Marketing to businesses and machines
Marketers don’t just sell goods or services to people.
Marketers also have to communicate with businesses (which is known as business-to-business marketing or B2B). They also have to create campaigns and content that are designed for algorithms.
Raja Rajamannar explains in this video how the same rules apply to B2B marketing as to consumer marketing.
But marketers must also consider how they market to machines such as smart speakers and search engines.
Once you have watched the video, try using a Google search or ask smart speakers for different categories of goods, such as chips or chocolate. Which brands come up? How would you have improved the experience if you were marketing those goods? Share with your fellow learners below.
Reach your personal and professional goals
Unlock access to hundreds of expert online courses and degrees from top universities and educators to gain accredited qualifications and professional CV-building certificates.
Join over 18 million learners to launch, switch or build upon your career, all at your own pace, across a wide range of topic areas.
