Post by account_disabled on Dec 19, 2023 1:55:35 GMT -5
General Managers have against their Marketing Directors: too much focus on the latest trends, without being able to demonstrate what additional business they generate. The strategy, when there is one, often revolves around brand promotion. The brand remains a vital asset for many marketing directors. Here again, the brand remains an essential element for marketing, while CEOs are more concerned with turnover, sales and, obviously, EBIT. It is quite striking to note, when using Big Data SAAS solutions, that for a large majority of companies, branded SEO traffic represents more than 90% and up to 99% of the site's non-paid traffic. Branded SEO traffic is traffic generated on the website following queries on engines such as Bing or Google which contain the name of the company or one of its brands.
So of course, this branded traffic is essential. If we are looking specifically for your Email Data products, we must arrive on your site. But, if we limit ourselves to that, we also miss out on our market and a huge lever for growth. Indeed, for the same product, there are very often many more generic searches, without a brand, than searches with a brand or the name of a product. And yet, this market which extends its arms to every company is often left aside by marketing teams. The fact is that (I've been talking about it since 2016), non-branded searches by Internet users are growing rapidly (as Google indicates). They represent 90% of mobile searches. Translation: if you only target branded searches, you target 10% of your market, of which the brand (according to its notoriety) only represents a small part.
Changing your vision on the subject and collecting all this research is accessible today, but, it must be admitted, only with a handful of agencies who are immersed in data and know how to obtain this data. An approach, like the DPM that we have developed internally, is an excellent way to achieve this. THE problem of digital strategy In fact, all these elements are linked: lack of strategy, too much focus on the brand, “means” vision, attraction of new trends and new tools… When we take a step back, we always come back to the same subject: poor knowledge or lack of understanding of market needs/wants/expectations. And I think that this poor knowledge comes from a transposition that has taken place between digital marketing and offline marketing. As it was new and there was no benchmark, everyone did online marketing as they did offline marketing: focus on the brand, buying space, push marketing, advertising... Whereas, in reality, this is not how the online market behaves.
So of course, this branded traffic is essential. If we are looking specifically for your Email Data products, we must arrive on your site. But, if we limit ourselves to that, we also miss out on our market and a huge lever for growth. Indeed, for the same product, there are very often many more generic searches, without a brand, than searches with a brand or the name of a product. And yet, this market which extends its arms to every company is often left aside by marketing teams. The fact is that (I've been talking about it since 2016), non-branded searches by Internet users are growing rapidly (as Google indicates). They represent 90% of mobile searches. Translation: if you only target branded searches, you target 10% of your market, of which the brand (according to its notoriety) only represents a small part.
Changing your vision on the subject and collecting all this research is accessible today, but, it must be admitted, only with a handful of agencies who are immersed in data and know how to obtain this data. An approach, like the DPM that we have developed internally, is an excellent way to achieve this. THE problem of digital strategy In fact, all these elements are linked: lack of strategy, too much focus on the brand, “means” vision, attraction of new trends and new tools… When we take a step back, we always come back to the same subject: poor knowledge or lack of understanding of market needs/wants/expectations. And I think that this poor knowledge comes from a transposition that has taken place between digital marketing and offline marketing. As it was new and there was no benchmark, everyone did online marketing as they did offline marketing: focus on the brand, buying space, push marketing, advertising... Whereas, in reality, this is not how the online market behaves.