B2B, B2C, C2C and B2E Businesses: Analysis for Online Sales Presentation

Introduction

• Regular contact to customers is vital in building and sustaining customer relationships.
• Technological innovations are resulting into changes in marketing processes.
• These technologies include televisions and electronic media, particularly the Web.
• Consequently, websites and online advertising are increasingly becoming important, especially among new companies.
• Various marketing concepts determine the design of websites for B2B, B2C,C2C and B2E businesses.
• They include: the size of the business, the nature of the products and the target customers.
• Online advertisements affect the success of online marketing by increasing the performance metrics.
• However, managers must be involved at each stage of the process and must understand the benefits and cost of such initiatives.

Research findings and analysis

• The web has provided the ultimate freedom of both choice and goods as opposed to traditional marketing.
• The process of online marketing faces little constrictions and monopolies.
• Online marketing has altered the notion that effective marketing often interrupts the lives of other people.
• Online marketers must constantly improve techniques and websites to improve their effectiveness.

Advantages and disadvantages of online marketing

• Advantages:
  • Relatively low cost;
  • Convenient;
  • Firms can collect useful information to enhance marketing initiatives.
• Disadvantages:
  • Marketers are forced to design websites that are custom-made for mobile devices;
  • Online marketing does not allow consumers to test products before making full purchases;
  • Various security issues are related with online marketing.

Different concepts of online marketing

• B2B marketing is the marketing of products and services to other business.
• The seven core components of a B2B website are: personalization, interactivity, informativeness, organization, privacy and security, entertainment, and accessibility.
• B2C marketing is the marketing of products and services directly to consumers.
• The goal of B2C marketing is to convert shoppers to marketers.
• B2C marketing employs merchandising activities.

Online advertising and its impacts on business

• The content of online advertisement contains the important elements that determine the effectiveness of the advert.
• An effective advert should increases the performance metrics of a business.
• Larger advertisements are more effective than smaller ones (Schumann and Thorson, 2007).
• New technologies such as Flash technologies increase the effectiveness of adverts.
• Advert positioning can enhance brand effectiveness.
• However, pop up advertisement over a webpage have reduced effectiveness.
• Advertisement exposure is important in determining the effectiveness of an advertisement.
• By monitoring web analytics, online advertisers can learn about the characteristics of persons accessing the page.
• Specialized sites collect user information than can be utilized by marketers.

Tools used in online advertising

• Tools such as Google ad Planner helps with online advertisement placement by defining the audience by demographics and interests, and also finds sites frequently visited by the target audience.
• Companies such as AOL, MSN, Google, and Yahoo have developed various tools to assist online marketers.

Recommendations

• Firms wishing to engage in online sales must first select the mode through which it will develop a website for marketing.
• Retailing companies should adopt B2C marketing for online marketing.
• The company should also consider: the characteristic of the target audience, product factors, overall advertising objective, and forms of online adverts to be used.
• Cost and popularity must be considered when deciding on marketing tools.

Conclusion

• The design of B2B and B2C websites is crucial in marketing.
• Online advertising allows various forms of advertising and marketing.
• Online advertising has revolutionized the advertising industry and widened companies’ consumer bases.
• Companies should emphasize on consumer interaction and enhance positive retail response to their products by creating a B2C website.

References

Schumann, D. W. & Thorson, E. (2007). Internet advertising: theory and research. Oxfordshire: Routledge.