Many clear distinctions can be found between B2B (business to business) and B2C (business to consumer) marketing. The two categories employ similar marketing programs such as direct marketing, internet marketing, and advertising and public relations. But they differ in what these programs say, in the execution of these programs and the result of the marketing activities. Both B2B and the B2C employ the same initial steps in developing a marketing strategy. From the point where you spot who the customer is and why they want to hear your message, the marketing activities diverge.

Based on relationship building marketing efforts, B2B marketing explicitly caters one business to another business. Therefore, it maximizes the value of the relationship. Normally small, focused target market, B2B features a multi-step buying process and longer sales cycle. Focusing mainly on educational and awareness building activities, its brand identity is created on personal relationship. The business value determines its rational buying decisions.

B2C marketing focuses on a group or target consumer in order to disclose, sell or market services or goods to the community. Its ultimate aim is to change shoppers into buyers as forcefully and constantly as possible. B2C is product driven and maximizes the value of the transaction. It usually provides in-house service or maintenance software networks for other organizations to exploit so as to lift marketing, sales, profits and efficiency. Examples include marketing sites and anything that targets business holders, decision makers and managers.

B2C features a large target market, single step buying process and shorter sales cycle. Repetition and imagery create its brand identity. B2C focuses on merchandising and point of buying activities including coupons, displays and store fronts. Basically any business that offers a retail product to the public comes under this type.

A strong brand is essential for both B2B and B2C marketing. In B2C markets, the brand encourages the shopper to purchase, remain loyal and potentially pay a higher price. With B2B, it will only help you be considered, not essentially selected. The buyer’s emotional view on the purchase is the bottom line of these two markets. Consumers make purchase decisions based on security, status, quality and comfort. The buying decisions of business buyers depend on increasing profitability, reducing costs and enhancing productivity.