{"content":[{"text":"2","bbox":{"left":0.052642,"top":0.033474,"width":0.011382999999999997,"height":0.021369}},{"text":"Summary \n It might surprise you to learn that up to 95% of business clients are not in the market for many goods \n and services at any one time. This is a deceptively simple fact, but it has a profound implication for \n advertising. It means that advertising mostly hits B2B buyers who aren’t going to buy anytime soon. \n And in turn, that tells us about how advertising works: it mainly works by building and refreshing \n memory links to the brand. These memory links activate when buyers do come into the market. So, if \n your advertising is better at building brand-relevant memories, your brand becomes more competitive. \n The question to ask is - does our advertising do that?","bbox":{"left":0.094524,"top":0.107673,"width":0.8055270000000001,"height":0.16231799999999996}},{"text":"Introduction \n Has your business recently made a significant purchase, like a new phone system, engaged \n with a new payroll software vendor, signed a contract with a salesforce IT support company - or \n perhaps even bought new carpet for the office? If you have, then you’ll know that you’re not in \n the market for those items now, nor will you be for quite a while. The time between purchases \n for many goods and services is quite long. Corporations change service providers such as their \n principal bank or law firm around once every five years on average. That means only 20% of \n business buyers are ‘in the market’ over the course of an entire year; something like 5% in a \n quarter – or put another way, 95% aren’t in the market.","bbox":{"left":0.094524,"top":0.335694,"width":0.7495720000000001,"height":0.18014000000000002}},{"text":"So, if your advertising is better at building \n brand-relevant memories, your brand \n becomes more competitive.","bbox":{"left":0.094524,"top":0.581812,"width":0.7744799999999998,"height":0.11571799999999999}}],"images_bbox":[],"images_bbox_not_text_overlap":[]}