have a crafty approach to implement marketing strategies and develop an effective marketing plan to reach the intended (targeted) market. Thus, the mixing or blending of the four Ps (product, place, price, and promotion) in such a way to attain both the business and target market's goals and objectives is the key to success. The correct marketing mix, or blend, will help both a B2B or B2C site develop a successful marketing strategy plus a highly effective marketing plan.
Both B2B and B2C sites must consider the intended market when blending the mix elements. Knowing the intended market and understanding their wants and needs helps to build a marketing mix that satisfies those needs and wants, but also meet or exceed the organization's objectives. Both types of sites need to view the marketing mix as a management tool to ensure that products and services are developed to be profitable and are according to market requirements. This paper discusses the similarities and differences of marketing for B2B and B2C web sites. One similarity found for both types of sites is the use of branding.' Not only are logos used to identify a business, but the tone of the words used as well as the use of emotions ("B2B Marketing: Mind your language," 2005). Branding is an important part of both B2B and B2C marketing.
Business-to-Consumer (B2C)
As part of the marketing mix, B2C sites add a fifth P to the mix: people. Being a business that caters to consumers, people are another aspect that must be analyzed and addressed. Through market segmentation and data research, B2C sites can develop the other four Ps to spark' the
March 27, 2006
Differences in Marketing for B2C and B2B Sites
Introduction
Marketing in an electronic-business/commerce (e-business/e-commerce) arena today is truly no different than the ole brick and mortar' business. Business-to-business (B2B) and business-to-consumer (B2C) sites need to have a crafty approach to implement marketing strategies and develop an effective marketing plan to reach the intended (targeted) market. Thus, the mixing or blending of the four Ps (product, place, price, and promotion) in such a way to attain both the business and target market's goals and objectives is the key to success. The correct marketing mix, or blend, will help both a B2B or B2C site develop a successful marketing strategy plus a highly effective marketing plan.
Both B2B and B2C sites must consider the intended market when blending the mix elements. Knowing the intended market and understanding their wants and needs helps to build a marketing mix that satisfies those needs and wants, but also meet or exceed the organization's objectives. Both types of sites need to view the marketing mix as a management tool to ensure that products and services are developed to be profitable and are according to market requirements. This paper discusses the similarities and differences of marketing for B2B and B2C web sites. One similarity found for both types of sites is the use of branding.' Not only are logos used to identify a business, but the tone of the words used as well as the use of emotions ("B2B Marketing: Mind your language," 2005). Branding is an important part of both B2B and B2C marketing.
Business-to-Consumer (B2C)
As part of the marketing mix, B2C sites add a fifth P to the mix: people. Being a business that caters to consumers, people are another aspect that must be analyzed and addressed. Through market segmentation and data research, B2C sites can develop the other four Ps to spark' the
References: B2B agency survey: Digital switch. (2005, December). Precision Marketing, 19-22. B2B Marketing: Mind your language. (2005, September). Brand Strategy, 58-59. B2B Marketing: The land of the B2B. (2005, September). Brand Strategy, 60-61. Grove, B. (2005, September). PR must go beyond basics for complex B2B stakeholder mix. Media, 17. Retrieved, from ABI/INFORM Global database. Schneider, G. P. (2004). Electronic Commerce: The Second Wave (5th ed.). Canada: Thompson Learning, Inc.