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Dash, Debi Prasad
- B2B Marketing through Social Media using Web Analytics
Authors
1 Symbiosis Centre for Management and HRD, Symbiosis International University, Pune, IN
Source
PRIMA: Practices and Research in Marketing, Vol 3, No 2 (2013), Pagination: 22-34Abstract
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
- Data Reduction Techniques, Ranjan Agarwal, A.R. Rao, IASRI.
- 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.
- Opinion mining and sentiment analysis, Bo Pang, Yahoo! Research, U.S.A., Lillian Lee, Computer Science Department, Cornell University, U.S.A.
- Report on Social Media (2012): White Horse.