B2C marketer (B2C marketeer)
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A B2C marketer is engaged in the sale of products or services to consumers. It is a function in which the private market is central. The main goal in the execution of the B2C marketer profession is to entice consumers to take action. For example, with the purchase of a product or purchase of a service. The abbreviation B2C stands for Business to Consumer, where the companies are active in the retail sector. A direct sale takes place to a private individual without there being an intermediary. A B2C marketer can engage in the online or offline sale of services and products. It is also possible that the B2C marketer combines both activities and, in addition to the physical store, also manages an online store, for example. A B2C marketer carries out the profession on the basis of a marketing plan. There are several marketing tools that a B2C marketer uses to reach private customers and increase sales. In addition to the attention to marketing, it also applies that a B2C marketer can be involved in purchasing. Like different marketing tools, different purchasing strategies also apply. It depends on the company which activities exactly belong to the function of a B2C marketer. For example, it is also possible that a B2C marketer is not employed by a company, but functions as an independent entrepreneur. If there is no staff present, the tasks for the entrepreneur are of course more extensive. Obviously, the profession of B2C marketer occurs in practice in different ways. Independent entrepreneurs with their own webshop can also be regarded as B2C marketers.
A B2C marketer performs work as a marketer, with a focus on the private market. Think, for example, of the sale of perfume by a perfumer or the sale of make-up by a make-up artist. In retail, for example, all kinds of functions can be distinguished aimed at customers. For example, a supermarket also focuses on customers when it comes to selling products. This also applies to a telemarketer who entices customers to, for example, switch energy companies or telecom providers. It is also possible that a B2C marketer focuses specifically on developing a marketing plan for the consumer market. In that context, there is then the function of an online marketer. For example, the focus is on optimizing the website to attract more traffic and increase conversion. In this context, there is then the function of an SEO specialist. To optimize content, the B2C marketer will then work as a copywriter or copywriter, for example.
Another possible task of the B2C marketer in this profession is to arrange purchasing and online sales. There are multiple marketing tools that help with that, such as storytelling by a storyteller to increase customer engagement. Or by acting as a guest blogger to reach the target group via an external channel. Advertising in the B2C market takes place in various ways, such as on external websites or via social media. It is also possible to engage an influencer who acts as an ambassador for a B2C company. A webshop owner who sells bicycles to private individuals is also a B2C marketer just like a fashion house sells fashion to visitors. In that respect, there are all kinds of functions related to B2C marketers, such as a fashion designer is needed for making clothes.
DIFFERENCE BETWEEN B2C MARKETING AND B2B MARKETING
There is a big difference between B2C marketing and B2B marketing. The main difference is the target group. The B2C market focuses specifically on individuals and the B2B market focuses on sales to companies. A B2B marketer is a commercial employee in the business sector who deals with sales to wholesalers and small and medium-sized businesses, among others. In line with this, it is possible that the B2C marketer focuses on sales to private individuals from there. For example, a wholesaler supplies paint to paint shops and the paint shop focuses on sales to private individuals. There is another distinction to be made and that has to do with making decisions. A B2C marketer often only has to deal with one or two people in that respect. A B2B marketer usually has to deal with multiple parties. There is also a difference between B2C and B2B with regard to the way of advertising. For example, a B2C marketer uses an influencer to market a product. That a B2B marketer is not so fast. They may be more likely to advertise in trade journals in the relevant industry. The use of social media is also different in that respect, just as an influencer uses Instagram and linkedin is more important in a business network.
MARKETING AIMED AT THE CONSUMER
Online marketing within the B2C market is largely about the customer journey. Lead generation and lead generation are therefore important words to reach potential customers. In addition, marketers also focus mainly on increasing conversion and up-selling. Conversion refers to the number of customers who make a purchase or request information. Increasing the conversion is not easy and can take a lot of time. Within a marketing department there are usually several conversion specialists working.
Online marketing is largely about increasing visibility. Marketers can do this, for example, by having valuable content written. Marketers need to make sure that the content is well aligned with the target audience.
CREATING NEW OPPORTUNITIES
Marketers are leveraging different channels every day to generate more leads. Realizing more leads is sometimes difficult, because people first have to show interest in a product or service. Bringing potential customers to the next step is then the challenge. Marketers can achieve this, for example, by building more customer contact. Think, for example, of sending an e-mail with advertising or offering an interesting proposal.
WHAT DOES A B2C MARKETER DO:
- Online and offline marketing
- Contact with customers
- Optimize website
- Productpresentatie
- Selling to private individuals
- Advertise
- Active on social media
- Collecting data
- Analyze data
- Improve marketing campaigns
WHAT DOES A B2C MARKETER DO:
TRAINING TO BECOME A B2C MARKETER
There are all kinds of courses that form an excellent basis to work as a B2C marketer. For example, it is useful to follow an education in a commercial direction focused on marketing, such as the hbo degree in commercial economics. There are specific marketing courses available, such as Nima-A and Nima-B. In this course, various facets are covered, such as marketing, sales and communication. Accounting is also important as an independent B2C marketer.
COMPANIES WHERE A B2C MARKETER CAN BE EMPLOYED
A B2C marketer can work in all kinds of companies and industries to practice the commercial profession. The supermarket industry is an example of this, but a B2C marketer can also work at a telecom provider. Or at an energy supplier just like at a garden center or diy store. Furthermore, there are all kinds of webshops, in which the function of B2C marketer is of great importance. It is also possible to work as a B2C marketer in journalism. For example, at a media producer that focuses on private sales. Of course, a B2C marketer can also work as an independent entrepreneur, where the B2C activities are part of other tasks.
COMPETENCES B2C MARKETER
A B2C marketer works in a commercial position and requires different competencies. For example, it is important to have communicative qualities. There is personal contact with the consumer. It is also important to have a commercial attitude and persuasiveness also comes in handy. Furthermore, it is important to have an entrepreneurial attitude and to be effective. It is also important for a B2C marketer to have social characteristics and to be able to collaborate with others.
LABOUR MARKET PERSPECTIVE AND CAREER OPPORTUNITIES AS A B2C MARKETER
There is always a demand for B2C marketers, because the consumer market is versatile and huge. All products and services that people need are part of the B2C market. There are also opportunities for the B2C marketer to grow. For example, by fulfilling a managerial position and carrying out the profession of manager. The labour market perspective is therefore very favorable in that respect, with the demand for consumer products having an influence on the job offer for B2C marketers.
TERMS OF EMPLOYMENT AND SALARY B2C MARKETER
The salary of a B2C marketer differs per industry and also per company. For example, an experienced B2C marketer has the opportunity to earn 50,000 euros per year at a commercial company. However, there are also salaries that are a lot below that, where there is an income of 2,500 euros per month. A starting B2C marketer earns less than an experienced B2C marketer who already has a successful career. If there is a collective labour agreement in the sector, the salary can be deduced from this. That does not alter the fact that there are options for a B2C marketer to negotiate about this just like the rest of the employment conditions. In that case, the competences for this profession will of course come in handy.
The content on this page has been automatically translated from the Dutch language. For this reason, texts and videos on this page may contain small errors.
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