For more than 6 years, I practice inbound marketing. I sometimes perceive the concern or even the questioning of our customers or prospects because they imagine that inbound marketing is only a “Prévert-style inventory” associating all the digital tools with a ritualized brand content without soul. No ! Quite the contrary, inbound marketing is totally in line with the current spirit of our professional relations where pull marketing replaces push marketing. In fact, digital offers, the customer disposes.Gone are the days of transactional analysis where the “knowledgeable” imposed its solution on the “learner” in a “parentschildren” approach.
From intrusive marketing to nudge marketing
Today, more than ever, we have entered the era of sharing as Jérémy Rifkin defines it so well the new economic model will be based on sharing and collaborative communities” , springboard for a strategy of co-creation Tunisia Phone Number List between the company and its client, especially in BtoB. Influence marketing, sometimes referred to as nudge marketing, is therefore becoming a privileged axis of action promoting the incentive to find out more and to consult the company recognized in its field of excellence instead of comminatory injunction to buy in the name of the expertise. How precisely to pass from indifference… to difference? By taking inspiration from Szapiro’s pyramid of desires prior to Maslow’s pyramid of needs. Each of the stages of the “travel of desires” induces an ad hoc digital communication. By shifting the paradigm of needs to that of desires.
The most important thing in communication
This approach leads you to define 4 brand identities by emphasizing their affective or rational character according to your determinism. This method gives you both BI lists generic positioning, an expression of your company’s culture, and also 4 positions dedicated to specific targets according to their respective expectations. From the clear expression of the positioning, you easily induce the associated “signature”.The IHFB thus expresses its difference by attaching as much importance to the well-being of the patient as to the care delivered to him. From hunter, become game. This is the spirit of the new salesperson: sharing his information.
