PRIMA: Practices and Research in Marketing

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B2B Marketing through Social Media using Web Analytics


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1 Symbiosis Centre for Management and HRD, Symbiosis International University, Pune, India
     

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In this paper we are analysing the strategic differentiation between the use of social media for B2C and B2B. Overall use of social media in B2B is 30% less than B2C. Different research reports are showing that use of Social media in B2B marketing is not significant as B2C marketing and still in nascent stage.

Simple use of Social websites and feedback phenomenon (linear model) may be one of the factors for high adaptability of social media in B2C marketing. But still now social media is far from B2B (business to Business) marketing. It may be due to complexity of the business.

The data analysis of the B2B business is different than B2C.

• In B2B the feedback from the client organisation and the response from the end consumers need to be analysed qualitatively andquantitatively to fi nd out the base product design or service integration.

• Considering an example, in B2C social platforms are used for consumer buying behaviour but for B2B it can be used to fi nd out the consumer needs.

• Same social platforms can't be used for both the purpose.

After getting the data from different social platform it can't be used in raw or the response can't be given to the customer directly for B2B business. Using analytical tools collected data to will be analysed and the result to be integrated to the product or services provided by the company.


Keywords

B2B Marketing, Social Media, Web Analytics, B2C, Consumer Insight
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  • Social Network Data Analytics, Charu C. Aggarwal, IBM T. J. Watson Research.

  • Sentiment Analysis: A Combined Approach, Rudy Prabowo, Mike Thelwall, School of Computing and Information Technology, University of Wolverhampton, UK.

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  • Report on Social Media (2012): White Horse.


Abstract Views: 1083

PDF Views: 3




  • B2B Marketing through Social Media using Web Analytics

Abstract Views: 1083  |  PDF Views: 3

Authors

Debi Prasad Dash
Symbiosis Centre for Management and HRD, Symbiosis International University, Pune, India
Alok Sharma
Symbiosis Centre for Management and HRD, Symbiosis International University, Pune, India

Abstract


In this paper we are analysing the strategic differentiation between the use of social media for B2C and B2B. Overall use of social media in B2B is 30% less than B2C. Different research reports are showing that use of Social media in B2B marketing is not significant as B2C marketing and still in nascent stage.

Simple use of Social websites and feedback phenomenon (linear model) may be one of the factors for high adaptability of social media in B2C marketing. But still now social media is far from B2B (business to Business) marketing. It may be due to complexity of the business.

The data analysis of the B2B business is different than B2C.

• In B2B the feedback from the client organisation and the response from the end consumers need to be analysed qualitatively andquantitatively to fi nd out the base product design or service integration.

• Considering an example, in B2C social platforms are used for consumer buying behaviour but for B2B it can be used to fi nd out the consumer needs.

• Same social platforms can't be used for both the purpose.

After getting the data from different social platform it can't be used in raw or the response can't be given to the customer directly for B2B business. Using analytical tools collected data to will be analysed and the result to be integrated to the product or services provided by the company.


Keywords


B2B Marketing, Social Media, Web Analytics, B2C, Consumer Insight

References