Lesson 4: B2C and B2B Digital Marketing Practices

BUSM099 Lecture 9: B2C and B2B Digital Marketing Practices shows that digital marketing must fit the market context.

B2C

Consumer digital marketing emphasises online behaviour, technology acceptance, trust, e-retailing, reviews, tailored promotions, dynamic pricing, and convenient customer-facing experiences. Omni-channel retailing integrates branded sites, marketplaces, physical stores, and social commerce; firms should remove channel silos and create a seamless path to purchase.

B2B

Business buying is generally less emotional and more technical and economic. B2B practice includes customer acquisition, online inter-organisational trading, knowledge sharing, supplier selection and management, productivity, integration, and long-term relationship value. Digital tools should reinforce the organisation's competitive advantage and strategic objectives.

Key takeaway: both contexts use digital channels, but B2C prioritises consumer journey and trust while B2B places greater weight on organisational criteria, process coordination, and supplier relationships.