When to Check Marketing Vocab at the Door
First of all, we need to recognize that most customers are no longer hearing about a company for the first time from an ad. The Internet and social media has made word-of-mouth recommendations a ubiquitous practice. Unfortunately, it also leads to bad publicity spreading like wildfire. Your company needs to provide consumers with the right information to be interesting and relevant enough for shares, retweets, likes, and other digital referral methods.
The other major factor is that customers want to be educated about products both before and after they buy them. You need to understand the journey that a consumer makes from discovering a product to finding out about the benefits of the product and then finally making a purchase decision. Plus, customers want to know how to use the product when they get home without having to download and read a 200 page manual. Product education now makes up a much larger slice of the customer life cycle and leads to long-term business relationships.