If your business sells merchandise online to individual consumers, we confirm it: you are the boss of a B2C. Experts have suggested that the consumer-focused activities of a business online played a vital role in shaping the Internet, despite the bursting of the dot-com bubble in the 1990s.

While many online business websites closed at the time, a surge of e-customers emerged soon after, helping to catapult e-commerce activities. Companies took advantage of this by creating portals after discovering that they could sell large volumes of merchandise through B2C models.

So, if you are thinking of opting for an online business of this type, we recommend that you start the communication actions that we are going to indicate below. Because if in the 90s they were able to make their websites profitable, imagine the potential that yours has two decades later.

Agents involved in B2C

From the moment you realize you want or need a product or service, until you finally end up owning and enjoying it, you go through a whole series of stages involving multiple actors.

It is to them that a marketing strategy must be directed, because they are the ones that condition and make the sale possible.

  • Initiator : Detects a need or lack of a product or service.
  • Prescriber : Influences or suggests aspects during the purchase process. For example, an influencer.
  • Facilitator : The agent who removes obstacles. Example: a lender.
  • Intermediary : The agent that connects the producer with the final customer.
  • Decider : One who can choose.
  • Approver : The agent who gives the green light to the purchase. Example: Management Department.
  • Customer : The one who makes the payment.
  •  Final consumer : Who enjoys the purchased item.

Do you see the differences with B2B ? It is not always the same person who plays all these roles. For example, the final consumer may be a child, but he is unlikely to be the decider, the approver or the customer, right?

For this reason, marketing actions for a mass audience are necessary. They serve to attract all these agents at once, and then to better define individual actions.

The term “mass marketing” refers to a strategy that does not segment the recipients, even if they have very varied profiles. The products and services needed by almost every member of society are suitable for the mass market.

Such items as gas and electric utilities, soap, paper towels, and gasoline, for example, can be advertised and sold to almost anyone, making them the subject of mass marketing campaigns.

The main advantages of advertising and serving the mass market are the reach and cost-effectiveness of doing business on such a large scale.

Marketing actions for a massive audience

If you are going to do mass marketing it is because your production is too, and in the same way the distribution and promotion of your product will be for all buyers.

To do this, you can make use of advertising in the mass media and you will be able to reach millions of people in a few seconds. However, there are innumerable actions that you can carry out, such as those listed below:

Mass media advertising

One of the differences between mass marketing and Internet marketing is the level of specificity that advertisers can achieve. With mass marketing, advertisers often send a message to a large audience.

This is what is done with advertising in the mass media, with ads that are seen by millions of people. The advertised product must have the possibility of capturing the interest of large audiences, with different profiles, so that it is worth the investment.

This type of paid dissemination is carried out with the aim of generating the need to purchase a product among a large number of people, who respond to differentiated characteristics, but who, for whatever reason, converge in the susceptibility of being consumers of the service. or article that we are advertising.

External advertising

Also known as outdoor, this type of advertising focuses on urban furniture, posters, giant screens in downtown areas of cities (example: Times Square in New York), billboards, banners, illuminated signs and, in short, all the elements located in public spaces and intended to capture the attention of a massive audience with an indeterminate profile.

Printing and distribution of flyers and brochures

Despite the fact that we are in the age of technology and we are always connected to networks, there are still spaces for interaction and areas where certain types of printed advertising, such as flyers , brochures, leaflets or triptychs, are very effective.

They fulfill a certain function for very specific events or products and, often, they are more effective with a type of direct distribution, by hand or in the same shops and establishments interested in diffusion.

massive mailing

Sure you want to know how to send a mass email to your subscribers, but you don’t want it to sound like spam.

You can use this strategy whether you need large-scale promotion or just want to find a new market. You must develop a list of recipients and develop interesting and useful content.

Then you must gauge the scope of your campaign and know how it has worked. There are tools to manage these types of mailings and calculate open rates quickly and easily. You can subscribe for free to most of them.

Campaigns in social ads to mass audience

Social networks are very valid tools to increase the presence and visibility of a company. Both Facebook, Twitter or LinkedIn have advertising platforms that allow you to increase leads and improve profitability and sales.

Among their advantages is the fact that they require little investment and even more so if you take into account their profitability.


If you are a business looking for marketing solutions to reach a wide audience, you have numerous options at your disposal. Of course, you must mark a clear line of actions and design.

You will only make the actions you carry out profitable if you work side by side with experts in the field who understand your needs and goals.