While all marketing does follow some of the basic principles, marketing strategies can change drastically based on what you’re marketing and who you’re marketing to. Though you might not notice at first glance, some types of marketing require a completely different approach than others. One such distinct type of marketing is industrial marketing. While who you’re marketing to sometimes a minor detail, marketing products to other businesses is completely different from trying to market to consumers, and requires different techniques to be successful. This is doubly true when it comes to online marketing.
Online marketing that targets consumers is often based on exposure. You know that some small percentage of the general population of viewers on the internet compose the ideal target for your product. To reach this target portion you put out as much advertising as possible, and on the internet, it’s almost guaranteed that you’ll catch some of the target. Even targeted marketing (which tries to save resources by showing your ads only to the target audience) only narrows down this broad scope so far. Targeted ads might only prevent 50% of the population from seeing your ad, based on the assumption that 90% of that removed 50% will not respond to your ad. In terms of efficiency, this is already a boost of ~45% in terms of effectiveness per view.
Marketing to industry, however, follows very different principles. When marketing to businesses, you begin with a finite number of possible customers or clients, meaning that reaching them all is not impractical (but is not an advantage either). Rather than throwing out as big a proverbial net of marketing as possible, the goal is to make the holes in your net as small as possible. On the most basic level, marketing to consumers focuses on quantity whereas industrial marketing focuses on precision.
While online industrial marketing often uses many of the same technologies as consumer marketing, such as SEO for manufacturers and online targeted industrial advertising, the underlying principles behind them are different. The industrial variants focus on making the return rate as high as possible, rather than reaching as many people as possible.