We’ve reached a point where 9 out of every 10 business purchases are measurably influenced by digital channels. That’s the reality of 2018. Despite this, studies point to how our ability as marketers to influence the way people buy is seemingly limited: on average, purchase decisions are 57% complete by the time a buyer even tries contacting a supplier!
Webutic is a startup I founded along with a friend and co-worker that was soon scooped up by Activ Promotion a competing advertising company. Where friendship managed to span different time zones (my now former co-worker had to relocate) and our business was eventually taken up almost exclusively by myself.
And that taught me a few things. Luckily for me, it taught me the right things. Having someone 57% nurtured by the time they talk to you is testament to how important digital has become. It means the content you’ve developed and your online presence have managed to sustain a credible and predictable path for people to find you.I won’t dive into details, but what I can say to lighten the numeric load I started off with is this: it’s because so many people are digitally nurtured, and because digital plays such a big role in purchase decisions, that companies today can’t afford to not have a rock-solid strategy for digital. Let me expand on that.
It’s our job as marketers to adapt our strategies around what our target audiences are telling us. And through Webutic, we put together customized high-expert teams and work with our clients to develop marketing strategies in line with 2020 and beyond business environment.
How, and more importantly why is that?
Well, numbers themselves aren’t biased, but I’ve found that it’s all too easy to misinterpret them. My peers often boast that they offer 75% or 80% buyer success rates on account of their nurture plans, all the while leaving out the leads they alienated and lost. Much as some might like to believe, marketing isn’t yet a precise science – they’re some art left in it still.
So I ensure you that you shouldn’t rest on your laurels just because you run a marketing department that knows all the industry buzzwords – marketing and digital are very much living organisms that change drastically in extremely short time-frames.
What I speak to isn’t a trade secret – but it takes years to understand, and more to master.
I’ve spent more than 500 hours to date coaching people in topics such as marketing, advertising and public relations – and have sprinkled things like digital business strategy and digital transformation throughout. And I’ve found that a once secondary concern (i.e. digital) has since become the primary medium through which companies:
- Develop their growth leavers
- Construct high-quality sales pipelines
- Experiment with new products and services
- Create and maintain the most important element of all: people’s loyalty
Since starting my own company, I’ve been working on what I call the ‘Brain and Bytes’ model of marketing. If you want to discuss more about how I can support your business, drop me a line and I will detail what client journeys look like today, and how business strategies must adapt to digital to even hope to survive in today’s broader European economy.
I sincerely look forward to hearing from you.