Industrial Marketing Blog

How Online Web Marketing Has Changed Buyer Behaviors

Posted by Brian Shanahan on Nov 20, 2014 11:51:08 AM


Is Your Business Fit To Survive?

It’s true. Buyer behavior has changed forever. That means the time has come for companies everywhere to either get on board with online web marketing or get out of the way because there’s no going back to the old way of doing business.

To truly understand this new shift in buyer behavior, you need to take a look at how and why it came about...

In the beginning, before the invention of mass media, buyers everywhere relied on sales people and word of mouth to inform their purchase decisions. Then advertising came along and developed a bunch of tools to help spread sales and marketing messages far and wide.

In the early days of the Internet, marketing professionals adopted and adapted advertising’s interruptive best practices and broadcast-style approach. That was a mistake based on an old, outdated way of thinking. The fact of the matter was, just like with every other mass media invention (print, radio, television, direct mail, telemarketing, etc.) that preceded it, the Internet permanently changed the way people interact and exchange information.

Today’s buyers have access to more knowledge from more sources than ever before. They ask questions, get answers, read reviews, do comparisons and start conversations with people they've never met – all on the web, all on their own terms and all on their own time schedule. Look at the buying patterns of your own prospects and clients.

Chances are, they are researching the purchase of your products and services via the Internet long before they ever give you a call or step into your store. Today’s buyers are looking for informative educational content followed up by a consultative, guided sales process.

As a result, the traditional outbound advertising and marketing techniques that worked so well over the past century just don’t perform like they used to. Faced with that reality, businesses have two options: throw increasingly large sums of money at the problem or find an alternative approach that is designed for today's buyer with online web marketing.

By combining Inbound Marketing methods that drive the right buyer to your door with a unique approach that sets your business apart from the competition, Shanahan Design helps you bridge the traditional advertising gap and connect more effectively with the new buyer behaviors. To learn more about how we can help with your online web marketing, schedule a free consultation with Shanahan Design.

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Topics: Inbound Marketing

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