Guide: B2C marketing

B2C means business-to-consumer. In short, B2C is a term that covers sales to consumers. A B2C company is therefore a company that sells a product or service directly to consumers. One industry that is particularly well known in this market is e-commerce.

For B2C marketers, a major challenge is to always be up to date with - and ahead of - customer behaviour patterns and preferences. Predictive modeling attempts to predict market trends and consumer action based on past behavior. B2C is fast-paced, and market changes can happen overnight.

B2C marketing can include SEO, paid advertising on Google and other forms of online marketing.

B2C customers are usually called consumers. A consumer is a person who buys goods and services according to their needs and wants. Every time someone buys something for themselves, their family or a friend - whether it's a packet of biscuits or a sports car - they are a consumer.

The B2C sales cycle is typically short, with the majority of transactions being one-off, often lower value than B2B sales.

There are 5 different models that B2C companies use to sell their products online.

1. Direct sellers are one of the most common and sell a product directly to consumers.
2. Online intermediaries do not own the products they sell on their website, but they put sellers directly in touch with buyers and usually make money by taking a cut of the transaction.
3. Ad-based B2C is becoming more common as more and more people use online media exclusively. In this model, a company buys advertising space on a platform that receives high volumes of traffic, such as YouTube.
4. Community-based B2C takes advantage of online peer communities that occur on media platforms. As many of these communities form around a common interest or physical location, businesses can more easily identify potential customers.
5. Subscription-based B2C models require payment to access a company's content. You know this model from Netflix, Viaplay, etc.

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