Industrial Marketing vs. Consumer Marketing: Difference and Comparison

Category : Industrial Marketing Author : Team Amura Date : 13 Oct 2020

Are you the owner of an industrial company looking for industrial marketing related services for your B2B business? Do you want to know how industrial marketing differs from consumer marketing? If yes, then this article is for you! It provides useful insights into the concepts of industrial marketing and the services provided by industrial marketing agencies. The blog also presents a comparative analysis of the concepts of industrial marketing and consumer marketing services.

Difference Between Consumer Market And Industrial Market:

As an industrial owner, you cannot refute the importance of industrial marketing strategies in scaling the sales of your highly specialized products or services. However, you might have always wondered how industrial marketing is different from consumer marketing. Well, the difference between these two marketing strategies can be understood by recognizing the distinction in their target markets.

  • 1.

    Consumer Market

It is a market that involves the sale of goods/services to the end-users. So, if you are selling, say books, groceries, bags, or shoes, that are purchased by customers who are going to use or consume it finally, then you are in the consumer market.

  • 2.

    Industrial Market

It is a factor market that involves the sale of unfinished or semi-finished goods that are used by buyers as a raw material in their production process. For example - when a manufacturer of large toy-making machinery sells it to another business who uses this machinery to produce and sell toys in the market, then these businesses are in the industrial market.

Difference between Industrial and Consumer Marketing:

  • 1.

    Industrial Marketing

Industrial marketing or B2B marketing refers to the marketing of industrial goods/services in the industrial market. Industrial marketing relies on the tools of competitive tendering and effective communication channels between industrial companies and professional buyers of their highly specialized products. It involves a protracted sale-purchase process that aims at providing innovative solutions to the problems of industrial customers.

Industrial Market
Industrial Market
  • 2.

    Consumer Marketing

Consumer or B2C marketing refers to the marketing of finished products/services to the potential end-customers in a consumer market. It relies on gaining extensive knowledge about the tastes and preferences of the end-customers. It focuses on generating demand through marketing tools such as advertising campaigns, attractive packaging, after-sales services, etc.


B2B and B2C customers have different expectations

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Consumer Market
Consumer Market

Comparative Analysis

Criteria Industrial Marketing Consumer Marketing
Type of Products Products are complex and highly specialized that require expert knowledge. Products are simple and easy-to-use that can be straightforwardly mass-marketed.
Target Audience Professional and trained business owners who use the product of your industrial company as a factor of production, i.e. as an input in their production process. End-users who purchase the product or avail the services for final consumption and gratification.
Motives of Sellers To influence institutional buyers throughout their complete industrial buying process. To create awareness of the availability of a product or service by a particular brand and generate demand by highlighting the salient features
Strategic Focus Developing and nurturing partnerships that focus on building long-term relations with business partners by gaining their trust. Dynamic advertising that induces the impulsive buying behavior of the customers and makes them loyal to the brand. Customers may or may not be the long-term users of the products/services.
Marketing Strategies Digital Content marketing (posting blogs, white papers, case studies on informational websites), personalized presentations to clients, distributing product samples, etc. Various online and offline advertising and marketing tools including print, television, and several online or social media platforms.
Marketing Elements Encompasses all the operational competencies and processes employed by the company in delivering value to their customers. Encompasses only highlighting the benefits/utilities that customers will derive by using the product/service.
Market Reach Narrow and constricted as industrial marketers deal with the limited magnitude of businesses requiring products/services of their clients. Wide and extensive as consumer marketers market the products/services to potential mass customers.

Industrial Marketing Company

Businesses hire the services of an industrial marketing company or agency to distribute their products to other companies using different industrial marketing channels. The company formulates comprehensive industrial marketing and brand strategies for its clients, and designs lead nurturing campaigns for them. Other expert services include - market analytics, SEO, digital marketing, web development, and many more, depending on your business requirements. Thus, employ the services of a leading industrial marketing company or partner with an industrial marketing agency to get qualified leads for your sales and to enhance your competitiveness in the B2B market.

Interesting: 3 Successful Content Marketing Strategies for Industrial Companies


Industrial marketing takes secondary precedence in the goals of most of the industrial companies. It is an entirely different game altogether in a B2B environment when compared to its counterpart, i.e. the B2C environment, where it takes the form of consumer marketing. The ultimate objective of both the marketing strategies is to gain substantial market share by converting sales leads into successful customers. However, there is a huge disparity in the marketing approach in both mechanisms. Amura offers competent industrial marketing solutions to effectively communicate the distinctive expertise of your company to your target audience.

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