{"id":7864,"date":"2020-10-26T13:24:00","date_gmt":"2020-10-26T02:24:00","guid":{"rendered":"\/?p=7864"},"modified":"2025-05-10T19:16:07","modified_gmt":"2025-05-10T09:16:07","slug":"rethinking-b2b-and-b2c-a-case-for-person-to-person-p2p-communications","status":"publish","type":"post","link":"https:\/\/havasred.com.ua\/en\/rethinking-b2b-and-b2c-a-case-for-person-to-person-p2p-communications\/","title":{"rendered":"Rethinking B2B and B2C: A Case for Person-to-Person (P2P) Communications"},"content":{"rendered":"<div data-elementor-type=\"wp-post\" data-elementor-id=\"7864\" class=\"elementor elementor-7864\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-4f126974 e-con-full e-flex e-con e-parent\" data-id=\"4f126974\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t<div class=\"elementor-element elementor-element-703f9a6e elementor-widget elementor-widget-theme-post-featured-image elementor-widget-image\" data-id=\"703f9a6e\" data-element_type=\"widget\" data-widget_type=\"theme-post-featured-image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"2560\" height=\"1125\" src=\"\/wp-content\/uploads\/2020\/10\/download-1.jpg?wsr\" class=\"attachment-full size-full wp-image-7881\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/download-1.jpg 2560w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/download-1-300x132.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/download-1-1024x450.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/download-1-768x338.jpg 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/download-1-1536x675.jpg 1536w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/download-1-2048x900.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-29b3833f e-flex e-con-boxed e-con e-parent\" data-id=\"29b3833f\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-2b8945c9 elementor-widget elementor-widget-post-info\" data-id=\"2b8945c9\" data-element_type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-3fd6f78 elementor-inline-item\" itemprop=\"datePublished\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-date\">\n\t\t\t\t\t\t\t\t\t\t<time>26 October, 2020<\/time>\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-7cca2293 elementor-widget elementor-widget-global elementor-global-6058 elementor-widget-heading\" data-id=\"7cca2293\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">Rethinking B2B and B2C: A Case for Person-to-Person (P2P) Communications<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6dcff4d5 e-grid e-con-boxed e-con e-parent\" data-id=\"6dcff4d5\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1af9184 elementor-widget elementor-widget-text-editor\" data-id=\"1af9184\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Consumers are engaging with brands in whole new ways, contends a Red Havas white paper released today, and it\u2019s time for brands to respond by getting more personal. People today are craving connection, and they expect companies to communicate with them in the ways they prefer and on the issues they care about most.\u00a0<\/p><p>The report is called\u00a0<a href=\"\/wp-content\/uploads\/2020\/10\/Red-Havas-Person-to-Person-White-Paper.pdf\">\u201cRethinking B2B and B2C: A Case for Person-to-Person (P2P) Communications.\u201d<\/a>\u00a0<span id=\"more-5307\"><\/span>\u201cB2B and even B2C brands haven\u2019t always connected with their customers on a human level,\u201d said James Wright, global CEO of Red Havas, and global chairman of Havas PR Global Collective. \u201cBut people right now want a deeper connection, to have their needs and humanity recognized. Regardless of the sector or service, people expect more from brands and want a customized experience tailored to their needs. We have seen this shift across our clients globally\u2014which provided the basis for P2P communications and is now a key focus for our teams as we look at strategy and planning for 2021.\u201d<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-50f1d7c e-con-full e-flex e-con e-parent\" data-id=\"50f1d7c\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-31da5862 elementor-widget elementor-widget-image\" data-id=\"31da5862\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"2560\" height=\"1708\" data-src=\"\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-scaled.jpg\" class=\"attachment-full size-full wp-image-7883 lazyload\" alt=\"\" data-srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-scaled.jpg 2560w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-300x200.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-1024x683.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-768x512.jpg 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-1536x1025.jpg 1536w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-2048x1366.jpg 2048w\" data-sizes=\"(max-width: 2560px) 100vw, 2560px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 2560px; --smush-placeholder-aspect-ratio: 2560\/1708;\" \/><noscript><img decoding=\"async\" width=\"2560\" height=\"1708\" src=\"\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-scaled.jpg\" class=\"attachment-full size-full wp-image-7883\" alt=\"\" srcset=\"https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-scaled.jpg 2560w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-300x200.jpg 300w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-1024x683.jpg 1024w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-768x512.jpg 768w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-1536x1025.jpg 1536w, https:\/\/havasred.com.ua\/wp-content\/uploads\/2020\/10\/annie-spratt-QckxruozjRg-unsplash-2048x1366.jpg 2048w\" sizes=\"(max-width: 2560px) 100vw, 2560px\" \/><\/noscript>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-6bf50d0f e-flex e-con-boxed e-con e-parent\" data-id=\"6bf50d0f\" data-element_type=\"container\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1a60b1a5 elementor-widget elementor-widget-text-editor\" data-id=\"1a60b1a5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>In this latest work, we lay out four rules of engagement for brands to communicate in this new environment:<\/p><ol type=\"1\"><li><strong>Prove your purpose.