If you’ve been in marketing for more than a hot second, you’ve no doubt heard of the Buyer’s Journey. What you might not know is that this journey has dramatically changed in the last decade.
67% of the buyer’s journey is now digital.
Today’s buyer is up to 90% of the way through their buying journey before they reach out to the vendor.Interactive content is front and center in this digital shift in the Buyer’s Journey. As companies produce more and more content in order to satisfy today’s self-guided buyer, only the most engaging content will stand out and get noticed.
Why does interactive content stand out in the sea of content online today? Because it doesn’t talk at buyers – it talks with them.
There are interactive content types for every stage in the Buyer’s Journey: Awareness, Evaluation, and Decision-making. However, it plays an especially important role for both the buyer and the business in the Awareness stage....
Via Jeff Domansky