Messy middle marketing includes methodologies, techniques and tools to engage, persuade, guide and encourage customers to purchase, answering their questions as much as possible and addressing their concerns. The term “messy” (in Italian “disordered”, “messed up”) refers to the complexity, ambiguity and lack of linearity that often characterizes this stage of the buyer journey. If the messy middle is a potentially ungovernable phase, it is also a space of opportunities in which companies can, like never before, influence consumer choices, offering relevant advice, demonstrating the value of products or services and facilitating a smooth transition from consideration to conversion.
Marketing that recognizes
The complexities and uncertainties of the messy middle and implements dedicated strategies allows you to maximize the brand’s ability to persuade and retain its customers. Ensure brand presence so that the product or service is strategically front and center Iraq Telegram Number Data when customers decide to explore it. Marketers need to connect with consumers, wherever they are. And while there is no doubt that it is difficult to always be present to meet information needs within the messy middle, a new generation of tools is now available, including artificial intelligence applications, that will more easily allow companies to connect customers with relevant ads, across all channels, in real time. Employ behavioral science principles intelligently and responsibly to make the proposition compelling as consumers weigh their options.
Close the gap between the decision-making process (trigger)
And the purchase so that existing and potential customers are exposed to competing brands for less time. At every touchpoint, marketers must deploy their creativity to deliver content and messages that grab target customers’ attention and solve Brazil Telegram Number List their doubts. Integrate behavioral science into versatile campaigns , personalizing them through the use of artificial intelligence applications. Build flexible, empowered teams that can work cross-functionally, avoiding traditional information silos. Marketers can use the theoretical reflection on the messy middle as a basis for developing a kit of tools and good practices through which to responsibly exploit typically human resources such as creativity and intuition, to create convincing proposals and improve the effectiveness of their contents.