This is interesting. The way people are making people complex purchases is changing. I would assume this is a not only a reflection of the economic times but also of the interest in the information and the amount of information that a buyer needs to feel armed with before they can make such a decision. I think it is really telling that virtual trade shows, information websites, social media are becoming so prominent. It will not surprise me that donors, volunteers and activists are going to have the same types of appetite for information as they consider issues that are very important to them.
It will be most interesting to see how virtual fence and virtual trade shows are mimicked in advocacy and issue space.
SUMMARY: Driven by economic circumstances, the buying process for large and complex purchases is changing. Marketers who are aware of changing buyer behaviors, such as the use of information resources, will be better able to align their selling process with the buying process to improve effectiveness.