Post by account_disabled on Dec 19, 2023 9:30:48 GMT
As expressed in its slogan "Everything starts with a search". An Internet user goes to a search engine with an intention: information, investigation or transaction. According to Google, if we focus only on socio-demographic criteria and not on intentions, we miss part of our audience: 40% of buyers of baby products, for example, live in a household without children. These could be grandparents, cousins, friends or even colleagues. To reach them, it is therefore essential to adapt your marketing strategy to the specificities of the Internet and, unlike approaches based on personas with poor results, to target these intentions. And, therefore, to move from a push approach to a pull strategy. Data in abundance The power of the Web comes from its ability to generate qualified data from interactions between Internet users and search engines. This data is perfectly accessible, including in niche markets.
For each geographic area, it is possible to analyze quantified data that is sufficiently precise Email Data to calculate real demand and detect the intentions behind these interactions. This is digital pull marketing (DPM). With this method, it is easy to launch new products, design an editorial line and make informed choices between natural referencing and advertising, with a view to obtaining tangible results. For the producer of the musical Notre-Dame de Paris, we observed very different behavior between Parisians and provincials, targeting intentions and not personas. With most shows taking place in Paris, Parisians tend to look for specific events to find out about dates and venues. In the provinces, on the other hand, there is often only one big local scene; we tend to do research on its programming. We must therefore take into account these different research intentions, when addressing Parisians or provincial residents. Customer case, private management company When the management company Lonlay wanted to be more visible on the Internet, trying to increase its notoriety was unthinkable.
Between the big players in the sector and the banks, the space was saturated and inaccessible for an SME. Highlighting the company's expertise was also complicated to the extent that it touched on a large number of areas (tax exemption, inheritance, transfer, etc.). It was impossible for an SME to position itself on all subjects. To have the best leverage between investments and results, we used the DPM to identify the most relevant topics to the client's objectives. In three months and 12 articles, the site was referenced on more than 1,500 keywords, with a significant impact on its traffic. By a simple change of strategy, involving the transition from a push approach to a pull approach based on data, digital marketing becomes effective. This is also what digital transformation is: having a truly customer-oriented approach. Authors Cyril Bladier Founding director of Business-on-Line, a networked digital marketing agency of around forty people who has developed expertise around data marketing, inbound and social selling. He is a graduate of Neoma BS, ICADE Madrid and HEC Executive MBA (major of class).
For each geographic area, it is possible to analyze quantified data that is sufficiently precise Email Data to calculate real demand and detect the intentions behind these interactions. This is digital pull marketing (DPM). With this method, it is easy to launch new products, design an editorial line and make informed choices between natural referencing and advertising, with a view to obtaining tangible results. For the producer of the musical Notre-Dame de Paris, we observed very different behavior between Parisians and provincials, targeting intentions and not personas. With most shows taking place in Paris, Parisians tend to look for specific events to find out about dates and venues. In the provinces, on the other hand, there is often only one big local scene; we tend to do research on its programming. We must therefore take into account these different research intentions, when addressing Parisians or provincial residents. Customer case, private management company When the management company Lonlay wanted to be more visible on the Internet, trying to increase its notoriety was unthinkable.
Between the big players in the sector and the banks, the space was saturated and inaccessible for an SME. Highlighting the company's expertise was also complicated to the extent that it touched on a large number of areas (tax exemption, inheritance, transfer, etc.). It was impossible for an SME to position itself on all subjects. To have the best leverage between investments and results, we used the DPM to identify the most relevant topics to the client's objectives. In three months and 12 articles, the site was referenced on more than 1,500 keywords, with a significant impact on its traffic. By a simple change of strategy, involving the transition from a push approach to a pull approach based on data, digital marketing becomes effective. This is also what digital transformation is: having a truly customer-oriented approach. Authors Cyril Bladier Founding director of Business-on-Line, a networked digital marketing agency of around forty people who has developed expertise around data marketing, inbound and social selling. He is a graduate of Neoma BS, ICADE Madrid and HEC Executive MBA (major of class).