[SMK] Social Media Knowledge


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.

Learn with SMK through July

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July's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

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