B2C marketing describes methods that companies use to target consumers. B2B customers are usually avoided accordingly. The abbreviation “B2C” stands for “business to customer”.
What is B2C marketing?
The target group is correspondingly broad, as in principle anyone can be a customer. However, the purchasing decision process is different depending on the target group, and a different approach is required in each case. Unlike B2B marketing, the purchase decision is based on emotions, which is why advertising messages must be kept short and concise. At the same time, an advertising measure should always be easy to understand and concise, ideally even in such a way that the advertising is remembered. Companies also face a challenge here, as consumers have developed an expectation – they expect a targeted approach and authenticity.A targeted approach is also important overall, as customers are thus also perceived as individuals and the scatter loss of the advertising measure is reduced.The following features characterize a B2C market:
- Target group is larger.
- Addressing customers is emotional, targeted and personal.
- The needs of the consumer are paramount.
- The product or service is not sold, but the added value (or a solution).
These objectives are at the forefront of B2C marketing:
- Generate leads
- Increase brand awareness
- Increase engagement rate
- Establish expert status
- Customer acquisition
- Customer loyalty
- Increase in sales
What measures can be taken?
Targeted marketing measures are necessary for consumers to make a purchase decision. In B2C marketing, this includes advertising material aimed at the private end consumer. Customer relations, transparency and authenticity should be at the forefront of every campaign. Which channels are used for this depends on the target group. These can be websites, but also social media, editorial articles and emails (but not as cold calls).
We have summarized the measures that are currently in vogue:
- Influencers: Bloggers who run their own blog or are active on TikTok and Instagram are in demand. They have an influence on the target group, whereby success depends on the number of subscribers.
- Social media: Platforms such as Facebook. Instagram, TikTok, Twitter and Pinterest lead to more visibility and thus to a constant acquisition of new customers.
- Articles: Editorial articles with a solution description, tips and tricks or even a clear recommendation strengthen the expert status and in turn lead to more sales.
- Website: A website (possibly with an online store) generates trust and provides information so that a purchase decision can be triggered immediately.
Conclusion
In contrast to B2B marketing, the focus in B2C marketing is on targeted measures that lead to a direct approach and therefore a purchase decision. The measures to be taken always depend on the product or service. However, a user-friendly website, which can also be found through SEO measures, and targeted content marketing are considered fundamental building blocks.
