Post by account_disabled on Dec 20, 2023 3:35:28 GMT -5
In strategy and digital marketing, we remain very marked by classic offline marketing which consists of seeking to reach our targets as many times as possible to be “top of mind” when they have to make a purchasing decision. Even if we do market research, we still remain in approaches driven by supply and where we push our messages. All of these approaches work quite well offline, but they are not suitable for online. Certainly they can and do give results. When everyone has between 6 and 12 out of 20, the one with 13 is first.
But these results are limited and generally do not live up to Email Data expectations, the sums invested, or even the expected results. They are not suitable for online because the behavior (of professionals and individuals) is radically different. Online, we no longer consume advertising, we are no longer passive. We are active and we seek an answer, a solution to a problem. And to do this we use social networks a little and a lot through search engines. This is what Google calls intentions: we go to Google with an intention (to understand, to learn, to train, to compare, to choose, to buy).
Companies out of step with reality So if we keep the same approach (as a brand or company) while the behavior of those we want to reach is not the same, the results cannot be good. There is a huge gap between companies who communicate about their brands and their solutions and Internet users who come with problems to which they are looking for an answer. If you don't make any connection between your solution (your offer) and the problems you're responding to, it doesn't work. The results are not there because no one is really interested in customer knowledge. No one has asked how the customer works online, what they are looking for, their questions.
But these results are limited and generally do not live up to Email Data expectations, the sums invested, or even the expected results. They are not suitable for online because the behavior (of professionals and individuals) is radically different. Online, we no longer consume advertising, we are no longer passive. We are active and we seek an answer, a solution to a problem. And to do this we use social networks a little and a lot through search engines. This is what Google calls intentions: we go to Google with an intention (to understand, to learn, to train, to compare, to choose, to buy).
Companies out of step with reality So if we keep the same approach (as a brand or company) while the behavior of those we want to reach is not the same, the results cannot be good. There is a huge gap between companies who communicate about their brands and their solutions and Internet users who come with problems to which they are looking for an answer. If you don't make any connection between your solution (your offer) and the problems you're responding to, it doesn't work. The results are not there because no one is really interested in customer knowledge. No one has asked how the customer works online, what they are looking for, their questions.