A friend recently began to share a apartment with a roomie that had a dog included. The dog is lovely, very nice, well carried and seemed to have developed a beautiful coexistence between the three; There was only one problem, the dog left a lot of hair throughout the house, so the room, my friend's carpets and clothes was full of dog hair every day, which he didn't like at all. I could not clean or aspire the house as often as I would like, because Workaholic and did not want to bother his roomie because it was really not a big problem, so he decided to start looking for a solution.

#1 keyword marketing is dead

Where is the key? Simple: my friend did not wake up saying "I want to buy a robbe" (Customer Atant), much less entered Google to write “Buy Roomba Mexico” (Keyword Strategy), she wanted to get rid of the dog hair at home and looked on the Internet for the response to his problem like any user enters the web waiting for any of these six needs to meet:

  • Thrill me
  • Impress Me Edurate Me
  • reassure me
  • Help Me
  • Surprise Me

    • educate myself: I can learn what are the points to consider to qualify a SUV as "safe"

    surprise me: I can see a video of the performance of SUV’s in shock tests or in all-terrain rallies on YouTube

    #2 Concentrate on the user, not on the product

    the audience now demands two things: relevance and personalization. In a digital environment you are not only competing with other brands in your category, you also compete against the best friend's weekend photos, the kittens memes or the fake news of the week, so do not expect that your generic brand publication with your product in the center generates the sales of the quarter. Change the mindset do not try to prove that your product is the best, get on to prove that your product is useful, and the only way to know is listening to your customers. In the words of Tom Lewand, CEO of Shinola "customers do not want to be a cluster of points and spots, they want to have a relationship with you."

    #3 Take advantage of the available tools Of course, you don't have to do this alone, take advantage of the tools also include specialists (agencies, companies, consultants, etc.) that can help lighten this load, approach your digital partner and consult what are the actions that you can perform in your strategy to take it to its time Eureka.