What does B2C mean?
B2C stands for business-to-consumer and describes the business relationship between companies and end consumers. In contrast, B2B (business-to-business) refers to business relationships between different companies. The two marketing areas differ in terms of their target groups and the purchasing decision process.
Differences between B2C and B2B
B2C and B2B differ not only in their target size and heterogeneity, but also in the purchasing decision process. B2B purchasing decisions are based on facts and involve several decision-makers, while B2C purchasing decisions are often made spontaneously and emotionally. A successful B2C marketing strategy should therefore use short, concise and easy-to-understand advertising messages that emphasize the personal benefit or advantage of the product.
Objectives of B2C marketing
The main objective of B2C marketing is to persuade the consumer to react in a certain way, typically by purchasing a product or service. In addition to the purchase, however, there are other goals, including increasing brand awareness, improving the engagement rate, generating leads, establishing yourself as an expert, increasing sales and acquiring and retaining customers.
Marketing measures in the B2C sector
Effective marketing measures must be used to attract the attention of consumers. This includes content marketing, email marketing, social media and a user-friendly website. Content should offer added value and appeal emotionally, while email marketing increases attention in the inbox with convincing newsletters. Social media enables a targeted approach to the target group, and a user-friendly website is crucial to convince the consumer during the purchasing process.
In summary, B2C marketing is geared towards reaching a broad target group with appealing measures, whereby the focus is on a personal approach and emphasizing the benefits.