It seems to me that the terms B2B and B2C are no longer really valid marketing terms. And feel free to straighten me out if I'm wrong; I am looking for dialog here (even though this is my first blog). We are now in an age where most everything from medicine to shopping is ever more highly personalized, where spouses both work and their roles are not so stereotypical, and where most everyone is using the internet in some aspect of their purchasing decisions.
Today marketers market to Individuals; and they market to both their work and life persona's. For example, at work I team with purchasing to choose amongst vendors, and I complain to facilities if the printer isn't meeting our needs. At home I email my sister to recommend a new phone or car. The power of me, the Individual, impacts the decisions and loyalty of both a business and a consumer.
As a marketer I must always think about reaching all those Individuals who are the right fit to purchase my products or who by word-of-mouth impact the decision-making. I need to know them inside and out. I need to know their social technology profile, their interests, their fears and desires.
But just as important or even more so, the ones I really must know -- who they are, where they are, how they work, where they play, who they reach -- are the Influencers that influence them. Those that touch the minds of some, or of millions, at the touch of a key stroke, are critical to my success.
So, have we morphed to a B2I world? Where "I" is Individuals and their Influencers?
I like your thinking, Chris. In my opinion, the best marketing always meets people on their own terms. Why stop at the latter half of the equation? Doesn't every business transaction come down to personal relationships? Maybe I2I is the new paradigm.
Posted by: Don Seamons | 02/16/2010 at 10:26 AM