Post by account_disabled on Dec 20, 2023 8:59:58 GMT
A positive business impact from their social media presence. Personae Some will call me a charlot who doesn't understand anything, but I have rarely been convinced by approaches based on personae. I find it hard to understand that because 2 people have the same profile, they would have the same expectations. And I find it hard to understand that 2 different profiles cannot have the same needs. The persona approach is also based on: once you have made your personas, ask yourself what they want and what they may need. This mode of operation does not seem at all compatible with the functioning of access to information on the Internet, which still largely goes through search engines.
On a search engine, we do not come with a persona or with a profile, we come with a problem Email Data to which we expect the engine to provide us with an answer. If we address typical customer profiles and the customers come with a need, it will be quite complicated to ensure that supply meets demand. Google does not know what my profile is, but it knows what my needs are and Google therefore provides me with an answer based on my needs and not in relation to my profile. It seems to me that there is therefore a double gap, between on the one hand Internet users who have intentions and needs and marketers who address profiles and not the needs of their customers. And, on the other hand, marketing teams, agencies or even consultants who will base themselves on their supposed knowledge of their market.
I say assumed because many still think that online is a mirror of offline, but that is not the case. Customer behavior is very different there and the competitors are not the same. If we don't adapt our approach, we risk missing out. On the other hand, once a prospect is attracted by a response to their needs, you must actually personalize the message according to their persona. Solution-based communication This is still a very common error in digital marketing, especially when we approach the editorial part: content marketing / inbound marketing. Whether a company works alone, with a consultant, with an agency (small or large), one of the main errors I observe is communication (articles, blog, videos, white papers, etc.) based on the brand and on the solution.
On a search engine, we do not come with a persona or with a profile, we come with a problem Email Data to which we expect the engine to provide us with an answer. If we address typical customer profiles and the customers come with a need, it will be quite complicated to ensure that supply meets demand. Google does not know what my profile is, but it knows what my needs are and Google therefore provides me with an answer based on my needs and not in relation to my profile. It seems to me that there is therefore a double gap, between on the one hand Internet users who have intentions and needs and marketers who address profiles and not the needs of their customers. And, on the other hand, marketing teams, agencies or even consultants who will base themselves on their supposed knowledge of their market.
I say assumed because many still think that online is a mirror of offline, but that is not the case. Customer behavior is very different there and the competitors are not the same. If we don't adapt our approach, we risk missing out. On the other hand, once a prospect is attracted by a response to their needs, you must actually personalize the message according to their persona. Solution-based communication This is still a very common error in digital marketing, especially when we approach the editorial part: content marketing / inbound marketing. Whether a company works alone, with a consultant, with an agency (small or large), one of the main errors I observe is communication (articles, blog, videos, white papers, etc.) based on the brand and on the solution.