Marketing Tools

Abstract

There are different models and approaches needed for internet business. The difference can grow and take on different looks compared to a Business to Customer (B2C) or Business 2 Business (B2B). The purpose of this paper is to explain how marketing differs on a B2C site to a B2B web site. Specifics examples will be provided to demonstrate the differences.

Marketing Tools

When looking towards the future of the success of any business the right marketing tools must be identified. The correct target audience must also be reviewed prior to startup. With a B2C the target audience is the end user and finding the right approach and needs of those customers must be identified. With a B2B the customer becomes the distributor and marketing to these types of business can become difficult and requires a different look from the Internet. Identifying the customer, creating an Internet site that attracts the correct customers, and attracting more customers is important for both a B2C and B2B. "Increasingly, companies are classifying customers into groups and creating targeted messages for each group. The sizes of these targeted groups can be smaller when companies are using the Web--in some cases, just one customer at a time can be targeted. New research into the behavior of Web site visitors has even suggested ways in which Web sites can respond to visitors who arrive at a site with different needs at different times." (Schneider, 2004).

Business to Customer

When dealing with the general public or end customer every attempt to meet the direct needs is a focus of an Internet company with marketing. Finding ideas or simplifying ideas that will keep the customer coming back and allow easy and quick access is crucial. The end user for a business that is selling on the internet could be someone that knows exactly what they want after days of research or a passer by while surfing for a brief time at work. The Internet site must meet both of these needs to keep the customer and make the sale. The web site for the business must be flashy or find alternative ways to get a customer attention. This may mean Google search word advertising or other means of marketing for the business web site. With the newness of the Internet still here, alternative ways for marketing must be found to allow the cyber customer to find the web site and then make the web site accessible and usable for the end customer. With so many options available to the customer and the available research for price and quality the businesses of today must find