Post by account_disabled on Dec 19, 2023 23:03:12 GMT -5
Often he inherited the responsibility without having really been trained for it. In this case, he can approach digital with the uses of the old world. And the results are not there. Most were already active when the Internet came into our lives. They weren't trained for it. They were never prepared for it. And they know about the Internet what is said about it in the media or what their children tell them about it. Faced with both the diversity of terms and existing technologies, they cannot find their way around. They don't know how to approach the subject: SEO, SEA, SEM, ads, social networks, sites, blogs, articles, posts, stories, videos, Tweets, natural referencing, paid referencing.
RTB, remarketing, acquisition, cpm, cpc, cpl, cpa, pixel, tag, hashtag, LinkedIn or LinkedInk?, profile, page, data, big data, smart data, conversion, conversation, troll, community management, 1st page, 1st position, zero position, keyword, algorithm, ABM…. Just yesterday I met Guillaume, Marketing Director who admitted to me that he was very uncomfortable because he was completely lost on these subjects. With Email Data double pressure: this cannot be perceived by his teams and he cannot recognize it in front of his CEO. His luck in particular is that his CEO knows even less than him on the subject. He has a site because he needs one. He is on social networks because you have to be there: which ones? Why ? how ? to do what? with what objectives? what measure of the result? He does not have a clear answer to these questions.
So he does like the others, like everyone else. And, like the others, he has no results except that he notices that it takes up a significant part of his marketing budget. It was simpler when you had to make catalogs, organize a few customer events, advertise in the 2 professional magazines in the sector and be present at the 3 essential trade shows. And I pass on my interlocutors who want “a site on Google”, those for whom paid referencing and natural referencing are the same thing, those who confuse browser and search engine, those who write forgotten in the recovery box of their forgotten password or those (rarer, I admit) who cannot send me a screen print because they do not have a printer (real case).
RTB, remarketing, acquisition, cpm, cpc, cpl, cpa, pixel, tag, hashtag, LinkedIn or LinkedInk?, profile, page, data, big data, smart data, conversion, conversation, troll, community management, 1st page, 1st position, zero position, keyword, algorithm, ABM…. Just yesterday I met Guillaume, Marketing Director who admitted to me that he was very uncomfortable because he was completely lost on these subjects. With Email Data double pressure: this cannot be perceived by his teams and he cannot recognize it in front of his CEO. His luck in particular is that his CEO knows even less than him on the subject. He has a site because he needs one. He is on social networks because you have to be there: which ones? Why ? how ? to do what? with what objectives? what measure of the result? He does not have a clear answer to these questions.
So he does like the others, like everyone else. And, like the others, he has no results except that he notices that it takes up a significant part of his marketing budget. It was simpler when you had to make catalogs, organize a few customer events, advertise in the 2 professional magazines in the sector and be present at the 3 essential trade shows. And I pass on my interlocutors who want “a site on Google”, those for whom paid referencing and natural referencing are the same thing, those who confuse browser and search engine, those who write forgotten in the recovery box of their forgotten password or those (rarer, I admit) who cannot send me a screen print because they do not have a printer (real case).