Hello tiny humans,
I have been thinking a lot about e-Marketing practices these days and broadly speaking, I came out with a specific advice.
I just want you to ask yourselves one question: why?
And do not say “Why not?” because that is not really an answer. Be always sure that you know all the “Whys” that take part in your game. Surely we all know the 4 P’s, the 4 F’s, the 5 Porter forces… and probably we would have a difficult time if we tried to remember the 5 W’s (and one H): who, when, where, what, how and why. Even six-year-old children know and we, managers and future managers, have so many things to care about and so many Market Research and Studies that we often forget that greater successes are achieved by doing the right questions.
And the winning bet is always asking ourselves why.
Why do people need my products? Why do not consumers notice innovation in a specific market? Why is a brand perceived in a better way than the others? Why do consumers use some specific marketing channels? Why…?
And why do my consumers need me to use on-line practices? If you can not really come up with some strong arguments that support the necessity of maintaining your current e-marketing strategies and measures, then you might be wasting time and efforts.
Recent researches showed that the use of Facebook among 18 to 24 year-old people is decreasing while new users (of different age groups) are joining the Facebook net en masse. That is, the core group of Facebook is starting to leave the room while companies and advertisers have just come in. That is only a sign of how rapidly trends change within the Internet.
Social networks obviously raise companies with two main challenges: bi-directional communication and transparency. Companies use the Internet not only to sell their products and services, but also as a way to try to create positive perceptions towards their brands.
But the mystery is: WHY should companies try to encourage or even create this dialogue if they do not really know what to say or how to manage the information they are given? Social networks enable a communication channel between companies and their targets, but most companies do not know how to transform this enormous potential into image benefits or sales. It has been a while since the boom of corporate websites and I can not help but wonder WHY companies still try to gain presence in the Internet without any real need…
From Wonderland with Love,
The Cheshire Cat
