I must confess that in our digital marketing workshops , there is a situation that is usually a bit frustrating. We explain with cases, numbers and graphs, the tactics and channels that work, but in doing so we frequently run into a harsh reality: very few want to follow the right path and prefer to continue having poor results in the idealistic hope that at some point this will change. . It will not happen, VP IT Email Lists not on the internet we live in today … rather, the outlook will become very complicated. Why? There is a phrase that some attribute to Einstein and others say that he never said it. The truth is that it matters two shells who enunciated it; the relevant thing is that it is 100% true: The definition of insanity is doing the same thing over and over again hoping to get different results. Many current marketers and small business owners still dream that posting on their social networks, and even paying for ads on Facebook, will solve their business problem. The harsh reality is that IT WILL NOT HAPPEN. What has the best commercial results, statistically and irrefutably, is organic search: when a user searches the internet, Google gives him answers, he finds one in the first results, visits the page and this generates a conversion. After that, the email mkt, and third, the CPC ads. To follow the first tactic (organic search) requires a lot of work and well-optimized content; for the second (e-mail mkt) it is required to have created content, attracted many users, subscribe them organically and later, contact them via mail without being spam; way 3 (CPC ads) requires a lot of talent and skill in creating ads, plus a lot of money if the keywords are expensive (as the trend suggests). Facebook generates on average one tenth of the three previous tactics (2%)… But it is much easier! Posting an ad on the social network can take you less than five minutes … although of course, the results are not the dream unicorn.
I always knew what the right path was. Without exception, I knew. But I never took it. You know why? It was too damn hard. Networks are excellent for viralizing, driving traffic, generating engagement, but they don’t sell. We have enunciated this crude truth ad nauseam but as we said at the beginning, almost nobody pays attention … because nobody wants to go the hard way … and unfortunately for all, it should be noted that the outlook is getting more and more complicated. Google now wants your site to be AMP (ultra-optimized) on pain of leaving you out of the searches, the banners have run into the blockers and now they are the ones who decide what happens and what does not; and Facebook only shows your organic content to a tiny fraction of your fans (unless you want to pay them). In other words, the dream of the free internet as a flow of information without any barriers is already a chimera. This has good and bad points, but this post is not about that discussion, but about what happens and will happen. Don’t believe me… take a look at the post that Michael Stelzner, director of Social Media Examiner (one of the most visited blogs on social networks) wrote: “I am working on the prediction for this 2017 and I wonder what do you think? Algorithms will destroy the business models of the people who produce content. Algorithms, robots, artificial intelligence and people who work for very large companies will be getting in the way of the free flow of information. Before the Internet, the agents of information power were a few media companies that controlled newspapers, magazines, radio and television stations.
The Internet broke down those barriers and allowed anyone to produce anything for any audience. Information flowed and content media such as blogs and podcasts flourished. The Internet was the great disintermediation system, eliminating intermediaries and allowing a free flow of information. But now, all this free flow of information is being filtered and measured and censored in order to “reduce clutter” and reveal “only what’s important.” Facebook decides what to see. Google search serves those who abide by its rules. Email solutions like Gmail and Yahoo have their own algorithms. The path of information distribution now has toll booths that those of us who create content have to pay. If you want your content to be seen, you must host it within the companies that control the tollbooths. You do not believe me? Think Google AMP, Facebook Instant Articles, and LinkedIn Publisher. This is like America Online, but in reverse. Last Review Long gone are the days of true freedom of information and free flow. The future will only be more controlled, more filtered and less open. This leaves an incredible opportunity for a new system to emerge. Something that is free and not controlled by powerful ad corporations. Content producers and marketers must find a new way to break through and reach the people who want their information. ” It is true that it sounds hopeless but it is no less real for that. Today we must play by the rules of these giants of the internet or simply disappear. We must at least do so until another option arises.