Business To Consumer Marketing (B2 C)


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  • 06/06/09 12:20 © 2007 Microsoft Corporation. All rights reserved. Microsoft, Windows, Windows Vista and other product names are or may be registered trademarks and/or trademarks in the U.S. and/or other countries. The information herein is for informational purposes only and represents the current view of Microsoft Corporation as of the date of this presentation. Because Microsoft must respond to changing market conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation. MICROSOFT MAKES NO WARRANTIES, EXPRESS, IMPLIED OR STATUTORY, AS TO THE INFORMATION IN THIS PRESENTATION.
  • Business To Consumer Marketing (B2 C)

    1. 1. Aaron A. Wynn Marketing Strategies in the Digital Age Professor Shular Scudamore
    2. 2. “ The ultimate goal of B2C marketing is to convert shoppers into buyers as aggressively and consistently as possible.” “ B2C marketing campaigns are concerned with the transaction, are shorter in duration and need to capture the customer’s interest immediately.”
    3. 3. <ul><li>B2C </li></ul><ul><li>Product driven </li></ul><ul><li>Maximize the value of the transaction </li></ul><ul><li>Large target market </li></ul><ul><li>Single step buying process, shorter sales cycle </li></ul><ul><li>Brand identity created through repetition and imagery </li></ul><ul><li>Merchandising and point of purchase activities </li></ul><ul><li>Emotional buying decision based on status, desire, or price </li></ul><ul><li>B2B </li></ul><ul><li>Relationship driven </li></ul><ul><li>Maximize the value of the relationship </li></ul><ul><li>Small, focused target market </li></ul><ul><li>Multi-step buying process, longer sales cycle </li></ul><ul><li>Brand identity created on personal relationship </li></ul><ul><li>Educational and awareness building activities </li></ul><ul><li>Rational buying decision based on business value </li></ul>
    4. 4. <ul><li>Used as the proverbial “grease” in the engine of consumerism for goods or services. </li></ul><ul><li>Those who execute better marketing to their consumers for goods or services with all things being even with the offering win the vast majority of consumer dollars. </li></ul><ul><li>Consumer marketing educates the consumer on how to address their need and desire fulfillments. </li></ul>
    5. 5. <ul><li>Marketing has a key role to play on how retail businesses achieve their goal of revenue. </li></ul><ul><li>The following are the 10 Web 2.0 marketing business models, each offering B2C examples of business. We will review a sample of the list. </li></ul><ul><li>In the following slides are specific examples of the best known B2C marketing BM. </li></ul>Aggregator Internet based general goods provider Applications Service Provider Utilities equivalent Content Provider Newspapers and Magazines Infomediary Professional services provider B2C Marketplace Auctioning version of general goods provider Machine – to – Machine Computer ordering based on purchase habits Multichannel/bricks and clicks Real world business that sells on line Open Source Free content provider Peer to peer File transfer business Portal Gateway to the Internet / SEO and PPC
    6. 6. <ul><li>Aggregators Organize and choreograph the distribution of goods, services, and information. </li></ul><ul><li>Considered the “general retailer” of the on-line world. Their goal is to provide selection, organization, price, convenience, matching, and fulfillment to their consumers. The following is an example of the world’s best known B2C aggregator. </li></ul>
    7. 8. <ul><li>“ Internet services company that offers access to software applications and other services.” </li></ul><ul><li>“ They offer services on demand and charge on the usage basis, essentially acting as a utility.” </li></ul><ul><li>eFax works as a applications services provider to its users in the same fashion by providing software capability to receive faxes directly to your email. eFax utilizes emailing campaign offers and pay-per-click (PPC) </li></ul>
    8. 9. <ul><li>Known as the traditional media model, B2C marketing for this model has been heavily based on premium prescription and PPC advertising. </li></ul><ul><li>The NY Times was one of the earliest content providers online </li></ul>
    9. 10. <ul><li>Best known marketplace is eBay. </li></ul><ul><li>Often though of as C2C business for exchanging used goods, in the last 6 years, it has become a huge venue for retail businesses and manufacturers to market their goods directly to consumers. Examples include the following: </li></ul>
    10. 11. <ul><li>Businesses that market and conduct business in a multichannel effort. Often they will have a physical building where they sell there goods and a website to act as their virtual store. </li></ul><ul><li>In today’s business it is impossible to compete in retail by physical plant alone. Today all retail industries ranging from food, hotel, clothing, vacation, and sporting goods compete for consumers on line with the use of the following B2C Marketing tools: </li></ul><ul><li>The remainder of this presentation will focus on a few key online marketing tools listed above and how they are being used. </li></ul><ul><ul><ul><ul><li>Search Engine Optimization (SEO) </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Pay-Per-Click Search Engine Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Affiliate Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Consumer generated media </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Word-of-Mouth Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Event Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Email/Text Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Cause Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Mobile Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Brand Ambassador Marketing </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Influencer Programs </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Social Marketing </li></ul></ul></ul></ul>
