Customer Don’t Want Content –They Want A Better Path!: Brandsandu
‘’It’s not the best content that wins. It is the best-promoted content that wins.’’
The reason why companies are speaking so much bout Chabot, videos, media, advertisements because these technologies can be applied to improve the success of a customer’s journey from prospect to so happy-they-prefer-people levels.
Content is useful only when it is useful!
Sometimes, a customer doesn’t need content. They are looking for a solution. They need something to work better and faster. They need more communication and support. Content is just one of the marketing tools a company needs. Content is nothing but a benefit. A well-executed content can change customer interaction immensely. Sometimes, with your content, people get attracted and buy from you.
But is that all you need? Do people care only about content? How much the customer path to purchase has has evolved? Is content enough for them to purchase your product?
The market is evolving constantly and, so is the competition and changing consumer’s expectations and demands
What is the Path to Purchase?
The path to purchase represents the various channels that businesses rely on to transform leads and prospects into customers. From search engines and social media to email and paid ads, there is no “right” channel for converting customers.
Expectations and demands make growth harder than ever to generate.
Back then, advertisement is limited to television, the mouth of word and buying mainly happened in brick and mortar store. Now the marketplace has evolved drastically. There is an over expanding number and variety of channels for customers to use as they move along the path to purchase. It can be said easily that the path to purchase is no longer a linear path.
Here is a representation of what a modern customer’s path to purchase look like-
- 87% research online before visiting a store
- 37% are desktop browsers
- 63% are mobile or tablet users
Customers are now finding information on their own and a path to purchase. It is your job to attract the audience by creating an experience that resonates with them.
These are some key points that can help brands or companies better relate to their customers throughout their part to purchase
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