There may be people who want to strengthen their marketing measures for BtoC, or who want to increase profits by introducing marketing automation tools as part of their BtoC marketing strategy. If you use marketing automation tools for BtoC, you can expect profit expansion in BtoC business.
In this article, we will introduce the characteristics of marketing automation tools for BtoC, selection points, and introduction examples for those who are doing BtoC business.
Table of Contents
- Effects of marketing automation tools in BtoC business
- What is BtoC Business | Differences from BtoB
- Digital marketing measures in BtoC
- What is a marketing automation tool?
- Characteristics of marketing automation tools for BtoC
- 3 ways to choose a marketing automation tool for BtoC that does not fail
- ① Do you have enough data capacity?
- (2) Can it be linked with other systems?
- ③ Can you create content?
- Comparison of marketing automation tools for BtoC
- ① For companies with a large number of customers｜Kairos3
- ② For companies with many channels｜MAJIN
- ③ For companies that want to introduce tools with a large number of installations | Marketo Engage
- ④ For companies that want to introduce tools with full customer support｜b→dash
- ⑤ For companies that want to introduce low-cost tools｜Bow Now
- ⑥ For companies that want to introduce tools that are easy to use even for beginners｜Aimstar
- Points to note when introducing marketing automation tools for BtoC
- (1) Customer scale
- ② Number of contents
- Take advantage of marketing automation tools for BtoC
Effects of marketing automation tools in BtoC business
We will explain BtoC business and marketing in BtoC business, and introduce what kind of merits will be generated in BtoC business by using marketing automation tools.
What is BtoC Business | Differences from BtoB
First, let me briefly introduce the BtoC business. BtoC business is an abbreviation of Business to Consumer, and is a business conducted by a company targeting general consumers.
Because it is a consumer-oriented business model, we are often involved in our daily lives. Services provided by supermarkets, convenience stores, and travel agencies are also examples of BtoC businesses.
The characteristics of BtoC business marketing include the short period until consumers purchase products and services, and the large number of prospective consumers. On the other hand, BtoB is an abbreviation of Business to Business, and refers to business conducted by a company for a company.
Digital marketing measures in BtoC
What kind of measures are there for digital marketing activities in the BtoC business? Three measures are introduced here.
- Content marketing
- Social media marketing
- Marketing automation
I will explain each.
① Content marketing
Content marketing is marketing that uses content to communicate with consumers. The content here refers to the information that companies provide to consumers and the media that disseminate information.
Content marketing covers a wide range of fields such as web pages, direct mail, and video distribution, and it is important not only the quality and quantity of information provided, but also what kind of content is used to convey information. It is important that the information that companies provide to consumers is not the information that companies want to send, but the information that consumers want.
In BtoC business, we have to match the trends of general consumers. For that reason, it is necessary to consider which content is in demand.
SNS marketing is a part of content marketing, and is a marketing measure that uses SNS to acquire fans and lead to company sales and customer acquisition. Recently, information gathering on SNS has progressed to the extent that it is said that the mainstream of information gathering has changed from web searches using search engines to SNS.
It is a marketing measure that is attracting attention because it has the advantage of being able to approach many customers by gaining followers on SNS, as well as being able to communicate two-way through DM.
It’s a marketing automation strategy. We use marketing automation tools that can automate marketing-related tasks.
What is a marketing automation tool?
Marketing automation tools manage customer information and automate marketing activities through digital channels such as websites and emails.
Key features of marketing automation tools include:
- Prospect acquisition
- Management and classification of prospective customers
- Potential customer development
- Data analysis and management
Characteristics of marketing automation tools for BtoC
Among marketing automation tools, there are marketing automation tools that are suitable for BtoC. Let’s take a look at its features.
・Fan marketing that suits the customer
Marketing automation tools that have functions that enable marketing tailored to each customer are suitable for BtoC companies. In BtoC, the number of customers is large and their purchasing behavior varies, so it is necessary to approach customers closely.
Therefore, marketing automation tools for BtoC are equipped with functions that allow you to approach each customer individually.
・Manage multiple channels
Marketing automation tools that can be approached through multiple channels are suitable for BtoC. The more customers you have, the more approaches you can take. Therefore, BtoC marketing tends to have more content than BtoB.
Marketing automation tools for B2C can manage multiple channels.
3 ways to choose a marketing automation tool for BtoC that does not fail
Here are three points that you can use when choosing a marketing automation tool for BtoC.
- Do you have data capacity?
- Is it possible to link with other systems?
- can you create content
① Do you have enough data capacity?
If you manage a lot of customers, you will be dealing with a lot of data. At the time of selection, check how much capacity is available and how many customers are estimated.
(2) Can it be linked with other systems?
If it is a system that can be linked with CRM, SFA, etc., customer information can be used and shared.
