Marketing communications

Another distinction between B2C and B2B is the dependence on main media advertising for driving sales. Building consumer brands (FMCG) requires a continuous presence on television and radio, and without large ad spends many supermarket chains will refuse to allocate shelf space. Marketing communications have less emphasis for the B2B firm (because of the reliance on direct selling), but are still important to get right. Chief among these are corporate identity, websites, sales aids, and increasingly – digital media.