Harvard Business Review: Users, Not Buyers Key to Successful Marketing

Posted by Thomas Riley on Feb 20, 2018 11:58:59 AM

 

 

A recent article from the Harvard Business Review reports on a joint study from SAP, Siegel+Gale, and Shift that found major differences between digital and traditional brands. First and foremost, traditional brands aim to be in the minds of their customers while digital aimed to be a part of the lives of their customers, a loftier and more involved goal. The survey of 5,000 consumers concerning over 50 brands found two primary categories of brands: "purchase" and "usage."

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Topics: B2B Content, HBR, Customer Journey, customer, usage, buyer, anayltics

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