B2B vs B2C Digital Advertising: The Need-to-Know
Whether your business is B2B or B2C, digital marketing is an important part of your overall marketing strategy. Lead generation is the number one priority for B2B businesses; whereas sales is the top priority for B2C businesses.
Either way, the ultimate goal for the marketer is revenue. Marketers have realized the potential of digital marketing and have adopted various tactics for their advertising and marketing activities.
A report from eMarketer states that “55% of marketing programs and campaign dollars would go to offline marketing [this year], while 45% would focus on digital.”
Marketers reveal that email campaigns work more effectively with B2B businesses; while SEO and paid search work more effectively with B2C businesses. The latest trend with both B2B and B2C businesses, however, is H2H – or Human to Human marketing.
Marketers are beginning to realize that, no matter what type of business you have, the key factor influencing the brand is always a human being. Marketing objectives are now aligned to customers’ emotional experiences and connectivity with the brand. Webpages are now optimized for people first and search engines second to focus on a high quality user experience.
Digital marketing has seen a shift in trends as marketers now focus on developing one-on-one relationships with customers and attain their trust. Research conducted by Marketing Charts shows that more than 75% of both B2B and B2C businesses are now using content marketing to communicate with the target customer.
The chart below gives a brief description about various digital advertising tactics that have proved to be primary revenue drivers for B2B and B2C businesses:
Businesses are changing the way they interact with consumers. Content is the heart of every business’ marketing strategy, whether it’s B2B or B2C. There has been a considerable shift in display ad spend amongst businesses. Marketers predict that native ad spending amongst brands will increase considerably as they realize the potential of in-feed advertising.
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