There is no question that since the 15 year digital evolution advertising, there has been a shift in the marketing funnel as we know it. We are well into the digital age and consumers are no longer responding to be shoved towards the path to purchase.
Digital channels are becoming the main source of how the consumer economy responds to the world of marketers. Now it’s all about what marketers are able to put in these digital channels. Content is KEY, your either producing it or consuming it, otherwise just not getting it. 20 years ago, consumers’ minds we were dictated by a handful of family and friends through word-of-mouth recommendations. Advertising at that time was only there to reinforce emotional messages through timely promotion.
The digital revolution has put a spin on things and turned things upside down. Family and friends are still influential early on, but there is now most of the influence on consumer’s decisions to purchase. Probably one the worst mistakes digital marketers make is interrupting the consumer before engaging them. Being able to engage the consumer through education, entertainment, or anything else of value, is the key. And this is what we call the crazy world of content. The key is to manipulating the content the way you want it to reach the consumer is being able to deliver it to the right person at the right time. Engaging your audience through content will build huge amounts of preference for your brand no matter industry you’re in.