Often, people don’t realise the difference between a customer and a consumer. It’s actually pretty basic and simple.
A customer isn’t necessarily a consumer of your product and vice versa. A customer only purchases and pays for your product. Doesn’t mean that they use it. On the other hand, a consumer actually uses your product. Doesn’t necessarily mean that they purchased it. Only if the same person purchased a product and then used it, they would be a customer and a consumer.
An example of this would be toys. The real consumers are kids since they play with those toys. However, the customers are the parents who actually bought those toys. Just because the parents bought those toys doesn’t mean that they consumed them (or in this case played with them).
So, who are your marketing messages targeted to?