Post by account_disabled on Dec 19, 2023 1:54:57 GMT -5
Which is more effective for your digital strategy: advertising with a personality, like Sharon Stone for example, or targeting the average consumer, the housewife under 50, Mrs Michu, Average Joe… When we do marketing and/or communication, on paper, the two approaches work. Sometimes some companies do both, sometimes only one lever is used. To note 1) This article only addresses the online world. I'm not talking about offline at all. What I indicate here is valid for activities, marketing online. And, for practical reasons, the study is limited to the French market. 2) I have no connection with any player in the optical market. The material described below is based on figures retrieved via Big Data tools and is not a criticism of any company. 3) The figures come from crawlers such as Semrush, ahrefs, ubersuggest, moz or Google Trends.
Digital strategy: Communication, notoriety, brand image One of these levers (personality) will be Email Data used for notoriety purposes, for branding, story telling and in overall work on the brand image based in particular on the values we want it to embody. . The ultimate question is the impact on the business. Difficult to measure. We can measure the evolution of awareness, measure the evolution of the perception of the brand, but the Bottom Line impact is not easy. We will probably ask Sharon Stone to evolve towards a more glamorous image; Teddy Riner or Conor McGregor for strength and fighting spirit, etc. Digital Strategy: Marketing vs communication The other lever will probably directly target purely business issues.
The housewife under 50 wants to change her glasses, for example we will let her know that she has a store of the brand next to her home. Mrs. Michu is looking for what she can do for the Ascension Bridge with her family of 4 people including 2 children, and we are going to make sure that she discovers the new 5-star campsite which has just opened and where there has many activities for teenagers and a mini club for children. We're going to explain to Average Joe how to change a joint to repair a leak and which one to choose rather than calling a plumber. We are going to target the forty-something by giving him ideas for handbags or jewelry that could please his wife for their 10th wedding anniversary because we suspect that between traditional brands and the multitude of new designers, it is completely lost.
Digital strategy: Communication, notoriety, brand image One of these levers (personality) will be Email Data used for notoriety purposes, for branding, story telling and in overall work on the brand image based in particular on the values we want it to embody. . The ultimate question is the impact on the business. Difficult to measure. We can measure the evolution of awareness, measure the evolution of the perception of the brand, but the Bottom Line impact is not easy. We will probably ask Sharon Stone to evolve towards a more glamorous image; Teddy Riner or Conor McGregor for strength and fighting spirit, etc. Digital Strategy: Marketing vs communication The other lever will probably directly target purely business issues.
The housewife under 50 wants to change her glasses, for example we will let her know that she has a store of the brand next to her home. Mrs. Michu is looking for what she can do for the Ascension Bridge with her family of 4 people including 2 children, and we are going to make sure that she discovers the new 5-star campsite which has just opened and where there has many activities for teenagers and a mini club for children. We're going to explain to Average Joe how to change a joint to repair a leak and which one to choose rather than calling a plumber. We are going to target the forty-something by giving him ideas for handbags or jewelry that could please his wife for their 10th wedding anniversary because we suspect that between traditional brands and the multitude of new designers, it is completely lost.