The adventure can be just as fun and full of twists and turns as in the movie. And there may even be shooting.
The Good: The digital marketing strategy we know works.
The good guy was Clint Eastwood in the role of Rubio . Good aim, good character, rather self-important, but reliable. From the first scene you are on his side. You know he is not going to fail. And he doesn't.
We could say the same about marketing strategies that have always worked. They are good as long as the aim is also good.
These include search engine campaigns, content generation to improve SEO positioning, on-page SEO optimization, quality design, well-structured websites designed to meet a specific objective , marketing automation and, of course, in the B2B world, Inbound Marketing.
That is, the strategies that we all use with confidence and guarantees of success.
The ugly: online marketing actions that we don't trust much.
This role was masterfully played by Eli Wallach as Tuco . He is a character who is liked, but with many reservations, because you are not sure where he will go. If his reaction will be good or bad. Loyal or traitor.
History forces us to live with it. There is no other way. We must join forces but be very alert just in case.
And what online marketing actions fall into this category? Those that we have no choice but to use if we want to go beyond the usual success. The irremediable allies that we list of trinidad and tobago consumer email must be on the lookout for: display campaigns, paid campaigns on social networks, email marketing... and that long list of actions that can not only ruin the performance of the campaign, but even affect our online reputation.
The most common case is display advertising . We have already talked about this on other occasions and the problem comes down to having a very controlled:
Where our advertising appears .
What devices is it viewed on .
What are we paying for ? Impressions? Clicks?
Does the platform offer us 100% transparency in all the above points and can we monitor the results using web analytics?
These risks come from something that many of us think, from the very beginning, is bad for online advertising: the (apparent) free nature of many online contents: media outlets, video platforms, news aggregators of dubious veracity and very bad taste, etc.
Free, even if they seem that way, they are not. The product is the user. And the user is bombarded with advertising that he sees as a lesser evil as long as it does not touch his wallet. The consequence is intrusive advertising that, whether by clicks or by impressions, is paid for by the advertiser if he is not careful to select very carefully where and how it appears.
In our free ebook ONLINE REPUTATION. Guide to creating, managing and defending it , which you can download right now , we cover this topic in depth. Let's not forget that beyond losing money, a lot or a little, having our brand appear on certain sites in a way that the user, by mistake or because they have no other choice, clicks on the ad, is not good for the brand image.
Perhaps when users start paying for other types of content, these will be filled with better verified news and we will be able to program display advertising with more guarantees.
That's never going to happen? It's already happening, against all odds. The success of paid film and video platforms makes us optimistic.
The problem with social media is its real profitability.
When we use them for a fee, we have to be just as careful as with display campaigns, since the risks are very similar.
When we work with them organically, we must value the effort and time invested – money, after all – and the real performance they produce. Performance that in the last two years leaves much to be desired due to changes in their algorithms.
Email marketing, on the other hand, is still a powerful communication tool when used correctly. If used incorrectly, it can cause discredit and even legal problems with the Spanish Data Protection Agency.
It is a bad practice to buy directories of dubious origin and send them in bulk because it is believed that someone, among many, will click and be interested in our products or services. This does not usually happen. The normal thing is that the money invested goes to waste as quickly as the email was sent.
It's also bad to bombard potential customers with email after email, sending them irrelevant information. Most likely, the only thing we'll achieve is that those contacts we've worked so hard to acquire will end up hating our brand and unsubscribing from our emails.
How many times have you received an email, deleted it without opening it, and then a few seconds later you receive another one? A lot! It seems incredible, but it happens even though it is obvious that you do not want to read the email at that moment.
Email marketing is no longer ugly and is a loyal companion when it is sent to the right person at the right time, as is the case with Inbound Marketing strategies .
