The biggest mistake in digital marketing
Many companies, consultants and start-ups are looking to launch or develop their business using digital tools. Digital marketing has taken an essential place in company budgets. In the best cases, the total envelope of the marketing budget has increased. In the majority of cases, the marketing budget has taken its place by capturing budget previously allocated to other investments. We can distinguish 2 main types of approaches (online or offline): on the one hand, work on the brand (branding). It'scommunication: we seek to make a product, a brand known. The objective of communication is to explain, position, give visibility or create notoriety. On the other hand, marketing.Marketing is the analysis of a market to satisfy it and achieve acquisition, loyalty and business Email Data development objectives. I would speak here of marketing and not of communication: the service we provide to our customers is marketing. Digital marketing is largely based on content: – Blog posts. – Website SEO (SEO is based in particular on the quality of the content). – White papers. – Inbound marketing: marketing strategy consisting of bringing customers to you. – Social Selling: themes to be shared by salespeople on social networks. – Inbound HR: application of Inbound Marketing approaches to HR. – YouTube videos (video content). – Slideshare: the “YouTube” of power point and pdf presentations.
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Email marketing: whether to prospect or especially to build loyalty. Content marketing is a $200 billion market in 2016 and a forecast of $412 billion in 2021. However, billions of dollars are thrown out the window every year. For what ? Because content marketing as it is practiced today does not work! And it's not yet another complaining French person who says it, but two very serious organizations: the AMA (American Marketing Association) and theContent Marketing Institute . Indeed, according to the latest reports published by these two organizations: 24% of BtoB marketers recognize that content marketing is very or extremely effective (28% in BtoC).
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