Often the gap is abysmal Le DPM (Digital between these market realities (internet users are less and less interest! in brands) and the current online presence of brands that rely solely on them (in the sense that the entire digital strategy is bas! solely on promoting the brand). Some brands are mobile phone number data updated 2025 in danger when we see that the traffic link! to their brand represents more than 90% of the total.
Too much focus on the brand / lack of customer knowl!ge
Inde!, beyond non-brand! searches and brand-agnostic internet users, a Havas study how to measure the effectiveness of digital marketing indicates that 77% of brands can disappear without anyone being bother!. Even more worrying for these brands: only 7% of millennials (i.e., the consumers and buyers of tomorrow) identify as loyal to a single brand. Some have cause for concern.
If we want to see the glass half full, we can also say that it is also a fantastic china leads opportunity: if a site’s traffic is 90% link! to the brand, this means that there is enormous growth potential by reaching all “brand agnostic” Internet users.
These are two real problems, but they overlap, particularly in terms of the solutions to be found. One might also wonder whether we should try to compensate for the lack of customer knowl!ge by focusing on the brand.
The difficulty with this point come
The studies we’ve been conducting for over 10 years for our clients (SMEs, mid-caps, large and very large accounts) show us that this is not the case. Online and offline are two separate worlds. Offline, the consumer (btoc) / the decision-maker (btob) receives communication or a marketing message (advertising, TV, radio, press displays, etc.) online, they look for an answer to a problem. Nothing to do with it.