And, as is often the case, brands Large groups look more at what their competitors are doing than what their customers want. On one hand, we have brands that invest and fight to try to make themselves visible in micro-niches where there is little (or no) demand, and on the other hand, Internet users who either have no solution to their problem or only have access to alternative offers. Online, when we don’t speak the same language, supply and demand coexist without meeting.
Pharmacy / health
It’s a heavyweight in the global pharmaceutical industry (in the Top 10). It operates in telegram data numerous market segments. The communications director asks me to audit their digital campaign on an important public health issue.
This case is a bit limited in relation to the theme since we’re not quite at zero. The device page that digital strategy: is the brand still worth anything? presents the group’s solution has generated… 50 visits in one year. There are 6,000 requests per month from Internet users looking for this solution.
6,000 requests per month, or 70,000 requests per year on the market / 50 visits. That’s 0.07% of demand. Indeed, it’s not quite zero.
But the communications director doesn’t want to change her approach: she has messages to get across. I think that to get a message across to as many people as possible, it’s easier to speak out by answering Internet users’ questions and taking the opportunity to get your messages across rather sale lead than waiting for Internet users to arrive at the company’s communications page.
Unbranded traffic? Zero.
This CEO is very satisfied with his teams’ digital involvement. It’s an industrial group, 100% B2B, with highly technical products. A little over €1 billion in revenue. However, an analysis of the group’s various websites (it has a galaxy of websites across the different divisions, each available in French and English) shows that, regardless of the website and regardless of the language, only Internet users who know the group visit the group’s websites.
The various sites all have almost 100% branded traffic. This means that the Internet users who arrive on these sites have all made a search query (on Google or Bing) that includes the name of the group, one of its brands, or one of its products. When there is not 100% branded traffic, it is because some Internet users arrive on the sites looking for competitors or references of products distributed by one of the BUs (or partner brands).
Visits from professionals who aren’t familiar with the group but are looking for solutions it offers with its various products? Zero.