Last week I took part in a fascinating webinar by The Marketer all about how internet use is changing the buying process and changing the roles of marketing and sales and where these two functions interact and I wanted to share the insight.
The experts explained how the online buying journey is quite erratic, but that the research tends to be comprehensive and rely on different sources to make the correct decision. They summed up the buying journey as follows – Consider, Evaluate, Buy, Enjoy & Advocate
The message was that as modern marketers, the role is increasingly to create the best content on your subject matter to assist your buyers in the evaluation stage and give them no reason to look elsewhere. This is a more passive form of marketing driven by search, but can capture many more people in the research phase and drive them towards purchase.