What is Your Marketing Strategy?
Business to consumer companies, or B2C, are business whose primary customers are individual consumers rather than corporations or other businesses. Like any type of business, a B2C business requires a specific marketing strategy tailored to suit their specific needs.
Consumers spend their money on many different internal and external influences. Most of them are emotionally based. This means that how you connect with the consumer emotionally is a really big deal. The strategies that we implement with our clients and our utilization of social media channels has played a huge role helping them better connect with their ideal consumers.
The point of marketing is to create a need for a product in the consumer. Brand building is perhaps most essential in B2C companies as the ability to create a need can many times be more subliminal. How your marketing campaign makes a person feel could influence their buying decision. If they associate your product with happiness or laughter or pride, they will most likely choose that product or service.
Psychology Today’s Dr. Peter Noel Murray documented the different roles emotions play in our buying decisions. He uses the following as a reference:
- fMRI neuro-imagery shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, and facts).
- Advertising research reveals that emotional response to an ad has far greater influence on a consumer’s reported intent to buy a product than does the ad’s content – by a factor of 3-to-1 for television commercials and 2-to-1 for print ads.
- Research conducted by the Advertising Research Foundation concluded that the emotion of “likeability” is the measure most predictive of whether an advertisement will increase a brand’s sales.
- Studies show that positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments which are based on a brand’s attributes.
We can easily see that the content of the marketing is a factor and the implementation process, but more notably, emotions are perhaps an even bigger factor in buying decision. With this in mind, we can now see why marketing creatively for B2C businesses is absolutely imperative.
Learn Some Ways To Effectively Engage and Build Trust With Your Consumers Below: