Post by account_disabled on Dec 21, 2023 3:36:33 GMT
(Whirlpool, Notre Dame de Paris musical, financial services, insurance, residential real estate, FMCG, energy, e-commerce, etc.) and BtoB (insurance, paper/cardboard/packaging , office real estate, energy, beverages in catering, corporate coffee, tools, pharmacy, events, aeronautics, logistics, IT, etc.). I'm not writing this to give a panegyric but just to explain that, professionally speaking, I know BtoB and BtoC, both in offline activities and on the Internet. BtoB / BtoC offline Offline therefore, I understand this difference in approach between BtoB and BtoC. It is coherent, adapted to a certain reality.
The “sales” or “marketing” approaches are not quite the same, the levers are Email Data different. Online, I am much less convinced. For me the right dividing line is not linked to BtoB or BtoC. It is linked to the product typology. This is the structuring point. THE key to BtoC Marketing: being Top Of Mind… In BtoC, the diversity of products is very vast. This ranges from convenience products, everyday consumption products for which the purchase is relatively uninvolving: brand preference and availability on supermarket shelves are key elements; through to more involved purchases like a vacation, a car, insurance or a mortgage.
In the first case, for what we call FMCG (Fast Moving Consumer Goods), a Marketing Director of an international consumer goods group told me that the key to online success is the same as offline: being “top of mind”. The website is not always necessary, but it must be the brand present in the consumer's mind. We will therefore have to use levers quite similar to classic marketing online: communicating to reach as many potential consumers as possible, buying space and having a high share of voice. One of the difficulties, online or offline, for this type of product is that the ROI is almost impossible to measure.
The “sales” or “marketing” approaches are not quite the same, the levers are Email Data different. Online, I am much less convinced. For me the right dividing line is not linked to BtoB or BtoC. It is linked to the product typology. This is the structuring point. THE key to BtoC Marketing: being Top Of Mind… In BtoC, the diversity of products is very vast. This ranges from convenience products, everyday consumption products for which the purchase is relatively uninvolving: brand preference and availability on supermarket shelves are key elements; through to more involved purchases like a vacation, a car, insurance or a mortgage.
In the first case, for what we call FMCG (Fast Moving Consumer Goods), a Marketing Director of an international consumer goods group told me that the key to online success is the same as offline: being “top of mind”. The website is not always necessary, but it must be the brand present in the consumer's mind. We will therefore have to use levers quite similar to classic marketing online: communicating to reach as many potential consumers as possible, buying space and having a high share of voice. One of the difficulties, online or offline, for this type of product is that the ROI is almost impossible to measure.