One of the basic problems is that due to sheer ignorance Company email list. Bad advice (i'm not going to criticize some professionals and agencies. Although i should! Or a combination of both. Companies use different online media (paid. Own and earned) for a single purpose (sell) and in a single way (unidirectional). And of course. Then we find the typical comment: "the xxxx does not work". If we use a late-model ferrari to run the dakar. It is possible that on the first straight we will be the first. But we will not even finish the first stage. Each of the channels that make up the different media are more effective for some things than others. Some sell. Others recommend. Others build loyalty... But if we use a recommendation tool to sell. Of course. The results will not be as expected. 3.2. Strategy definition and planning once we are clear about all of the above. We can define the most appropriate strategy for the company Company email list.
This point is too broad to include Company email list it in this post. So i directly refer you to: media convergence as an online strategy . Where you can read about the general approach of a strategy. Altimeter report: paid + owned + earned = converged media altimeter report: paid + owned + earned = converged media if you want to delve even deeper. You can refer to the book : marketing analytics: how to define and measure a digital strategy . One of the topics that i addressed in the post social networks are overrated . Was that there was no longer a difference between the on and off worlds. Documenting myself for this post. I especially liked the phrase by ivan menezes (ceo of diageo). Which mark ritson quoted in his conference: “ it is not a matter of doing digital marketing. This is about doing marketing in a digital world .” at first we internet users were 'weird animals' the internet began to reach homes in the mid-1990s Company email list.
But it would still take a few years for it to become a relevant part of the marketing strategy of companies Company email list. In those early years. The internet was nothing more than an innovation with a lot of potential. But to which few people had access. Not just internet penetration and its frequency of use. But the number of personal computers from which to connect was low (active users were those who had accessed the internet in the last three months !). In short. The people who accessed the internet were few and we had a this difference was diluted. But for several years it made perfect sense to define profiles of very defined profile . Different audiencefor our target audience on and offline . And therefore the digital strategies were different from the traditional ones . In fact. The online strategy was a shoehorn adaptation of the company's global strategy Company email list.