The harsh laws of the social web
The Internet is now the primary point of contact between a company and its customers. Whether buying a kitchen or finding a service provider, consumers and professionals alike start by searching Google and then go to the sites that match their search. Most of them display attractive storefronts that visitors look at before moving on to the next one. The probability that they fill out the contact form, fill the shopping cart, or enter their phone number to get additional information is statistically 1%, to such an extent has the Internet intensified competition. At the same time, acquisition costs will always be higher with the presence of more numerous players and a bidding system that benefits only search engines.
“1% of visitors convert on websites: take care of the 99% and create a lasting relationship with the consumer” – Webmecanik
Having an embarrassment of choice, internet users are no longer satisfied with claims about products and services, they compare them, look for reviews to feel reassured in their decisions. Not only do they have no qualms about looking elsewhere, but if they are disappointed by the service, they will not hesitate to share their dissatisfaction publicly. This is how customers act whenever they please. They are active participants in the relationship and can interrupt it at any time.
These are the harsh laws of the web. Having become a space of continuous exchange, it has redefined the rules of communication between companies and their customers, brands and consumers, across the digital landscape and far beyond.
Customer experience at the heart of the relationship
Until recently, web-oriented approaches were favored by advertisers and companies. Web agencies provided the tools and configured them to meet the needs of far-reaching strategies that they themselves, or others, developed within digital ecosystems. But since then, the tools have become more diverse and more complex.
Today, the challenge has shifted to the customer, whose journey and behavior must be understood as precisely as possible in order to deliver a seamless experience that meets their expectations across touchpoints that are multiplying every day.
In just a few years, we have moved from a “web-oriented” approach to a “customer-oriented” approach. This “customer-centric” orientation removes the line
of demarcation between 360 agencies and digital agencies, and puts all communication and marketing players on the same starting line.
This is the opportunity to realign your services around understanding, analyzing and managing the “customer experience” that begins on the internet or in traditional media and continues elsewhere or… vice versa!
Companies know that they must engage in dialogue, but do not know how to go about it. Most of the time, they maintain a static view of the website, which serves as a digital business card. They go onto social networks out of obligation without knowing what to do there. They run up against the discontinuity of the conversation, fragmented across all channels. It is up to you to bring them a dynamic vision of the relationship.
Content is ROI, be the leading agency, but not just any agency
Whatever your agency’s entry point (marketing, advertising, 360 communication, institutional communication, HR, branded content, internal or relationship-based communication), you are concerned by this “conversational” realignment at work in every sector.
One-way communication from the top down is no longer relevant.
Managers are now resources for their employees brands offer a universe in which the desires of their consumers are expressed. Information flows in the digital age are two-way, never stop, and take increasingly varied forms: articles, images, videos, animated GIFs, white papers, games, surveys and infographics open to opinions and sharing are designed to circulate.
82% of consumers enjoy reading content published by brands when it is relevant – Content Marketing Association
They serve objectives that affect every area of communication. Today, everyone swears only by content and produces it: to gain awareness or create buzz, to generate enthusiasm around a brand through storytelling and strengthen the sense of belonging to a community.
Producing content is not enough to create the right conditions for establishing constructive dialogue. The challenge is to deploy a coherent brand strategy methodically.
Types of content strategies on the web
For 48% of consumers, content creates a preference for the brand that produced it – Content Marketing Association
The web has become a conversational space where consumers have taken control of the relationship with brands. They decide where and when they interact with brands and companies.
Developing a content production strategy to nurture this relationship lies at the heart of agencies’ mission whatever their specialty.
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