Manage

 Businesses need to recognize this new reality and treat customers accordingly. The Buyer’s journey has become more sophisticated and customers are no longer bound to the binary role of ‘buy’ or ‘buy not’. Digital platforms allow customers to shape brands and influence opinions about any company or product.

 Mass communication was used to deliver a company’s offering to as many customers as possible in short advertising slots. Now, companies need to listen in and observe their customers’ unsatisfied needs and create stories that contain commercial value and generate positive customer experience across digital channels.

 Information is more readily available to customers than ever before, this has resulted in shorter sales cycles and quicker decision-making. Companies need to grow more sensitive to their customers’ purchase paths and present buying opportunities along the way.