Marketing B2B versus B2Caudiences

MKT302
Digital Marketing
Workshop 7
Digital Marketing Strategy:
Marketing B2B versus B2C
audiences
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This Topic’s Big Idea
“The aim of marketing is to know
and understand the customer so
well the product or service fits him
and sells itself.”
Peter Drucker
Marketing 91, 24/12/2017, What is marketing – definition of marketing, retrieved 10 June 2021, https://www.marketing91.com/what-ismarketing/#:~:text=The%20managerial%20definition%20of%20Marketing%20presented%20by%20Peter,been%20described%20as%20%E2%80%9Cthe%
20art%20of%20selling%20products.%E2%80%9D
Learning Outcomes
1. Define what B2B marketing from a digital
context is.
2. Define what B2C marketing from a digital
context is.
3. Identify the differences and similarities
between B2B and B2C digital marketing.
4. Discuss the most common B2B digital
strategies.
5. Discuss the most common B2C digital
strategies.
How is the Subject Structured?
Implementation Strategy Putting it
together
Live examples
Making it Interactive
• To facilitate engagement, we
will be using emoji’s
(emoticons)
• You are to take an emoji when
you come to class to
represent how you feel.
• As an icebreaker to each class
we will discuss why this is the
case.
We will be using a range of
emoji’s throughout the
trimester so keep an eye out for
some of your favourites.
Workshop Activity 7.1
Brainstorming Session
What does B2B mean?
What does B2C mean?
Share your thoughts with the rest of the
class.
What is the Difference?
B2B vs B2C, digital image, retrieved 10 June 2021
https://directiveconsulting.com/blog/b2b-vs-b2c-marketingdifferences/
B2B Digital Marketing
Examples
PWC Website Home Page, retrieved 29 June 2021,
https://www.pwc.com.au
PWC Facebook Page, retrieved 29 June 2021,
https://www.facebook.com/PwCAU
PWC Twitter Page, retrieved 29 June 2021,
https://www.facebook.com/PwCAU
PWC LinkedIn Page, retrieved 29 June 2021,
https://www.linkedin.com/company/pwc-australia
PWC YouTube, retrieved 29 June 2021,
https://www.youtube.com/user/PwCAU
What B2C Digital Marketing
Examples
Tim Tam Facebook Page, retrieved 29 June 2021, https://www.facebook.com/TimTams
Tim Tam Instagram Page, retrieved 29 June 2021, https://www.instagram.com/timtam
Tim Tam Easter Nest, Arnott’s YouTube, retrieved 29 June 2021,
https://www.youtube.com/watch?v=HWwKGlvMjBY&ab_channel=Arnott%27sBiscuits
Arnott’s Website Tim Tam Page, retrieved 29 June 2021 https://www.arnotts.com/products/tim-tam
Arnott’s Twitter Page, retrieved 29 June 2021, https://twitter.com/ArnottsBikkies
An Example
• GrowthNow is a digital marketing agency
based in the inner city. They have 200 staff
at their head office and their focus is on
digital marketing.
• GrowthNow has two streams of business,
one side focuses on B2B marketing while
the other focuses on B2C marketing.
B2B Business
• Business to business.
• Products and services
are sold and marketed
to other businesses.
• Some examples of
predominantly B2B
companies include:
– Advertising agencies.
– Consulting firms
– Technology businesses
B2C Business
• Business to consumer.
• Products and services
are ultimately sold and
marketed to
consumers.
• Some examples of
predominantly B2B
companies include:
– Most retailers.
– Supermarkets.
– Restaurants and cafés.

Differences Between
B2B and B2C

• Some important differences to consider when
looking at B2B and B2C companies:
– Number of buyers.
– Size of orders.
– Value of orders.
– Purchase initiation.
– Level of risk.
– Complexity of decision.
– Information search.
– Evaluating criteria.

Differences Between
B2B and B2C Cont.

