Legal Law Onlinemarketing im b2b Geschäft - Eine empirische Studie 2014 - Riekhof | Buhleier | Mix

by Michael Gehlert
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> Legal Law onlinemarketing in b2b study summary <

> Ziel der Studie "Onlinemarketing im b2b Geschäft - Eine empirische Studie 2014" <

Online-Kommunikationsangebote von Unternehmen sind für uns als Verbraucher längst selbstverständlicher Bestandteil unseres Alltags: Wir erhalten Online-Newsletter, wir informieren uns über Produkte und Unternehmen auf den entsprechenden Websites, wir bestellen Waren und erledigen unsere Bankgeschäfte online. Mit unseren Smartphones und Tablet-PCs können wir einen Tisch im Restaurant reservieren, Theaterkarten oder eine Urlaubsreise buchen, die Öffnungszeiten des Museums herausfinden oder nach dem Wetter von morgen schauen.

Doch wie sehen die Online-Marketingstrategien der Unternehmen aus, wenn es nicht um den Endverbraucher geht, sondern um den Business-to-Business (B2B)-Bereich? Finden wir hier die gleiche intensive Nutzung der Online-Kommunikations- und Interaktionsmöglichkeiten? Besitzen die B2B-Unternehmen ein klares Konzept für das Online-Marketing? Haben sie ein entsprechendes Budget definiert, gibt es klare Zuständigkeiten, personelle Ressourcen und eine entsprechende Erfolgskontrolle? Werden auch die neueren Werkzeuge des Online-Marketing genutzt?

Diesen Fragen wendet sich die vorliegende Studie zu. Sie soll dazu beitragen, den Stand des Online-Marketing im

B2B-Bereich zu beschreiben. Sie dient gleichermaßen dazu, eine Einschätzung zu ermöglichen, welchen Entwicklungsstand das B2B Online-Marketing erreicht hat.

Gemeinsam ist den Marketing-Strategien von B2B- und B2C-Unternehmen, dass sie versuchen, den engen Kontakt zur jeweiligen Zielgruppe zu pflegen. Doch in einigen zentralen Aspekten unterscheiden sich B2B-Unternehmen deutlich von Unternehmen, die im B2C-Bereich tätig sind:

• B2B-Unternehmen kennen ihre Kunden genauer, und im Geschäft mit organisationalen Käufern werden sehr viel mehr Produkte und Services kundenindividuell erstellt als bei Konsumgütern. Die Unternehmen entwickeln entsprechend häufiger One-to-One-Strategien anstatt zielgruppenbezogener Marktsegmentierungsstrategien

wie im B2C-Bereich.

• Kaufentscheidungen werden stärker als im B2C-Bereich unter vorwiegend sachlichen, technischen und wirtschaftlichen Aspekten gefällt.

• Oftmals ist eine Personenmehrheit an den Entscheidungsprozessen beteiligt, etwa die Fachabteilung beziehungsweise der Anwender des Produktes, der Einkauf, bei komplexen technischen Produkten möglicherweise auch die Entwicklungsabteilung oder die Anwendungstechnik, vielleicht sogar die Finanzabteilung.

Die Besonderheiten des B2B-Geschäftes führen dazu, dass klassische Werbemedien wie etwa TV- oder Radiowerbung nicht genutzt werden können, weil die Streuverluste einfach zu groß sind. Andererseits werden Besuche durch den eigenen Außendienst oder Key Account Manager immer teurer. Kommunikationskanäle, die eine direkte Kommunikation mit dem Kunden beziehungsweise dem Anwender ermöglichen, werden demzufolge immer interessanter.

Genau diese Möglichkeit bietet das Online-Marketing. Zu erwarten ist deshalb, dass B2B-Unternehmen sich dieses Instrumentes mit besonderer Intensität und Professionalität zuwenden. In dieser Studie wird untersucht, ob sich diese Hypothese bestätigen lässt.

Quelle: https://www.pfh.de , mit freundlicher Genehmigung durch * Professor Dr. Hans-Christian Riekhof, *Marco Buhleier, Steffen Mix - Empirische Studie online unter:

https://www.pfh.de/fileadmin/Content/PDF/forschungspapiere/studie-online-marketing-imb2b-geschaeft-riekhof-buhleier-mix.pdf

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Written by:

Michael Gehlert
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CDO, www.ICO-Advice.com in Legal Law by http://www.FENDERL-Rechtsanwälte.de & Fachanwälte für Straf-/Verkehrsrecht + Legal Tech by ReNoStar GmbH Kanzleiorganisation/Crypto-Blockchain-Marketing Germany on:

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