Thursday, August 16, 2007

B2B and B2C Marketers Can Learn From Each Other

Resource: by Brian Wool, The ClickZ Network

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 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 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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