Business-To-Business Communication Analysis

1450 Words6 Pages
Gilliland (1997) says that inherent differences between business-to-business marketing and consumer marketing results in important differences in how marketing communications tools are processed and acted on by their targets. A model of business-to-business marketing communications effects should consider these differences and adequately explain both internal reactions to advertisements and externally directed influence toward other members of a buying center. We suggest a typology of contextual differences between consumer and business-to-business marketing communications and develop an explanatory model of business- to-business marketing communications effects. The model is congruent with both existing buying center behavior models and an…show more content…
The global crisis caused the shift to cheaper communication methods with the stress to the overall communication efficiency. The Internet and social on-line networks got to the foreground. Former approach of the group-to-group communication is also revised according to the new requirements on the business-to-business communication targets and new possibilities of more efficient marketing communication tools. The importance is given to the multi-layer communication and integrated marketing communication. He talks about the importance of creating integrated marketing communication, specifics of business-to-business messages and current significant change in the incentives from rational to emotional, which are targeting individual members rather than groups or…show more content…
He draws on word-of-mouth and communication theories to investigate how marketers are using Twitter differently for different contexts; and predict key factors which influence message strategies used in each of these. A longitudinal content analysis as well as logistic regression both support assessment of the sample of more than seven thousand tweets by the Fortune 500 companies. Marketers in B2C and B2B settings both exhibit significant differences in their selling and branding strategies, their use of cues, links, and hashtags; and their use of message appeals to support their information searches. While B2B marketers use more emotional than functional appeals in their tweets, neither of them have adopted the ‘hard selling’ strategies in their
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