Internet Marketing B2B Vs B2C Comparisons for the Twenty-First Century
In marketing to other businesses or individuals one of the most important things is to establish good relationships. In B2B or business to business this requires a commitment of time and good customer service prior to ever making that first sale. Customer service begins with a customer's very first contact with a company. It may take place with a phone call by a sales person or an engineer searching for a product or service from a B2B company.
Typically for a B2B company the process for a sale is longer than that of B2C, business to consumer counterpart. Most B2C customers are looking for the best price possible with a commitment of good customer service. For example, I find myself, that when it comes to purchasing a consumer product, I do extensive research online to check the specifications on a product and price from online sources. If that product is displayed on a website from a company with also a brick and mortar outlet, I am most likely to buy it locally, even if the price is slightly higher. If not found locally then I would look for the best price online, checking their return policy and customer service feedback information.
In the B2B world this process of making a sale requires more one on one communications, with details of a product or service spelled out. In manufacturing, fabrication, and engineering design this requires extensive communication even after a sale is solidified. If a B2B company can provide a quality product or service, even if that price is higher than the competition a customer will be willing to pay for it, provided there is a perceived value in what is being sold. That value can be in the form of customer service, engineering design assistance, on-time delivery, and quality.
For example: Lets say an engineer does a search on the web for a specific product, which might be just one small part of the overall design of whatever widget he is designing. He comes up with several candidates from the list of B2B companies for a particular search term. The engineer is most likely looking for pertinent information, and needs to find it quickly. The engineer is even likely to call the company once he finds them online to ask very specific questions. This is especially true for OEM equipment and/or specialized fabrication requirements.
Some companies serve both the B2B and the B2C side of the coin. For example large office supply outlets have online service for both the consumer as well as the corporate buyer. In this type of business the office supply outlet has to handle both the consumer and business customers from two slightly different angles. This can affect the types of online transactions. Consumers most likely would want to handle eCommerce with a credit card while the business buyer would probably set up an account with the outlet store.
In B2C, customers are tending to place a lot of emphasis on price comparisons. Customers go shopping online for the best price possible. What used to take a customer all day of driving around town, comparing one store's price with that of another can now be done in a matter of minutes on the Internet, jumping from one website to another or even having all the websites open at the same time for comparisons.
The dynamics of the marketplace today are changing at a very fast rate. In order to respond to those changes a company needs to address marketing on a number of different fronts. For the B2B fabrication, engineering, and machining companies they need to be able to come to grips with the fact that a lot of the manufacturing process has been outsourced overseas. This outsourcing has caused a number of companies to go out of business in recent years. Companies that are surviving and prospering are using every marketing and advertising means available to them. There still is a need for quick turn prototype work in manufacturing. In order to meet the challenge of some B2B companies staying in business and reaching prospective clients, the Internet and their web site is key for businesses in the twenty-first century. Likewise, B2C companies need to approach this with ever increasing scrutiny and spend their advertising and marketing dollars wisely.
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Internet Marketing Information
For more information on the overall B2B and B2C Internet marketing picture take a look at the information on our Web site. Our marketing and advertising resources page has comparisons and helpful links. Our home page gives a very good overview of what is involved in the whole realm of Internet marketing.
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Honesty, Integrity, and Trustworthy
Business Marketing And Advertising Ethics B2B + Ethics Values To Live By On The Net
Honesty
"Honesty the best policy" When dealing with customers and clients, not following this policy comes back to bite people time and time again.
Integrity
Do not be swayed by shortsightedness. If you see a potential for a quick buck, ask yourself if this really is a proper way to go about doing something. Businesses have been guilty of shortsightedness themselves. They have extracted a quick buck at the expensive of their integrity and consumers' wallets.
Trustworthy
Remember, when working with clients, he or she is placing web site trust in you. Hold onto that trust dearly and don't do anything that would harm it. They are trusting you to help them out on the Net. Remember this saying: Tell it like it is and do it with style! Customers will appreciate it. See: Business Ethics
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Advertising And Marketing On The Internet - Honesty by PWEBS's James A. Warholic -- Is your business website information out of date? If so, you may be guilty of false advertising especially when it applies to the consumer market place. Read why, from a B2B and B2C legal standpoint about the importance of having your website up to date.
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