What is Business to Customer Marketing

B2C marketing

The Business-to-Consumer Marketing or B2C marketing describes marketing relationships in transactions between companies and individual consumers. In the short form mostly used for online marketing practices, B2C differs from B2B marketing in terms of target group.

In B2C marketing, any product is advertised for the consumer, which usually does not require a detailed explanation. The potential customer should be able to quickly decide to buy. Usually, individuals (or couples, families, etc.) make purchasing decisions on the basis of marketing with little time to think about it, often emotionally. This is characterized by emotional triggers or offers with a time limit. Financial considerations also play a major role here for the customer, but the particularly rational calculation (as is usual with companies in B2B marketing) often fails to materialize.

The factors mentioned also show why B2C marketers are increasingly relying on psychology in marketing. In this regard, content and search engine marketing are important parts of B2C marketing.

An essential part of B2C marketing is also knowing the target group and responding appropriately to comments after a purchase (dissatisfaction, suggestions for improvement, reviews, etc.). That is why reviews play a role and social media, as a platform for this and for further interactions between customers and providers and marketers, must be understood as an important authority in marketing.

While long-term partnerships are primarily sought in B2B marketing (which affects both sides in 'business-to-business', but also the marketers themselves), in B2C marketing marketers aim to turn users into buyers as quickly as possible. Due to the more differentiated and larger target groups, there can be more fluctuation among customers. Since significantly more companies are active in B2C marketing, the marketers' customers can also change more frequently.