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Welcome to 2017, is it time to change your advertising? | pilotonline.com

Today’s consumer is much savvier than your previous customer. Not only have they become tired and weary of the same old clichés and tactics, they just don’t buy them anymore.

Creating a successful advertising strategy is the ultimate game of understanding human behavior and what consumers find meaningful. What’s important to your customer today won’t be on their radar screen tomorrow. For your campaign to be effective, you must know your customer and adjust your strategy accordingly.

Advertisers must be proactive as maintaining momentum is crucial to the sales cycle. Before something “breaks,” develop an alternative plan that can be implemented quickly. Consumers won’t wait for you to develop your new plan. They’ll just take their chip-embedded debit card to your competitor.

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Expert column | Welcome to 2017, is it time to change your advertising? | Inside Business Columns | pilotonline.com.

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