Business To Consumer Communication
In today’s age of Internet interconnectivity, an audience is likely to spend a significant amount of time online. Because of this, some of the rules for developing an effective B2C campaign have changed. A winning B2C campaign should take the Internet into account, using tools such as company websites, affiliate programs, quick response (QR) codes, and social media. Social media is a common method of reaching large audiences and connecting with them on a more personal level .For example, if a satisfied customer “likes” a page on Facebook, all of their online relationships will see that. Building a fan website therefore automatically garners a company advertising. Additionally, it allows them to see what customers are saying about their products, giving them more ideas for new campaigns.
Finally, companies also develop customer loyalty programs through their social media initiatives, offering special discounts to customers who have bought from the company before, are following them online, or have commented on their site. This can motivate additional repeat business—a key to any long-term business success. B2C marketing campaigns are concerned with the transaction, are shorter in duration and need to capture the customer’s interest immediately. For example, the goal of an email campaign for a B2C company is to get consumers to buy the product immediately. The email will take the consumer to a landing page on the web site that is designed to sell the product and make purchasing very easy by integrating the shopping cart and checkout page into the flow of the transaction. Any more than a couple of clicks and the customer is likely to abandon the shopping cart.
The final customer is the consumer with a B2C business. Housecleaning services, restaurants and retail stores are examples of B2C companies. Websites that offer consumer products are B2C. The B2C sales cycle is shorter which encourage the consumer to buy the product immediately. For example, a mother is looking for educational toys. She finds the site, reviews the product and buys the toy. Purchases are made on an emotional basis as well as on the basis of price and product. It gets a little confusing when the product is marketed to consumers but goes through several steps to get to the customer.