I have already explain! many times, Zero ROI Inevitable? on my blog, on Frenchweb ( BtoB / BtoC, an ineptitude of digital marketing ) or on Presse Citron ( Digital Marketing: why you are heading for disaster ), that I do not believe at all in the BtoB / BtoC dichotomy in online markets.
BtoB or BtoC: who is most affect!?
I am, however, convinc! of a necessary difference in approach between commodity products, affinity brands, many mass-market products and other product categories, whether BtoB or BtoC.
There are more similarities between the process of purchasing a SAAS solution or a phone number library piece of equipment for a professional and a car or an insurance policy for an individual than between that insurance policy and a toothpaste, a soft drink, or a bar of chocolate.
B2B purchase of a SAAS solution or capital goods: long purchasing cycle, more than one decision- what if i told you that your market share is less than 10% and it’s possible to triple it? maker, 1 influencer who is not necessarily the buyer, different objectives between the various stakeholders in the decision, comparisons, demonstrations, tests, etc. As for a car, insurance, a trip, an apartment, home improvement, etc.
But this has nothing to do with everyday consumer products, where products will be purchas! bas! on the previous day’s TV ad, consumer perception of brands, shelf presence (most of the time, a stock shortage will lead to the purchase of another product), price, or a promotional offer on the sale lead shelf. Here again, a 10% free promotion, BOGOF (Buy On Get One Free), a special offer, a contest, or an event can change the initially plann! decision.
From what we have seen during our audits, there is no sector or type of company that is more affect!. This situation is found in all industrial sectors.
Even FMCG or impulse-buying brands will mostly invest
And here again, as describ! above, the focus generally revolves around brand preference. This is an essential point for a brand. But it often comes at the expense of everything else.
Large corporations are also deeply affect! by this phenomenon. Very often, the brand is a core value, and a large portion of marketing, particularly online, is invest! solely around the brand, with little consideration for relat! issues.