I have talked about it several times in my articles (Read 18 times)

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Hope Marketing”: we do something in the hope that something else will happen. I think that in reality, a digital strategy cannot be limited to communication. Marketing, and in particular taking into account the needs and expectations of consumers/buyers, are essential. They are even different. However, they are very often forgotten. Defining a digital strategy means taking a step back from the subject. It's avoiding doing ads or social media because you have to do it because everyone is doing it. This is important because digital can become a real business channel, generating leads and candidates. Spending budget is not a strategy. A strategy is based on analyzes and follows an objective. The impact is quite significant on the budgets implemented, which responds to the current strong need for cash flow, which is the concern of many managers.

How to define your strategy, in particular by avoiding the negative impact of cognitive biases. On this Email Data subject, there seems to be a consensus between digital marketing agencies. We start from the company, its products. We hold brainstorming meetings involving internal resources. Many decisions are made based on: I think we need to… We just have to do this… A Customer Told Me About… I Know My Customers… even I Know My Clients and It Doesn’t Work… I have been in the sector for 10 years… We've always done it like this... The fact is that strategic decisions based on impressions can produce results, but often they go wrong or produce results that do not live up to expectations and that do not allow the company, the CEO, the Marketing Department to achieve their objectives.



The cases are common (examples): Digital Strategy Telecoms Group This major telephone operator has deployed a digital strategy based on an erroneous perception. Everyone (marketing, sales, technical department, CEO, agency) was convinced that there was no online demand for a strategic product of the company. So everything was put in place (strategy, action plan, site, landing pages, webinars, white papers, videos, etc.) based on this analysis: there is no demand. Result ? Nothing ! No results: no 1 contact, no 1 lead. For what ? Because the problem wasn't that there was no demand. There is one and it is even important. The problem is that the way the strategy was defined and implemented made the brand completely invisible to those it was intended to reach. And, among the people concerned, no one was able to detect this need, although it was real.