Since the advent of the advertising industry, marketers have fed information to customers and customers have made buying decisions based on this information. It was a linear path. Someone sees an ad, became interested in the product, goes to the store and makes a purchase. But now customers are finding information on their own. It’s the marketer’s job to pull that audience in by creating a personalized experience that resonates with the potential customer. The path to purchase is no longer linear, it is a collection of moments that influence a customer to purchase your product.
Customers are already well down the path to a decision before performing an action on a website. They are being influenced from many different touch-points, whether through your website, social media, mobile campaigns, or traditional marketing methods. That makes it important for manufacturing marketers to reach their audience through a variety of methods well before the audience reaches out to them.