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In The Loop – Creating a Modern Buying Experience

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In recent years, the traditional marketing funnel has undergone a transformation, bending and shifting until the linear buying cycle Awareness, Familiarity, Consideration, Purchase, Loyalty—has come full circle to form, well, a circle.

The most surprising thing isn’t the shift itself; after all, the availability of comparison shopping, social media and reviews sites over the past decade have changed the way we shop for just about everything. What’s interesting to note is that the purchasing behavior between consumers and businesses has become so similar. Sure, their triggers may differ, but in essence, they follow a very similar journey. More than anything, what technology has done is put the buyer in the driver’s seat in this new modern buying experience.

Today’s buyer has the power to do their own research, find their own information, ask friends or colleagues for advice or recommendations, even demand timely information from companies in the form of social media or content. Regardless of whether you’re a B2B or B2C business, the terms have changed. A new buying experience is emerging.

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