Doctors need to hear this often, because I still see them spending far too many marketing dollars on magazine ads and listings in web directories: the path to good web marketing is content. Tony Quin at imedia connection writes:
Across the digital world marketers are learning the same lesson, advertising, and more significantly the marketing funnel as we’ve known it, are becoming ineffective tools for influencing how consumers move to purchase. Consumers are no longer willing to be shoved down the path to purchase, like meat being pushed through a grinder.
This isn’t just a change in tools; it’s part of the fundamental shift in how the consumer economy works. We are now well into the digital age with technology providing the infrastructure of this new economy. But we’ve quickly evolved past the time when the novelty of the infrastructure was enough to motivate us.