The way that buyers shop today is dramatically different than it was even just a few years ago. Companies used to be able to simply push out their product information to their prospect lists and make sales.
But today consumers are in control, and the old marketing playbook is broken. Buyers are nearly 70% through their decision-making process before contacting a seller. Viewers record TV programs and skip the commercials. They unsubscribe from spam email. They ignore telemarketing calls, and direct mail often goes straight into the circular file. Shoppers tune out traditional marketing that they do not expect, and that interrupts their routine.