Use of B2C and B2B internet Marketing
While business-to-business and business-to-consumer Internet marketing strategies are two different animals, in that one model targets businesses and the other consumers, the benefits that B2B and B2C provide to marketers are about the same. In short, both models help businesses increase sales in an increasingly competitive marketplace. In 2012, in the United States the number of potential Internet buyers in this increasingly competitive marketplace reached a new peak: 245 million potential buyers online.
With over six billion Internet users across the world, it’s obvious why B2B and B2C Internet marketing increases awareness of businesses and their products or services. More than that, with more B2B and B2C companies marketing themselves on the Internet, marketers are in a better position to pick up details about their competition. Additionally, with the advent of the social networking explosion, more business and consumer patrons are voicing their opinions about various products and services. This gives marketers even more empowering info about what the market is thinking – knowledge they wouldn’t have if they themselves weren’t using the Internet.
The social network explosion, in addition to email and website marketing, also gives marketers the ability to interact more directly with their customers, whether businesses or consumers. An important part of this interaction is educating customers, either as a group or as individuals. Marketing strategists at the firm Customer Paradigm cite business authors Margaret Clark and Carol Pearson, who say that educated customers will buy more than confused ones. So whether it’s marketing via email, podcasts, a website or social networks, marketers who are interactive on the Web increase their authority in the marketplace – another advantage from using the Internet.
Better education relates to better service. In the days of mom-and-pop stores, customer service usually meant the interaction you got once you walked in the store, when what you ordered was delivered to your doorstep or when you called via telephone. Now that more B2B and B2C companies are using the Internet, though, they’re providing marketing websites on which customers can make contact when they have questions or concerns, and they’re sending informative emails that don’t merely advertise but also inform their customers with practical information. This means that customers, ideally, are getting much more robust service.
The Internet has also provided marketers with more specific information about their customers, such as when they’re more receptive to receiving an advertising message. Armed with this knowledge, some B2B and B2C companies use a marketing method called “right-time marketing.” According to business analyst firm Garner, Inc., the statistics are too compelling to ignore: strategically timing email marketing messages will help marketers see as much as a 600 percent rise in performance over more lax messaging methods, such as email blasts and cold calling.