I am sure I am not the only one thinking and writing about this – B2P (Business 2 People). Most of us know the very usual sound alike tags B2B and B2C. What is B2P, is it new, does it co-exist with B2B and B2C or does it have it’s own identity.
With software vendors and software services providers all focusing on B2B and B2C (not to forget the reverse directional C2B and in addition C2C) B2P has already started gaining steady market share. By People in the B2P I mean the entire set of people/citizens across the world who continuously shape and influence Customer’s decisions. Let’s go an inch deeper to understand what it means and how it happens.
Across the Social Media channels including Facebook, Twitter, Linked In and many others there are People some of who are not Customer/Consumer at all within the targeted media, some of them might become a C later on and some might be active Cs.
If the Bs can target all the potential influencing Ps within and beyond the social channels by means of number of potential Cs they are connected to or by number of public forums they are a part of and position their offerings tuned in P’s view that’s perfect Localization and Internationalization for me
Many of us might think that the regular marketing, advertising and sales activities do target these Ps but the only difference according to me in all or most of those approaches is that they target the Ps as they target any potential C which wouldn’t be the most effective way.
Just would like to illustrate this through an example before we reach the last dot of this post, chances of me or someone like me buying an iPad if marketed by any B directly via email, social media or online (news sites, search engine ads, etc.) compared to suggested by someone who has recommended me on Linked In or who writes regularly on my wall on Facebook or whom I follow on Twitter.
Ps are heterogeneous and based on the relationship B establishes with P the wallet share of C can grow.
Hope I have succeeded in conveying the significance of the P in the growing multi channel communication world, please feel free to reach me to query, share your opinion on this at your leisure
