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The Messy Middle: How Businesses Can Win Customers in the Age of Uncertainty


Today’s consumers navigate a complex purchase journey, with research and consideration often happening online before a final decision is made. This non-linear stage, known as the “messy middle,” presents both challenges and opportunities for businesses. By understanding the messy middle and leveraging data effectively, businesses can develop targeted marketing strategies to attract and convert more customers.

How Businesses Can Leverage Data to Win in the Messy Middle
Be Present on Google Search

Since customers are actively researching during this stage, it’s essential for businesses to ensure they appear in relevant Google searches. This can be achieved through search engine optimization (SEO) and pay-per-click (PPC) advertising.

Showcase Most Profitable Products

The messy middle is a prime opportunity to showcase the products or services that generate the highest profit margins for your business. By understanding your customer data, you can identify which products are most attractive to potential customers during this research phase.

Embrace Omnichannel Marketing

Today’s consumers navigate seamlessly between online and offline channels throughout their purchase journey. Businesses need to ensure a consistent brand experience across all touchpoints,  including websites, social media, email marketing, and even in-store interactions.

Think Digital-First

The messy middle often begins online, so it’s crucial to have a strong digital presence. This includes a user-friendly website, informative content, and engaging social media channels. Businesses should also consider how digital tools can enhance the in-store customer experience.

By leveraging data and understanding the messy middle, businesses can develop targeted marketing strategies that will help them win more clients.  This data-driven approach can help businesses to:

  • Increase brand awareness
  • Improve lead generation
  • Boost conversion rates
  • Enhance customer satisfaction

Overall, understanding the messy middle and using customer data effectively is essential for businesses to thrive in today’s competitive landscape.


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