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DIGITAL MARKETING NEWS

Digital leads brands to unique business models

Brands like Foursquare and Dell are discovering new ways to pivot business strategies and create new inventive collaborations.

B2C to B2B

Foursquare has seen a significant transition in business practices since its initial launch back in 2009 as its initial purpose began to wane with consumers.

Initially launched as a check-in app for users to share their current location, Foursquare has rebranded itself as a “location intelligence” service for businesses.

More than 90% of Foursquare revenue is currently generated via B2B with a 74% leap in profits in 2016. The new business to business model still draws on data made available through 50 million users still contributing.

Friends in collaboration

Dell stands as a brand bridging the gap between B2B and B2C services. In 2016, EMC and Dell Corp. merged to form Dell Technologies, housing Dell, Dell EMC, Pivotal Software, RSA, SecureWorks, VMware, and Virtustream.

Thanks to a single campaign-management process, Dell now integrates mobile and CRM data to better oversee budgets and tweak advertisement targets, allowing more access for all Dell teams to a common creative pool.

Dell believes B2B is essential to diversifying and generating stronger market growth, but should include multichannel interactions, such as coupons and offers, to generate flexibility and the transaction level.

Whether a company is specialising in tech, data, or consumer products, a unified vision reflexive of the changing demands of business and consumers appears to be key.

What are your thoughts on the new cultures surround B2B and B2C models? Give us your thoughts in the comment section below.

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