Whether or not the visitor who comes to the site is a consumer of the product. It is also not necessarily profitable to try to bring people to a site, especially when you sell products where the unit margin is only measured in cents. On the other hand, it is impossible (except with a couponing type operation) to know if we have succeeded in converting the visitor into a customer and if they will buy the product when they are in front of the aisle of their supermarket or if in fine he is not going to buy the competing product because of a shortage on the shelf or because of a promotional offer in TG (gondola head) or in the catalog. In addition, it is hardly technically possible (or even not entirely legal) to track individuals who come to a site, whereas it is entirely possible in B2B (while respecting GDPR constraints ).

But not only On the other hand, for BtoC products such as travel, televisions, insurance, financial Email Data products, cars or even clothing... it is not necessarily the same levers that will be the most effective. For these consumer products, consumer purchasing behavior is quite close to what we observe in BtoB: Awareness of a new need. Search for answers via search engine (mainly) or even social networks. Consultation of articles, blogs, forums, videos to obtain information, understand, select potential suppliers, compare offers. Reflection: customer cases… Selection, preparation of a call, a store visit or questions to ask a chatbot. Negotiation. Content ! In this context, BtoB and BtoC differ relatively little: you must use content marketing techniques to make yourself visible, inform, educate, offer tests or demos. In both BtoC and BtoB, there is often more than one person involved in the purchase.



However, we often observe that many BtoC players use the same approaches for these products as for consumer products, notably basing almost all their efforts on brand awareness: branding. Branding limit(s) On the Internet, like IRL, branding, that is, working to have a strong brand, is essential. But, if we limit ourselves to that, we are missing out on a significant part of our online market. We see this in particular through the share of branded traffic (linked to the brand) on BtoC product sites. These requests frequently represent more than 90% or even 95% of a site's traffic. The vast majority are only customers who come to a site. That is to say that all Internet users who have a need or solution oriented approach are left behind. Apart from pure players, a website from a “traditional” player only attracts the vast majority of those who are already customers.