Post by account_disabled on Dec 19, 2023 6:55:30 GMT
75% of digital marketing campaigns underperform. 75%! when we do the math, at the global level, every year millions, if not billions, of € or $ are thrown out the window. When I began to be professionally in charge of digital projects (this takes us back to 2001) and for many years that followed, the question of digital ROI constantly arose. Countless publications (articles, white papers, videos, etc.) have been published on the subject. This was the big problem for consultants and agencies: how to demonstrate the ROI of digital marketing. It’s as if the world has been struck by collective amnesia when we read these figures. A quick Google search gives the figure of a market of 320/340 billion dollars per year. 75% which does not give a satisfactory result, that still amounts to between 240 and 255 billion dollars.
Every year. Where is the KING in this? Some evil tongues would say that the Email Data reason is quite simple: we do digital marketing because we have to do it, to clear our conscience. We invest (at this level, we spend) and we will see. This is the famous hope marketing: we spend in the hope of having a result. Why digital marketing has no results Between the prospects I met, my clients' competitors, and the cases I read, I identified several reasons: – Lack of knowledge/understanding of customer needs. – Lack of strategy. – Confusion between means and objectives. – Lack of digital culture. According to a study made in the UK, there are 2 major problems: On the one hand, form is nothing without substance. We often give importance to the form but much less to the essential: will we interest our audience.
In many companies, we think that the brands are strong enough, that we therefore have natural legitimacy and that the content will be seen, read and taken into account. On the other hand, poor (or lack of) knowledge of the expectations / needs / “pain points” of the market in the broad sense (customers, non-customers, prospects). On reflection, these 2 points are very linked: if a communication lacks substance, it is also because we do not know our audience well. “I know my market” I love this sentence: “Besides, I’ve been in this sector for 20 years. I know my customers and I know what they need.” Really, I love it. When my contact (GM, Marketing Director, BU Director, Sales Director, E-commerce Director, etc.) tells me that, I know that he will need my services. To approach digital, there is almost nothing worse than arriving with your ready-made ideas and with the image you have of your online market.
Every year. Where is the KING in this? Some evil tongues would say that the Email Data reason is quite simple: we do digital marketing because we have to do it, to clear our conscience. We invest (at this level, we spend) and we will see. This is the famous hope marketing: we spend in the hope of having a result. Why digital marketing has no results Between the prospects I met, my clients' competitors, and the cases I read, I identified several reasons: – Lack of knowledge/understanding of customer needs. – Lack of strategy. – Confusion between means and objectives. – Lack of digital culture. According to a study made in the UK, there are 2 major problems: On the one hand, form is nothing without substance. We often give importance to the form but much less to the essential: will we interest our audience.
In many companies, we think that the brands are strong enough, that we therefore have natural legitimacy and that the content will be seen, read and taken into account. On the other hand, poor (or lack of) knowledge of the expectations / needs / “pain points” of the market in the broad sense (customers, non-customers, prospects). On reflection, these 2 points are very linked: if a communication lacks substance, it is also because we do not know our audience well. “I know my market” I love this sentence: “Besides, I’ve been in this sector for 20 years. I know my customers and I know what they need.” Really, I love it. When my contact (GM, Marketing Director, BU Director, Sales Director, E-commerce Director, etc.) tells me that, I know that he will need my services. To approach digital, there is almost nothing worse than arriving with your ready-made ideas and with the image you have of your online market.