What Consumers Want to Change About B2C Marketing Tactics
B2C Brief
What Consumers Want to Change About B2C Marketing Tactics
Imagine a world where the marketing messages from B2C brands truly resonate and add value to your daily life. In this enlightening article, a CMO and a Founder share their perspectives on how B2C brands can improve their marketing strategies. The discussion opens with a call for a shift to educational content and wraps up with an emphasis on customer-centric marketing, featuring a total of seventeen insightful recommendations from experts. Dive in to discover how these changes can transform your engagement with brands.
- Shift to Educational Content
- Personalize Marketing for Genuine Connections
- Focus on Value-Driven Connections
- Highlight Real Impact Metrics
- Use Value-Driven Storytelling
- Embrace Genuine Storytelling
- Promote Mindful Consumption
- Utilize Personalized Storytelling
- Stop Strategic Misrepresentation
- Show Transparency in Insurance Marketing
- Adopt Personalized Communication
- Prioritize Authenticity in Marketing
- Focus on Real, Simple Messaging
- Reduce Advertisement Bombardment
- Provide Educational Content
- Emphasize Authenticity and Sustainability
- Focus on Customer-Centric Marketing
Shift to Educational Content
I'd change the assumption that urgent, high-pressure marketing drives better conversions. In storage, we see this clearly - customers rushing into storage decisions often end up with units that don't meet their needs. When we shifted from 'Act Now!' messaging to educational content like 'Find Your Right Size' guides and seasonal storage planning tools, our long-term customer satisfaction increased by 45%. For example, instead of pushing limited-time deals, we now help customers understand how their storage needs might evolve over time. This transparency actually improved our conversion rates by 30% because customers felt confident in their decisions rather than pressured into them. The necessary change is moving from creating artificial urgency to building genuine trust through helpful, honest communication.
Personalize Marketing for Genuine Connections
If I could change one thing about how B2C brands market to me, it would be the heavy reliance on impersonal, broad advertising techniques that often feel disconnected from real consumer needs. Having spent over a decade refining my craft as a florist and now running KetieStory, I've learned that consumers crave genuine connections and authenticity. People don't just buy products-they buy stories, emotions, and solutions that resonate with their personal values. For instance, when creating floral arrangements for my clients, I focus on understanding their unique vision rather than offering a one-size-fits-all approach.
Marketing should follow that same principle-less generic ads, more personalized communication. This change is crucial because it builds trust and loyalty, especially in an era where customers are more mindful of whom they choose to support. By speaking directly to individual needs and showcasing the human side of a brand, businesses can foster stronger, more meaningful relationships with their audience.
Focus on Value-Driven Connections
If I could change one thing about the way B2C brands market to consumers, it would be for them to focus more on creating genuine, value-driven connections rather than relying on aggressive, sales-first tactics. Too many brands push their product without truly understanding their customers' needs, lifestyle, or pain points. This creates a disconnect, where consumers feel sold to rather than heard. The change is necessary because customers today are more discerning and seek brands they can trust and relate to. Building trust means positioning your brand as a solution to real problems, not just another product trying to make a quick sale.
In my coaching experience, I worked with a retail business that was struggling to retain its customer base and increase sales despite spending heavily on promotions. Through my years of experience helping businesses refine their strategies, I guided them to shift their marketing efforts toward customer education and storytelling. We emphasized how their products directly improved their customers' lives, sharing real client stories and providing value through targeted content. For example, instead of just pushing discounts on wellness products, we introduced workshops and online content explaining the benefits of healthier living and how their products supported that journey. The results were remarkable: customer engagement increased, loyalty grew, and sales followed. This success came from understanding that marketing should be about delivering value first, and my ability to identify this need came from years of working with businesses across multiple industries and markets.
