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Online Marketing for C2C & C2B Models

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  • 0:01 How Consumers Market
  • 0:45 C2C Marketing
  • 1:39 Example of C2C Marketing
  • 2:32 C2B Marketing
  • 3:18 Example of C2B Marketing
  • 3:53 Lesson Summary
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Lesson Transcript
Instructor: Kevin Newton

Kevin has edited encyclopedias, taught middle and high school history, and has a master's degree in Islamic law.

With changes in technology, companies suddenly have entire new systems of marketing available to them. In this lesson, we'l see how the online world has enabled C2C and C2B marketing to take off.

How Consumers Market

Let's face it, companies are always interested in letting us know more about the goods and services that they offer. Only a hermit could hope to make it through a given day without encountering some form of marketing. However, companies don't just assume that you will always pay attention to their advertisements. In fact, a very big part of marketing is getting consumers to trust the companies that are being marketed. In other words, getting consumers to talk about the goods and services that a company offers is a very big advantage for a company that is able to pull it off. In this lesson, we'll look at how companies perform two types of marketing that start with consumers, consumer to consumer marketing, also called C2C marketing, and consumer to business marketing, also called C2B marketing.

C2C Marketing

Consumer to consumer marketing (C2C) happens when a person talks up a company's goods or services to friends, family, and just about anyone else. Let's say that you had a great dinner at that new restaurant downtown. Are you likely to keep it to yourself? Of course not! We are a particularly social bunch, and let's face it, it makes us feel cool to share something that we think is interesting. Consumer to consumer marketing takes full advantage of that. In fact, it's part of the reason that companies go out of their way to make sure that you have a good experience with them.

Consumer to consumer marketing has exploded with the growth of social media. A company that has a lackluster approach to social media gets lampooned. In fact, social media is even starting to receive better monitoring than other forms of customer service with many companies. The reason is simpleā€¦not just the people you talk to hear what you say on social media; thousands of other people do, too.

Example of C2C Marketing

So how would a company go about setting up a consumer to consumer marketing campaign? In short, the answer depends on what kind of marketing it wants to accomplish. Let's say it wants an old-fashioned, word of mouth style campaign. In that case, the best thing that a company can do is make sure that it is offering a quality product. From there, it needs to convince people to bring new consumers to the product. Chances are, you've been exposed to companies that offer to give you a rebate if you bring them a new customer. That is an excellent example of C2C marketing.

But, let's say that the company wanted to take advantage of social media. Now, social media is not as easy to use as it may first seem. After all, how many times have you just rolled your eyes and scrolled through someone's postings. As a result, social media campaigns need to be relevant. Some companies use social media as a platform to offer giveaways; the good being gifted is nothing compared to the exposure that the brand gains as a result of the giveaway.

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