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Do you see any difference between old and new with a B2E (end user) vs B2B biz model?
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At it's basic level it's the same in the B2B and B2C space. It's about engaging with your prospects and customers to address their needs, concerns and questions. Success, as Peter Burris of Forrester indicated, is when you help them match their need with your solution. The difference in the B2B space is this is often a complex, lengthy process versus a transaction process. Not too many software companies are going to be successful offering coupons on Twitter or Facebook, for instance.
I definitely do see differences. The prevelance of technology and channels to reach consumers has changed the dynamic for reaching them significantly. On a broad scale, now there are lots of mechanisms to reach consumers. That is both a good and bad thing. Good for the options. Bad because it takes time and money to cover lots of channels and your message can get lost in the noise.
One interesting aspect of the new for reaching consumers is the ability to focus (sorry for the pun since this is focus.com) and sometimes hyper-focus on specific target audiences. And with many of the tools out there, you can do this focusing for much less than it used to cost.
I believe on the B2B marketing side, things are still a little murkier. Businesses are still deciding how and with who they want to engage on new technology. Does it make sense for us to have a FB presence? If we create a blog, will we have content other businesses are interested in?
But certainly, the ability for businesses to build partnerships and to exist on a global scale (both from a resource perspective and from a marketplace persepective) are significantly improved in the new marketplaces. Of course this also opens businesses up to the negative impact that can happen from issues in other countries/locations.
There is obviously a lot more that can be said. Overall, there are exciting opportunities in the new for both B2C and B2B. What is most important is to make sure that you maintain discipline in your planning processes as you pursue the opportunities so that you can get the best ROI on what you pursue.
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