B2B may also utilize some of those mentioned for B2C and vice versa. The goal of any marketing program for either one is to find the combination of integrated online and offline tools that can produce maximum sales, minimum expense and maximum profit. B2C sites tend to be more transactionally oriented than B2B sites. Both types have transactions, but consumers are usually online to transact or purchase the product or service right away; B2B users tend to be more investigative and know it may take longer to get the complete details of the product answers they are interested in. Many business sites entice those interested in learning more; to register and give their contact information in exchange for getting the information they want.
Businesses that Sell to Businesses Although the goal of B2B marketing is to convert prospects into customers, the process is longer and more involved. A B2B company needs to focus on relationship building and communication using marketing activities that generate leads that can be nurtured during the sales cycle. B2B companies use marketing to educate various players in the target audience because the decision to purchase is usually a multi-step process involving more than one person. For example, the goal of an email campaign for B2B is to drive prospects to the web to learn about your products and services.
In the present age, Internet is playing an increasingly significant role in consumer daily live. Consumers use the Internet various reasons ranging from only collecting information to purchasing product online. Internet shopping has been becoming a significant current approach for marketing, and along with the increase to a higher level of customer consciousness, my study intends to propose a theoretical framework for customer satisfaction in internet shopping. The Internet invention can create and/or improve competitive advantage based on two perspectives. At the first, businesses can incorporate and establish an accurate market segmentation mechanism (Ryan, 2004), seeing that market segmentation information can help marketing managers learn more about their target market, take enhanced stock of market through the process of product growth (Kotler and Keller, 2006) and enhance the opportunity of delivering and creating personalized goods and services throughout a better understanding of the feelings and motives of the targeted customer segment.
Digital presence has recently impacted on the marketing strategies and changed consumer perception. The diversity of digital channels and cost efficiency lead to facilitate the marketers’ interactive and frequent communication with their customers. Thus, for the organization to meet up the business requirement and objective, they have to find out consumers’ requirement and identify the best possible approach to satisfy and attract them. It is s fact that developing unique marketing strategy with wider objective is important for ensuring effective promotional activity plan. Thus, the paper contributes to emerging B2C digital marketing literature through providing a realistic impression of measurement practices and usage that influence the consumer
It is essential for search engines to act as critical links between firms that use the Internet to build awareness, brand perceptions, positive images, and to target their customers (Wu et al. 2005). Since there is such importance placed on the effectiveness of search engines, there is also high importance placed on the number of clicks generated, a performance metric tool (Kitts and LeBlanc 2004). There are many unanswered questions about how and why search engine results contribute to firms online promotions in the e-commerce setting (O’Connell 2007). Two types of marketing activities can be conducted via search engines.
People from different demographic segment and different backgrounds are shopping thru internet retailers. Some of them are more likely to shop on internet than others. Demographic marketing mix: Product – Price – Place – Promotion – Lifestyle marketing mix: Product – Price – Place – Promotion – 3.4 How promotional activity is integrated to achieve marketing objectives Promotion is the way of informing customers for a product or service. This element of the Marketing mix is important for attracting customer’s interest and convincing them to buy the product. The important elements for promotional activities to achieve marketing objectives are consistency, coordination, reach and repetition.
The evidence of growth following a business incorporation of e-business appears to be compulsory. Other organizational strategies associated with e-business identified in the research include sales with marketing of a business, financial procedures, procurement, along with consumer services. The internet economy represents a larger concept as compared to e-business, which makes the e-business a dependant of internet economy. In reference to the evidence provided within the research, it is clear that e-business contributes to streamlining of business operations along with the ability to gain access to novel markets. E-business ensures businesses have quicker with the easier forms of communication, strong marketing aptitudes, along with augmented operation hours for customer services offered.
For example, business to business typically target business owners, managers and decision makers. This could come in the form of training, consulting or actual products. The marketing plan would vary based on the product or service sold; however, the goal of the marketing would be to increase efficiency, productivity and overall profitability. Often, B2B organizations work diligently to build a relationship and report with clients as part of their marketing strategy. This relationship can often be the deciding factor when partnerships are made.
The retailer faces a more knowledgeable and demanding customer and since business exists to satisfy the needs of the consumer, the demands and expectations of the consumer often have forced the retail organization to change their formats and product offerings. 3. Technology: With the increasing use of technology and the use of point of sale scanning systems and the bar code, a wealth of information is now available to the retailer. This information enables the retailer understand the consumer profile of his store, the products purchased, the price ranges and the promotional offers which have worked. The arrival of internet has made it possible for businesses to develop across geographies as both B2B and B2Clevels.
This is an evolving algorithm where both the search engines and the website itself want to capture the needs of the consumer. Through the captured keywords and properly positioned within the website will allow the user to work with the information contained on the website. SEO traffic attracts the customers to the website and the owners of the website have to ensure that quality content resides there. *What Is Alexa Ranking? This is another piece to the puzzle of website ranking on the Internet.