Marketing for business to business relationships is usually conducted through trade shows, professional contacts, LinkedIn, and industry publications. Once a business has partnered with an intermediary, then the intermediary will be responsible for marketing the product to the consumer. In contrast, when selling direct to consumer, the business is solely responsible for marketing their product. Social media can be a fantastic place to start. For businesses on a budget, taking advantage of social media marketing can be a less expensive alternative to traditional channels. Interacting directly with consumers through social media channels such as Twitter, Facebook, and Instagram, as well as creating product videos on YouTube, can all have a massive impact on growth. Consumer engagement through social media contests or social responsibility initiatives can also help build brand recognition and awareness.
Consumers shop using various devices including phones and tablets, so ensuring that readability on mobile devices is the same as readability on PC is important. When marketing online, precautions should be taken to ensure that the ad displays the same across all platforms. Building a mobile specific website may be one solution to the problem of cross platform formatting.
Other ways to market directly to consumers include traditional channels such as direct mailers, emails, radio, and TV. Marketing needs to be proactive in making customers aware of the direct to consumer channel when advertising through these traditional channels. Customers are not likely to go out of their way to purchase a product. The success of the marketing department in directing customers to the channel is crucial to increasing sales.
Marketing also collects data about which products customers are purchasing, time spent on different sections of the website, and which products are likely to be purchased based on customer demographic and other personal information. The collected data can be utilized to find the optimal combination of traditional and digital marketing.