In this segment, Emilio Garcia explains how platform mechanics dictate the relevance of content, using the example of a recipe appearing only for users searching for that recipe. He notes that both organic and paid channels tend to surface content to audiences whose interests align with the content, but the enforcement varies. The core challenge for advertisers is a mismatch between the offer, the audience, and the message. While marketers often focus on creative elements like headlines and images, they neglect ensuring the offer itself resonates with the target searcher. This misalignment is especially problematic in social media and B2B advertising, where broad targeting (e.g., age, topic, nationwide) can lead to showing ads to users who have never heard of the brand, resulting in ineffective campaigns.
Chapters
When, for example, you create a piece of content that you want Google to index, it's very hard that the piece of content is going to see— is going to be seen by someone that will not find that content relevant. If you write about a recipe for an apple pie, you will— if you show up at all, you will only show up for people searching for a recipe for apple pie, and that's it, right? You will not show up for swimsuits or for cars because that's the nature of the platform. And the same happened to some extent to organic content, right? To some extent, whatever you write there will be seen only by followers and the hashtags and all that that you have. But that mechanism, while it's incentivized by Google and by social media, is not necessarily enforced 100%. Or if it is enforced, there is a way of simply paying for, even if you don't have right match. But most of the most of the challenges that companies have when they advertise is that they don't do that match of the offer against the audience, which is the person that is searching or I want to advertise to, and the message itself. So the offer needs to match the audience, which is the searcher, and those in between need to match the message. And so a lot of people usually focus a lot into what they the message is, right? The image that they're going to use and the headline and the description and the price and all that, and kind of forget that the offer needs to match the audience. That area is a source of problems most of the time, especially on social media, especially in B2B, because there is very easy to, to cast a very wide network of I want everybody that has this age or like this topic, uh, and is in the whole of the US, and I want to talk about them, my company, and the fact that they can buy from me now when they had never heard of me before.
