Customer Motivation: What Difference Does It Make?

Not long ago a marketing colleague remarked, “What difference does it make what their motivations are?”

To her, it was all about logic. A consumer in need of a healthcare service would conduct an online search, go to a website and move through the marketing funnel if the right engagement elements were in place. That made me wonder, are we losing sight of what makes a person tick? The customer motivation?

The rise of digital marketing makes it easy to track activity and measure conversions from the top of the funnel down through appointment-making.

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