The most difficult thing in any Web project is not technical virtuosity: it is the advertiser’s ability to really communicate with its visitors on this asynchronous media …
Understanding between the advertiser and its targets – that, in the end, is the big challenge of any web publishing project. How to ensure immediate accessibility for the Internet user to the information they want?
The media is not the message…
In the era of Web 2.0, Google and social media, it is no longer a question of (contenting oneself) to build a flashy Web interface, to “attract the barge” and (pretend) to convince the targets. The proliferation of devices (mobile, tablets, microcomputers, etc.), the explosion of social networks, the dazzling advance of new technologies (geolocation, augmented reality, data visualization, rich media, etc.) are overturning the principles of marketing. mass.
However, all these media (except the telephone function of your iPhone or Blackberry, of course) are asynchronous communication tools. They lack an essential dimension of communication: human interaction in real time. The challenge of any project is therefore at the level of content. Because it is the content that will fulfill this communication function, and give meaning, usefulness to your web pages. Without this layer, any web interface would be just an inert body.
It is not for nothing that websites are available in mobile format, are adorned with fan pages, are equipped with applications and widgets of all kinds and are adorned with a blog stuffed with content “of recommendation “. Even the good old e-mail is reinvented with storytelling and social media!
The user is the media
In other words, any advertiser who wants to capitalize on the Internet media for a return on investment, must put in place a strategy that overcomes the three main contemporary problems in the production of information:
1. technical appeal is no longer enough: we must also focus on the useful, added value;
2. we are bombarded throughout the day with thousands of messages on all channels;
3. the user sets the tone.
Content is the message!
In other words, it’s all about speech, about message. Content. The devices, the technique, the interfaces and the platforms do not matter if all this does not fit into a global strategy, oriented content, which will make it possible to retain the targets.
What is a content-oriented strategy? A way of ensuring communication between advertisers and their targets. The Internet is a demand medium, unlike traditional media. Advertisers must therefore present their trade, their services and products according to demand. They must identify, identify, understand and resolve the questions, problems and concerns of their prospect and client communities.
Analyze online behavior of targets, interpret popular queries and searches, delve into comments and reactions on forums, platforms and reference sites, etc. In short, to create a real editorial positioning in the medium / long term and develop qualified content before focusing on the tools.