Opinion · Michel Zvigi
You can't spread likes and views on bread. The owner wants to know one thing: that his business feeds his home. That's how marketing should be measured.
7 a.m. An owner stands in the kitchen spreading chocolate on a slice for his kids. That's the moment he opens his business for every day: so there's bread, there's chocolate, there's a home.
What he cares about right then is that slice. Not how many likes yesterday's post got, or how many people watched a story.
Still, most digital people send him reports on likes, reach and followers. They're easy to measure and look good on a chart. But you can't spread likes on bread.
The owner needs one thing from his marketing: paying customers. A ringing phone, a WhatsApp message, someone walking through the door. That fills the till, and that's what ends up on his kids' slice.
Today's customers search Google, scroll Instagram and ask on WhatsApp, and whoever isn't there doesn't exist. So the question isn't whether to be digital, but how to do it so every shekel comes back as a customer.
At Shapo we start from that morning, from the chocolate sandwich, and work backwards: what needs to happen today so more customers reach you. Not more likes.
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