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Business-to-Consumer (B2C) Marketing

HOMEGLOSSARYBUSINESS-TO-CONSUMER (B2C) MARKETING
Business-to-customer marketing refers to the tactics and best practices used to promote products and services among consumers.B2C marketing differs from B2B marketing in a number of key ways, one being that it often depends on campaigns’ abilities to invoke emotional responses, rather than solely demonstrating value.

Targeting consumers across digital channels

Like most forms of marketing, technology has greatly expanded the number of channels B2C marketers must use in their campaigns. However, it has also provided companies with the ability to use different techniques across multiple channels based on which demographics are most likely to access them. The most popular or effective channels for a business will differ according to its unique demographic, but the web is becoming universal in consumers’ shopping research. According to a report from Pew, 33 percent of adults aged 18 to 39 turn to the internet first when looking for information on local businesses, while 26 percent of older adults rely primarily on the web for researching nearby companies.



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