Usually, when these points are analyzed and the failures of the brands in this area and in this specific point are looked for, what is usually analyzed and what is usually criticized is not doing homework in terms of marketing strategy. referred makes brands miss many opportunities and forces them to make wrong decisions, losing customers and causing their products and services not really reach those they had to reach. Things don’t work as well as they should when things are not done the way they should be done. But is this the only problem imposed by not creating efficient strategies? Is the lost sales opportunity alone the only drag on failing to create an efficient marketing strategy?
The truth is that reality is a little more complex than that and things are a bit more complicated than just that question. Brands lose much more than just sales Latvia Phone Number List opportunities and much more than simple messages that have been lost or that have not really reached the consumer despite the expense that the company has made or the effort that it has been able to put into it. An erroneous marketing strategy, a failed bet on certain messages, especially in the case of the Internet, where brands are much more prone to blindfolded, has a much more pernicious effect. As they point out in an analysis in Harvard Business Review, poor decisions in digital marketing strategy have a high social cost. The perception of the brand and its position within the ecosystem will be fatally damaged by doing things wrong and brands and their products risk being put in the same bag as questionable ads that invite you to buy Viagra and the like or that propose a revolutionary diet.
What are the sins that companies and brands are committing?
The list of bulk errors from which the article starts are issues such as forcing the brand’s employees to tweet content with a corporate whiff (those that the brand itself has written for them) or leaving email marketing campaigns in a service completely automated that will not allow adding value. And, above all, the article starts from the idea of spam: especially in the B2B world, they remind us, brands have become obsessed with harvesting emails and phones to send information and more information about practically anything that interests them and thus simply become in spammers who send anything to consumers.
The digital marketing strategy of brands, whether they are B2B or B2C, has started to orient itself to a not very smart (but very, unfortunately, popular) three-step structure. Brands have to, especially in social media marketing, create lots and lots of content to generate pages and more page views, then they have to get consumers to access that content no matter what (hence everyone is investing like crazy in sponsored posts on Facebook) and, finally, do whatever it takes so that those people continue to receive that content in the future, shielding their relationship with the brand (get their email! is the key issue).
Brands do it because there is less and less competition in content, they point to the analysis (the media are in crisis and are weak on the one hand and, on the other, have lost the quality of their content) and on the other because this method works as an economically understandable matter. It’s easy to see what is being done, what it is costing, and what you can report.