Post by account_disabled on Dec 20, 2023 20:20:00 GMT -8
When I started (professionally speaking in digital), I thought that it was essential to know your sector, your products (or your service) well and that knowledge of digital approaches could come next. Today I changed my mind. This article explains why I changed my mind about digital strategy and how to implement it and why, on digital, knowledge of the sector could be less essential than in the past. My beginnings in digital I started a full-time activity on digital subjects in 2009. I was not a complete novice since I had been part of the pilot team for the development of my employer's e-commerce platform in 2002/2003.
But there, in 2009, it was different, since it became my full-time activity. My first client was the Email Data Cristal Union group via CristalCo, for the Daddy Sucre brand. It was my very first sales meeting around digital offers. I had the opportunity to meet the General Director directly: first meeting, first sale. At the time (2009, it is not prehistory, but the Middle Ages for digital activities): Site SEO was quite simple. Facebook was just arriving in France. Nobody (or almost no one) was talking about Twitter. It was still frowned upon to be on LinkedIn. The same managers who took a dim view of their salespeople on LinkedIn at that time, took an equally dim view of those who weren't there a few years later. We went from “help, my salespeople are on Linkedin” to “help, my salespeople are not present/visible enough on LinkedIn”.
Snap, Insta and WhatsApp didn't even exist in the minds of their founders yet. We can clearly see from this Google Trends graph that 2009 corresponds to the arrival of Facebook in France. The drop that we have observed since January 2013 is not so much due to a drop in interest in Facebook but on the one hand to the increase in direct traffic (without going through Google) and especially to use via the mobile app. The Google Trends curves are base 100 in relative value so as Facebook is much more popular, the curves for other social networks are smoothed and therefore not very differentiated.
But there, in 2009, it was different, since it became my full-time activity. My first client was the Email Data Cristal Union group via CristalCo, for the Daddy Sucre brand. It was my very first sales meeting around digital offers. I had the opportunity to meet the General Director directly: first meeting, first sale. At the time (2009, it is not prehistory, but the Middle Ages for digital activities): Site SEO was quite simple. Facebook was just arriving in France. Nobody (or almost no one) was talking about Twitter. It was still frowned upon to be on LinkedIn. The same managers who took a dim view of their salespeople on LinkedIn at that time, took an equally dim view of those who weren't there a few years later. We went from “help, my salespeople are on Linkedin” to “help, my salespeople are not present/visible enough on LinkedIn”.
Snap, Insta and WhatsApp didn't even exist in the minds of their founders yet. We can clearly see from this Google Trends graph that 2009 corresponds to the arrival of Facebook in France. The drop that we have observed since January 2013 is not so much due to a drop in interest in Facebook but on the one hand to the increase in direct traffic (without going through Google) and especially to use via the mobile app. The Google Trends curves are base 100 in relative value so as Facebook is much more popular, the curves for other social networks are smoothed and therefore not very differentiated.