The marketing and financial systems do not reflect what all the public relations practitioners are told – economic profits are pursued over building a solid relationship. They seek ways to maximize profit as much as possible. No interest of connecting to their audience is to be found from their strategies regardless of what pr people claim. However, recently the marketing systems have started to weigh the relationship heavier than the economic profits.
B2C to B2B
- What is B2C marketing?
It is the strategy of marketing where a relationship is held between a business and consumers. The audience is less emotionally involved with the product itself, but rather makes economic decisions emotionally when choosing it. They are solely interested in personal own benefits than any other factors of a certain brand.
- What is B2B marketing?
This is the marketing strategy of business to business. Instead of connecting to consumers directly, firms choose to communicate and regulate their products through another business or a channel. Often, the products are emphasized more than the company and little or no emotions are involved. Information of a product is largely required to be presented.
While B2C provokes impulsive consumptions, B2B marketing strategy is a relationship driven. B2C marketing tactics are more of special deals, discount, vouchers and others that motivate the consumers to take products with them in shopping carts. Instead building the image of brand, maximizing the economic profit is the primary goal. B2B marketing expects the customers to learn about their brand, company principles and their products. The active use of contents such as white papers, newsletters, and other media materials are often used for B2B. It is found that B2B companies tend to use social media more actively than those of B2C.
In the past, many firms chose B2C marketing systems rather than B2B. As time went on, many of them realized the high value of keeping the long-term relationship with their audience. Many are turning their back on B2C and starting to apply B2B marketing.
Why is this important for us, public relations people?
It is our job to communicate and maintain the relationships with customers. It is good news for people in the public relations industry that more and more markets are recognizing the importance of our role.