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Volume V, Issue II, February 2016 IJLTEMAS ISSN 2278 – 2540 B2C Services Content Marketing Dr. Srilatha T Palekar Assistant Professor, Global Business School and Research Center, Dr. D.Y.. As opposed to businesses—which typically make large purchases to meet previously identified business needs—an end consumer typically makes much smaller purchases, sometimes to meet a ―need‖ only thought of after seeing the product for sale.Consumer purchases take much less time—seconds, for an impulse buy perhaps a couple of weeks if shopping for a specific item at the best price.. Drug companies in the United States run advertisements about new products, urging you to ―ask your doctor if Fixitol is right for you.‖ (In some other countries, it is illegal to market drugs directly to the consumer in those places, companies market to the doctors.) Car companies continue to be creative with their B2C campaigns, such as doing road trips building towers of gasoline cans to show how much fuel you save with their high MPG cars.. It‘s no wonder that according to the Content Marketing Institute, “86 of B2C marketers use content marketing, and 55 of B2C marketers plan to increase content marketing spend next year.” In other words, if you’re marketing to consumers directly either through your blog, corporate site or online store, you need to know how to use content marketing effectively..
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