Stage 2: Business to business advertising

Business to business advertising intended not for the consumers but for the various entities who influence consumer availability, such as distributors, wholesalers, brokers. Businesses market their own products and services to other businesses that need their products and services. Some examples of business-to-business marketing are affiliate programs, banner ads and pop-up ads. In all of these examples, a business uses another business’s services to market themselves through the placement of ads and links on their website in exchange for monetary incentive.

Advertisement: NVP Software Testing

About this ad:

This four-ad series in a major building technology magazine emphasized the folly and false economy of failing to conduct exacting tests of new software. Their objective is to tell their potential customers that it is important to conduct exacting tests on new software, the consequences of failing to do this could result customers to lose trust in them. They are also trying to send the messages of the benefit from drastically reduced internal and external failure costs that originate with poor quality and also benefit from increased process efficiency and effectiveness, allowing employees more time to focus on other activities.

Advertisement: Microsoft Dynamics

About the ad:

Microsoft and PVBS recently kicked off a new awareness campaign on some of the more heavily trafficked informational web sites for government IT professionals. The campaign, called Upgrade Your Business, reminds people that Dynamics NAV solutions are Defense Contract Audit Agency (DCAA) compliant, scalable, familiar and seamless. The advertisements look professional and it would match with their objective of targeting professional business people. 

Advertisement: ANZ Small Business

About the ad:

This is an action packed, stunt ridden ANZ Small Business TV Commercial produced by M&C Saatchi. The ad is trying to reach the target audiences which are small business owners by advertising that ANZ provides small business specialists for them. The ad stands out by having a sense of humor.

Journal article:

Glynn, Mark S. , 2011. ‘Primer in B2B brand-building strategies with a reader practicum’ Journal of Business Research, 65, 666–675.



About the article:

Strong brands are important in B2B performance success. Indicative measures of market performance include price premiums, market share and expansion success. The nature of industrial buying involves long term relationships between buyers and sellers. Research shows that consumer marketers have a more transactional focus whereas B2B marketers are more relational in their approach. Customer relationship processes for B2B brands enhance buyer identification with the brand, customer contact and loyalty. For example building relationships with channel partners such as chefs enabled marketers to inexpensively build awareness for their meat products in the supply chain. When comparing the separate effects of brand image and corporate reputation, a firm's reputation was more influential on customer loyalty and customer value than the firm's brand image. B2B brands enhance the customer's perception of the seller.

 

Trade press article:

http://adage.com/article/small-agency-diary/b2b-marketing-embrace-social-media-strategies/233150/