There are important differences between B2B and B2C marketing communications in terms of the communication context (the former being formal and the latter being informal), decision makers (many versus a few) and the primary communication tools used – personal selling versus advertising and sales promotion.
|Marketing Communication Programme Feature||B2B||B2C|
|Number of Decision Makers||One/few||Many|
|Primary Tool||Advertising and Sales Promotion||Personal Selling|
|Communication Content||Emotion, Imagery, Information||Rational, Functional|
|Decision Period||Short Involved||Long|
|Dissatisfaction Impact Scope||Limited||Wide|
|Typical Budget Allocation|
|• Low value product||Advertising 50%
|• High value product||Advertising 35%
Marketing communication budgets are also different between the two and between ‘high value’ products being promoted and ‘low value’ products being promoted.
Derived from Richard J. Varey, Marketing Communication Principles and Practice, Routledge, 2002 ISBN 0-415-23040-3