Today's consumer journey is complex, chaotic and crowded, as consumers utilize multiple platforms to solve problems, moving beyond the traditional linear sales funnel.
The firehose method of flooding consumers with marketing content does not work; very little sticks and little of it provides the value consumers seek.
Brands that want success must be ready with the content and solutions consumers need, making it accessible on consumers' own terms.
It's crucial to follow data to uncover opportunities to guide consumers, understanding where they are and the issues they are trying to solve.
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