Is Digital PR different for B2B than B2C?Posted: November 1, 2010 | |
The short answer is: yes and no. Very helpful I know. Before I explain, let me first say I am an unashamed fan of digital. I think the way that it has transformed all forms of marketing is exciting. After all, it offers brands a whole new way to create markets and sell products. But I fear that little attention has been paid to differentiating the use of digital for reaching consumers versus business decision makers (BDMs). Indeed it’s as if digital makes everyone a consumer and therefore regardless of whether you marketing shampoo or web servers, you should offer customers the same broad strategies and the same types of tactics. I take issue with this. Consumers have different reasons for buying your products and or services than BDMs. When you market to consumers you are trying to get them to buy your products and feel good about your brand. When you market to BDMs you are, more often than not, trying to convince them that your products will help them sell more products. Perhaps the best way to help people think about this divide is to imagine a consumer campaign and then a B2B campaign. If you were doing digital comms for a consumer brand such as a car you might:
1. Monitor the conversations taking place around that type of car and decide if you wanted to join these conversations or start your own.
2. You would create content (blogs, podcasts, videos etc) that created an emotional and or intellectual connection between your brand and consumers
3. You would build car enthusiast communities that connected your consumers to each other and to your brand (you would also join existing communities). This is where Facebook and Twitter etc come in.
4. You would optimize all the content you’d already produced and were producing so that it was easy for consumers to find and so that it helped you drive people towards a place where they can purchase the car that was after all at the center of the campaign.
In a B2B world all of the above apply. However, if you now imagine that the product you were trying market was headlights that go into that car, then you create very different content, join radically different conversations, build different communities and so on. This is partly because the communities you are dealing with are a lot smaller but also because, quite clearly, the people you are trying to reach are interested in very different things. Of course good B2B campaigns also try and reach the end consumer to create some pull for their products through the channel. This is called ingredient branding and is an approach Intel has used for years, with its Intel inside campaign. Companies that run these kids of campaigns can easily utilize digital as a channel and people like Intel do just that. I guess the difference that digital makes is that it’s actually possible for people to run ingredient branding campaigns using digital at far lower costs than they would have in the old world. Intel has spent many millions (many, many in fact) on this campaign over the years. This helped them lock out competitors and build market share. But they were/are a rich company with a lot of cash to throw at this challenge. Small companies can’t afford Intel-like ad budgets but they can afford to create their own podcasts, content for the web, YouTube video and host a Facebook community aimed at the end-consumers. Put another way, they are less budget constrained and more ‘make it interesting’ constrained. After all, if you are a maker of car headlights, you may need to get pretty creative to make consumers love your brand or your products. But if creativity is the only challenge, I know plenty of PR agencies who’d say: “bring it on.”