<\/strong>\u00a0Consumers today, especially in the younger demographics, don\u2019t want to see brands just looking out for themselves but banding together where possible to serve a greater purpose. With easy access to news and social posts that reveal a company\u2019s every move, consumers are watching\u2014and in many cases doing their homework\u2014to make sure they are supporting brands that are in line with their values. Brands can prove their purpose by taking a public stand on the societal issues most directly related to their business and taking helpful, tangible actions to join others in working toward shared goals.<\/li><li><strong>Engage through EGC.<\/strong>\u00a0User-generated content or UGC is a cost-effective way to create quality content, but brands should realize that their employees also are some of their most effective spokespeople. Too often underutilized as brand ambassadors, employees are a powerful voice for advocating a company\u2019s purpose and products. Content shared by employees receives eight times more engagement than content shared through branded channels, and employee posts get reshared up to 24 times more than branded posts.<\/li><li><strong>Play up partnerships.<\/strong>\u00a0Smart brands are not only leaning into their existing partnerships but expanding the definition of the word to include influencers. These newer voices can become authentic champions for brands, and they have the advantage of scalability: Large consumer brands may be able to partner with mega-influencers commanding millions of eyeballs, while small companies can tap nano-influencers to reach a niche audience. Either way, this is a proven strategy to inform, educate and excite consumers.<\/li><li><strong>Elevate experiential.<\/strong>\u00a0Physical experiences have been hard to pull off in the grip of the pandemic, but that just means consumers crave them all the more. While the crisis continues, hybrid events, which merge the physical and the digital, are an opportunity to provide the best of both while still keeping everyone safe. And even virtual-only has its advantages: These events can draw huge audiences, keep the best aspects of an in-person event and still provide a feeling of togetherness.<\/li><\/ol><p>\u201cPurpose and passion are more critical than ever when talking to consumers,\u201d said\u00a0<a href=\"https:\/\/www.linkedin.com\/in\/pattiesullivan\/\">Pattie Sullivan<\/a>, senior vice president and B2B practice head in the U.S. \u201cThe goal is to build relationships\u2014which means you need to work hard at it, earn people\u2019s trust, and keep them engaged in the conversation.\u201d\u00a0We released this report in partnership with\u00a0<a href=\"https:\/\/www.provokemedia.com\/\">PRo<\/a><a href=\"https:\/\/www.provokemedia.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">voke Media<\/a>\u00a0as part of a continuing series on person-to-person communications and why this is the future of our industry.\u00a0<\/p><p><strong>View the full white paper\u00a0<a href=\"\/wp-content\/uploads\/2020\/10\/Red-Havas-Person-to-Person-White-Paper.pdf\">here<\/a>.<\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-1411e6ff e-flex e-con-boxed e-con e-parent\" data-id=\"1411e6ff\" data-element_type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-6a3c61 e-con-full e-flex e-con e-child\" data-id=\"6a3c61\" data-element_type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-527809a2 elementor-widget elementor-widget-global elementor-global-6185 elementor-widget-text-editor\" data-id=\"527809a2\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span data-sheets-root=\"1\">Expertise, flexibility, customer focus \u2014 that's us.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-12c11d54 elementor-widget__width-auto black hvr-underline-from-center hvr-icon-forward elementor-widget elementor-widget-button\" data-id=\"12c11d54\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/havasred.com.ua\/en\/contact\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-icon\">\n\t\t\t\t<svg aria-hidden=\"true\" class=\"e-font-icon-svg e-fas-chevron-right\" viewbox=\"0 0 320 512\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M285.476 272.971L91.132 467.314c-9.373 9.373-24.569 9.373-33.941 0l-22.667-22.667c-9.357-9.357-9.375-24.522-.04-33.901L188.505 256 34.484 101.255c-9.335-9.379-9.317-24.544.04-33.901l22.667-22.667c9.373-9.373 24.569-9.373 33.941 0L285.475 239.03c9.373 9.372 9.373 24.568.001 33.941z\"><\/path><\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Contact<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"<p>Consumers are engaging with brands in whole new ways, contends a Red Havas white paper released today, and it\u2019s time for brands to respond by getting more personal. People today are craving connection, and they expect companies to communicate with them in the ways they prefer and on the issues they care about most.\u00a0 The [&hellip;]<\/p>","protected":false},"author":2,"featured_media":7881,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-7864","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Rethinking B2B and B2C: A Case for Person-to-Person (P2P) Communications - HAVAS Red | PR, Social Media, Experiential, Content<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/havasred.com.ua\/en\/rethinking-b2b-and-b2c-a-case-for-person-to-person-p2p-communications\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rethinking B2B and B2C: A Case for Person-to-Person (P2P) Communications - HAVAS Red | PR, Social Media, Experiential, Content\" \/>\n<meta property=\"og:description\" content=\"Consumers are engaging with brands in whole new ways, contends a Red Havas white paper released today, and it\u2019s time for brands to respond by getting more personal. 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