Post by account_disabled on Dec 20, 2023 6:40:17 GMT
The main source of error that I see among my prospects comes from those who tell me: “I know my customers”. There are many cases where this (supposed) knowledge is based on cognitive biases, on a perception based on a few non-representative customers, on feeling... But this mainly comes from the fact that many imagine that the online activity of their sector is a reflection of the offline they have been facing for years. However, online is not the same market, it is not the same functioning, it is not the same players, not the same competitors, it is not the same uses nor the same modes of relations with brands nor the same rules of the game. Offline/Online If we look in more detail, on numerous Internet user searches, we do not find (in the “natural” results pages of search engines) any major offline player.
This is clearly indicative of the fact that the process put in place upstream (and often based on Email Data personas) does not turn out to be very effective. This is true in automobiles, insurance, financial products, real estate, telecoms… I am not going to continue the list, all sectors are concerned. All the “classic” players in services and industry are faced with competition from new players who are invisible offline. Some people have difficulty understanding. A manager who is a member of the board of a major group in the office real estate sector did not understand, until a few months ago, that the “seloger” site was one of his competitors. From the moment the “seloger” site appears as the 2nd result on a search for “office rental” or “office rental Paris”, it is a competitor to a “traditional” player.
It has a better position, it has more visibility and it potentially captures more traffic (at least, it captures some of it). Customer knowledge This issue of customer knowledge is for me one of the keys to digital strategies, online marketing and therefore personas. In the process of defining personas, when the results are not there, the error I think comes from the fact that we allow ourselves to think in the place of our client. I have read dozens of articles and consulted dozens of sites on the subject, the advice is always the same. Here is what we can read. I am repeating here the idea of the subject and not the exact terms, my objective is not to criticize anyone ad hominem, but to only talk about the substance of the subject: Put yourself in the shoes of your personas What would the objections be? What would he think of the product.
This is clearly indicative of the fact that the process put in place upstream (and often based on Email Data personas) does not turn out to be very effective. This is true in automobiles, insurance, financial products, real estate, telecoms… I am not going to continue the list, all sectors are concerned. All the “classic” players in services and industry are faced with competition from new players who are invisible offline. Some people have difficulty understanding. A manager who is a member of the board of a major group in the office real estate sector did not understand, until a few months ago, that the “seloger” site was one of his competitors. From the moment the “seloger” site appears as the 2nd result on a search for “office rental” or “office rental Paris”, it is a competitor to a “traditional” player.
It has a better position, it has more visibility and it potentially captures more traffic (at least, it captures some of it). Customer knowledge This issue of customer knowledge is for me one of the keys to digital strategies, online marketing and therefore personas. In the process of defining personas, when the results are not there, the error I think comes from the fact that we allow ourselves to think in the place of our client. I have read dozens of articles and consulted dozens of sites on the subject, the advice is always the same. Here is what we can read. I am repeating here the idea of the subject and not the exact terms, my objective is not to criticize anyone ad hominem, but to only talk about the substance of the subject: Put yourself in the shoes of your personas What would the objections be? What would he think of the product.