B2B
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Marketers and marketing firms are accustomed to categorizing the world of commerce into business-to-consumer (B-to-C or B2C) or business-to-business (B-to-B or B2B). All of this neatly assumes that the marketer is the sender of the brand message to a specific audience. It also assumes you can classify individuals into a giant segment of spenders called consumers.
This is old world, mass-media, marketer-in-control thinking. Today, a good portion of brand communication goes on at the individual-to-individual (I-to-I) level. Smart companies know this, but there still remains a substantial amount of marketing rooted in the antiquated command-and-control style.
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There has been a sizable shift to an online marketing emphasis in many company budgets in the last several years, and according to results of a new study from B-to-B Magazine (2008 Marketing Priorities and Plans), that shift is continuing unabated. The B-to-B world is rapidly reorganizing around a webcentric nucleus because that model still has all the advantages of the old analog world of marketing, along with a host of advantages that can only be realized in a “digitally-remastered” new marketing universe.
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According to a story at BtoB Magazine, overall B2B spending in the first half of 2006 was up a total of 1.6 percent over the previous year’s figures. It was up 3 percent among the top 100 B2B advertisers.
Similar to recently released B2C figures for 2007, most of the growth in B2B advertising is directed at the Internet (up 21.4 percent among the top 100 B2B advertisers).
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A new report released yesterday from Nielsen Media Research continues to illustrate the changing media environment. Overall, it showed advertising spending in the first half of 2007 declining 0.5 percent over last year’s figures. The biggest gainer was Internet advertising which increased 23.2 percent, and the media showing the most substantial decline was network radio which lost 8.5 percent.
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Recent postings here have highlighted mobile banking developments for consumers. Now Wells Fargo has launched its CEO Mobile for a select group of commercial banking customers.
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