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In this episode of We Do B2B, Dale and Shannon explore the ongoing debate between differentiation and distinctiveness in the context of B2B marketing. They discuss how this debate has played out in the marketing world and what it means for businesses in Aotearoa, New Zealand. Dale argues that both differentiation and distinctiveness have their roles to play, and it's essential for B2B marketers to find the right balance between the two.
What You Will Learn:
- Differentiation and Distinctiveness: Dale introduces the debate between these two concepts, highlighting the recent clash between marketing legends Mark Ritson and Byron Sharp. He emphasises that the discussion shouldn't be framed as an "either-or" situation but rather a combination of both strategies.
- Definitions of Differentiation and Distinctiveness: Dale breaks down the definitions of these terms. Differentiation involves finding meaningful differences that set a brand apart from competitors, while distinctiveness focuses on being memorable and easily recognisable within a category.
- Due Diligence in B2B: Dale explains how B2B purchases often involve due diligence, with multiple decision-makers and a need for rational justification. While distinctiveness can get a foot in the door, differentiation is crucial in convincing stakeholders to choose your business.
- Relevance to New Zealand's B2B Market: The discussion is framed in the context of New Zealand's B2B market, where smaller and medium-sized enterprises dominate. Dale argues that pursuing pure distinctiveness might not be realistic in such a market, and a balanced approach is necessary.
- The Role of Emotional and Rational Decision-Making: Shannon points out that even in rational industries, emotions play a significant role in decision-making. Distinctiveness can appeal to emotions, while differentiation provides rational justification for choosing a brand.
- Balance and Moderation: Dale emphasises the importance of balance and moderation in B2B marketing. He suggests that B2B marketers should adopt both differentiation and distinctiveness strategies in equal measure to effectively engage both the emotional and rational aspects of decision-making.
Finding the right balance between differentiation and distinctiveness is key for B2B marketers in New Zealand. While distinctiveness can help get your foot in the door and appeal to emotions, differentiation is crucial for rational decision-making and justifying choices to stakeholders. B2B marketers should aim for a balanced approach to effectively engage both emotional and rational aspects of decision-making in their target audience.
Balance between The Big Double D's is Key.
For more B2B insights, ideas and opportunities, head to www.blueoceanagency.co.nz
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