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The Shifting Landscape of B2B & B2C

Ian Baer highlights the shift from B2B and B2C marketing to B2I, where brands must meet individuals' emotional needs to increase customer value and life

We explore the transition from traditional B2B and B2C marketing to a new strategy called B2I (brands to individuals). In this model, individuals act in various modes and make 90% of their decisions emotionally. This perspective transforms the marketing landscape, emphasizing the importance of detecting demand rather than generating it. Brands need to understand and anticipate people's needs, offering relevant content and experiences ahead of their competitors. By fostering emotional connections, brands can enhance customer value by four times and extend customer longevity by nearly two years.