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I am often asked what the difference is between consumer marketing and B2B marketing. Well, here I'm going to try and answer that question! Consumers like brands. We all know Mars, Kelloggs, Heinz, Cadbury, etc. When a brand brings out a new product, consumers are happy experimenting and trying it. If they do not like the product, that's fine, it probably only cost a few pence. B2B marketing is much more about focusing a particular product, or service, into a particular market. The recipient is much more interested in a solution to a problem, and the benefits in your particular solution, than in the brand. It's a balancing act. Brand is always an influence and the product or service is always an influence in a buying decision. But in B2B marketing, especially for small to medium organisations, too much importance can be attached to branding. Spend money on your brand but it may be more important to promote the benefits of your product or service. B2B buyers have problems, want solutions and are more interested in the benefits of your company, products and services and are probably less interested in your brand. For the technically minded of you, a brand has a number of measurable attributes, including: Brand value, brand vitality, brand share and share of mind. The market in which a brand sits may be rising or falling. In order to formulate a brand strategy you need to measure all of the above, decide where you want your brand to sit in the market and then employ brand management techniques in order to get your brand to where you want it to be. I hope this extraordinarily brief blog helps you! If you have any marketing queries, please email me and I will try to answer your query. Why not go to our Contact Us page now? Chris Robinson |
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