The world is changing. The way we live and work is evolving. More and more people are getting their information and entertainment from the devices in their pockets.

The Internet of Things is evolving, too. With each new development, comes a new opportunity for brands to connect with consumers and for marketers to understand evolving trends and behaviors.

One trend that recently emerged is “e-commerce marketing” or online marketing in general for business-to-business (B2B) interactions.

What does this mean for marketers? More and more marketers are learning the ropes of e-commerce marketing and discovering the many perks that come with this type of interaction. One of the most beneficial aspects of e-commerce marketing is that you never have to worry about running out of stock. Your inventory is always accessible and consumers have the ability to purchase what they want when they want it. So, if they find something they like but it’s sold out, they can simply go to the next item on your website.

That said, there are different approaches to e-commerce marketing. Before you dive in, it’s important to understand the differences so you can choose the best strategy for your needs.

B2C or B2B Marketing?

Marketing to consumers, also called “brick and mortar” or “bricks and clicks” marketing, is often considered the traditional form of marketing. In marketing to consumers, you’re targeting people who have already shown an interest in your product or service.

In contrast, marketing to businesses or “b2b” marketing, which stands for “business to business,” focuses on creating brand awareness among people who work directly in your industry. For example, a fashion brand might want to market to hairstylists or makeup artists because those people are directly relevant to the brand’s target audience.

Which type of marketing you choose largely depends on your goals. If you’re trying to generate brand awareness among consumers, you’ll need to go with marketing to consumers. Otherwise, if you want to connect with a specific group of businesses, you can opt for b2b marketing.

What About Sales?

Depending on your approach and the structure of your e-commerce marketing website, you might not need to focus on customer conversion directly. If you decide that your best bet for success is to focus on building a strong brand and engaging with customers, you don’t need to rush into generating sales. In fact, you can take your time and eventually, your customers will come back for more.

On the contrary, if you want to generate immediate revenue, you’ll have to opt for direct conversion. In this case, you’ll want to find a way to get your visitors to click a buy button or visit a certain area of your website where they can make a purchase. As noted, with each new development, comes a new opportunity for brands to connect with consumers and for marketers to understand evolving trends and behaviors.