Highlight Real Impact Metrics
We transformed our marketing approach by shifting from promotional messaging to authentic impact storytelling. Through our digital channels, we started sharing specific data about plastic waste reduction achieved through each purchase. A compelling example was our bamboo toothbrush campaign. Instead of traditional discount-focused ads, we showcased how each purchase prevented 4 plastic toothbrushes from entering landfills. The campaign included real-time tracking of total plastic waste prevented, displaying actual numbers rather than vague environmental claims. This transparent approach yielded remarkable results: customer engagement increased by 67%, and sales of sustainable oral care products grew by 83% in three months. More significantly, customer feedback showed that 79% of buyers cited our clear impact metrics as their primary purchase motivation. This shift from conventional promotional marketing to data-backed impact reporting not only improved sales but also built lasting customer relationships. The average customer lifetime value increased by 41%, proving that modern consumers respond strongly to measurable environmental impact.
Use Value-Driven Storytelling
I'd change the focus from generic advertising to value-driven storytelling that resonates with customer needs. Too many brands bombard consumers with flashy promotions but miss opportunities to connect authentically. At Edumentors, we've found success by highlighting real student success stories instead of relying solely on discounts. This approach builds trust and loyalty while demonstrating tangible value. Brands that focus on storytelling over hard selling create stronger, lasting relationships with their audience.
Embrace Genuine Storytelling
If I could change one thing about how B2C brands market to me, it would be the overuse of generic, flashy campaigns that lack authenticity. I'd love to see brands lean into genuine storytelling that connects emotionally with their audience. As a founder, I've learned that customers appreciate transparency and real value over polished fluff.
For instance, when we share stories about our sustainable practices or how our plants are nurtured, we see a stronger connection with our customers. This change is necessary because consumers today crave authenticity—they want to feel a part of something meaningful, not just like a number on a sales chart. Honest, relatable marketing can build loyalty that no gimmick can replicate.
Promote Mindful Consumption
There's too much emphasis on trends and novelty, which often leads to disposable purchases. If I could change one thing about how B2C brands market to me, it would be to focus on promoting mindful consumption rather than constantly pushing people to buy more than they need. This approach would feel more thoughtful and aligned with what many of us care about today-timeless design and durability. Shifting the messaging away from the "buy now, replace later" mentality and toward "choose wisely, keep longer" feels much more responsible and refreshing.
When products are marketed as long-term investments, it makes me feel more confident in the purchase, knowing I'm getting something built to last, rather than something designed to be quickly replaced. This kind of messaging not only builds trust but also resonates with a growing desire for sustainability and intentional living. Instead of contributing to the problem of overconsumption, brands could lead the way in promoting a healthier, more conscious approach to shopping. This would not only benefit the environment but also build stronger connections between brands and consumers who increasingly value these qualities.
Utilize Personalized Storytelling
I've seen countless brands blast generic messages at their audience, and it drives me crazy when they ignore the rich data they already have about my preferences and behaviors. After implementing personalized storytelling at Salient PR, where we saw 3x higher engagement by tailoring content to specific user segments, I believe brands need to stop treating their audience as one massive group and start creating narratives that resonate with individual experiences and needs.
Stop Strategic Misrepresentation
Strategic misrepresentation (Blunt Lie). It's not outright lying, but it's close and it's damaging. Take cookies, for example. A package might boldly claim "filled with almonds," but the reality is less than 0.1% almond content. That's not just misleading; it's insulting to the consumer's intelligence.
The same goes for fruit juices. "Made with real fruits" sounds fantastic until you read the fine print and realize it's 95% sugar water with a drop of fruit concentrate. They sell an image of health and freshness while delivering the opposite. And then there's shampoo. The ads promise silky, smooth hair, but the actual product achieves this with silicones that offer a temporary fix while damaging your hair in the long run. None of this is disclosed.
These tactics are nothing short of manipulation, eroding trust between brands and consumers. I really think this should stop. Marketing should build genuine connections, not rely on half-truths that cheat people out of what they're promised.
Show Transparency in Insurance Marketing
Marketing in insurance feels so impersonal these days, and I'd really appreciate seeing more transparency about actual coverage details and pricing upfront. When I helped develop our digital platform at Dundas Life, we made sure to show clear policy comparisons and real customer stories, which helped people make better decisions about their coverage needs.
Adopt Personalized Communication
Stop advertising irrelevant commercials to the consumers, and start personalized communication. For example, I shopped for headphones online, and that continued to bombard me with ads for headphones that were already given to me for weeks. Wasted time, and the whole exercise seemed like just pouring down money on ads that ultimately don't reach the target market. On the other hand, brands need to spend that money on better algorithms for ads that know the latest purchases or user preferences. This is more a proposition of creating improved experiences as against just increasing sales. Those who achieve this will end up winning the trust and loyalty rather than just annoying their audience.
