Why Your Digital Marketing Strategy is a Failure

— March 20, 2017

On My Marketing Manager, the vast majority of our clients are entrepreneurs, VSEs and SMEs – like more than 90% of companies in India. Like most of these companies, they do not have a marketing department, let alone digital marketing, and they do not have anyone dedicated to that.


It is not that they are not interested in the universe of digital obviously! As with all sectors of the economy – or almost – the digital transformation has shaken and continues to evolve marketing. It is quite difficult to escape, it is talked about everywhere.


Despite the media enthusiasm for this theme, the reality is much more nuanced. Out of GAFA (Google – Amazon – Facebook – Apple), we see that the digital transformation has its “lefties” and even its refractory.


(If you do not have time to read the article, do not hesitate to watch our video on the subject.)


Numbers that are worth 1000 words


By 2015, 42% of Indian companies with fewer than 50 employees still do not have a website.


However…



82% of people trust the companies whose manager and his team are active on social networks


55% of the professionals say they have a growing interest in the digital world compared to the telephone or the direct meeting in the store.


72% of the professionals inform themselves beforehand via the social networks when they engage in a process of purchase.


A losing strategy, significant risks


Of course, being present on the internet with a website and social accounts does not guarantee success. We’ll be there just after:


On the other hand, being absent sends a heavy message which can be heavy of consequence



  • “My business does not evolve”
  • “My competitors have an enormous ground of expression of which I am absent”
  • “I will miss out on several opportunities.”
  • “I am not listening to the expectations of my clients and prospects

While buyers – both professionals and individuals – are demanding and expect companies and brands that interest them to develop a relationship with them on the internet, ignoring these expectations is a major risk-taking for the future. Clients and buyers are versatile. Except for companies that rely on word of mouth, isolating themselves from the web – and by extension of the mobile web – is tantamount to simply keeping the door open to competitors.


Awareness…


Then comes the realization if it had not already been done! A very large number of companies are at this point today.


This phase is a bit like the one that could be called “The 12 works of Asterix”. In the emergency (conscious of their delay), the leaders equip themselves: websites, Facebook, Twitter, Instagram, Google +, LinkedIn and then why not Snapchat? (It pleases the young!)


Very often, the start of the digital marketing strategy is done very quickly, without any prior thought. Urgently. As in the building sector, hidden screws are quickly felt.


Because once everything is done, nothing. Nothing or nothing happens.


Why does it not work?


Amazing for a marketing and digital marketing consultancy that write this. The facts are there: there is no magic wand of digital marketing.


Digital marketing does not solve communication problems.


Digital marketing does not improve a product or service, nor does its positioning.


Digital marketing is not a broad spectrum antibiotic to solve communication, distribution, product or even internal problems in a company.


Thus, simply recommending having a website and social networks is not a real solution in itself. It would be incomplete and totally inadequate


Why “doing your homework well” is not enough?


Because websites, social networks, emails, etc. Are channels that allow you to communicate, to transmit information, to exchange, to discuss. They allow, they do not do it for you. They are not “smart” to the point of being able to replace everything.


Today the nerve of war in the success of the digital transformation of your marketing and communication is the content and how it is used to create a satisfying and rich customer experience.


To give an idea of the equivalent in a “traditional channel”, not to consider the content as essential would be a bit like having salespeople or silent sellers in stores or being in a networking evening and not speaking to anyone !


Content, what are they talking about?


They are texts, photos, videos, media … which are used by your companies to make themselves known through the web, to build their reputation, to engage their community (prospects, customers, partners) and of course to sell, in case of sale in line.


The content really meets a strategy:



  1. Content to attract prospects
  2. Content to “educate”, inform
  3. Content to transform
  4. Content for loyalty
  5. Content to “enchant” (make you want to talk about it)

Another reason for many failures was the lack of equipment or insufficient equipment.


Software, strategy advice, embarking on digital marketing is all too often a great improvisation. Poor technical and technological choices are at the root of many failures. Hence the need to be accompanied if there is no expert in-house.


Not yet convinced?


Before finishing, some figures that will surprise you may be:



57% of the purchase decision is made before even contacting a supplier.


For 65% of the professionals, the quality of the contents is decisive in the decision of purchase.


58% of consumers have more confidence in the companies that produce video content.


To avoid the setbacks the digital transformation of your marketing, it is essential to building your strategy right from the start and especially by focusing on two key elements: your customers (their habits, expectations, etc.) and your product / service , Communication, etc.)


Successful transition is not restricted to large companies (many of which fail in fact …)

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Author: Aashish Sharma


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