To participate in this exercise, you need to visit one B2C and one B2B Web site. Examine each carefully, identifying as many relationship-building techniques as possible.
NOTE: it is possible to find a single parent company that operates one Web site for business customers and a separate site for consumers...if you can find such a company, it would be acceptable for this exercise though most students will simply choose two unrelated companies.
To receive credit for this exercise, REPLY to this message and answer the following questions:
- What sites did you visit? (provide a link and a brief description for each).
- First, focus on the B2C company. Using terms from Chapter 9, briefly outline a social media campaign for your selected business. What objectives would you pursue, what audience would you target, what platforms would you use and how would you use them? Why do you think the campaign you outlined would work for the business/organization you selected?
- Now focus on the B2B company and, using terms and concepts from Chapter 10, explain how you would use the four steps in the lead generation and management process to develop a lead development marketing campaign for your selected company. Why do you believe your plan is appropriate/feasible for this company?
- Using terms and concepts from Chapter 11, compare and contrast the CRM techniques used by the sites you visited. Based on your experiences, would you say that B2B and B2C are "more different than alike" or "more alike than different"? Explain.