The characteristics of the business-to-business market ar very different from those of the consumer market. The larger size of markets, the lower come in of customers, and the high average spends per customer, the wider geographic spread and the relatively mingled nature of buyer behaviour are significant differences.
On the other hand:
The prime tool is personal change supported by twain above- and below the- line activities therefore personal selling is very important in b2b markets, ofttimes because of the need to help build relationships with members of buying centres and the need to turn out and explain technicalities associated with the products and services being marketed. The nature of communications in b2b is that they are very personal, often require face-to-face fundamental interaction and the interactive nature lends itself to tailored messages and rapid feedback.
Increasingly, the Internet provides not only new direct routes to customers and intermediaries but also a vibrant new communications medium.
The Internet and related digital technologies have played a very significant government agency in changing the way business is conducted and the speed at which transactions can be undertaken and costs reduced. The www is both a new distribution channel and communication medium. As a form of communication it is impersonal and more addicted to information search and retrieval than to information that is heavily brand and has emotional overtones.
Therefore:
Five stage strategy to base a new site:
* Build brand approach a line awareness among the target audience. This would involve both offline and online communications. The goal would be to drive site traffic and to encourage site visitors.
* read site registration and generate reasons for visitors to return to the site.
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