Today, people are not sold, they buy.
The evolving digital landscape means today’s consumer is more empowered. Consumers switch the digital devices they use as easily as they flip a light switch. They online shop nationally, internationally … even locally. They use a variety of web tools to compare prices, read reviews and find options before (and sometimes as) they purchase. As a result, they aren’t easily “sold” anymore – they’ve been empowered by information to buy on their terms and on their time.
What this means is that marketing works differently today than it used to. Today, businesses need to help individual consumers along unique purchasing journeys, by engaging them with smart, integrated marketing programs that deliver the right messages at the right time to the right consumers.