Post by account_disabled on Dec 19, 2023 1:42:27 GMT -5
Communicating on their subjects without knowing if it will interest anyone. At the same time, they invest massively in advertising on search engines where competition for those who pay more leads to colossal budgets to the great benefit of GAFAs. In 2021, Google, it's 76 billion... not in turnover but in profits and that's twice as much as in 2020 . I think it is important to understand that online marketing is not offline marketing. Consumer/buyer behavior is not the same and we must adapt to it. The logic of brand push is clearly not the most suitable and will be less and less so.
We have seen it with these examples, mainly, online, the consumer (BtoC), just as the Email Data buyer (BtoB) is not, mainly in search of a brand. If we limit ourselves to pushing our brand to the detriment of the rest, we leave room for competitors who are delighted to capture this demand and what's more with significantly less heavy investments. This is all good, but now what do we do? I have talked about it in several articles but the DPM (Digital Pull Marketing) approach which is based in particular ondemand analysis, allows you to have significant leverage, with a measured investment while keeping your competitors at bay. This methodology has earned us recognition by BPI France as one of the most innovative startups in France.
And also an article in HBR France: how to create an effective content marketing strategist. It is a methodology, developed internally for 10 years and today with a certain number of customer cases. It allows you to approach your digital strategy by focusing not on your brand but on the real expectations of those you want to reach. The LBI (Lost Business Indicator) which I spoke about above is another tool, prior to the DPM. It allows you to visualize (in 24-48 hours) or even quantify the volume of business and therefore the turnover lost (loss of profit) each month. Sometimes, it is not useful to look for complicated plans to develop your business: the demand exists, the customers are there, they want your products. Just go get them.
We have seen it with these examples, mainly, online, the consumer (BtoC), just as the Email Data buyer (BtoB) is not, mainly in search of a brand. If we limit ourselves to pushing our brand to the detriment of the rest, we leave room for competitors who are delighted to capture this demand and what's more with significantly less heavy investments. This is all good, but now what do we do? I have talked about it in several articles but the DPM (Digital Pull Marketing) approach which is based in particular ondemand analysis, allows you to have significant leverage, with a measured investment while keeping your competitors at bay. This methodology has earned us recognition by BPI France as one of the most innovative startups in France.
And also an article in HBR France: how to create an effective content marketing strategist. It is a methodology, developed internally for 10 years and today with a certain number of customer cases. It allows you to approach your digital strategy by focusing not on your brand but on the real expectations of those you want to reach. The LBI (Lost Business Indicator) which I spoke about above is another tool, prior to the DPM. It allows you to visualize (in 24-48 hours) or even quantify the volume of business and therefore the turnover lost (loss of profit) each month. Sometimes, it is not useful to look for complicated plans to develop your business: the demand exists, the customers are there, they want your products. Just go get them.