B2C Marketing

B2B And B2C Marketers Agree – Relationship Marketing Is Where It’s At

Part of me is truly amazed that has taken this long to realize something that should have been obvious to all of us from the beginning of time. Well, the beginning of advertising and marketing time, that is.

Regardless of the medium or platform or whatever word you prefer to describe all the ways we communicate with consumers, shouldn’t we all collectively been trying to establish a relationship and engage with our customers from the proverbial get-go?

Shouldn’t adopting this type of approach bring with it the subsequent increased revenue we all seek but done in so in a more, of I don’t know, natural way?

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Marketing Integration – The Number 1 Thing B2B And B2C Marketers Want To And Need To Learn

Not Search Engine Marketing. Not PPC. Not even Social Media Marketing. No, the #1 thing B2B Marketers and B2C Marketers alike want to learn more about is marketing integration and creating a true integrated marketing strategy.

This not-shocking-to-me finding came from a report released by Webmarketing123, who surveyed over 500 marketing professionals. There are other findings which I will share with you, but after reading the report and reading it over, I knew right away the one finding that stood out from all others and it happened to be the very last chart in the report.

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Marketers And Advertisers: Women Are Driving The Purchasing Bus, Get Used To It

“Women control the majority of purchasing decisions in a household and their influence is growing.” That’s just one of the many key findings from a Nielsen Study which showed that women the world over are in control of purchasing decisions which should serve as a wake up call to business to consumer (B2C) marketers and advertisers across the globe. 

The study, titled Women of Tomorrow: A Study of Women Around the World, provides insight into how current and future generations of female consumers shop and use media differently and presents many cases where marketers have a “massive opportunity to better connect women with the products they buy and the media technologies they use to make a positive impact both in their lives and in the bottom line.” The study also provides even more proof as to the importance of creating and integrated marketing and advertising message.

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CMOs Struggling To Keep Up With The Digital Revolution

In a wide-ranging survey of more than 1,700 chief marketing officers from 64 countries and 19 industries, IBM’s 2011 Global CMO Study revealed that a large portion of CMOs, while excited at all the changes happening in the marketplace – are ill-equipped to deal with and manage it. 

Back in July I shared with you the results of the State of Marketing Report from the Chief Marketing Officer (CMO) Council which revealed that “Social Media And Integration is Chief Among Marketers’ Priorities.” Then in September it was the results of a study conducted by Duke University’s Fuqua School of Business that showed that “CMO’s To Increase Spending On Social Media But Integration Still Lacking.”

And today I want to share some of the results of the aforementioned IBM 2011 Global CMO Study which revealed four (4) key challenges that CMOs feel unprepared to manage:

  1. The explosion of data. It goes without saying we are ALL swimming in a sea of data. It’s all around us and the key will be not only managing all of it but measuring it and gleaning



    the right information from it. Yes the operative word is “right.” One CMO survey put it very bluntly “At this moment, I don’t know how our marketing department will cope with the expected data explosion.”

    2. Read more

B2C vs B2B Marketing: Do the Differences Really Matter?

As a professional marketer, you have to know your customers and what motivates them to make a purchasing decision. But are the buyers of products and services in the B2C world really that much different from their counterparts in the B2B world?

The primary differences between B2C and B2B marketing are derived from the emotional perspectives of the buyers. Often, the consumer is focused on quality, comfort, and price, while the business buyer is concerned with increasing profits for his/her company.

“As a general rule, B2B marketing relies more heavily on rational–rather than emotional–product or service benefits,” said Kim Hennig, a B2C marketing veteran and principal of Kim Hennig Marketing, who has delivered record sales, award-winning advertising, and profitable marketing plans for some of the nation’s best-known brands, including McDonald’s, 1-800-Flowers, and Subway. “This is certainly not to say that the business buyer doesn’t have emotional connections to the brands he or she purchases, but there is a far greater need to justify how the features or benefits of a product will have a demonstrable impact on the company’s bottom line.”

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