In the world of Marketing, B2C is like the King of all. Always preaching everyone about all the tricks up its sleeves. Even recruitment of marketing professionals is heavily influenced by FMCG and other B2C segments.
But of late, even the B2C has begun to take a leaf or two from the B2B marketing book. The latest advertisements of Cars where real owners endorse the car are a testimonial to this. But testimonials have been a long relied-upon tool of marketing in the B2B space. Here only the truth sells and fantasy has almost no place. The biggest of such exercises was seen by Maggi Noodles which got its brand ambassador Amitabh Bachchan to spend time with real customers and even got their photos printed on their packs.
Frugal marketing is very popular in B2B and testimonial marketing in B2C is a pointer to the type of marketing practices now being followed by giants. Celebrities are costly and they may not add value if you go wrong with the matching of your brand personality and that of the brand ambassador. But in the case of testimonials, you cannot go wrong with the match, since they are the real customers. Of course, as usual, the story telling and other fundamentals of ad making still hold good.