The issue for suppliers is that such buying processes start before any supplier's selling process can begin. If that is the case, suppliers need to be visible and credible during the research process, when buyers are making decisions that will eliminate most solutions and suppliers.
But there is another angle: people are very busy, and must contend with a very-chaotic and rich media environment. In other words, people now are bombarded incessantly with messages, making it harder to get attention.
Content becomes the conduit to earn consumer attention, the currency, if you will, that creates the marketer's side of the value exchange, argues Jason Heller at MediaPost.
No comments:
Post a Comment