Post by account_disabled on Dec 21, 2023 3:36:23 GMT
I don't believe at all in the BtoB / BtoC dichotomy when it comes to online activities. BtoB / BtoC is a distinction resulting from offline / IRL (In Real Life) economic activity. It was automatically transferred to digital topics, without anyone ever questioning whether it was still relevant. I think that in an online business activity, this separation no longer makes any sense. Elements of answer in this article. This is not new in my thinking nor in my approach since I have already talked about it in an article published on Presse Citron in May 2017: Digital Marketing: why you are going into the wall : “For me, the distinction is not made not between B2B and B2C”.
Internet: a universe in its own right In my opinion, one of the causes of the failure of many Email Data digital projects and campaigns comes from the fact that we consider that the Internet is a reflection of reality. We don't take the time to analyze how an online market works. However, the Internet is a universe in its own right, with its own mode of operation and which is not necessarily linked to what happens outside. Internet: a world driven by demand rather than supply Frequently, particularly in BtoB, a company will structure its online presence according to its knowledge of the offline market. Advertisers know their customers, sometimes even well.
But in most cases, they transpose their offline knowledge to online markets. Very often the presentation of the site is a simple variation of the commercial organization, by customer typology. Whereas the Internet is a universe driven by demand. Demand which is expressed through requests from Internet users, professionals or individuals via search engines. If we approach by type of client a market which is organized by needs, it is not very surprising that many players complain of the poor results of their presence and their campaigns. Is “online” a reflection of what happens offline? The problem is that this in no way corresponds to reality.
Internet: a universe in its own right In my opinion, one of the causes of the failure of many Email Data digital projects and campaigns comes from the fact that we consider that the Internet is a reflection of reality. We don't take the time to analyze how an online market works. However, the Internet is a universe in its own right, with its own mode of operation and which is not necessarily linked to what happens outside. Internet: a world driven by demand rather than supply Frequently, particularly in BtoB, a company will structure its online presence according to its knowledge of the offline market. Advertisers know their customers, sometimes even well.
But in most cases, they transpose their offline knowledge to online markets. Very often the presentation of the site is a simple variation of the commercial organization, by customer typology. Whereas the Internet is a universe driven by demand. Demand which is expressed through requests from Internet users, professionals or individuals via search engines. If we approach by type of client a market which is organized by needs, it is not very surprising that many players complain of the poor results of their presence and their campaigns. Is “online” a reflection of what happens offline? The problem is that this in no way corresponds to reality.
