Week 6
Week 6
Week 6
Staples
E-Procurement and Online Purchasing
Advantages
•Access to new suppliers
•Lowers costs
•Speeds order processing and delivery
•Enhances information sharing
•Improves sales
•Facilitates service and support
Disadvantages
• Erodes relationships as buyers search for new suppliers
Business-to-Business Digital and
Social Media Marketing
B-to-B digital and social media marketing is using digital
and social media marketing approaches to engage business
customers and manage customer relationships anywhere,
any time.
Container shipping giant
Maersk Line engages business
customers through a boatload
of digital and social media.
“The goal is . . . to get closer to
our customers.”
key goals of B2B Digital and Social
Media Marketing:
• Increase brand awareness: Build brand recognition and
thought leadership among other businesses in your industry.
• Generate leads: Attract potential customers and nurture them
through the sales funnel.
• Drive website traffic: Increase the number of visitors to your
website, where they can learn more about your products or
services.
• Build relationships: Connect with other businesses and
decision-makers in your target market.
• Provide customer support: Use social media to answer
questions and resolve customer issues.
challenges of B2B Digital and Social
Media Marketing:
• Reaching the right audience: B2B buyers are often more
difficult to reach than consumers because they are more
targeted and have specific needs.
• Creating engaging content: B2B content needs to be
informative and valuable, but it also needs to be interesting
and engaging.
• Measuring success: It can be difficult to track the ROI of
B2B social media marketing campaigns.
some examples of B2B Digital and
Social Media Marketing:
• Creating a LinkedIn company page: LinkedIn is a great platform for
connecting with other businesses and professionals. You can use your
company page to share news and updates, promote your products or
services, and connect with potential customers.
• Running social media ads: You can use social media advertising to target
your ideal customers with specific messages.
• Publishing blog posts and articles: Sharing informative and valuable
content on your website and social media channels can help you attract
potential customers and establish yourself as an expert in your industry.
• Hosting webinars and events: Webinars and events are a great way to
generate leads and build relationships with potential customers.
• Participating in online communities: There are many online communities
where businesses can connect and share information. Participating in these
communities can help you raise your brand awareness and generate leads.
Institutional and Government Markets
Institutional markets consist of schools, hospitals, nursing
homes, and prisons that provide goods and services to
people in their care.
• Characteristics
– Low budgets
– Captive patrons
IBM: Staying Nimble and Relevant
with B-to-B Digital and Social Media
Marketing
Although IBM is one of the oldest
companies around, when it comes
to grasping digital and social
media, good old Big Blue is young,
nimble, and relevant.
Institutional and Government Markets
Government markets tend to favor domestic suppliers,
require them to submit bids, and normally award the contract
to the lowest bidder.
• Affected by environmental factors
• Non-economic factors considered
– Minority firms
– Depressed firms
– Small businesses