Remember what I wrote above: “When customers are able to find information that answers their own questions, they move themselves closer to the purchase?” Customers are solving their own “missing links.” Every missing link they solve gets them closer to the purchase. Marketers don’t need to know every customer’s entire journey; they just need to be able to help them at each missing link. The actions are creating more pieces of content to address customers’ missing links (”pull” mentality). Future customers are likely to have the same missing links, so every piece of content that addresses a missing link will continue to yield benefits to the advertiser long after it was created. Note, finally that marketers doing missing link marketing are no longer just pushing ads at customers trying to convince them to buy something.

Source: Forbes August 28, 2020 14:05 UTC