• B2C companies are more likely to have mobile
phone compatible website than B2B companies.
• B2B companies are more likely to have a blog.
• B2C companies are likely to have influencers that
assist them to promote and sell products/ services.
• B2B companies are more likely to use
infographics.
• Both B2B and B2C companies identify video as a
useful marketing medium.
Marketing for B2B:
Common Digital Strategies
Strategy
Relationships
Thought
leadership
Staff
engagement
Decision
making
process
Marketing for B2C:
Common Digital Strategies
Strategy
Customer
experience
Uniqueness
Influencers
Decision
making
process
Decision Making
Process
• Applicable to both
B2B businesses and
B2C businesses.
• There can be an
overlap in roles.
• The key is to ensure
that all decision
makers needs are
met.
Roles
Initiator
Influencer
Decider
Buyer
User
Gatekeeper
Workshop Activity 7.2
Brainstorming Session
Work in groups and determine who are the
decision makers in a B2B business and who
are the decision makers in a B2C business.
Share your thoughts with the rest of the
class.
Thought Leadership: B2B
• Usually applicable in a
B2B setting.
• Build up the reputation of
the business as a leader
in its industry/product
category.
• Digital marketing:
– Publications
– Case studies
– Client testimonials
– Reviews
– Public relations
– Webinars
– Social media
IBM Watson Homepage, retrieved 29 June 2021, https://www.ibm.com/watson
IBM Watson stories, retrieved 29 June 2021, https://www.ibm.com/watson/stories/coreml
Staff Engagement
• Staff have the ability to
understand the values
of the business and what
it stands for.
• This enables staff to
undertake their roles
effectively and
understand the
customer.
• Digital marketing:
– Social media
– Emails
– Digital displays
– Surveys and feedback IBM Facebook Page, retrieved 29 June 2021, https://www.facebook.com/IBM
Relationships
• Businesses often have a
marketing team and a sales team
• It is the role of the sales team to
build relationships.
• It is the role of the marketing team
to facilitate relationship building.
• Digital marketing:
– Social media
– Marketing automation
– Chat bots
– Emails
– Website and blog content
– Customer feedback surveys
– Webinars
– Timed pop ups on website
IBM Watson Homepage Let’s Talk, retrieved 29 June 2021,
https://www.ibm.com/watson
Workshop Activity 7.3
Brainstorming Session
How can GrowthNow market itself as a
digital marketing agency?
Share your thoughts with the rest of the
class.
Challenges for B2B Digital
Marketing
• Social media, despite its usefulness, is
statistically less-effective for B2B
companies than B2C companies.
– However, email marketing is statistically more
effective for B2B companies than for B2C
companies.
• It can be difficult to engage customers
digitally for the long lead life cycle.
Customer Experience: B2C
• 360 degree customer
experience across all
marketing channels
• Digital marketing
– Social media
– User friendly website
– Marketing automation
– Emails
– Pop ups
– Chat bots
– Digital displays Gucci Australia Website Contact, retri https://www.gucci.com/au/en_au/st/contact eved 29 June 2021 -us
Uniqueness
• Features and benefits
of the products are
emphasised
• Brand matters
• Digital marketing
– Website
– Social media
– Email
– Digital displays
– Influencer marketing
Gucci Australia Website Homepage, retrieved 29 June 2021,
https://www.gucci.com/au/en_au
Influencers
• Influencers or micro
influencers endorse
or assist in the sales
of the product
• Digital marketing
– Social media
– Website
– Email
– Digital displays
Gucci Instagram post featuring Harry Styles and James Corden, retrieved 29 June 2021,
https://www.instagram.com/p/CPypdi8qPe9/
Workshop Activity 7.4
Brainstorming Session
How can GrowthNow market the local café
that is located next to its headquarters?
Share your thoughts with the rest of the
class.
Challenges for B2C Digital
Marketing
• Successful ROI from marketing activities.
• Unable to pick up on social cues from
customers.
• Data accuracy – dependent on the data
collected by websites and programs being
accurate, difficult to verify manually.
• Choosing the right technologies to meet
the company’s needs.
Next Week
Digital Marketing metrics, big data, digital
audiences and marketing automation

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