The paper "How Can B2B Marketers Use the Internet to Its Advantage" is a perfect example of marketing coursework. Business to Business marketing has gained much popularity in the modern world. It describes the commerce transactions between businesses like between the producer and the wholesaler, or between the wholesaler and the retailer and other such combinations. Internet is the latest buzz word of today’ s era and business has always looked to use the latest technology development to incorporate in its day to day business operations. It is to be noted that the volume of transactions between business to business is much higher than the transactions between business to consumers owing to the fact that in a typical supply chain there will be many B2B transactions of sub-components or different raw materials and only one single finale sale of products to the consumers involving a B2C transaction. B2B marketers constantly try to study the serious changes in the working environment and can certainly use the internet to their advantage.
This report highlights the major advantages of how incorporating the Internet in B2B marketing will help the marketers to gain an additional advantage in the existing business transactions and further increase the sale of the product with higher returns and growth opportunities (Bloom and Perry, 2001). While B2B marketing and B2C internet marketing are two different broad marketing terms and can be regarded as two different animals as one model targets the business and the other targets the consumers the benefits that both provide to the marketer are quite similar.
Both models aim to generate higher sales in an intensive competitive working environment (Achrol and Stern, 2008).
Potential internet buyers had increased significantly in modern times and the same is estimated to increase further in the future. B2B marketers can certainly look to use the internet to their advantage, the same is discussed in the following paragraphs of the report. B2B marketers are taking on an increasingly pivotal role in the internet-driven technology working environment. The Internet has emerged as a business tool and has connected different businesses all around the globe. Re-engineering of linkages between customers and suppliers had emerged almost a decade back by initiatives such as Electronic Data Exchange and Just-In-Time delivery (Da Silva, Davies, and Naude, 2002).
Now through the use of the web, this paradigm is combined with Customer Relationship Management to re-shape the way in which traditional B2B marketing is being conducted. There is a large number of opportunities or advantages by implementing the internet in B2B marketing and bring a revolutionary change in the present B2B marketing techniques which has been discussed as follows. Refined & Contextual Marketing Messages: When business users are online, they look to complete a specific time or gather specific information within time.
B2B marketers can use this to their advantage by following the ‘ Right-time messaging’ method and providing business users with the desired information about their products. B2B marketers have to be very sensitive and crucial to the users' work environment and the context in how such marketing messages will be received (Palmatier, Gopalakrishna and Houston, 2006). A contextual bridge has to be developed to assure the user that the marketer is providing useful, task-oriented information which is just a click away. This will help in eliminating the loopholes of the present messaging marketing technique traditionally applied by B2B marketers.
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