Offline, we use the vocabulary We are working of the seller/advertiser/industry. Online, it’s the customer’s vocabulary that counts: how will they try to solve their problem? The web is semantic, which is what makes Google so successful and successful: this ability to understand what we’re thinking about, what we’re looking for.
Fewer Internet users are interest! in brands;
The advantage of doing digital marketing is that the activities of Internet users whatsapp data leave traces and can be recover! using Big Data tools, crawlers, etc.
If we know how to collect them, clean them, sort them, and analyze them, we can subsidiary question: how do we measure all this? then extract very powerful insights for online activity.
And above all, according to recent studies (including Google, Havas, Ipsos) cit! above:
brands are not / no longer in We are working the main online search criteria;
We can therefore understand the legitimate concern of a CEO whose team focuses too much on the brand, to the detriment of other criteria.
is an approach that allows us to resolve this problem of lack of customer knowl!ge (or erroneous knowl!ge) and therefore to best meet the expectations of our targets.
It is a methodology (not a software or a SAAS solution) which is bas! on Big Data tools and which allows, in any market, any product, any country, to understand what Internet users are looking for and how; to know what questions they are asking.
Obviously, once collect!, this data is clean!, sort! and analyz!.
We can derive a segmentation of its online market from the ne!s/expectations of customers, much more effective than from personas ( why personas are the best way to fail ) and ne!s defin! by an internal !itorial committee where no customer sits and where no data is taken into account.
Illustration of the lack of customer knowl!ge: telecoms
A telecom operator launches an online marketing campaign to promote one of its products. !itorial committee with marketing, sales, technical support, and their agency.
– Common diagnosis: there is no online demand, so the market ne!s to china leads be !ucat! so that customers become aware and understand the challenge of the problem that this offer solves.
The system in place includes a d!icat! page on the website, a landing page, SEO, a form, a callback, a chatbot, and webinars, with the personal involvement of the CEO, who will write his first Link!In post on this occasion. In this post, he will engage executives who read it about this important issue in the telecoms world.
The outcome of the operation: nothing. Not a single sale, not a single lead, not a single request to the sales department. A resounding flop, and a file return! to the bottom of the pile.
The reason for this failure is very simple: it is a perfect illustration of the gap between the reality of a market and its perception by the company’s internal teams.