How Artificial Intelligence solves the most complex marketing challenges — now and in the near future?
Outbound marketing is being replaced with inbound marketing. Consumers have now the power and information at their disposal online, as evidenced by some powerful numbers from Forrester:
22% of US adults who have made a purchase in the last 3 months reported using their smartphones for some sort of product research prior to purchasing.Forrester
38% of US adults who have made a recent purchase say that they discover brands via content surfaced in search.Forrester
Inbound marketing, as opposed to traditional advertising is focusing on earning, not buying, a person’s attention, which is done through social media and engaging content, such as blogs, podcasts and whitepapers.
This content is interesting, informative and adds value, creating a positive connection in the eyes of the consumer, thus making him more likely to engage your brand and buy the product.
Having the greatest product in the world doesn’t mean anything if you aren’t connecting with your target audience when they need it. Inbound marketing helps ensure that when your audience is ready you are there. Outbound marketing is being replaced with inbound marketing. Consumers have now the power and information at their disposal online.
Now comes the step-by-step process of a B2B lead generation system. It’s long been known that “publish and pray” strategy of the past simply doesn’t cut it anymore!
Who your target audience is, what they’re looking for, where to find them, and how to deliver the most effective message is essential to intentional success of your inbound strategy.
Targeting is a key component of all aspects of marketing. To be more effective at targeting, one of the first things any marketer needs do is identify their buyer personas. We often struggle in accurately predicting their behavior and pursuing them as effectively as we would like. The main reason for this challenge is that we are not focusing on the right elements.
We typically know the gender, age range, job type and geography of our target. But so much elements remain in the dark (eg psychoanalytic factors that drive behaviors like interests, hobbies, values, etc).
To truly understand our target audience, we need to add those others element to our buyer persona analyses.