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Manufacturers and distributors in the business to business (B2B) and industrial arenas engage in considered and collaborative buying practices. Their expectations, objectives and challenges are very different from those in consumer markets:
• The focus is on products, their specifications and their features
• Productivity and efficiency gains in the search process are paramount
• Distributors have additional responsibilities in providing information and promoting products
• Products are of increasing technological complexity and have shorter life cycles
Power has shifted to the buyer. The buyer is in control and likes to source anonymously. To win in this context, manufacturers and distributors must provide product information in a format that makes searching easy. If the information they need is not easily accessible, the buyer will go to a competitor's site.
We have further learned that manufacturers and distributors must face new realities:
• Users are frustrated with poor online marketing practices: For instance, research has shown that two thirds of B2B site visitors don't find what they are looking for and almost half of them never return to the site as a result.
• Building brand awareness and better targeting is the strategic response to the commoditization of products and services as the Internet has made it easier to compare multiple sources for products or services.
• A majority of the manufacturers and distributors have not integrated basic optimization tactics. This decreases their search engine rankings in categories they should dominate.
Indextree's experience with manufacturers and distributors will make the difference in implementing successful Business to Business (B2B) Internet Marketing Strategies. Call us now at 1.866.528.4924.
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