What is consumer marketing?

Consumer marketing, also referred to as business-to-consumer (B2C) marketing, is the practice of marketing and selling products or services directly to individual consumers, instead of selling these items directly to other businesses (B2B).

Consumer marketing includes performing market research on target audiences to try and comprehend their needs, wants, and preferences. The goal of consumer marketing is to create a positive consumer experience, build brand loyalty, and drive sales.

Here are some common items included in consumer marketing:

• Market research

• Product development

• Promotions

• Advertising

• Incentives

• Pricing strategies

The tactics used to effectively execute consumer marketing include:

This form of marketing sees organizations utilizing social media platforms to reach out and engage with target audiences. This might include paid advertisements or marketing posts on platforms like Facebook, Instagram, and Twitter, and the goal is to increase brand awareness and possible conversions to purchases.

• Content marketing

This is another feature that can be achieved in the online space, content marketing involves developing valuable content that can be shared with consumers. The content is normally aimed to be a mixture of education and entertainment, while also serving to market a specific brand, product, or service.

• Influencer marketing

Organizations often partner with social media influencers and celebrities in their marketing efforts. Online and elsewhere these individuals will assist in the marketing and promotion of a specific brand, product, or service.

• Email marketing

Email marketing consists of sending emails to targeted potential customers or recurring customers. They often contain personalized messages, offers, and promotions.

• Loyalty programs for customers

Loyalty programs are used to reward recurring and loyal customers. Repeat purchases and higher amounts of spending are rewarded with certain incentives or promotions, thus encouraging loyal customers to engage in more shopping and continue buying from a specific brand.