Question

When you observe consumers in the marketplace, can you distinguish passive receivers from active seekers? How are they different?

Answer 1

The first step of the buyer's path is perception. It's usually better to make contact with them before a prospect becomes aware of your business. Productive buyers are opportunities who are on the path of the retailer already. In the other hand, passive buyers haven't began the buyer's path. They may have an issue with these customers, but it's not large enough yet that they are compelled to search for a solution.

One of the elements of effective inbound marketing is to identify active buyers and to primarily target them. Placing a costly full-page ad in a newspaper is not a targeted approach. By default, most folks who see it will be passive buyers or, worse, utterly indifferent to your offer. Advertising on a website that's dedicated to your industry or niche is more likely to get your message in front of active buyers.

Passive buyers don't have a clear goal in mind about what they want. They are often what salespeople call "tire kickers." These are folks that like to browse, ask questions and shop but who seldom buy anything. Passive buyers may ultimately open their wallets for you, but it takes more effort