B-to-B marketing is now “anywhere, anytime” — including the consumer marketplace
June 27, 2012 - Rance Crain, president of Crain Communications and editor-in-chief of Advertising Age, has an editorial on adage.com on how the line between consumer advertising and business-to-business advertising is blurring, as consumer marketers tout their ability to solve complex business problems while business-to-business advertisers focus on their work for consumer products.
“Both, I surmise, believe that their ads can rub off (in a very positive way) on their mainstream products, whether they be turbines or mobile phones,” writes Crain.
It’s not that b-to-b marketing is now consumer marketing, according to Bob Felsenthal, publisher of Crain’s B-to-B Magazine. It’s that the target audience is now on all types of business channels, which requires b-to-b marketers to be “anywhere, anytime.”
For the full editorial, click here.
By Matt Kinsman