Prioritize Authenticity in Marketing
If I could change one thing about how B2C brands market, it would be to focus more on authenticity. Too often, brands try to come across as flawless, but that can make them feel distant or unrelatable. Consumers, myself included, connect better when there's a human element.
For example, influencer marketing is great, but you need to make sure those influencers are passionate about your product, which they're promoting. We see this even at Recharge Health, where real stories from customers resonate well with our audience. At the end of the day, I want to buy from a brand that feels approachable and aligned with my values.
Focus on Real, Simple Messaging
If I could change one thing about the way B2C brands market to me, it would be to focus less on being flashy and more on being real. A lot of brands try so hard to stand out that their messaging starts to feel over the top or insincere. Instead of constantly pushing promotions or hyping up features, I'd rather see a clear, simple message about why their product is worth my time.
Authenticity goes a long way. Show me real customers, real reviews, and how the product fits into everyday life. I don't need another "limited time only" gimmick-I want to know that what I'm buying is actually valuable. When a brand feels honest and relatable, it's way easier to connect with them, and that connection is what keeps me coming back.
Reduce Advertisement Bombardment
I have firsthand experience with marketing tactics used by B2C brands. And if there's one thing I could change about the way they market to me, it would be their constant bombardment of advertisements and promotional materials.
Don't get me wrong, marketing is a crucial aspect of any business and it helps create brand awareness and generate leads. But the problem lies in the sheer volume of marketing messages that are thrown at us on a daily basis. It becomes overwhelming and makes it difficult for consumers like myself to filter through all the noise to find what truly resonates with us.
Take for example, my recent experience with receiving flyers from different real estate companies in my mailbox. Every day, I would come home to a pile of flyers promoting the same properties and services. It became frustrating and tiring to go through each one just to find something that might be relevant to me.
This is why I believe a change in the way B2C brands market is necessary. Instead of bombarding consumers with mass marketing campaigns, they should focus on targeted and personalized approaches. This means understanding their target audience and tailoring their messages accordingly.
Provide Educational Content
As someone deep in the SaaS world, I'd love to see B2C brands move away from the constant push notifications and emails, and instead focus on providing real value through educational content about their products. Just last week, I had to unsubscribe from three different brands because they kept sending me promotional alerts every few hours without any meaningful information that would actually help me make a purchase decision.
Emphasize Authenticity and Sustainability
If there is one thing I could change about the B2C brand market, it is emphasizing authenticity and sustainability over flashy tactics. In B2C marketing, companies often go for short-term sales, targets, and customer engagement, which are directly focused on getting more sales. They avoid long-term sustainability, value to the customer, and creating long-lasting relationships. This approach leads to short-term gain and unethical practices, which are harmful to the business in the long run.
Avoiding flashy games of the market and following ethical brand marketing can be highly rewarding. Building value for customers is a long-term game. It is essential to understand the value of sustainability, ethical branding, customer relations, and inclusiveness in marketing. Following these values will lead to authenticity in the process, which in turn will enhance profitability.
Value-driven marketing helps build stronger relationships with customers, leading to sustainable growth, loyalty among customers, and success.
Focus on Customer-Centric Marketing
Ok, I can suggest many things to change, but specifically targeting one thing, then I will suggest focusing on "for what it is all about?" quite confusing, right? It is about the customer-centric approach and making the B2C brand marketing more personalized. In this, we can think of targeting marketing practices based on consumer behavior and preferences. Here is why I think it is a necessary shot to adapt: Attention-seeking customers will be more than happy with this strategy because it will make them feel that the brand is offering its goods and services in all my interests. Like I personally feel this when I go shopping; waiting in long billing queues or holding dresses outside a changing room does not my peace of mind. So, it simply saves my time. It lets customers trust the brand and build a healthy and long-lasting relationship. Oh, gosh, who doesn't get irritated with a bunch of ads for irrelevant products? While making ads personalized can do wonders.
