Business to Consumer Marketing Essay

Addition in the usage of Internet usage means that marketing on the cyberspace has besides gained popularity. Peoples turn towards the Internet to seek for basic information on any points they are interested in. whether for personal usage or for concern. and to a lesser extent they may desire to buy it from the convenience of their place or office. From the concern point of position. this means the companies need to pay particular attending to their web site. as it represents the company in cyber infinite.

Not merely the extent of information available on their site. but the user-friendliness of the web site. hunt ability of the site. how fast the website tonss. are besides of import factors. All these factors are besides dependent on the mark market of the company. whether they are engaged in B2B ( business-to-business ) or B2C ( business-to-consumer ) selling. For case. B2B clients are more concerned with proficient facet of the merchandise. the guarantee provided and the client services. For B2C clients. the design and over all expression of the merchandise may be every bit of import as the functionalities.

This article discusses the differences and similarities between B2C and B2B selling that should be at that place in an ideal or a well-planned web site. Features of Online Marketing Before being specific about what B2B and B2C selling should ideally aim. I’ll be discoursing the common features any selling site should hold. It is besides of import knowing that a company is represented by one site. and this should give all the relevant information to all its stakeholders. in a mode which is easy accessible and gives merely relevant information.

The posters on an e-information typically fall into these five classs. harmonizing to Etzel. Walker and Stanton ( 2004 ) : Company Background and General Information: This class covers the history of the company. its mission and vision. corporate doctrine and general orientation. It may besides include fiscal public presentation of the company and other investor related information. the construction of the company. its operations and global/local divisions and subdivisions. and profile of the direction squad.

This part is normally accessible to everyone and needs to be presented clearly to both classs of clients – persons and concern consumers. Current Business Operations: This class caters to the company’s clients. This is where division of any sort may come in. For clients this subdivision provides merchandise descriptions. trader contact information and payment footings and construction. For the concern spouses. this may see more proficient inside informations. how to reach the relevant concern forces. the different bundles available etc.

Because the company needs to cognize about its possible clients. and some of the information in this subdivision may be confidential. entree may be restricted by necessitating the users to register and give their electronic mail reference. which allows them to be kept updated with new company’s occurrences if they choose to maintain updated. This is a topographic point where there is a bipartisan communicating unfastened. minimum though it may be. and companies should concentrate on those facets which are valued by their mark market.

Linkss: This class has connexions to other related sites. This is of import for B2B clients who may wish to reach a trader near their topographic point of concern. or to acquire more information. Attraction and Entertainment Features: This is more of import for B2C clients and includes those characteristics and tools which make the site more interesting and alone for clients. For B2B sites. it is more of import to be unlittered. show the information in a manner that is easy-to-read and understand. and the site itself should be easy to voyage.

Contact Point: This provides normally an electronic mail reference for visitants. to do a remark or for questions and should besides supply a phone figure. This is an chance to interact straight with the company and is a major advantage of cyberspace over traditional media. However. this should be paid attending to. as unreciprocated questions and negatively impact the company’s concern. B2B Online Selling: B2B sites specifically cater to corporate clients. This implies that the determination devising procedure is longer for the clients and the company should provide to that.

Besides. services normally provided are in-house services or sing care package or similar services to increase the productiveness and profitableness of the company. The features of B2B sites include an effort to automatize trading procedure on the web site. This is more convenient. saves clip every bit good as money. This is of import as even though B2C sites are by and large more popular. nevertheless. the sum of money in minutess is greater for B2B sites.

This means that security is besides of import for any company. including maintaining the information provided by the corporate client. Besides. the company should seek to distinguish itself from the competition by utilizing and advancing its USP ( alone merchandising proposition ) . This can be done both online every bit good as offline utilizing traditional methods of advertisement. tradeshows. field gross revenues etc. By automatizing the procedures and every bit much of their supply concatenation as possible. the company is salvaging costs in the long tally. therefore leting it to vie on monetary value footing as good.

Ideally. B2B sites should besides hold a enrollment option for concern clients who may wish to larn more. By registering themselves on the site. it allows for more human intercession and a bipartisan communicating. This can do an online concern minutess more long enduring which is of import in concerns. B2C Online Selling: Sites which specifically cater to a mark group to advance goods and services fall into this class. The more popular sites include Amazon. com and eBay. com.

B2C sites are more transaction-oriented in general. Though both sites allow minutess. consumers are normally on-line and in a place to transact and buy instantly. as they take less clip than concerns for determination devising. This is because B2B consumers are more fact-finding and seek more information from different channels and beginnings. B2C sites besides seek to make relationships with clients to heighten the trade name trueness of consumers and guarantee that their questions are answered.

Though. this is more hard and companies need to guarantee that this procedure does non adversely harm the operations of the company. B2C sites at the same time besides use offline methods along with on-line advertisement. Online tools can include synergistic web sites. on-line communities and treatment forums. electronic mail selling. pop-ups. cost per chink advertisement such as Google AdWords etc. However. the challenge for any company lies in happening the right mix of advertisement and publicity which maximizes net incomes and minimizes costs.

However. good B2C sites allows the consumers to shop faster and in a more convenient mode. offerings and monetary values obtained are in real-time and can be changed as required and name Centres are normally integrated along with the web sites leting interaction between the companies and the end-users. Decision: Research shows that more than existent purchase. consumers are utilizing the cyberspace more for research about the merchandise and to do a more informed purchase determination. which is truer for the concern consumers.

Therefore. the company should recognize that non all visitants may buy from their site ; nevertheless most of them will be researching the company’s merchandises and the information available will be a important factor in the concluding determination. This is true to a lesser extent for consumers. because persons tend to expose client trueness. therefore they may research more to corroborate their original determination instead than look at competition’s information. Besides. in B2C more accent is on monetary value comparings as clients normally go on-line shopping to obtain the best monetary value possible.

This is besides lower than the monetary value in offline shops in some instances as it saves the cost of the intermediary or any trader involved. In B2B. competition on a planetary footing ensures that the companies no longer can disregard on-line selling and it is necessary to maintain up with the competition. Enterprises such as Electronic Data Interchange ( EDI ) and merely in clip stock list are altering the manner concern is being done. This combined with Customer Relationship Management ( CRM ) ensures that the manner companies do concern with other concerns has changed and they need to utilize advanced ways to do their presence felt on-line. ( Furlong. 2001 )