"See fantasy is what people want, but reality is what they need. I just retired from the fantasy part."- Lauryn HillThe theme actually was thought of while listening to a track of Lauren Hill – Adam lives in Theory - and during the prelude to the song this thought struck me immensely.
The sources of equation for B2B and B2C communication is quite like the definition of fantasy and reality. Since years, there have been a set pattern in terms of objectives, structure and mindset, which has been followed based on the respective goals.
With technology, digitization and industrial evolution, there seems to be a step forward in understanding each side with a sense of receptiveness. The impact for both approaches are effective, but the question lies in where does one know when to accept and adapt from one another, to keep the engagement alive. I have defined based on my observations the 3 C’s which could be a guide/ direction.
Communication Purpose
Most companies in B2B domain approaches communication in a straight jacketed view. Direct conversations, traditional mediums and an approach of comfort. In B2C, while the goal is defined the communication is diversified, with quest for an exploration of mediums alluring the audience towards a long term vision.
But circumstances and environment are not static they are dynamic, hence, both are right the task is to be able to define a long term goal, to engage and keep the audience interested. Companies if can align this in the beginning of every year over every month, will help towards a step wise growth leading to consistent impact of the brand.
Creative Adaptation
A business venture is a journey, as we set out in the beginning with a clear vision and have incorporated the best of creative ideas fantasied in our minds and its impact. Only when the reality strikes in terms of feasibility, scalability, marketing and revenue growth, that the ideas fade away pushing towards monotony and forced sustainability.
Hence, the balance of the wants and needs have be listed and well categorized, as that would enable a balanced view of our individual satisfactions as well as business expectations. What generally happens is that in the B2C and B2B communication, one is more that the other creating an imbalance, gradually bending to last moment resorts.
Consumption Conclusions
Mediums is a very loosely used word in the field of communication and without understanding the link between the core purpose, message, conversations, channels and subsequent impact. Mediums by many still is seen as as an end result over just a facilitator.
The importance for us to understand this as companies, especially relevant in the B2C and B2B domain is very critical as its not the tool but the conclusion of that medium of consumption becomes far more important. The engagement, hits, traffic, conversations, feedback, network help in creating an analysis for communicators to design the way forward.
Summing up, about Fantasy is what we want, but Reality is what we need is about a mentality we need to adapt to at regular stages of growth of the business, as that keeps the characteristic alive of the companies’ vision and purpose. As a start up, its very important to evaluate and amalgamate the sources between both approaches of a B2B and B2C.
P.S. – The article is also an example of one of my favorite artist to explain the core communication approach A mix of creativity and functionality.
Columnist
Co-Founder & Director, Ideosphere
Living on diverse values and exemplifying them in daily interactions is the mantra, Minal follows to face challenges and success. Going ahead with her belief she sowed the seeds of Ideosphere where she structured the surface level with a decade of managerial, organizational and strategic expertise with Co-Founder Aniruddha Bhagwat.
