Therefore, the means to reach the masses is essentially the same for both the categories of websites expect that the target markets differ. Next is the focus on design and operational aspects to attract target customers. On the similarity front, both types of websites deploy highest quality security software, encryption tools and other security measures to provide utmost security for the transactions conducted over their website. Although the size of transactions on B2B size is much larger, it will be improper to state that the emphasis on security and privacy to attract customers and establish trust is different over the two websites.
Further, both the types of websites try to make their site as much friendly and easy to use in terms of navigation, information and checkout procedures in order to attract customers. However, a point of difference between the two is that B2B customers are perceptive and know what they want and how to find what they want on a particular site. B2C customers make take time searching the web without having a specific target or website in mind. B2B customers are large sized buyers and time is precious for them, unlike B2C customers who have more time and generally are aware about their target page on the site. Therefore, the distinction between the characteristics of these two different types of customer segments has to be properly addressed by B2B and B2C sites. The navigation on a B2B site should consumer minimum time of the customer and should take him quickly to the desired part via simple, straightforward instructions. B2C visitors generally have more time to dig into the site and thus, need more elaborate information and instructions as compared to a B2B customer.
Therefore, the differences in the approach in terms of navigating and guiding consumers on the site is addressed by B2C and B2B sites to make their portals more user friendly. B2B portals attempt to automate their processes, as transactions need to be speedy and efficient. Even though B2C gets more publicity, the volume of money transacted on B2B is much greater than B2C, primarily because B2B transactions are much larger. B2C sites focus on personalization and attempts to make a direct relationship with the clients, such as Amazon.com. B2C sites can be termed as more entertaining as compared to B2B websites. B2B websites are trying more to highlight their value proposition to their target customers in terms of saving their precious time and money via automation of transactions. B2B sites are technical and display less branding, entertaining tools.
The marketing approach used by B2B sites involve using many offline methods such as advertising and tradeshows in order to emphasize how B2B businesses can generate more profitability for the clients by reducing costs and improving overall efficiency. Companies can emphasize this marketing approach by using the supply chain as the focus of the program or marketing material. By improving the efficiency and effectiveness of the supply chain, businesses can greatly improve profitability. B2C sites also use online and offline methods such as banner ads, mass emails and pop-up ads. However, the main message remains in satisfaction and personal benefit for the organization.
Steve Minnett stated in his book B2B Marketing, “ that one of the major differences between B2B and B2C sites is that the latter is determined or influenced by fashion or trend while B2B, is driven by technological progress. Furthermore, B2B is driven primarily by need and not want,” (workz.com, 2008, p.3). A B2B website handles fewer customers as compared to B2C sites, which handles a large number of customers. Therefore, B2C's marketing tactics are aimed at generating a large customer base whereas B2B is focused on getting few, but large sized customers. The lifetime customer value of B2B customer is quite higher as compared to B2C's customer and thus, B2B portals pay much more attention in terms of cementing relationship with a single customer as compare to B2C portal.
B2C companies often use more promotional activities like displays, storefronts (both brick and mortar and Internet), coupons, and offers to attract the company’s target market to purchase. The marketing campaigns for a B2C site are more apprehensive with the operation, making sure they are shorter in length and can capture the customer’s interest immediately. “Although the goal of B2B marketing is to convert prospects into customers, the process is longer and more involved. A B2B company needs to focus on relationship building and communication using marketing activities that generate leads that can be nurtured during the sales cycle,” (marketingprof.com, 2008, p.4). B2B businesses use marketing to educate the various players in the target market because the ultimate decision to purchase involves more than one person and is a multi-step process. For example, the goal of an email campaign for B2B is to drive prospects to the web to learn about the organizations products and services.
In conclusion, one will notice that B2B and B2C have a few similarities in the process and navigation of the site but many differences are apparent in the types of consumers that use each site and the way that they are run and marketed. Overall, each of these two types of websites is crucial to improving the success of any business and generating more sales and revenue for an organization.
References:
B2B vs. B2C. (2008). Retrieved March 11, 2009 from www.workz.com
Marketing. (2008). B2B and B2C. Retrieved March 11, 2009 from www.marketingprofs.com
Vista. (2008). B2B vs. B2C. Retrieved March 12, 2009 from www.vista-consulting.com
