The marketing environment is changing rapidly. Columnist Mary Wallace details three practices that can help companies keep ahead of the curve.
For hundreds of years, marketers have tried to get the right message to the right person at the right time. And for most of that time, there was little change in how this took place. But in the digital age, this paradigm has shifted drastically.
With the internet, buyers can and do their own product research. They are no longer reliant on the slick product information provided by marketers and the madmen of Madison Avenue. Prospective buyers gather information via a multitude of different media, weigh their options, and make informed decisions.
Progressive marketing organizations have embraced three philosophies that continually empower them to adapt to the evolution of buyers’ behavior and persevere to drive conversions, pipeline and sales.
Keep Your Buyer In The Driver’s Seat
Customers are what a company is all about. Knowing your buyer comes from developing personas that span all buying cycles for all products.
Buyer personas serve as the foundation for what is communicated, where it is communicated, and how it is communicated. Personas can also be injected into research and development initiatives. Since the personas represent who your buyer is — their wants and needs — R&D can benefit immensely from them.
