Instead, it focuses on providing authentic content to solve buyer needs and challenges. It does not attempt self-promotion or trickery to generate sales. It acts as an extension of a company's content marketing efforts. It enables customers with all the information and features they need about a product/brand/service. Marketing collateral lies at the heart of a company's content marketing efforts. The image below explains how digital ad spending is projected to touch $517 billion by 2023. Printed marketing collateral forms continue to exist even today, but the number and forms of digital marketing collateral that marketing and sales teams can use for different stages of the buyer’s journey have surged exponentially over the years.
SIRIUS DECISIONS BUYER JOURNEY MAPPING PDF
Did not reach the target audience - A lot of times marketing collateral did not reach the intended target audience, or was not convincing enough to prompt them to take action.Īs a result, marketers began creating marketing collateral in digital formats such as PDF documents, infographics, videos, or podcasts, so that the target audience could easily comprehend it.Metrics such as audience interest levels, time spent on it, and its connection with revenues generated could not be determined because marketers failed to track the journey of physical marketing collateral. No way to measure ROI - There was no way marketers could measure the ROI of the marketing collateral they created.Difficult to use formats - Physical marketing collateral used to be clunky with jargons and flowery language that concealed key actionable insights from the user.The sheer number - There was too much of physical marketing collateral to use in the form of brochures, case studies, pamphlets, fliers, circulars, and booklets.These handouts had a call to action, should the target audience need to contact the sales reps.īut, over time, marketers realized that a lot of the printed marketing material did not serve its original intent for various reasons such as: Traditionally, this media was handed over to clients or placed in locations (during events and conferences) that clients could access or in door-to-door marketing. Rather than forcing reps to memorize technical details, they figured it might be easier to provide printed handouts with product specifications and features.
Until about two decades back, marketers created printed marketing collateral for use sales reps. It is designed to deliver actionable value and ensures that it occupies top-of-mind real estate with your buyers. Marketing collateral is a collection of media used to inform, educate, and guide prospects and customers about how their challenges can be solved.
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