Business-to-business (B2B) marketing is too often the ugly stepchild in the marketing family, especially when compared to the golden child that is business-to-consumer (B2C) marketing. B2C marketing gets all the glory, so much so that when people talk about marketing without a modifier, it’s usually assumed they mean consumer marketing, never business marketing.
This is despite that fact that B2B marketing makes up a significant portion of overall marketing activity. Roughly one-third of all commercial searches on Google are B2B in nature, more than 50 percent of Google’s target advertisers are B2B, and almost 38 percent of Yahoo’s target advertisers are B2B.
Business-to-business (B2B) marketing is too often the ugly stepchild in the marketing family, especially when compared to the golden child that is business-to-consumer (B2C) marketing. B2C marketing gets all the glory, so much so that when people talk about marketing without a modifier, it’s usually assumed they mean consumer marketing, never business marketing.
This is despite that fact that B2B marketing makes up a significant portion of overall marketing activity. Roughly one-third of all commercial searches on Google are B2B in nature, more than 50 percent of Google’s target advertisers are B2B, and almost 38 percent of Yahoo’s target advertisers are B2B.
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