③ Can you create content?
Some marketing automation tools let you create sites and email deliveries. If it is easy to produce, you can create content that can approach customers without a production staff.
Comparison of marketing automation tools for BtoC
Here, we will introduce marketing automation tools for BtoC for each feature. Here are the six tools we will be using:
- For companies with large customer scale｜Kairos3
- For companies with a large number of channels｜MAJIN
- For companies that want to introduce tools with a large number of installations｜Marketo Engage
- For companies that want to introduce tools with full customer support｜b→dash
- For companies that want to introduce low-cost tools | Bow Now
- For companies that want to introduce tools that are easy to use even for beginners｜Aimstar
① For companies with a large number of customers｜Kairos3
If the number of customers is large, it will take time and effort to manage customer information and sales management. Kairos3 is equipped with marketing automation tools and SFA (sales support), so even if you have a large number of customers, you can manage them and take an appropriate marketing approach.
Together with company information such as industry and sales volume, you can create a customer chart that records the points of contact between the company and its customers.
Initial cost: 10,000 yen ~
Monthly cost: 15,000 yen ~
Since Kairos3 can manage business cards, I was able to send email magazines from business cards at past exhibitions, leading to business negotiations.
② For companies with many channels｜MAJIN
MAJIN is a marketing automation tool recommended for companies that provide a large amount of content to their customers.
You can choose the best channel for your customers to deliver information, such as email, web push notification, LINE, popup, SMS, and app push.
By approaching a single customer from multiple channels, you can prevent missing out.
Monthly cost: 100,000 yen ~
Initial cost: Separate estimate
We provided total support for the implementation of digital marketing, starting with the introduction of MAJIN and designing a route including the web, establishing communication using the web, and designing a work flow.
③ For companies that want to introduce tools with a large number of installations | Marketo Engage
With over 5,000 installations worldwide, it is recommended for companies that want to use a popular marketing automation tool. In addition, the system can be customized, and you can complete a marketing automation tool that suits your company.
It is possible to implement stage design according to the purchasing process, such as “real name”, “response”, and “hot lead”. Achieve cross-channel nurturing and contribute to your bottom line. It can be said that it is a marketing automation tool that leads to profit improvement.
Monthly cost 200,000 yen ~
Initial cost: Inquiry
In 29 business days, the reservation rate increased by 11% and the store visit rate increased by 31%. As of April 2020, the non-reservation rate has improved from 15% to about 2%, and the future store rate has improved from 24% to 20.8%.
④ For companies that want to introduce tools with full customer support｜b→dash
They host webinars, events, download a free eBook on data marketing, and offer great customer support.
There is a demo (free trial) that allows you to experience the b→dash UIUX while looking at the actual screen. In addition, without using SQL, you can “import, process, integrate, extract, and utilize data” without code.
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We reduced costs and man-hours by expanding functions and measures from a small start, and increased sales of a membership service called “Matsuben Net,” which allows advance reservations and home delivery requests for bento boxes to be carried out online or through an app.
⑤ For companies that want to introduce low-cost tools｜Bow Now
A marketing automation tool with a free plan.
You can start marketing activities at the lowest cost with a fee structure that charges only for the functions you need.
Free plan: free
The opening rate of the mail magazine distribution for about 10,000 owned leads was about 20%, and the opening rate of the mail magazine distribution for the leads acquired after the exhibition reached about 60%. , It seems that he felt that he was able to implement medium- to long-term hot lead development, albeit gradually.
⑥ For companies that want to introduce tools that are easy to use even for beginners｜Aimstar
Analysis and targeting templates including business know-how are installed as standard. Perform complex analysis and targeting without knowledge of SQL or statistical analysis.
Marketing from “Analytics” to “Marketing Automation”. A campaign management tool that makes your job easier, more efficient, and more effective.
The initial cost is free, and the monthly fee requires an inquiry.
After introducing Aimstar, if you design a scenario and set a flow chart, it will be processed automatically, so even segments with a small number of messages per time can be distributed every day. Scenarios are automatically activated according to the customer’s actions, and emails can be sent at the desired timing, greatly improving the efficiency and quality of measures.
Points to note when introducing marketing automation tools for BtoC
Here are two things to keep in mind before implementing a marketing automation tool.
(1) Customer scale
Be sure to check the customer size. If the capacity is insufficient later, there is no point in introducing the tool, and the data must be migrated. Determine and select the size of customers who will utilize your marketing automation tool.
② Number of contents
When approaching customers, select tools based on what kind of content you have and how much content you can approach.
Take advantage of marketing automation tools for BtoC
This time, I introduced a marketing automation tool for BtoC. Unlike BtoB, the number of customers and content is large, and various approaches are required, so be careful when making a selection.