Daniel Newman of Forbes writes:
By this point it is safe to say the buyer’s journey has changed. Consumers do more of their own research, and they engage with more content to support their decision-making. In fact the numbers look something like this:
- 70-90% of the buyers journey is complete prior to engaging a vendor (Forrester)
- Consumer engages with 11.4 pieces of content prior to making a purchase (Forrester)
- Consumers are 5x more dependent on content than they were 5 years ago. (Nielsen)
So we know the information pool is tremendous and consumers are picking and choosing content to support their purchase requirements, but this raises another question that may be the key to businesses unlocking the power of content:
Forbes is saying something that Tech Field Day delegates and views have known all along – influencers have tremendous power in product recommendations.