Post by account_disabled on Dec 19, 2023 2:58:36 GMT -5
We don't ask ourselves the ultra-basic question when we're online: how my prospect/client will find out. What is he looking for? And there, when we dig a little bit, and even (not to say especially) when we know nothing about telephony, we realize that in fact the professional is not looking for mobile fleet management but mobile device management (480 requests per month, almost 50 times more) or even MDM. And there, mdm, it’s completely crazy, we arrive at almost 10,000 requests per month. A thousand times more than mobile fleet management targeted by the operator. So certainly MDM has other realities than mobile device management, but mobile device management is still (this morning, 05/19/2021): Half of Google Ads ads (but no major operator).
The 2nd, 6th and 8th SEO results (again, no major operator). On the other hand, on the mobile fleet Email Data management search (10 searches per month), we have 1 advertisement from Free, and on the 1st SEO page: Bouygues Telecom, Samsung, LDLC, companeo and SFR business. When a manager of a Telecoms group tells me: “our marketing teams are more focused on our competitors than on customers”, we have a good illustration of this. This is just one example, which is far from atypical. I took this case but we find the same situation in many markets and with many players, of all sizes, in BtoB and BtoC. A strategy focused on supply We all know this illustration of the difference between marketing centered on the offer and marketing centered on the customer from the evolution of the packaging of Heinz ketchup.
On the left the version focused on the offer and on the right the version focused on the consumer. We see this supply-centered strategy bias, particularly in content/inbound marketing approaches. Most of the time, the company decides during a brainstorming session or an editorial committee, the themes that must be addressed in the editorial (posts, articles, blog, video, business case, etc.). Internal profiles and the company's service provider(s) take part in these meetings. The voice of the customer? absent. Jeff Bezos' empty chair? absent. Data insights? What??? The result is what we call hope marketing: we do something hoping that something else will happen. We produce content with a double “hope”. “Hope 1”: we hope that Google will reference it.
The 2nd, 6th and 8th SEO results (again, no major operator). On the other hand, on the mobile fleet Email Data management search (10 searches per month), we have 1 advertisement from Free, and on the 1st SEO page: Bouygues Telecom, Samsung, LDLC, companeo and SFR business. When a manager of a Telecoms group tells me: “our marketing teams are more focused on our competitors than on customers”, we have a good illustration of this. This is just one example, which is far from atypical. I took this case but we find the same situation in many markets and with many players, of all sizes, in BtoB and BtoC. A strategy focused on supply We all know this illustration of the difference between marketing centered on the offer and marketing centered on the customer from the evolution of the packaging of Heinz ketchup.
On the left the version focused on the offer and on the right the version focused on the consumer. We see this supply-centered strategy bias, particularly in content/inbound marketing approaches. Most of the time, the company decides during a brainstorming session or an editorial committee, the themes that must be addressed in the editorial (posts, articles, blog, video, business case, etc.). Internal profiles and the company's service provider(s) take part in these meetings. The voice of the customer? absent. Jeff Bezos' empty chair? absent. Data insights? What??? The result is what we call hope marketing: we do something hoping that something else will happen. We produce content with a double “hope”. “Hope 1”: we hope that Google will reference it.