Post by account_disabled on Dec 24, 2023 4:16:22 GMT
This while forgetting on the one hand that every minute, 1,440 blog articles, 500 hours of video, 3.3M Facebook posts or 448k tweets are published and on the other hand (about social networks) that: Corona or Coors in the same way that they debate the talent of Ronaldo and Messi is completely absurd ” (HBR France August-September 2016). This is what we call Hope Marketing. We hope that something will happen. But above all, beyond Hope marketing, it's not even really marketing. Marketing, according to Kotler & Dubois, is “the economic and social mechanism by which individuals and groups satisfy their needs and desires through the creation and exchange with others of valuable products and services”.
Needs and desires of consumers and buyers. Not so compatible with the activity of pushing Email Data content by all possible means without really caring about what consumers or buyers want. Very often, we transfer what we know about our offline market online, without analyzing or segmenting our online market. Result: we invest at a loss by seeking to reach buyers who do not exist, we invest in one theme when we are expected on another, we seek to position ourselves when the online space is already saturated. Ultimately, no ROI, high acquisition costs (when there is an acquisition), branded traffic on the site.
For me, this is an excellent indicator: the site's traffic is "branded", that is to say that the Internet users who have come there already know the company. It's essential: if we're looking for you, we have to find you. But this is not at all sufficient if you want to use your site as a lever for business development with new buyers or consumers. Some examples from our customers (some may consider that from here, it becomes promotion) : In a BtoB market, 3 major players are fighting to position themselves on offers for which there is no demand. Significant budgets are invested and time is spent (editorial committees, agency fees, technical implementation costs, etc.) to define an editorial strategy, produce content and seek to position oneself on offers for which there is no has no request.
Needs and desires of consumers and buyers. Not so compatible with the activity of pushing Email Data content by all possible means without really caring about what consumers or buyers want. Very often, we transfer what we know about our offline market online, without analyzing or segmenting our online market. Result: we invest at a loss by seeking to reach buyers who do not exist, we invest in one theme when we are expected on another, we seek to position ourselves when the online space is already saturated. Ultimately, no ROI, high acquisition costs (when there is an acquisition), branded traffic on the site.
For me, this is an excellent indicator: the site's traffic is "branded", that is to say that the Internet users who have come there already know the company. It's essential: if we're looking for you, we have to find you. But this is not at all sufficient if you want to use your site as a lever for business development with new buyers or consumers. Some examples from our customers (some may consider that from here, it becomes promotion) : In a BtoB market, 3 major players are fighting to position themselves on offers for which there is no demand. Significant budgets are invested and time is spent (editorial committees, agency fees, technical implementation costs, etc.) to define an editorial strategy, produce content and seek to position oneself on offers for which there is no has no request.