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The buyer is in control of their own purchase journey. The strategic online marketer is winning business with trust, built on engagement, driving business decisions....
Once upon a time, ad agencies ruled the roost. You already know this. It’s why we have shows like Mad Men, where what it took to sell things was just some really smart, gorgeous advertising. It was all about creative campaigns. It was about talking to your customers. It was, essentially, a one-step sales funnel. Advertising got them in the door, and then it was up to the sales team.
No longer, friends. You probably already know this, too. But the days of the simple sales funnel (customer sees ad, customer comes to store, salesperson sales product) are over. Kaput. Done for. (And don’t think I’m just talking B2C; B2B customers are even less likely to see an ad and buy on the spot.)
Now, it’s the strategic online marketer who is winning the majority of business. It’s trust, built on engagement, that is driving business decisions. And that shift that’s already happening? It’s going to keep happening—and in an even bigger way in the coming years. So, today I’d like to talk about that shift....
How the sales funnel has shifted and what business needs to do about it.