B2C marketing involves businesses selling products or rendering services directly to individuals. It can in other words be referred to as Retail sales. The B2C marketing target audiences are specific consumers or the general public at large, based on their interests, behavior, demographics, personal preferences, emotions, and needs.
Most of the time, B2C purchases are immediate-needs based, and impulsive, with a very short decision-making process that involves just the business and the individual buyer.
In B2C marketing, businesses invest in brand awareness and they create emotional impulses that appeal to consumers’ emotions, so as to influence their purchasing decisions. The consumers’ purchases are driven by desires, trends, lifestyle choices, and emotions.
B2C marketing takes advantage of social media platforms, television commercials, online native advertising, influencer marketing, point-of-sale/store-front displays, and word-of-mouth recommendations to reach a wide consumer audience.