Difference Between B2B, B2C And B2B2C


Communication and marketing agencies are on the lookout for the latest marketing trends. In the context of a commercial activity between an individual and a company or between two companies, the use of the terms B2B, B2C and B2B2C is becoming more and more frequent.                                                            

They describe a company’s commercial strategy for selling products or services to third-party companies or the general public. However, the implementation of marketing and commercial techniques is not the same.

Even if they are complementary, each of them also has its particularity. So what is the difference between B2B, B2C and B2B2C?

How Is B2B (Business To Business) Marketing Defined?

The abbreviation B2B, an abbreviation of the English term Business to Business designates the set of correlated activities between two companies. This is a business-to-business sale made between a selling company (the supplier) and a buying company (the client company), ie a company enters into a contract with another company. There is a huge difference between the B2B market and the B2C market. B2B is aimed at more demanding customers  :

  • Craftsmen
  • liberal professions
  • Craftsmen
  • Public administration
  • Associations
  • Communities

What Is B2C Marketing (Business To Consumer)

B2C or Business Consumer marketing is the opposite of B2B marketing. It designates all the commercial activities carried out between businesses and end consumers . It is aimed at consumers who need to benefit from products or services from a reliable company.

Compared to B2B marketing, B2C marketing offers greater flexibility because you are marketing directly to consumers. Rather, it focuses on buying decisions based on emotions rather than logical processes.

The main objective of B2C marketing is to encourage consumers to buy the company’s products through different means of communication and different channels such as:

  • advertising displays
  • Social media
  • Podcasts
  • Graphics
  • Entertaining content.

It is very important to carry out thorough research in order to find the ideal channels to reach the target audience and to have the most adequate content.

What Does B2B2C (Business To Business To Consumer) Marketing Cover?

B2B2C marketing is a chain of commerce involving three entities: a company that sells its products and services, another company that resells these goods to end consumers.

B2B2C is difficult to measure because each of the two companies can sell their products to consumers.

When you’re marketing to a business that’s ultimately going to sell to a consumer, you have the ultimate challenge.

You have to show that your products are of good quality for both the company and the end customer.

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