Evolution from B2C to B2ME Marketing

2019-06-02 1658

B2C-to-B2ME-Marketing

Marketers have been nurtured in a traditional background where B2C (Business to Consumer) driven marketing concepts have been playing a strong role to date. This approach, unlike historical sales-based, has been focused to the process of selling products and services directly between consumers who are the end-users. Companies have been focusing on what positioning strategy should be focused on the 'Brand' itself. However, the evolution is required at this time where Marketers need to shift to a B2ME (Business To Me) marketing strategy based on all the advancements taking place at platforms.

Is B2ME a prominent question? To keep it simple, b2me marketing is a strategy practiced not only to close a sale with a consumer but also to develop a strong relationship with every single unique individual, based on the desires of the individual. It is derived by enhancing the CX (Customer Experience) to the greater engaging level where he/she feels or perceives the association of the brand with oneself. True understanding in CX comes from connecting the brand purpose with a more human understanding of customer needs. By knowing what the brand role is, understanding the consumer more deeply through the data gathered, and designing channels and ecosystem to convey a more significant brand promise. One of the best examples of a business-to-customer website is Genuine Leather Jackets. They provide top-quality genuine leather jackets at the best price direct to the customer's door.

Regardless of what a brand voice stands at, a modern consumer now has a feeling of how he/she is connected with the brand? What is the unique proposition that the brand delivers that eventually makes one individual acceptable for consumption? Below are few insights that can make a fundamental shift to adapt b2me marketing:

1. From Brand Centric to Customer-Centric –

Companies now need to focus more on the CX (Customer Experience) and revive each strategy based on the improvements required as desired. New opportunities should be a lookout from the data gathered by the digital platforms and rigorous research methods. 

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2. From Segmentation to Hyper-Relevance –

At the actual touch-point on digital, companies can now recognize the exact location a customer is at on their web collateral. By defining the transaction and using remarketing, customers can be catered with customized relevant communication to bring senses to action.

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3. From Fragmented Offers to Seamless Solutions –

By exploring alternatives to other traditional tactics, companies can personalize the experience with user-friendly applications and platforms and activating strong digital communities to interact with customers in entirely new ways.

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4. From Regular Case Study to Trial and Adapt Mentality –

Companies now require to keep aside the traditional/regular case studies dealt with in the business world and move towards adopting new technologies based on trial and error function for realizing what actually works and what does not.

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Adapting the methodology of b2me marketing will create a smooth synergy between the brand the company offers and the end consumer experiencing the offered product/service. The focus needs to be on delivering experiences solely. This will build extremely valuable relationships with consumers and a level of intimacy that traditional marketing struggles to achieve.

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