Introduction
Business to Business marketing has proved to be the most important tool in internet marketing. Since business operations have embraced E-Commerce, the players must use particular strategies in enhancing communication with maximum efficiency and speed. Therefore, this paper focuses on two articles with feeble articulation of B2B internet communication or messages because it affects the company in its attempt to provide of the basic information and to sell and/or buy items via the internet.
Discussion
Poor articulation of messaging when advertising on the internet affect the useful strategies of internet communication that the companies use, in order to make them effectively deliver specific information about the company and its products (Hutt & Thomas, 2002).
Adherence to the communication strategies improves the efficiency with which the businesses are conducted. In business, the quality of the information delivered, depends on the strategy and method used, thus compromising the message quality will eventually affect the outcome of the marketing strategy that the company applies (Kelley, 2009).
Some companies do not use effective methods of delivering the information about their products on the internet. This is as a result of poor communication and/or messaging. Notably, feebly articulated B2B internet communication or messages are the primary causes of business failures, especially those that conduct their businesses on the internet (Hutt & Thomas, 2002).
A communication idea that is inadequately crafted will not offer the intended information to the buyers. Often, such information are rushed without fine-tuning the content and usually have grammatical errors, spelling mistakes, lack of sub-headings, non-inclusion of the subject line, lack of convincing images, among other errors, which render it useless. In addition, it will not give the real purpose for which the communication was to serve.
Though the cost of internet communication is relatively low, when the messages sent via email, mobile text and fax, among others do not carry the correct information, the company cannot realize the sales return that the company anticipated (Hutt & Thomas, 2002). This is because; the clients would reject such erroneous information even when asked to give a comment.
Furthermore, internet messages could be directed to the users who are not responsive and do not serve the interest the interest of the customers. The attributes of a badly done internet message could have some of the following features.
First, purpose for the message might not be appealing or does not contain the persuasive language for which it wanted to achieve (Kelley, 2009). For example, if the theme of the message is, “the sale is almost over”, yet the business has just commences, some potential buyers could not prefer to purchase the good for fear of buying goods, which have expired.
Second, the message might not be personalized, though it is directed to a particular individual (Kelley, 2009). This is an inadequate message construction because; it should be directed to the recipient so that he/she might have the sense of recognition. Sometimes, the message might not include a link to the source of the information despite it being necessary (Kelley, 2009). This could also be categorized under feeble construction of the message since it would lack the necessary details.
Summary
In conclusion, inadequate construction of the marketing messages sent via the internet negatively affects the outcome of the advertisement. This comes as a result of information being sent without fine-tuning the content, grammatical errors, spelling mistakes, lack of sub-headings, non-inclusion of the subject line, and lack of convincing images among others.
References
Hutt, M. & Thomas, W. (2002). Business Marketing Management: B2B, (10th Ed.). South-Western: Thomson Learning.
Kelley, K. (2009). Value Added Marketing. Pennsylvania: Pennsylvania State University.