The term “what is B2C” generally refers to direct-to-customer marketing, which means selling items directly to end-users, bypassing any middle-men, wholesalers or third-parties. DTC brands tend to sell more merchandise than do direct-to-market brands, including household cleaners, fitness equipment, children’s toys, personal care products, and kitchen wares such as dishwashers and refrigerators. Some DTC companies include a variety of personalized gifts like imprinted towels, travel size luggage tags, hats, key chains, T-shirts, sweatshirts, socks and underwear with their products.
What is B2C is an industry term that describes direct marketing with a focus on two specific audiences: consumers and companies. The terms’ direct-to-customer and direct-to-consumers overlap, but the focus of the former refers more to what consumers purchase on their own rather than what they purchase through retailers, manufacturers, or third-parties. For instance, a hotel could use what is known as a coupon site to help consumers obtain free overnight accommodations. Similarly, a manufacturer could create a website and encourage consumers to leave feedback and review their products; this helps the manufacturer to improve their service and develop promotional opportunities related to their products.
Direct marketing is a broad term, but some categories include direct mailing, telemarketing, direct email, referral marketing, and other strategies. Telemarketers may call upon what is known as a bulk call list to generate sales for them. These lists are often purchased by marketers through what is called a bulk mailing list. Alternatively, marketers may send reminder emails to current customers. Both strategies can help drive the right kind of consumer data to the right people.
As previously mentioned, what is B2C is not a company name; it is simply an industry term that marketers can use to describe their marketing strategies. The concept of what is B2C is not new; in fact, it has been around for years. In the early 1990s, for example, the Federal Trade Commission (FTC) released guidelines that requiring marketers to provide detailed reports about the products and services they offered to consumers. The FTC also required marketers to take steps to train their employees to understand what is B2C. More specifically, the FTC established the National Do Not Call List to help consumers not be targeted by telemarketers.
What is B2C is really about being consistent about what is needed from customers and what is encouraged in order to encourage the correct kind of customer data. This is why it is important to learn how to do a little market research before launching any marketing campaign. Marketers should consider what is B2C before choosing a marketing strategy. For example, if a company markets its television service using what is B2C instead of calling it home entertainment systems, it is likely to attract a broader audience than would have been possible if it had called its service satellite television. Using what is B2C effectively allows marketers to put themselves in the proper position to attract the correct audience. For this reason, some marketers prefer to focus on what is B2C so that they can concentrate their efforts on the appropriate types of consumers.
Perhaps the most important thing that marketers need to learn when they are learning what is B2C is the difference between marketing something as opposed to marketing consumers. When a marketer refers to a marketing strategy as “B2C,” this refers to communicating with the appropriate parties about a product or service. For example, it might be the company selling a laptop computer that would like to make all of the marketing communications in terms of products, prices, and promotions. It might also be a network that sells cell phones that would like to put together a series of articles about cell phones that are specific to their industry. The goal of marketers who learn what is B2C is to ensure that they do not cross the line into marketing to consumers.
If marketers are unable to distinguish what is B2C from what is appropriate marketing, they could find that they are unintentionally creating a negative impression of their own company. One of the problems that many marketers face when they learn what is B2C is that they begin to talk to consumers in terms that are not appropriate to their audience. For instance, they might talk to consumers about a marketing strategy using what is B2C instead of calling it mobile marketing. This might make consumers feel as though the marketers are speaking in the vernacular of cowboys and rodeos. More importantly, this might leave the consumer with the wrong impression of the company making marketing communications to its consumers.
Some marketers also use what is B2C without realizing that what is B2C may actually be seen as spam by many of the recipients of their marketing email. On the other hand, mobile marketing, like retargeting does, incorporates information about what is B2C with respect to the company’s website. The goal of marketers who learn what is B2C is to ensure that they do not cross the line into spamming. In fact, it might be smart for marketers to look at what is B2C and what is appropriate marketing and then work from there.