Harvard Business Review

FEBRUARY 7, 2014

advertisers will spend approximately “$17.46 But with most B2B and B2C organizations using virtually the same branding tools, they’re arguably seeing less advantage as a result of their efforts — if they’re realizing any advantage at all. Advertising Branding Marketing' billion on branding, or 41.6% of total digital spend.

Advertising 14

Advertising B2C B2B Marketing 14

Harvard Business Review

APRIL 24, 2012

But instead of adopting multiple martial art styles, more B2C companies are using mixed business models, or MBM, to win. Many were perplexed in late 2007, when Google announced they would build a mobile operating system, seemingly far afield of their core online advertising model. Mobile advertising revenue is already $2.5

Advertising 12

Advertising Real Estate B2C Revenue 12

Harvard Business Review

JULY 31, 2014

For a B2C example, look at Home Depot, whose executives know that customers are eager to do as much of their own home-repair work as possible. Home Depot is helping customers become better do-it-yourselfers, and in the process it is strengthening its brand far more effectively than would have been possible through advertising.

Marketing 14

Marketing B2C Software Advertising 14

Harvard Business Review

OCTOBER 30, 2015

The Content Marketing Institute reports that although the majority of B2B and B2C marketers have some kind of content marketing program, less than 40% find those efforts effective. After decades of creating advertising, many marketers have built up strong skill sets in some content-related areas. Clearly, things need to improve.

Marketing 15

Marketing Metrics B2C Media 15

Harvard Business Review

MARCH 17, 2016

As American, Delta, and United changed their fare structures and slashed prices month after month to undercut each other, Southwest took out advertisements saying, “We’d like to match their new fares…but we would have to raise ours.” To the extent they advertise at all, they focus almost exclusively on price.

Advertising 13

Advertising B2C Marketing B2B 13

Harvard Business Review

APRIL 20, 2016

In the B2C world, it is about sales and customer loyalty: not just getting your customer to click and buy, but getting them so worked up about your product that they’ll never so much as think about buying from your competitor instead.

Marketing 14

Marketing Sales Funnel Media Advertising 14

Harvard Business Review

OCTOBER 2, 2012

When he saw TripAdvisor.com start to pick up traffic, he decided to pursue an online advertising based business model with banner ads. Going B2C was daunting and not in our core DNA," Kaufer remarked. There are three sides to the network: the consumer, the venue and the advertiser.

Scaling 11

Scaling Travel Engineering Revenue 11

Harvard Business Review

FEBRUARY 7, 2018

Respondents were more likely to hear about legacy brands through advertising and traditional media, compared to digital brands which are more often discovered via social media and direct word of mouth. The role and investments in advertising must also change to shift toward a usage model. Tesla vs. BMW.

Sales Funnel 8

Sales Funnel Advertising B2B B2C 8

Harvard Business Review

OCTOBER 10, 2014

At the risk of oversimplifying, paid media is advertising and sponsorships, while earned media is public relations and word-of-mouth. Loyalty and reward programs provide this type of context for B2C companies, while strategic account and relationship management programs do the same for B2B companies.

Media 10

Media B2B B2C Marketing 10

Harvard Business Review

OCTOBER 21, 2013

And let’s not forget that the vehicles are also rolling advertisements. So if you’re in a B2B business – and perhaps even if it’s B2C – spend some time thinking about an idea that keeps coming up in competitive simulation exercises. Is that a sufficient reason to invest in one? Probably not for your company.

B2B 8

B2B B2C Education Travel 8

Harvard Business Review

JULY 30, 2013

B2C sales and customer acquisition efforts are a different matter (and one I''ll perhaps address in a future blog), but for B2B, those three models are the most common pattern. 80-90% software products vs. 40-50% advertising products) and company maturity (e.g., I''ll discuss each one below. 1) Enterprise Sales.

Marketing 9

Marketing Sales Sales SaaS 9

Vantage Circle

JUNE 3, 2021

This strategy is popular in B2C markets. Its rebranding enhances the user and advertiser experience as a whole. Organizations use this strategy to make their product design unique. A few common ways to differentiate a product are: Unique product features. Product performance. Product efficacy. Consumer opinion. Price Differentiation.

Benefits 52

Benefits B2C Revenue Marketing 52

Harvard Business Review

MARCH 31, 2016

“Advertising is producing better results than the old method of personal solicitation,” the article reported. Weiss wrote about the “new age of self-selection and self-service” and how pre-selling, branding, and advertising would eliminate the need for traditional salesmen. (To

B2B 14

B2B B2C Sales Sales 14

Harvard Business Review

JUNE 12, 2018

In other cases, smart city projects present opportunities to generate advertising revenue and branding. The technology and media company Intersection builds on revenue from advertisers to offer cities free “Links” kiosks to expand public Wi-Fi. How Might Smart Cities Shift Value in Our Industry?

Real Estate 13

Real Estate Government Transportation B2C 13

Harvard Business Review

JULY 1, 2014

Even The New York Times admits that native advertisements can perform as well as the paper’s own news content. Ninety percent of B2C marketers use content in their strategy, but few brands recognize the real opportunity in doing so.

Marketing 13

Marketing B2C Media Reorganization 13

Peter Winick

FEBRUARY 6, 2025

So at that moment, I realized like, they’re not going to solve the issues of the music industry, of the entertainment industry, of the advertising industry. I don’t do B2C, right? And this is, you know, he’s given that speech to a room of kids who have dedicated their life and money to learn it. Yeah, right.

Marketing 195

Marketing Advertising B2C B2B 195

Harvard Business Review

MAY 9, 2012

Catalysts are what inspire action and response: campaigns, offers, advertisements, direct rewards, indirect rewards, and loyalty programs. New models of engagement herald the death of B2B and B2C. Social media, social networks, and mobility also herald the death of B2B and B2C as we know them.

B2C 19

B2C eCommerce B2B Media 19