- Product driven
- Maximize the value of the transaction
- Large tarfet market
- Single step buying process, shorter sales cycle
- Brand identity created through repetition and imagery
- Merchandising and point of purchase activities
- Emotional buying decision based on status, desire, or price
The ultimate of B2C marketing is to convert shopper into buyers as aggesively and consistenly as possible. B2C companies employ more merchandising activities like coupons, displays, store fronts (both real and internet) and offers to entice the target market to buy. B2C marketing campaigns are concerned with the transaction, are shorter in duration and need to capture the customer's interest immediately. These campaigns often offer special deals, discounts, or vouchers that can be used both online and in the store.
The business buyer is sophisticated. Marketing copy must talk to a sophisticated audience. The B2C buyer is usually looking for the best price and will research the competition prior to shopping. Another factor that does come into play, is weather the buyer trusts the retail outlet, either the store front or on the internet. although they can find the products on the internet at many different price points, many consumers will still buy from a trusted source. In that respect, B2C marketing needs to convince the person to buy and build trust and loyalty with their customers. buyers are interested in quality customer service. B2C customer service helps build customer loyalty where customers will be willing to pay a slightly higher price to know that they can return the product easily and can trust the source they are dealing with. In other words, customer service is critical and although may not be considered “marketing”, bad customer service can render all of your marketing efforts useless.
Importance of BrandA strong brand is important to B2C markets. A strong brand can encourage the consumer to buy, remain loyal and potentially pay a higher price. Business buyers are using more rational thought when selecting a product or service for their company. They are motivated by saving money, increasing productivity or raising profitability. Consumers are motivated by desire, style and prestige. A quality brand is needed in any business in order to make a good first impression.
Plan Before Begin to Market
Consumers make buying decisions based on status, security, comfort and quality. Business buyers make buying decisions based on increasing profitability, reducing costs and enhancing productivity. If you are a B2B business offering products and services to other businesses, put your marketing dollars into marketing programs and materials that offer your target what they need to make a rational buying decision. Help them determine the value of the product and service you offer through quality materials, testimonials, and other activities that build credibility. If you are a B2C business, understand what motivates your buyer and the emotional aspect of the buying decision. Create compelling materials that build awareness for your brand, enhance their comfort in buying from you, and project quality service and best price. As you create your marketing plan for the coming year, remember what is important to your target audience and create your marketing programs to speak to them.
bottom line is marketing for Business to Customer is very important.