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“Digital Body Language” book review April 15, 2009

Posted by Mike Gospe in Integrated Marketing.
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I just picked up Steven Woods’ new book, Digital Body Language, and I think this is a “must read” for any marketing campaign manager.

In most companies, the primary focus is on its sales process.  While this is incredibly important, it shouldn’t be the only focus.  Steve reminds us that it is just as important to understand the prospect’s buying process.  Consider a couple of relevant points Steve makes:

“As prospective buyers use online resources to gather the information they require to educate themselves, explore ideas, discover solutions, and form opinions, they do so without any interaction from sales professionals.”  Is the sales rep a vanishing breed?  Hardly.  However, in the age of the empowered buyer, marketers must be more mindful in communicating relevant messages and information directed to the right audience, at the right time, via the right vehicles .

This book awakens us to a new world where the prospect’s buying process in no longer synonymous with the company’s sales process.   The implications for marketing are profound.

For more insights, I invite you to check out Steve’s book: Digital Body Language.