    11. 12. <ul><li>According to Neilson study: </li></ul><ul><ul><ul><li>“ 85% of all US citizens between 18-54 own cell phones” </li></ul></ul></ul><ul><li>It’s virtually a spam free environment thanks to cell providers acting as guardians of the media to keep their retention levels high. </li></ul><ul><li>Ways in which it is done include: </li></ul><ul><ul><ul><li>Mobile Marketing via Short Message Service (SMS) or Multi Message Service (MMS) - campaigns can be sent with video, text, and slide shows of promotions </li></ul></ul></ul><ul><ul><ul><li>In-Game Mobile Marketing – Ads are placed in MMS related games being played by consumers. Done as product placement. </li></ul></ul></ul><ul><ul><ul><li>IPod Marketing – video marketing that can sent to a consumers PDA, IPod, and other mobile device. </li></ul></ul></ul>
    12. 13. <ul><li>My company recently started using an email marketing company named Fishbowl. </li></ul><ul><li>Fishbowl creates customized marketing pieces for each of my franchisees to send to their email database list of customers as seen here. </li></ul><ul><li>“ DoubleClick reports that 73% of respondents made purchases as a result of email marketing.” </li></ul>
    13. 14. <ul><li>Affiliate marketing—using one website to drive traffic to another consumer website. </li></ul><ul><li>Online affiliate marketing will often take the form of SEOs, PPCs, e-mail, and banner ads. </li></ul><ul><li>The following is a list of the 6 best shopping affiliate programs according to </li></ul>
    14. 15. <ul><li>A type of search marketing where a company pays a set amount every time their ad is clicked by a prospect. </li></ul><ul><li>Key search engine words are purchased by these organizations in hope that they will be utilized by potential consumers who will see them while using their search engine. </li></ul><ul><li>The following is an example of PPC marketing by REI, Zappos, Backcountry, and Altrec on the key word Patagonia. </li></ul>
    15. 16. <ul><li>The rise of online SNs has spurred the growth of advertising on social networks. </li></ul><ul><li>Advantages to advertising on SNs include specialization of promotions based on demographic information provided by the user. </li></ul><ul><li>Below is an election advertisement Starbucks utilized on Facebook to attract the traditional voter who tends to be over the age of 25. The chart from shows why. </li></ul>
    16. 17. <ul><li>Initially thought of as a C2C marketing tool, WOM has been used by organizations such as McDonalds to win others over to their product. </li></ul><ul><li>Each mom blogs about their experiences with McDonalds and what it means to them and their families in terms of financially, health, and overall satisfaction. McDonald’s has sworn not to edit the content for fear of making this project into propaganda. </li></ul>
    17. 18. <ul><li>B2C WOM avenues include email, weblogs, bulletin boards, chat rooms, and instant messenger clients </li></ul><ul><li>“ In 1999, Burson-Marsteller and Roper Starch Worldwide coined the term &quot;e-fluentials&quot; to describe those opinion leaders who spread information via the Internet. It was later found that e-fluentials represented about 11 million Americans, with each potentially influencing up to 14 people each.” </li></ul>
    18. 19. <ul><li>This presentation covered just the tip of the iceberg when it comes to B2C marketing overall. With the advent of digital marketing, businesses now have numerous other tools such as mobile marketing that focuses on text messaging, web event marketing, and YouTube based video marketing. To cover them all this would have been a 100 slide PowerPoint. </li></ul><ul><li>The only thing we really can conclude about B2C marketing is we are only limited by our imaginations and technology of the time. As technology improves so will our imagination to find ways to brand, position, and promote products. </li></ul>
    19. 20. <ul><li>All the Best Shopping Affiliate Programs . (n.d.). Retrieved November 12, 2008, from </li></ul><ul><li>B2C Email Marketing . (2008, September 18). Retrieved November 20, 2008, from Ebusiness Blog: </li></ul><ul><li>Gold Mobile LLC. (2008). An Executive Guide to Mobile Marketing. Retrieved November 12, 2008, from Gold Mobile: </li></ul><ul><li>Gonzalez, N. (2007, July 6). Facebook Users Up 89% Over Last Year; Demographic Shift . Retrieved November 1, 2008, from TechCrunch: </li></ul><ul><li>Mobile Marketing . (2008, November 13). Retrieved November 14, 2008, from </li></ul>
    20. 21. <ul><li>Morva, T. (2007, January 7). B2B Versus B2C Marketing . Retrieved November 6, 2008, from Ezine@rticles: </li></ul><ul><li>Murphy, D. (2008). Vista Consulting - Marketing for B2B vs. B2C – Similar but Different . Retrieved October 31, 2008, from Vista Consulting: </li></ul><ul><li>Murphy, D. (2008). Vista Marketing - Overview of Internet Marketing . Retrieved November 5, 2008, from Vista Marketing: </li></ul><ul><li>Roberts, M. L. (2008). Internet Marketing Second Edition. Mason: Cengage Learning. </li></ul><ul><li>Sun, T. Y. (2006). Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences. Journal of Computer-Mediated Communication , </li></ul>