Guide: B2C Marketing
If you've worked in the digital marketing world, you're familiar with B2B and B2C business types. But you might not be familiar with B2B and B2C marketing strategies. Most of the time, B2 (also known as business-to-business) focuses on logical process-driven buying decisions, while marketing to B2C (also known as business-to-consumer) focuses on emotion-driven buying decisions.
If you want to learn more about business-to-consumer marketing, read on!
What does B2C mean?
B2C means business-to-consumer. In short, B2C is a term that covers sales to consumers. A B2C company is a company that sells a product or service directly to consumers. One industry that is particularly well-known in this market is e-commerce.
For B2C marketers, a major challenge is to always be up to date with - and ahead of - customer behavioral patterns and preferences. Predictive modeling attempts to predict market trends and consumer action based on past behavior. B2C is fast-paced and market changes can happen overnight.
B2C marketing can include SEO, paid advertising on Google and other forms of online marketing.
The buying behavior in B2C sales
B2C customers are usually called consumers. A consumer is someone who buys goods and services according to their needs and wants. Every time someone buys something for themselves, their family or a friend - whether it's a packet of cookies or a sports car - they are a consumer.
The B2C sales cycle is typically short, with the majority of transactions being one-off purchases, often lower value than B2B sales.
Sales opportunities for B2C businesses
There are 5 different models that B2C companies use to sell their products online.
- Direct sellers are one of the most common and sell a product directly to consumers.
- Online intermediaries don't own the products they sell on their website, but they put sellers in direct contact with buyers and usually make money by taking a cut of the transaction.
- Ad-based B2C is becoming more and more common as more and more people use online media exclusively. In this model, a company buys advertising space on a platform that receives large amounts of traffic, such as YouTube.
- Community-based B2C benefits from online like-minded communities that occur on media platforms. As many of these communities form around a common interest or physical location, businesses can more easily identify potential customers.
- Subscription-based B2C models require payment to access a company's content. You know this model from Netflix, Viaplay, etc.
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