Anyone who's worked in marketing for a week knows there's a difference between the strategies and tactics for business-to-consumer (B2C) and those for business-to-business (B2B) online advertising. Yet in some ways, they're more alike than they are different.
From a 30,000-foot view, the objectives are identical: drive sales. Once you cut below the clouds, of course, the means to drive sales can be very different, primarily because the audiences are so different.
Look at the recent $345 million acquisition of Business.com by R.H. Donnelley. For over 100 years, R.H. Donnelley has been a formidable channel for the B2C marketing channel in both on-and offline markets. Why, then, the big investment in B2B?
It was noted Business.com had a well-oiled performance-based marketing network that the mainstay will be able to leverage quickly. But that's not the big picture.
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