As is true of brick-and-mortar commerce, firms engaged in e-commerce must design their marketing communications to meet the needs of each target market. At a general level of commerce, such a distinction is made between business-to-consumer (B2C) commerce and business-to-business (B2B) commerce. The general scope of information required by B2C customers and B2B customers is the same, whether such information is communicated face-to-face or over the Internet. There are, however, important differences in the ways in which information delivery is structured.
In face-to-face communications in traditional commerce, the marketer is in a position to ascertain customer information requirements and then to quickly structure responses that target customer information needs while simultaneously delivering the company's desired marketing message. In e-commerce, however, it is much more difficult to understand the varying information needs of different customers. Communications that delivery information that customers perceive as off-target likely will cause customers to leave the e-commerce site and seek information elsewhere. The use of deceptive Internet advertising to draw customers to a Web site that does not fulfill customer expectations will (in most cases) provide to be costly to e-commerce companies. A more effective approach that is more profitable in the long-term is to provide information in marketing and advertising communications that accurately portrays a company's products to attract higher proportions of costumers who remain at a Web site because their marketing communication needs are met (Wright, 2004).
Wright, R. (2004). Business-to-business marketing: A step-by-step guide. London, England, United Kingdom: Financial Times Pearson Education.
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