TODAY THE BRAND “VOICE” TAKES A FRONT SEAT, WHILE THE HARD SELL TAKES A STEP BACK, AND ARTFULLY COMMUNICATING TO YOUR AUDIENCE IS CRITICAL IN A FEED-BASED ADVERTISING LANDSCAPE THAT IS HERE TO STAY.
In the past few years, there’s been a real transformation in the way people consume information and communicate. Fueled by the mass adoption of social platforms, this transformation in consumer behavior demands that the ways we market also evolve. This is especially true in business-to-business where brands compete in a content-flooded environment with countless information sources to capture buyers' attention.
RESEARCH SHOWS CONSUMERS ARE 60% THROUGH THE BUYER’S JOURNEY BEFORE REACHING OUT TO BRANDS FOR HELP ON AVAILABLE OPTIONS.
We’ve gone from a world where a handful of publishers control the flow of most information, to one where anyone with an Internet connection can have a voice. While this has created new opportunities, it also makes it more difficult to hear and be heard. With consumers more sophisticated and the landscape more crowded, connecting with your audience is more complex than ever before. Buyers are not persuaded by advertising alone. They’re using the web, search, social networks, and more to educate themselves on potential purchases. Research shows consumers are 60% through the buyer’s journey before reaching out to brands for help on available options....