Post by account_disabled on Dec 23, 2023 15:49:05 GMT 5.5
Connection time searching for information. To find a response to this need, the vast majority still use Google (at least in France and Europe). Google, in 2017 in France, had more than 92% market share in online search. Among all these requests from Internet users, 15% of those made every day have never been seen before (source Google). If a company or a brand does not attach any importance to researching what these queries are and therefore what the online demand is for their products, it will be very difficult for them to position themselves. It's a sort of blind operation: we communicate about a product without knowing how those who may need it will seek it out.
So we will seek to push our offer via social networks, via influencers, via our Email Data employees (employee advocacy), via infographics / videos / articles / white papers… we will even go so far as to invest sometimes significant budgets in purchasing of space, in Google or Facebook ads… hoping that something happens next. I have already talked about it in several articles, it's called Hope Marketing. As indicated previously, we remain with an approach very close to advertising and mass media where we will seek to use all possible levers to reach as many people as possible by telling ourselves 1) that we will succeed in reaching a few people 2) that perhaps Google will reference us, especially if we manage to do a little better.
Than our colleagues 3) that what we say is so interesting for everyone, that naturally a virality will be created on social networks. An online market is not a transposition onto the Internet of this offline market . The behavior of buyers or consumers online often has nothing to do with their behavior IRL (In Real Life). Indeed, not everyone searches in the same way. Some make so-called “branded” queries, that is to say including a brand or company name. Some (more numerous) make neutral requests. Some make generic requests, with few words, others make requests of 4/5 words (the number of so-called long requests tends to increase). There are in fact hundreds or thousands of different ways to search for information and often, in business, we tend to see things from our point of view without necessarily being aware that others are searching differently.
So we will seek to push our offer via social networks, via influencers, via our Email Data employees (employee advocacy), via infographics / videos / articles / white papers… we will even go so far as to invest sometimes significant budgets in purchasing of space, in Google or Facebook ads… hoping that something happens next. I have already talked about it in several articles, it's called Hope Marketing. As indicated previously, we remain with an approach very close to advertising and mass media where we will seek to use all possible levers to reach as many people as possible by telling ourselves 1) that we will succeed in reaching a few people 2) that perhaps Google will reference us, especially if we manage to do a little better.
Than our colleagues 3) that what we say is so interesting for everyone, that naturally a virality will be created on social networks. An online market is not a transposition onto the Internet of this offline market . The behavior of buyers or consumers online often has nothing to do with their behavior IRL (In Real Life). Indeed, not everyone searches in the same way. Some make so-called “branded” queries, that is to say including a brand or company name. Some (more numerous) make neutral requests. Some make generic requests, with few words, others make requests of 4/5 words (the number of so-called long requests tends to increase). There are in fact hundreds or thousands of different ways to search for information and often, in business, we tend to see things from our point of view without necessarily being aware that others are searching differently.