The way of buying is completely different if what we are going to acquire is for ourselves or for work. As a clear example of this we have when someone is going to buy a personal item of clothing. He or she goes to a store or searches the Internet for the garment that he likes the most and then checks if he has enough to buy it.
On the contrary, if what you need is to buy a printer for the office, the decision to buy it is not based on this person’s own criteria, but rather those criteria respond in a timely manner to the need of the office. To do this, review the budget that has been assigned to you, and for this type of decision, more information is required so as not to make a mistake that affects others.
For this reason, we point out with this example that marketing for other companies is not the same as doing it for consumers. methods of marketing that we are going to use, will depend on the type of market we are targeting. For this reason, it is crucial to know the differences between B2B and B2C marketing, in order to plan effective strategies.
B2B (Business to Business)
As we have already mentioned, the acronym B2B refers to the corporate market, that is, those companies that market their products or services to other companies. In this way, the main purpose of the B2B marketing that you are going to use is to establish personal relationships, with which you will end up reinforcing the prestige and identity of the brand. This means that you must transmit the value of the company. The strategy focuses on showing our customers how the product helps them save time, resources and money.
B2B marketing is mainly linked to industry, public institutions and the government, and its characteristics are:
- It focuses on the logic of the product, leaving emotions aside. Emphasis is placed on its features. What the target audience wants is to know more about the product and how it will help them.
- The sales process is longer and also on a larger scale. This is because the purchase decision is premeditated and therefore will require more time to make. The value proposition should be more detailed in this case.
- The volume of customers is smaller, although the final purchase volume is larger. This helps us, since as the range of clients is smaller, the strategies that are carried out must be more precise.
- Clients are focused on more specific and reduced markets.
- We can take advantage of industry events to advertise ourselves. In these events, companies look for specific products and services, so our advertising should be more personalized.
- The goals we want to achieve are long-term. The loyalty of a corporate client will be a treasure to keep for our company.
B2C (Business to Consumer)
The acronym B2C refers to the mass consumer market, that is, companies that offer products or services to personal customers. Therefore, B2C marketing is aimed at highlighting the personal benefits that the product brings to consumers, through other types of paths, such as emotion or feelings. On the other hand, efforts are mainly directed at reinforcing the brand through repetitive advertising. The main characteristics of B2C are:
- The purpose of this is to appeal to emotion and feelings to provoke an immediate need and desire to buy in most consumers.
- The purchase process is intended to be brief and in addition, the public is attracted with promotions and discounts. It is known and has also been shown that customers buy on impulse and, therefore, want a quick and effective sale.
- The volume of customers is large, however the volume of purchases from them is small.
- Customers are often scattered.
- Advertising is usually done through traditional mass media, such as television, radio, and newspapers.
- Quick and immediate results are pursued.
Main differences between B2B and B2C
Next we are going to summarize the 5 key points that differentiate B2B from B2C:
- The logic of buying the product. In B2B we focus on demonstrating the advantages that the purchase of our product or service can cause, while in B2C it is not the main objective.
- The rational versus the emotional. In B2B we focus on the rational aspect of the purchase, arguing why to buy our product. In B2C we seek to connect emotionally with the client.
- The type of language. In B2B, the language can be more technical than in B2C, because the purchasing company is specialized in the sector to which our product belongs.
- decision times. In B2C, a quick or immediate purchase is sought, while in B2B, decision-making can take a long time.
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