Zoom is a communications technology company that provides software for teleconferencing, telecommuting, distance education, and social relations. In fact, their motto on all their Social Media sites is “Bringing the world together, one meeting at a time.”
Zoom has a very active and positive online presence. On Social Media, they post frequently on Twitter, Instagram, LinkedIn, and Facebook, with their engagement being geared to individuals in a Business to Consumer (B2C) model. In terms of their website, it is easy to navigate, and they have included ratings and reviews; however, the emphasis there is on the “Enterprise Experience” and follows the more traditional Business to Business (B2B) design. Their overall approach seems to be to rely on Social Media to converse with the consumer audience, while their website focuses on communication with the industries they deal with: Education, Finance, Government and Healthcare.
B2C vs B2B Traditionally
In terms of audience online engagement, traditionally, there have been several differences between B2C and B2B website promotions. For example, in B2C, the buyer is the consumer; the purpose and design of B2C online cater to consumers; the content is simpler and there is less of it (for example, fewer pages and less information needed on contact forms); and, finally, consumer ratings and reviews are very important in B2C online marketing. As we have seen, Zoom has maintained their traditional B2B approach in their website, while transitioning to a more B2C style in their Social Media interactions.
Successful Transition from B2B to B2C
With Covid-19, businesses have become more personal and are recognizing that “customers behind the businesses are real people”. As a result, Zoom, formerly a B2B enterprise, provides a good example of a brand that has been able to successfully shift from B2B to B2C. During the pandemic, Zoom realized there was a niche to be filled in serving remote workers and successfully adopted a strategy based on the fact that business users had now become consumer users as well.
It will be interesting to see what other companies are able to thrive by responding quickly to changes in the work landscape and adapting to new ways of working. Stay tuned…