You are often confronted with preconceived ideas in your professional daily life in digital marketing. It is important to deconstruct them to make Falkland Islands and Malvinas Email List the marketer’s job easier. It is essential to convey what marketing is and recall its importance in the company. Rémi Salette, consultant trainer in strategic, relationship and digital marketing, helps you to deconstruct certain received ideas about digital marketing. How do you manage to restore marketing to its nobility? The first key: giving meaning independently of digital. This is how relevance will come and then performance. The second key: to clarify the objective of what we want to put in place. For example: many brands shunned the 2018 Paris Motor Show because its marketing department was unable to justify its objective, nor to demonstrate the event’s ability to provide performance.
The third key: proceed methodically by communicating in 4 steps following the customer journey. You have to know how to take the time while respecting the client’s rhythm. Misconception # 1: digital is a magic wand It is important to decipher the words and define the concepts. In “digital marketing” there is “marketing”. However, marketing is above all about being in your market, that is to say being with your customers. It is therefore necessary to ask 2 major questions: Are we doing any marketing? Should we digitize our marketing? (this question must imperatively be asked in a second step) So ask yourself if what you are doing makes sense for your market. If not, don’t go digital. That can’t save the fact that you aren’t marketing. Indeed, we often focus on the false cause: the media.
How Do You Manage To Restore Marketing To Its Nobility?
Misconception # 2: digital marketing is digital We tend to focus our attention on digital when we should be talking about communication. Digital marketing campaigns are really communication campaigns: have something to say and I want it to be known. People often start from the media, but it’s taking it backwards. As a first step, it is necessary to take into account the media affinity. What media is your target exposed to? Misconception # 3: in marketing, it’s size that counts It is not the one with the biggest communication budget who wins. If the advantage went to the biggest, there would be no start-up. It is also often dangerous to have a large budget. To make a campaign that works, you first have to do marketing: have a message that makes sense so as not to destroy the value.
However, it is difficult to make sense in a mass approach, to avoid the foil effect. Misconception # 4: in digital marketing, volume = performance This corresponds to the preconceived idea that the more we communicate the more we will progress. To be effective, you have to structure your marketing using the methods and tools available. When designing a brief, two elements are central: Who are we talking to? (target segment) We say what ? (brand positioning) Misconception # 5: traditional media still have a bright future … The crucial point is to be interested in the media affinity, to adapt to the appetites of its targets. One point is now indisputable: we are all “mobile and social”. Contrary to a priori, this does not only concern young people. Indeed, the most connected age group is the 55-60 year olds when they are very busy… surprise!
Misconception # 1: Digital Is A Magic Wand
The whole challenge is to engage people with advertising that they deem intrusive. Thus, it is not by doing the most advertising that you earn, but by reviewing your spending in terms of investment. The key is to understand your target’s problem and help them solve it. Misconception # 6: digital marketing must be ultra creative The job is not to be creative but to bring meaning: What are the important topics for our customers? How can we help them solve this problem? Word of mouth and recommendation are now key. To achieve this : Identify a target segment Detect the major issue in this segment Publish content or brand content Misconception # 7: the goal: is to sell It would be utopian to claim otherwise, but selling should not be the primary objective.
The first step is to make your segment want to buy naturally. Selling should be effortless with good marketing. To do this, use a simple method of AIDA in 4 steps: Awareness: acquire notoriety Interest: trigger interest Desire: arouse desire Action: set up conversion campaigns It is by following these 4 successive steps that your digital marketing will facilitate the sale. Misconception # 8: influencers are the key The subject is not so much who says what, but what he says. The goal is to help an influencer who is already very popular with your target market to produce more qualitative posts for the benefit of their community. It is therefore about doing community management. Find an influencer who already has an appetite for you and absolutely start from the customer.