How Content Affects the Buyer Journey

Most sales and marketing folks today probably recognize the A-I-D-A scene with Alec Baldwin in the movie Glengarry Glen Ross. But it was American advertising and sales pioneer, E. St. Elmo Lewis who really started that line of thinking back in 1898.

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While that principle still holds true, advertisers and marketers are challenged, more so today, because of the multiple channels that comprise a typical customer journey and the varying psychological context of the customer along that journey.

We talk briefly about this in two of our recent posts: The Taxonomy of Society and also in Situational Search Advertising.

But i-on interactive does a stellar job explaining how “interactive content can successfully usher buyers through each stage of their journey, identifying and addressing pain points, and providing opportunities for enhanced engagement at every touchpoint.”

Checkout their 3-stage guide in their whitepaper, “Interactive Content Across the Buyer’s Journey.

Saying the right thing to the right customers at the right time is essential to increasing sales in any company. We can help. Just click or call us at 800.536.6637 and we’d be delighted to help you create a truly contextual content strategy that will boost your sales!


Richard Bergér is the VP of E-Business for ASTRALCOM, an integrated media services company located near Los Angeles, California. Richard draws on his military and psychology backgrounds to create pervasive content strategies, motivating conversion tactics and targeted audience acquisition for clients. Connect with Richard via his Google+ profile.





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