How to run B-to-B online promotion

Business-to-business: It’s not the sexiest segment of the New Economy. And true to its nature, B-to-Bs’ advertising strategies are a lot more pedestrian than those of its wild-and-woolly consumer-oriented e-commerce cousins. Business-to-consumer dot-coms debate whether to work with one or multiple agencies to create a big brand boom. But the main question for business-to-business dot-coms is rather more mundane. It revolves around when and how their ad campaigns should introduce targeted, narrower messages and when to launch broad, branding themes.

B-to-B dot-coms generally need to explain their products to customers more extensively than do consumer dot-coms. At the same time, they need to create broad, accessible messages. This makes their marketing job all the more difficult since they’re on the same tight time frames as consumer-based businesses. B-to-B advertisers need to create tactical messages to attract new customers, but they …