It may not look like it but marketers employ a surprising amount of calculating even though it relies on impulse to support a business. One way to see this is through the difference between B2B and B2C business.
As you know (Business to Business) refers to transactions between two businesses where both the buyer and seller are business owners. Hence, in B2B environment, the product is not sold to end users. Buyers purchase products in large quantities to satisfy the demands of their own customers. B2C (Business to Consumer) refers to transactions between a business and end-use. A typical local store is one example but it can obviously include e-commerce websites selling products or services to individuals around the world.
Now it’s no question that B2C marketing thrives well on impulsive buying. Consumers are presented with cunning copy writing, wonderful pictures, vanity-targeting, freebies and flashy captions. And since everyone’s gearing up for Black Friday, these are going to be hard to ignore.
To get the most out of their dollars, Black Friday shoppers really load up on research. More than two-thirds of Black Friday shoppers are researching the best deals and creating a mapped plan for getting what they’re after. Newspaper circulars, TV ads and other traditional media sources are still the top research sources for Black Friday shoppers, despite an overwhelming percentage (82) of those surveyed being interested in emailed information about Black Friday deals and sales. Mobility is also gaining importance in Black Friday.
This though doesn’t mean that there’s no planning involved. On the contrary, any marketer on the business end will use the above information to really fight for those search spots.
It’s the same with B2B marketers. The only difference is that shopping experience is still heavier in terms of information. Business customers need plenty time to figure out what a certain company can offer with respect to products and services. The rise of online marketing has only given company managers more access to a considerably larger marketplace than in previous years.
Unlike the holiday rush of Black Friday (and perhaps the Cyber Monday that follows), there is clearly a lot more planning on the prospect end when it comes to B2B. It takes a lot more to spark an impulse in a business owner than your average shopper. You’ll need:
- More engagement.
- Longer conversations.
- Going beyond initial impressions.
These are just some of the strategies you need to implement in the B2B sphere. And when you think about it this way, a B2B marketer may even have it easy. It’s not like their customers will be stampeding over their store.