ToB and toC marketing seem to have always been two camps. ToB marketers and toC marketers feel very different from each other. When toC marketers go to toB, or toB marketers switch to toC, they have great differences. Not fit. So is toB marketing and toC marketing really so Number List different? What are the similarities and differences between the two? I want to talk about this topic today.
First, return to the "people" and "decision-making process" that marketing cares most about. Because toB is corporate procurement, there are many decision-making participants, and users, buyers and decision-makers may be different people; decision-making is slow, rational, and the process is long, and it pays more attention to the functional value of products.
toC is personal consumption, usually the buyer is the user, and it is easy to generate impulsive consumption, which may be due to price, emotion, preference and other reasons. In contrast, toB marketing requires insight and understanding of business operations, corporate organizations, and the professional identity of decision-making participants, and has higher requirements for the specialization of marketers. ToC marketing requires more grasp of personal characteristics and psychological characteristics. Marketers need Be more flexible, sharp and creative.
From the perspective of corporate roles and work content, determined by the characteristics of procurement, toB marketers are usually defined as assistants to sales. Their main work is to organize offline activities, exhibitors, produce materials needed for sales and reflect the brand image, and provide channel providers. Marketing support, and later gradually added content marketing. ToC marketers, as the company's customer acquisition and revenue responsibilities, are the company's core role, but before the rise of the Internet, the internal customer acquisition channels were limited. brand advertisement.
However, with the emergence of the Internet and mobile Internet, and the continuous iteration of new media channels, great changes have taken place in toB and toC marketing, and marketing terms and methodology seem to have a tendency to approach, but if you look closely, you can still find quite a few differences.
1. Content Marketing
Content marketing, which is an important way to get customers to B, has now become a hot word for toC marketing, but the content marketing they refer to is different. toB content marketing will be stratified based on the brand and the purpose of sales at different stages, such as industry white papers and reports reflecting the professionalism of the brand, customer cases and user evaluations used to acquire customers, product descriptions and personalized solutions to promote transactions, etc. There are channels or cooperative channels for dissemination.