Post by account_disabled on Dec 21, 2023 3:47:04 GMT
I have talked about it in many articles: it is called “Hope Marketing”: we do something hoping that something else will happen. Just look at the share of branded traffic on a website. Branded traffic comes from everyone who specifically searched for a brand or product. We frequently have more than 90% or even 95% of branded traffic via search engines, not counting direct traffic (you directly type the address of the site or access it via a shortcut in your browser, therefore without going through an engine). of research). This traffic is important. It is a reflection, a good barometer of the power of a brand, but if you want to develop your business, gain market share, resist competition, it is essential to work on access to the site (which must remain the basis of the online presence) via non-branded queries.
When we do our analyses, I often have the impression that the customer is not a subject. The Email Data client would be king but this king is not a subject. I won't give the name of the company, or even the sector, but a manager recently confided to me (quite annoyed): “our marketing teams are only focused on our competitors. We don't care about the customer. Nobody cares. When one competitor makes a mistake, the others do the same.” One of the mistakes frequently made is to look at your online market by the presence of your offline competitors. Often they are not the same.
Online, your competitors are the sites that appear on page 1 of search engine results for queries that you target. Your offline competitor may not be an online competitor. Sales Transformation It is also essential to think about the transformation of sales, particularly because salespeople are the company profiles who are in contact with customers. This is the approach that an organization like Efforst, for example, defends : tackling digital transformation through the transformation of sales, through specialists who have come together through complementary skills. Today, Efforst acts as a trusted third party for clients to put them in touch with the best, hand-picked specialists.
When we do our analyses, I often have the impression that the customer is not a subject. The Email Data client would be king but this king is not a subject. I won't give the name of the company, or even the sector, but a manager recently confided to me (quite annoyed): “our marketing teams are only focused on our competitors. We don't care about the customer. Nobody cares. When one competitor makes a mistake, the others do the same.” One of the mistakes frequently made is to look at your online market by the presence of your offline competitors. Often they are not the same.
Online, your competitors are the sites that appear on page 1 of search engine results for queries that you target. Your offline competitor may not be an online competitor. Sales Transformation It is also essential to think about the transformation of sales, particularly because salespeople are the company profiles who are in contact with customers. This is the approach that an organization like Efforst, for example, defends : tackling digital transformation through the transformation of sales, through specialists who have come together through complementary skills. Today, Efforst acts as a trusted third party for clients to put them in touch with the best, hand-picked specialists.
