Marketing and sales are constantly evolving. But they have evolved even more rapidly in the last decade as everything has increasingly moved to a digital space. Today’s digital buyers are not like traditional customers focused on price or functionality. In short, today’s digital buyers are independent, informed, and demanding. How can your business meet their expectations?
Buyers are more empowered
Technology has transformed the way buyers consume information. The Internet has broken down barriers. Now, digital buyers are empowered by the amount of information they have access to. As a result, they have gained more control over their own shopping experience and buyer’s journey. They don’t need to wait for a business to tell them what they need and why. Instead, buyers are in the driver’s seat. They are accustomed to doing their own research and gathering information on their own terms before coming to a definitive decision.
Today’s buyers find their own solutions and wait much later in the sales process or buyer’s journey before interacting with a business. The best things business’s can do is meet digital buyers where they are and deliver the research sources they are seeking in the form of blogs, news articles, infographics, white papers, webinars, podcasts, and more. As a result, when buyers are seeking information, your business can be seen as a trusted source.
Buyers are brand sophisticated
Today’s digital buyers have many brands knocking on their doors and they are selective about who they let in. Why? Because they know what a strong brand looks like and what a strong brand will deliver. Today’s buyers know the nuances of marketing and can easily detect when brands are missing the mark. In a day and age where buyers are positively overwhelmed with options, they will not work with brands that do not have a solid brand identity or cohesive messaging.
Buyers are tech savvy
The new digital buyer is incredibly tech savvy and spends a good majority of their time online. Selling to a digitally-connected audience means businesses must keep up with technology and strengthen their digital presence. The migration of selling to digital spaces has acclimated buyers to virtual engagement and virtual experiences. As a result, businesses must market through multiple online channels and stay accessible to multiple devices.
Buyers demand meaningful engagement
The new digital buyer wants authenticity and connection. Despite their reliance on virtual channels, today’s buyers still want human authenticity and a personal touch. Whether on social media or through personalized email marketing, buyers want to be seen as unique individuals and catered to accordingly. For businesses, this is where consumer data comes into play. You can only engage your audience when you know who they are and what they want. Analytic tools and data management platforms help businesses better understand their audience and segment their communications accordingly.
Knowing your audience helps you discover the content and messages people care about. As a result, you will know the precise tone and voice needed to initiate meaningful customer conversations
Buyers want a superior experience
Today’s buyers crave unique, memorable experiences, both in the content they consume and throughout their buyer’s journey. Price isn’t everything to today’s buyers. Their thought process focuses less on cost of a product and more about the overall buyer experience. Is your brand content unique or unexpected? Did your content entertain and educate? Are your brand communications personalized to their needs? Was working with your business frictionless and convenient? At the end of the day, the best buyer experience wins the most sales.
Today’s buyers have high expectations and they aren’t willing to settle. Is your business equipped with the digital marketing tools needed to keep up?
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