External Communication: Social Media in B2C

As I mentioned here, external communication helps companies to connect with stakeholders outside of the organization. Companies transmit messages in order to influence external stakeholder’s opinions about a brand and its products or services. What is important, they use a different communication strategy for B2C (communication with retail customers) compared to B2B customers (communication with other businesses).

Main characteristics of B2C marketing are:
(source: Debra Murphy “Marketing for B2B vs. B2C – Similar but Different”)

  • Product driven
  • Maximize the value of the transaction
  • Large target market
  • Single step buying process, shorter sales cycle
  • Brand identity created through repetition and imagery
  • Merchandising and point of purchase activities
  • Emotional buying decision based on status, desire, or price

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B2B, B2C and Communication

photo credit: CarlaGates247Companies сan be divided by the nature of their business and selling process into business-to-business (usually called B2B) companies, which provide products and services to other companies, and business-to-customer (B2C) companies, which deal with the end users.

A corporate communicator should always keep in mind the nature and specifics of company’s business as the B2B corporate communications’ approaches could be very different from the B2C’s, especially taking into consideration Social Media, which corporate use is in the focus of my research. For example, looking at the lead generation in B2B and B2C, it is clear that different approach to communication strategies should be used in each case, depending on the business’ specifics.

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