No business-to-consumer (B2C) company could survive — never mind thrive — without doing some kind of marketing. B2C marketing, which differs from business-to-business (B2B) marketing in that it focuses on promoting goods and services to individual consumers (rather than other organizations), is the wizardry that makes a company both visible and attractive to their target audience. It’s how you create interest in your offering, how you bring in new customers (acquisition), how you hold onto existing ones (retention), how you boost sales, and how you turn your hard work into profit. It is, in many ways, the lifeblood of a business. But “doing” B2C marketing isn’t as simple as shouting from the rooftops about your new clothing line or app. You need to know who you’re talking to. You need to be familiar with the channels available to you. And fortunately, thanks to digital transformation, there are now plenty. The rise of online media and technologies has la...
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