They sound similar and follow one another directly in the alphabet. But in advertising there is a huge difference between the letters B and C. Accordingly, the strategies for successful B2B marketing and B2C marketing have clear differences in practice. But it is precisely this fact that you can take advantage of as an advertising professional. With increasing digitalization and the increased spread of home office activities, the boundaries between private and business life are increasingly blurring. Instead of strictly separating advertising measures for business-to-business and business-to-customer, let them actually complement each other! Below we explain differences, similarities and possible types of interaction. You will also learn how you can achieve maximum success with digital signage as an efficient marketing tool for end consumers and companies.
What is meant by B2B marketing?
The abbreviation B2B stands for the English term “business-to-business” and thus the orientation of marketing measures towards corporate customers. The focus is therefore mostly on selected industrial goods, products or services for retail. Companies expect tailor-made advertising campaigns from you that enable them to achieve their goals quickly, without much effort and cost-effectively. Personal contact still plays an important role. Social media in particular is developing into an indispensable advertising tool in B2B marketing.
This is what lies behind B2C marketing
In B2C marketing, the “C” stands for Customer. This is about a company’s relationship with end consumers. The B2C importance is much greater than that in the B2B sector. With over $6,500 billion in sales worldwide, the sector almost doubled in volume in 2020. However, for successful marketing in e-commerce you also need an exceptional strategy. Because competition is high and trends in the private sector are proving to be extremely fast-moving.
An overview: the differences between B2B and B2C marketing
You know the importance of addressing target groups appropriately for efficient campaigns. For this reason alone, B2B and B2C marketing initially differ greatly. Companies usually focus on the return of investment and thus the profitability of their advertising measures. Private individuals, on the other hand, usually decide to purchase a product based on their individual preferences. The emotional impact predominates, the value of the offer is often secondary. You can increase your reach and arouse interest with targeted posts on Facebook, Twitter or Instagram. You will get a lot of attention through appealing storytelling on an interactive video wall. With moving images you are guaranteed to stand out from the competition – the be-all and end-all for efficient B2B marketing.
The situation is currently completely different among business partners. The responsible levels expect facts, content focuses on factual information and industry-specific knowledge. Decision-makers from various specialist departments align purchasing and sales for the long term. You have to plan time here. We also offer personal support and tailor-made concepts for selected customer groups. However, this does not mean doing pure email marketing(ka) or marketing offers exclusively through search engine advertising(ka). Use your experience from the B2C sector and also use social media with business customers. You can carry out successful online B2B marketing, strengthen trust and meet customer wishes via professional channels such as LinkedIn and Xing.
These are the latest trends in B2B marketing
It’s not just private consumers who follow trends. Companies are also increasingly opening up to new ideas in the marketing area. We have summarized some current trends for you.
- Spontaneity instead of slowness: Even with agile marketing, no hasty decisions are made. Rather, it’s about flexibility. Immediate hashtag reactions to current circumstances raise awareness and initiate interactions.
- By using artificial intelligence, you receive precise evaluations of your advertising messages. Together with big data, predictions can be made about future user behavior and the targeting of marketing campaigns can be made more precise.
- Unique user experiences are also becoming increasingly important in B2B marketing. You can use digital signage displays to offer live streaming, hold webinars or explain product features.
- Interactive content marketing still provides informative content, but answers audience questions in real time. Not only do you generate leads, but you also ensure long-term customer relationships.
- Influencer marketing(ka) is no longer reserved for private consumers. Quite the opposite: recommendations from respected experts and popular personalities also receive high approval from companies. You can also create reach and build communities in the business sector through topic-specific training and knowledge exchange.
- Email marketing is still an efficient tool for easily reaching a large group of people. However, the content changes. Instead of general information, the trend is towards personalization. Direct contact maintains the interest of the recipient and thus a continuing business relationship.
Even more innovative with digital screen marketing!
One trend deserves special emphasis. Because its diversity goes far beyond the mutual influence of B2B and B2C marketing. Rather, it enables you to have the most effective interaction between the advertising campaigns that were previously considered separately. The language is from digital signage. With moving images you can create unique experiences that your customers will remember. According to independent studies, videos not only generate more attention than texts. At the point of sale, they also lead to spontaneous purchasing decisions and thus an around 30 percent increase in sales for the advertising company.
But interactive displays can do much more than present products or service offerings. Thanks to innovative digital signage software, content can be changed immediately and adapted to individual target groups without any effort. Audiovisual marketing is therefore ideal for the tailor-made presentation of companies or new work processes. Make your explanatory videos about product features interactive, build lasting customer relationships and at the same time relieve the burden on customer service. Take your B2B and B2C marketing to the next level with the help of an experienced digital signage agency!
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The digitalSIGNAGE.de sales team led by Björn Christiansen is available for detailed advice on the subject of digital signage at vertrieb@digitalsignage.de and Tel. 040 180 241 080.
2024-03-01 02:34:19
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