Direct Marketing

About Direct Marketing

In business, whenever you identify a new market that you know is going to be receptive and fruitful for your product or service, then you also are soon faced with the problem that advertising in that market is not easy to obtain. This is due to the fact that the best publications are terribly expensive and it is possible that your advertisement might not appear for at least a few months.

(more…)

What is B2C marketing?

Business to Consumer (B2C) marketing is providing goods and services to consumers through e-commerce transactions. Sales are achieved using a combination of the following 4 methods:

1. Online Intermediaries
   There are 2 types of online intermediaries. The 1st type are called Brokers, these are websites that arrange a transaction between a buyer and a seller for a flat rate or a percentage of the value of the transaction. The 2nd type of online intermediary is called an Infomediary. Infomediaries provide specialized information about goods and services on behalf of the customers and manufacturers. For example: Online auction house (broker).
2. Advertising based models
   In the advertising model the businesses advertises the available inventory to the public. There are 2 different styles that can be used for this method.
   1. The Niche Method
      This is a method used for very specific groups of people. The “Niche” approach focuses on the ability to provide a high quality good or service at a reasonable price to a well defined social group. Example: Advertising anti virus software on a website selling computer parts.
   2. High-Traffic: The “High-Traffic” approach is basically strength in numbers, the more people who see the ad, the more business the company gets, this approach is achieved by advertising on sites with massive traffic volume. Example: Search Engines
3. Community Based
   The purpose of this approach is to target a specific group of people based on an interest expressed in an online community. For example: Advertising Espresso machines on a coffee lovers blog.
4. Fee Based
   Charging fees to view the content on a website, either a flat rate or varying rates depending on how much content the user would like to access. For example: you might pay $10.00 for a movie ticket, but if you want popcorn and a soda you will have to shell out an additional $7.25.

Why should businesses use B2C marketing?

The advantages to B2C marketing are as follows:

• Prices and deals can be changed instantly in regards to demand.
• A business can tailor fit a style of marketing that will provide the greatest profit to expense ratio.
• It is easier on the consumer because they can shop from the comfort of their home and have a wide range of goods and services available for comparison. It is cheaper for the business because they do not have to rent a retail facility (for goods) and it is a more effective way to reach the maximum amount of available clients.

How can businesses effectively implement B2C marketing?

The key to effective B2C marketing is building a client base and keeping clients coming back. To accomplish this a company must have advertising placed strategically to attract their target consumers. Once they have a client base they must be willing to work with the customers to keep them coming back for repeat business.

Businesses should offer support for a wide variety of payment options. They should offer live assistance, both for sales and support after the sale has been made. Additionally, they should offer the ability to see or inspect the goods or services provided. This is often accomplished with pictures, descriptions, and retail facilities.

Businesses Need Consumers

If we consider money to be the lifeblood of a business, then consumers would be to a business what food is to the body. Though investors are important, it is the consumer who brings business revenue. It is the consumer who decides if your business is the one where he or she wants to spend their money. If the consumers stop coming to spend their money on whatever product or service your business offers, then your business will essentially starve to death.

Consumers Need You Too

But lets look at it another way: The consumer needs your product or service, right? He wouldn’t be here otherwise. But it is important to not forget that you need the consumer as well. Without the consumer to consume, there is no service for you to provide, nor anyone to purchase whatever products you have available. It is a symbiotic relationship, the business and the consumer both benefit from the transaction — the consumer gets whatever product or service he needs and the business gets the money to continue doing business.

How A Business Can Best Utilize Consumers

The primary way to utilize consumers is to find out what the consumer wants and needs. If you are providing what is wanted and needed, you will always have consumers for whatever it is you are selling. From the consumer’s end it appears you are serving him, but when you serve the consumer, you are also serving your business.

Consumer Feedback

Pay attention to what consumers of different ages and backgrounds ask for, and what they seem to respond to. Collecting information like this is to your benefit and will allow you to tailor your business to the consumer to make him happier.

• Feedback Cards - One of the most direct ways for getting consumer information for this purpose would be to give customers feedback cards.
• Surveys - If you send out a newsletter (either digitally or paper) include a consumer survey.
• Website Tracking - If your business is a website or has a website, track consumers’ actions on the site.
• Contests - Depending on the type of business you have, a sweepstakes or some sort of contest might be a good way to get information about who your consumers are.
• Polls - Include a poll on a website. This way you can ask visitors exactly what they are looking for.

A simple zip code or phone number can be a wealth of information about who is using your business. Just make sure that whatever method you use you don’t alarm or offend them.

Summary

So, to summarize — the consumer is the one who brings in the money for your business to operate. If you serve your consumers well, they will continue to utilize your products and services and your business will continue to make money. If you make sure that your business is tailored to what the consumer needs (as established through information gathered about your consumers) then you will have a successful business for a long time to come.

Marketing Leads USA can help you get a targeted list of consumers that will probably buy or subscribe to your product or service. Submit a free quote request today to learn more.