Using customer intelligence and buyer behavior to your advantage directly drives brand value. Are you using integrated marketing to generate leads and brand awareness across multiple mediums? It becomes easier to increase customer interactions with your brand and influence behavior in different situations of the life cycle curve if you’re swimming in different content streams so to speak.
Nurturing, qualification and decision-making all occurs at very different stages in the buying process. You can drive value to your audience by using a multiple tactic approach, even when your content strategy is similar or messaging stays consistent. Inbound mediums like pay-per-click and SEO can help move your audience from the status quo phase into considering alternatives. Then use brand building mediums like Facebook, Twitter, Flickr and SlideShare to guide your audience through the objections and decision making stages.
Research can help close the feedback loop in the ROI phase and translate customer intelligence into your brand. It can also help define the journey a customer goes through to become a passionate promoter of who you are. Ask your marketing team this question: are your tactics cooperating with or impeding the progress your brand?