There
Is No More B2B Or B2C: It’s Human To Human, H2H
It
used to be that marketing was segmented into two categories;
business-to-business (B2B) or business-to-consumer (B2C). This was done (I
assume), to separate specialties, audiences and segments in an effort to more
highly target the groups of people who ultimately would consume a brand’s
message.
What
it really did, however, was create an unnatural language for marketers – with
words like “synergy” and “speeds and feeds” – to tell the stories of products
to their buyers and partners. It’s become like one massive game of telephone,
where by the time a message gets to the person actually buying the product, the
things that make it special have been swallowed by marketing vernacular.
Consumers
are confused. Why can’t we make it simple for them to understand what we’re
selling, to share their experiences and the value they felt with others? More
importantly, why is it that what we’re marketing most often does not align to
actual consumer experiences?
The
fact is that the lines are so far blurred now between the two marketing
segments that it’s hard to differentiate between the two anymore. We all need
to think like the consumers we are, putting ourselves in the mindset of the
buyer instead of trying to speak such an intensely sophisticated language full
of acronyms and big words, in order to sound smarter.
Marketing
increasingly strives to become one-to-one, with solutions to collect and
wrangle the big data about us to serve up more personalized offers and
experiences. On the other hand, social has become a more public and vast
medium, where the things we share skyrocket quickly to a “one-to-many”
experience. The dichotomy between marketing and social has actually flipped…
and it’s out of balance. Social and marketing need to work together to
personalize individual conversations, as well as deliver shared global
experiences that crowds of common values can benefit from. This is what our
social and digital mediums have gifted us, and how humans interact and feel
more compelled take action.
So, this is how I see it:
Businesses do not have emotion. People do.
People want to be a part of something bigger than themselves.
People want to feel something.
People want to be included.
People want to understand.
But
people are also humans, and with that come mistakes. Missteps. Failures. As
humans, it’s in our nature to say the wrong thing, get embarrassed, and not
realize the consequences of our actions. The rise of social media has given a
digital platform to the dark side of anonymity, both as individuals and as
crowds. I say it’s time to lay down the virtual pitchforks and torches and
bring this behavior back into balance. The delightful side of humanity holds
with it empathy, understanding, and forgiveness, and when remembered in our
communication, it ties us together as a common group.
Communication
shouldn’t be complicated. It should just be genuine and simple, with the
humility and understanding that we’re all multi-dimensional humans, everyone of
which has spent time in both the dark and delightful parts of life.