Faced with the new field of online digital marketing, most business owners want to learn from others' successful marketing models to reduce their own risks. However, the essence of marketing is a series of promotional activities around products and consumers. No successful marketing model can be completely replicated. The models between industries are different. The products/services of 2B and 2C enterprises are completely different. It is obviously impossible to move the marketing routine of B-end to C-end.
What is 2B and 2C
To put it simply, 2B means that the product is for enterprises and 2C is for individual consumers. Take Huawei, which has been in constant trouble recently. This brand is known by consumers because of its mobile phones, laptops, smart homes, smart wear and other electronic products. Such products and services for mass consumers belong to 2C.
In addition, Huawei is also an enterprise serving the B end, that is, an operator, including building base stations and other equipment around the world, which are the supply end services of 2B. For another example, medical equipment is for hospitals, and mechanical and heavy industry equipment is for various bureaus of CSCEC. Their customers are some institutions, not individual consumers.
The essence of marketing is a series of promotional activities around products and consumers. Whether it is 2B or 2C, the ultimate goal is "people", which is to meet customer needs, solve users' pain points, and create profits for enterprises. The difference is that their target groups are different, and their operation methods and marketing methods are also different.
Different target groups
B end enterprises face not one person, but one company, one group, usually one or more core decision-makers. Since the decision-making chain involves many roles and their judgment logic and selection preferences are different, the decision-making cycle will be longer and more objective and rational.
The model of 2C enterprise is personal consumption oriented. The purchase decision is made by individuals. The decision-making cycle is relatively short, and it is more likely to be affected by emotions and the surrounding environment to produce consumption. For example, live broadcast with goods. The anchor uses provocative words to arouse the audience's enthusiasm for buying. Some products that are not needed are also easy to be consumed impulsively because of the words "OMG, buy it".
Different marketing focus
As the target masses of both have distinct attribute labels, in terms of 2C marketing, if the brand wins consumers' attention and positive emotions, it will be easy to win consumers.
However, in 2B marketing, since the identity of the target audience is also an enterprise, the decision-making level will generally make a purchase decision from the perspective of profitability, cost reduction, risk reduction, etc., then in marketing, the comprehensive strength of the company can be presented in a multidimensional way through high-quality cases to show the strong guarantee of product quality, after-sales service, etc, Establish a trusted and reliable brand image, and promote the decision makers to make purchase decisions.
Different promotion channels
The marketing promotion of 2B enterprises should be combined online and offline. Because users usually decide to purchase after understanding and investigating through multiple channels, they should reach users through online and offline all-round encirclement.
Online channels can be launched through professional industry forums and websites. At the same time, we should do a good job in word of mouth marketing, create a good network public opinion environment, and convey our corporate culture and values to everyone. This not only reflects an enterprise's ethics and brand responsibility, but also the brand's commitment to consumers. Offline audiences can be covered through exhibitions, industry summits, annual partner conferences, etc.
2C enterprises can conduct multi-channel coverage in combination with the characteristics of target users because the users are individuals directly and the user base is large. Today, Internet users surf the Internet for social networking, online shopping, relaxation and entertainment. 2C enterprises can choose new media and Internet media that users use more as a means of communication, such as Weibo, Diaoyin, Xiaohongshu, Douban, etc., so as to spread quickly in a large range.
In addition, 2C enterprises also need to establish their own communities to gather consumers for maintenance, such as regular distribution of preferential benefits, or preferential access to new product trial rights, etc., to promote users' secondary consumption.
In conclusion, the key point of marketing for 2B enterprises is to show their professionalism, not only to provide services for B-end enterprises, but also not to affect the brand and reputation of B-end enterprises. 2C enterprises focus on the impact on consumers, so they pay more attention to content marketing and brand reputation.
