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UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Customer Journey

Are Companies Ignoring Their Best Source For Buyer Insights?

go site In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C.  The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed.  This growth in the volume of data has spawned numerous types of data analytics services provided for marketing and sales management to deal with the ever-increasing volume of data. Insular We Have Become While organizations may have decreed that the purpose for all this data crunching is for customer-centricity, something else may be happening unintentionally. …

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Article by Tony Zambito

3 Forces Shaping The Future Of B2B Marketing

http://fitnessforhealth.org/?clid=Viagra-Online-Nz&623=65 Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.  Which, for the most part, remains an elusive and challenging endeavor.  In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders and marketing leaders look ahead to the future, the ever-expanding global digital economy will undoubtedly cause further disruption.  Charting a course for future growth becoming increasingly difficult.  Despite the advent of an overflowing introduction of new marketing approaches, acronyms, and concepts in the past decade, the…

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Article by Tony Zambito

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

click here In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content.  Produce high-quality content, yes.  But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200 million items of online content is produced.  Where nearly 1500 blog posts are posted every minute.  Whereby over 200 million email message are sent every minute.  The amount of content exploding online is staggering.  Leaving the content dilemma facing many organizations – how to stand…

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Article by Tony Zambito

Rethinking Market Strategy In A Digital Economy

go to site The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  For good reasons too.  Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with customers. We have also seen organizations struggle with how best to adapt to new market dynamics related to customer behaviors and the role of content in reaching customers. What CMO’s need to be on guard for is falling prey to a myopic view of customers…

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Article by Tony Zambito

Why Context Is More Important Than Content In Marketing

The transformation to a digital economy has shifted behaviors considerably in the past decade.  Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. As a for instance, people today have no more than a 7 to 10-second span of attention when online.  Even more compelling is the greater influence of mobile and digital social platforms on reducing attention span and creating filtering behaviors in purchases.  The digital transformation is causing many CMOs today to reevaluate exactly what content marketing may mean to their overall marketing strategy. Marketing Campaigns:…

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Article by Tony Zambito

Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.   The issue I am referring to is the confusion that can surround distinguishing between customer segmentation, buyer profiling, and buyer personas today. If you are a CMO or a marketer and you find yourself having a sudden realization that perhaps you are not quite sure…

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Article by Tony Zambito
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