B2C marketing: What is it? How does it work?

A few days ago we looked at B2B marketing (business-to-business marketing), today we will look at B2C marketing,

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Meaning of B2C Marketing

B2C marketing
B2C marketing

B2c stands for ‘business-to-consumer’,

used to describe the business model and trade that involves a company selling products or services directly to the end consumer.

The term B2C is particularly used in reference to online transactions between business and consumers.

B2C marketing encompasses all marketing tools aimed at private consumers.

In contrast to business customers, consumers’ purchasing decisions are predominantly emotional.

A B2C marketing strategy therefore aims to highlight the personal and emotional benefits or advantages of the product or service for the end consumer.

The most common strategies in this area involve content, email, social media and websites.

B2B VS B2C Marketing – Which Business Model Is Better? From Dan Lok

B2B VS B2C Marketing

In Business to Consumer it is necessary to provide the right information to directly influence the attitude and purchasing behaviour of potential customers.

The substantial difference with Business to Business in terms of communication,

is the greater influence it has to exert in the conversion phase from potential customer to customer.

Marketing takes advantage of the fact that here our decisions are faster and more influential:

That’s emotional marketing! (hardly applicable in B2B)

In Business to Consumer to communicate the company has more scope,

very often it is practically opposite to B2B, as employees should follow as a mantra the fact that:

“Information makes you think, emotions make you act!”.

B2C marketing
B2C marketing

B2C Marketing: 5 different types of activity

Direct sellers

This is probably what you are most familiar with.

By direct sellers, we mean an online shop where buyers can purchase goods.

Online intermediaries

Online intermediaries are a kind of ‘middleman’ that puts buyers and sellers in contact.

However, they own neither the products nor the services themselves.

Here are some notable examples of online intermediaries:

  • Air BnB
  • Expedia
  • eBay
  • Just to name a few!


This business model sounds a bit more complicated, but it is actually quite simple.

The advertising-based business model refers to companies that use high volumes of web traffic to sell online advertisements.

These advertisements then sell products or services to the visitor, in some cases; this will be considered as affiliate marketing.

Overall, this model only works for brands that can give premium content away, free of charge.

This encourages people to come from all over the internet to access whatever you have published.

Then as they explore your digital platform, they’ll engage with ads.


Community-based models, as the title suggests,

use online communities of people who share a common interest.

Marketers can use these resources to advertise their products and services directly to their target market.

Great examples of these include

  • Online forums
  • Social media platforms, particularly Facebook.

Digital marketers can create targeted marketing campaigns to reach and connect with their ideal customers.

On a fee basis

These websites charge their customers a subscription fee to access the content they have published.

Generally, paid platforms offer a small taste of their content for free.

This allows users to understand whether they need the products or services provided by the company: Netflix is a good example


B2C companies face the daily challenge of personalising communication with their customers.

Unlike B2B suppliers, they target a huge and very heterogeneous group of private consumers.

However, in order to achieve the greatest possible personalisation, the company should get to know its customers better.

This can be done by creating customer profiles in which all commercially relevant customer data is saved and merged.

Social media also offer many opportunities to make direct contact with private consumers and to gather opinions and feedback.

These and other B2C marketing measures are aimed at increasing customer loyalty, especially emotional loyalty.

The right approach improves the targeting of your products or services and is rewarded by increased customer satisfaction as well as increased sales.

Companies should use this opportunity to keep up with their competitors.

B2C marketing: What is it? How does it work?

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B2C marketing: What is it? How does it work?


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