Last night at a friend’s house I saw a middle school book called “Religion 2.0”.
Apart from the fact that I’d like to know the people responsible for the title to suggest them a rehab center… this led me to reflect on how many sectors now use to hide behind 2.0.
The first one was the web, which defined itself as “Web 2.0” to recover from disaster of the bubble of the late ’90s.
But today if you look on Google for 2.0, amenities like “Grandparents 2.0 Association” (!!! poor grandchildren), and “Polleria Milano 2.0” (these are great) also appear.
In short, today there’s this bad habit according to which
2.0 = digital/cool/new = better
Well, it’s my modest but granitic opinion that this is a colossal mockery. A false ideology.
Let’s consider the world of marketing and sales.
In marketing, digital has certainly brought some news: PayPerClick, email marketing, etc…
Depending on the market in which you operate, and your target, they’re real killer applications.
But in other sectors they are just a waste of time.
For example, try to sell a service to improve the “top line growth” of companies that bill between 50 and 200 million euros, and tell me how many qualified leads you generate with research on AdWords every month …
Even in sales digital has certainly brought some news: think of e-commerce.
But can any product or service be sold online?
Or do you still need good 1.0 sellers, “analogical”, in the flesh, who make the miles every day, they hear so many say no, and at the end of the month bring home the turnover?
So, to anyone who thinks of solving any marketing and sales need with
2.0 = digital/cool/new, I suggest you proceed very carefully.
The real killer application if anything today is multi-channel: mixing media and digital tools with traditional media and tools.
For example, we, for ourselves, acquire new customers using:
– PayPerClick, digital
– Telemarketing, traditional
– Email marketing, digital
– Traditional paper mailings
– E-commerce for the sale of products, digital
– Sale of person to sell services, traditional
Do you want to see a practical example of how traditional and digital can work well together?
This is a real lead generation campaign. It would surely have been cooler to call it Campaign 2.0. Instead we called it 1-2-3 Campaign, because it’s a sequence that links three initiatives: paper mailings, email, telephone.
It’s ready to use: there is inside the letter model, the email model, and the phone script model.
Try it and see for yourself: