Nadia Ilardia
Nadia Ilardia
PR teacher and freelance writer. She enjoys writing stories and articles.
Wrote 51 posts
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Engagement Marketing
In the era of Engagement, advertising is no longer enough to connect companies with their audience. Discover how to create strong bonds with your customers with tips from Luis Maram .
On Wednesday, August 31st, we had a new Doppler Academy ! This time, Content Marketing expert Luis Maram delighted all attendees with a luxury Webinar. Did you miss it? Don’t worry! Below you have the video so you can review all the topics covered during the training.
We live in the era of Engagement
With this phrase, Luis Maram began the training, alluding to the changes that factors such as Social Networks and the emergence of search engines brought to the lives of human beings, but also to the way in which they relate to brands .
One of the facts our speaker pointed out is that in large cities people receive around 5,000 advertising impacts every day. This makes them somewhat imperceptible and, therefore, they do not fulfill their objective of persuasion.
But what do brands intend with their ads?
It is clear that they want to sell their products, but there is a secondary objective that has to do with seeking approval from their audience and creating a bond with them .
In the age of advertising, only the most powerful companies could stand out and turkey data reach their target audience. In the age of engagement, all those companies that are able to generate useful, valuable and quality content will be the openAI can be used to improve people’s lives ones that take center stage.
What is the reason for this? Basically, the way people search for the products and services they want to buy or hire and the way they socialize with other users and even with brands has changed.
What is Engagement?
It’s about creating lasting relationships between users and a brand. You probably have a connection with certain companies that makes you trust them and choose them. However, you don’t have that same relationship with others, and if they were to disappear tomorrow, you wouldn’t notice it.
This becomes relevant when you know figures such as the number of Internet users in the world, the number of hours per day that they spend connected (an average of 5) and the main activities they carry out :
Interaction on social networks.
Access to email (activity especially carried out during working days).
Sending and receiving instant messages.
Information search.
And… the micromoments arrived
Since the birth of search engines like Google, users began to do a little research before making the decision to buy a product or hire a certain service. In fact, 91% of people look for information while doing a task.
Don’t you take out your phone to “google” when you have a doubt or question? That consultation or small investigation that people do before making a purchase is called a ” micromoment .”
In this context, brands aim to take control of the responses to these micro-moments. To do so, they have to think about what the user is going to search for in order to appear in the results that the search engine returns.
How to seize micro-moments?
As Luis Maram explained , companies need to create content that allows them to appear in search results, but it is not just about that, the material they produce must be useful, entertaining and inspiring for their niche .
If you do this, you can become a reference for a specific topic . Your mission should be to make your audience perceive you as a specialist in your industry sector so that they come to you every time they need a certain product or service.