Surely you have heard of B2B and B2C marketing and have wondered what the acronyms mean. Marketing Business to Consumer (B2C) Marketing and Business to Business (B2B) Marketing are different marketing strategies tailored to particular elements within each category.

In this case, we will talk about Business to Consumer Marketing, its definition, characteristics, advantages and disadvantages, as well as understanding how it differs from B2B and examples of B2C marketing to better understand what this strategy is about.

B2C Business to Consumer What is it?

When we talk about Business to Consumer Marketing or consumer marketing, we refer to all those strategies aimed directly at the final consumer, using less rational and more emotional elements, in order to touch the emotional fiber of the consumer, their needs and demonstrate that the product or service can satisfy them.

The B2C, is responsible for giving the consumer the information they need about the product, in the most creative way possible and fully adapted to the group of potential customers that may interest them. 

Unlike B2B that focuses on technical sheets, characteristics and development of the service for sale.

So what is B2C? A marketing strategy aimed at having the consumer’s attention, focusing on their emotions and meeting their needs. Avoid rational details or delve into the technical characteristics of a product, since the consumer does not pay attention to these data.

B2b and b2c marketing are not strategies that are used in the same campaign, but marketing agencies usually present services for both cases. Both present metrics, characteristics and elements that easily differentiate them.

Examples of B2C marketing can be used to understand the scope and operation of such campaigns.

1. Tesco

The Tesco company has focused on providing innovations such as Big Data, augmented reality and electronic commerce to improve the user experience with both the product and the purchase process.

2. Bruguer

The Bruguer paint company has used augmented reality to give customers the opportunity to paint their walls and see the result. 

The main objective is to increase the conversion of possible clients by obtaining the desired result in the color of their walls without having to buy the product.

Business to Consumer Characteristics

Within the characteristics of Business to Consumer, the metrics used can be highlighted, since the success of a B2C campaign cannot be measured in the same way as any other digital marketing campaign.

Business to Consumer Metrics

When talking about b2c metrics, it refers to the elements to take into account during the campaign process to understand the scope, success or failure of the work. It is one of the main characteristics to be able to differentiate it from other marketing techniques.

• Conversion rate

This metric in Business to Consumer Marketing indicates how many of the people who have entered the website have become customers, giving a preview of the campaign’s achievement and the quality of your page traffic.

Conversion steps

These are all the steps to follow from the moment the customer discovers the brand until they actually purchase a product. During this process, in business-to-consumer marketing, accompanying the consumer is essential to ensure that the final purchase is made.

Cost of new customer

The acquisition cost is basically the amount of investment needed to acquire a new customer. Because B2C marketing depends on customers, the less amount of investment is needed, the better benefits the client company will obtain in acquiring new customers.

Brand awareness

In Business to Consumer marketing, measuring the number of people who know the brand can be somewhat difficult, but you can know the number of people who have searched for your brand, through Google searches, web visits, tags in social networks, google alerts, among other factors.

Unlike b2b marketing, b2c ensures that consumers are happy with the product or service being advertised and are capable of changing product features depending on the needs of their customer base.

Advantages and disadvantages of B2C

Like any marketing strategy, B2C has advantages and disadvantages that are important to know before carrying them out. In the B2C business to consumer advantages and disadvantages, are the main elements to pay attention to better understand the operation of this type of strategy.

Advantages of B2C

• Looking for and finding a long-term relationship with customers.
• More customers are expected in less time.
• With Business to Consumer Marketing, greater opportunities are obtained in recurrence and scalability of the company.
• You can more accurately predict the income to be received.
• The number of strategies to reach customers are usually greater and multi-channel to have a greater reach.

Disadvantages of B2C

• Increased probability of customer loss due to a shorter and impersonal relationship.
• Average billing can be lower when talking about B2C marketing.
• Constant changes in the budget due to the unstable projection of the campaign.
• Adaptation and changes of the campaign depending on short and long-term results.
• The investment in customer acquisition can be higher than planned if the organic growth campaign does not work correctly.

The B2C advantages and disadvantages may vary depending on the particular elements of each digital marketing agency, therefore, those listed above may be very little for which a B2C campaign can benefit or disadvantage a company.

Business to Consumer Marketing is the most used in companies, having a great reach and greater benefits for long-term relationships with regular customers. Locate the differences between B2C and B2B marketing and apply the strategy that best suits you.