Business-to-consumer marketing, or B2C marketing, is a term used in the business world to describe the tactics and strategies a company uses to promote products and services to individual people. Think healthcare, health and beauty products and tourism. Both brick-and-mortar and online retailers can have B2C target audiences. 

Similarities and Differences Between B2B and B2C Marketing

While there are similarities to B2B marketing, B2C marketing is its own discipline. That’s because consumers have different needs and expectations than people who make purchases for their employers. For instance, consumers often want to act quickly on a purchase and they tend to not research to the extent that someone would when representing a company’s interests. This means B2C marketers don’t have as much opportunity to influence consumer behavior. Depending on the product, the sales cycle may be shorter, with fewer touchpoints and it can be more challenging to get the timing right.

B2C Campaigns Evoke Emotion to Sell Products

With this reality in mind, successful B2C campaigns typically evoke emotional responses, while the B2B model speaks to logic and reasoning. Grasping these differences and implementing changes to your B2C marketing strategy can help you lead with the right message at the right time.

Simple B2C Marketing Funnel

That said, B2C marketing success begins with a simple marketing funnel that helps you connect with consumers strategically. For instance, you might:

  • Introduce the prospect to your company
  • Encourage them to engage and interact with you
  • Guide the potential customer towards a purchase that fits their needs

For more information on marketing funnels, see: