As technology advances, more and more people need mobile phones that allow them to perform many functions. In this case, smartphones allow users to perform numerous functions like calling, messaging, browsing the internet, and using the camera. For a company that manufactures smartphones, the aim of using B2B marketing is to ensure that the mobile phones have a ready market (purchasing in bulk, perhaps for resale), while B2C marketing diversifies the market, and appeals directly to individual consumers. In both cases, the manufacturer uses different strategies and reacts to various sensitivities to be successful.
In B2B marketing, the smartphone manufacturer may want to appeal to retailers and other organizations that could either use the smartphones or resell them. According to Lake (2019), the manufacturer in this kind of marketing must focus on the logic of the product. It means the manufacturer needs to be sensitive to such aspects as value for money, time and consumption of resources. The manufacturer needs to assure the retailers that they will earn considerable profit from the smartphones, and for organizations that plan to use the mobile phones, they need to be assured of efficiency and effective use of resources.
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B2C marketing is more about the emotion created by the smartphones to the consumers. According to Ackerman (2018), companies can use channels like social media to create such emotions among consumers. Most times consumers are always searching for products online, and it is paramount for companies to be quite responsive to woe consumers to purchase their products. Therefore, apart from using social media channels and other avenues to market products and appeal to consumers, it is also essential to respond timely to consumers’ queries. Timely response increases consumers’ confidence in the B2C type of marketing.
References
Ackerman, T. (2018, July 6). How B2B and B2C marketing are converging today. Forbes. https://www.forbes.com/sites/forbescommunicationscouncil/2018/07/26/how-b2b-and-b2c-marketing-are-converging-today/?sh=3843da6a54ce
Lake, L. (2019, October 8). Understanding the differences between B2B and B2C marketing. https://www.thebalancesmb.com/b2b-vs-b2c-marketing-2295828
