Post by account_disabled on Dec 20, 2023 18:35:53 GMT 14
Free while each platform offers paid solutions to push it. Brands and Social Networks: the kingdom of push In his article that I cited previously, Yann Gourvennec talks about top-down advertising. The latest Forrester report that Yann mentions ( it's ok to break up with social media ) denounces the fact that marketers have completely diverted social networks from their natural characteristic (not to mention added value): generating discussions, conversations, Exchanges. This is today completely lost sight of by the majority of actors. We remain, as I have already indicated in numerous other articles, driven by the very pushy mass media marketing of the 1960s-2000s without realizing (or without taking into account) that the world has changed.
In any case, the online world, on this subject, does not have the same resources as the offline Email Data world. Social networks have become, for brands, and for a long time, communication channels where we push our messages with huge budgets, hoping to reach as many people as possible. We are in the middle of “hope marketing”: we do something hoping that it will produce a result. And then, we come to complain that there is no (result). Problems : It's more and more difficult (to be visible). It's more and more expensive (even if at the moment with the covid crisis, costs are generally rather falling). We are not at all sure of reaching the right people (even if paying reduces this risk). We can reach the wrong people (competitors, growth hackers, spammers, etc.).
Social networks: restricted communication By analyzing her history, Nathalie makes another observation: We cannot say everything. All its content is visible and each post is also information sent to the market and to competitors. She realizes that, in fact, her communication must be restricted. As it is extremely difficult to know and especially to choose who sees what, she is not really free or she treats the subjects superficially, which does not reflect the image she wants to give of her company. However, it needs to pass messages, to appear as a key player in its market. On this point clearly, social networks do not serve its purpose. Social Networks: you help your competitors develop their business I made her aware of this point which she had not realized at all. It is related to the previous point, but it is a bit technical.
In any case, the online world, on this subject, does not have the same resources as the offline Email Data world. Social networks have become, for brands, and for a long time, communication channels where we push our messages with huge budgets, hoping to reach as many people as possible. We are in the middle of “hope marketing”: we do something hoping that it will produce a result. And then, we come to complain that there is no (result). Problems : It's more and more difficult (to be visible). It's more and more expensive (even if at the moment with the covid crisis, costs are generally rather falling). We are not at all sure of reaching the right people (even if paying reduces this risk). We can reach the wrong people (competitors, growth hackers, spammers, etc.).
Social networks: restricted communication By analyzing her history, Nathalie makes another observation: We cannot say everything. All its content is visible and each post is also information sent to the market and to competitors. She realizes that, in fact, her communication must be restricted. As it is extremely difficult to know and especially to choose who sees what, she is not really free or she treats the subjects superficially, which does not reflect the image she wants to give of her company. However, it needs to pass messages, to appear as a key player in its market. On this point clearly, social networks do not serve its purpose. Social Networks: you help your competitors develop their business I made her aware of this point which she had not realized at all. It is related to the previous point, but it is a bit technical.