Through the years, B2B and B2C have been markedly different and rightfully so. Marketers aren’t targeting the same audience, so why use the same types of communication to reach them? However, consumers are consumers, and in today’s world of abundant information, both B2B and B2C buyers are making more informed decisions. This leaves marketers with the role of communicating the same message to B2B and B2C audiences in different ways. A recent Ad Age article highlighted the importance of making B2B advertising more like B2C and the advances being made towards this goal.
The article emphasized the fact that B2B marketers are spending more time with end users who are beginning to behave more like B2C consumers. The importance of having a clear message is because more is riding on B2B buyers’ product decisions. There is more risk associated with their decision-making than B2C consumers. The consequences of making the wrong decision could cost them time, effort, credibility or even their jobs. A big theme for marketing and advertising in 2014 has been storytelling and marketers need to integrate this strategy in their B2B campaigns. B2B decision makers are humans and want to know what’s in it for them if they buy your product or choose to do business with your company. In the end, it’s all about the human connection. The problem though, is that marketers remain caught up with the desire to define their message as B2B or B2C. Because of the more tightly integrated messaging strategies that are used for both, it’s neither B2B nor B2C. It’s Human to Human (H2H).
Marketers also need to take advantage of social media to reach out to and interact with “B2B Consumers”. As emphasized in the article, 60% of B2B buyers are utilizing social media to find out what is being said about products and businesses. Marketers need to be consistent in their storytelling efforts in order to have the best outcome. How are your Human to Human (H2H) campaigns being executed in front of a more diverse audience group? Schedule some time with a Merit Mile strategist to review your efforts and identify the right course of action for your brand.