EmarketingWay voix du numérique (partout)

Revue de tendance des technologies par Mickaël Jouyaux, consultant & formateur, Montréal Paris.

COVID-19 : FMCG brands advertising practices on the move

WARC Data’s Managing Editor delves into the story behind the impact COVID-19 is having on advertising spending & consumer purchasing with FMCG an area key to the full picture.

See full article from WARC (source : warc.com). For more details, take a look to an IAB dedicated pdf (from iab.com).

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Snapchat reveals how coronavirus affects its U.S. users

In just a couple of short weeks, much of American society has shut down. Today, Snapchat released new research about what its U.S. users are saying and where they’re going during the coronavirus pandemic.

While Snapchat would not provide Adweek with hard numbers, it said that users self-report using the service more. Adweek has previously reported spikes in traffic on Reddit, Tumblr and Pinterest due to the coronavirus outbreak forcing more Americans to work from home and search for a community online.

Snapchat’s findings come from a survey of users, aggregated and anonymized location data, and top trends from search, stickers, public and Our Story post captions. The survey and data were collected last week.

Last week, as compared to the week prior, trips to universities and high schools were down 73% and 86%, respectively, while visits to airports (-22%), restaurants and bars (-29%), malls (-32%), movie theaters (-40%), gyms (-41%) music venues (-59%) are all down. Grocery stores have seen an uptick in visitation by 2%. Since Feb. 23, the app Foursquare saw trips to the grocery store increase 19% nationally.

Take a look to the full article thanks to adweek.com (source, infographic by The Kochava Collective)

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93% of companies using Inbound Marketing increase lead generation

How long does it take to see results from inbound marketing? What kind of results will I see? What exactly leads to those increases? If you’ve been asking yourself those questions, have no fear, the latest HubSpot ROI report is in, and it has answers to all those questions.

The ROI Report is an analysis created in collaboration with HubSpot and MIT. By crunching numbers from our customers, we can not only get a perspective on the successes of our customers, but also a global view of how inbound marketing is working for businesses around the world right now.
Start generating more leads from your website today with HubSpot’s free tool, Leadin.

These results come from a study based on data from 5,048 HubSpot customers and surveys from 236 knowledgeable professionals about their company’s marketing strategy. Let’s jump right into the charts!

Read the full article from blog.hubspot.com (source) right here

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The science behind what makes an e-learning design effective

If you learn the science behind good e-learning design and use it properly, you will be able to connect with your learners, make them care about the subject and even change what they do and how they think. What Makes a Good eLearning Design? Color, fonts, contrast, imagery, and shapes (and more) all factor into the effectiveness (or lack thereof) of a good e-learning design…

Let’s take a look at this article thanks to shiftelearning.com (source)

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5 metrics to improve your Snapchat marketing

snap-marketing

In this article, you’ll discover five metrics you should focus on to get more out of Snapchat…

#1: Watch Total Opens

The total number, or aggregate, of views across all of your Snapchat stories is called total opens. This metric helps you gauge the success of a two-part strategy: content and growth. If you aren’t receiving as many views of your content as you’d like, it’s time to take a deeper look at these two facets of your Snapchat marketing plan.

Tip: To track your opens and views, you can use a tool like Snaplytics.io.

Content

If users don’t find any value in your snap, they’re unlikely to view the other snaps in your story. Are your snaps interesting, funny, and/or useful? Be honest with yourself and get feedback from others. Every snap you post should deliver value or fulfill a need, whether it’s eliciting a human emotion or delivering information.

One way to boost views is to harness the power of anticipation. Snaps are short forms of content, but they should reflect the basic pillars of storytelling. Each video needs a beginning, middle, and end, and your audience needs a reason to follow through to the end.

Similar principles apply to images, which should take viewers on a journey that encourages them to keep watching and ask, “What’s next?” Unless you work somewhere inherently fun (like Disneyland), snapping about your daily work life may not entice those who are viewing.

Read full article here ! (source : socialmediaexaminer.com)

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Jewelry advertisers : no love for Valentine’s Day in Paid Search

mots-clés-sea-joaillerie-usaAccording to the National Retail Federation, one in five Americans plans to buy jewelry for their sweetheart this Valentine’s Day, totaling some $4.8 billion. You might not know that, however, judging by Paid Search activity in the Jewelry Retail category.

For instance, AdGooroo ranked the top 500 jewelry-related keywords based on Desktop Text Ad spend on U.S. Google AdWords from January 1 to February 5, 2015 and found no specific mention of Valentine’s Day in any term. To be sure, the Top 20 keyword ranking below suggests that it’s business as usual in the category, with top keywords including general terms such as ‘engagement rings’, ‘wedding rings’ and ‘diamond’ as well as branded terms such as ‘pandora charms’, ‘alex and ani’ and ‘kay jewelers’.

See the Top 20

Source : adgooroo.com

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A smart guide to content marketing analytics & metrics

guide content marketing analytics metricsThe single most perplexing question for anyone in content marketing is: How do I measure the effectiveness of my content marketing?

More often than not, when asked this question, marketers fall back on soft metrics like “page views” and “shares” or anecdotes about how their content is working by way of feedback from the sales team.

But, there is a better way.

Content marketing has come a long way in the past few years, and there are now definite content marketing metrics that can answer this question, along with technologies that can help to quantify the return on your content marketing investment.

top-of-blog-CTAThe following guide provides a comprehensive overview of the analytics and metrics that will help you determine the effectiveness of your content, and ultimately how it affects revenue. I also asked over 20 experts how they measure content marketing efforts.

Their answers are included throughout the post. For an even more in-depth analysis, check out the entire eBook that I authored on this topic: The Comprehensive Guide to Content Marketing Metrics & Analytics.

Complete page right here

Source : curata.com

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Les réseaux sociaux accros aux algorithmes

algorithme facebookLes entreprises de presse et les médias sociaux ont des relations de plus en plus interdépendantes. Ce sujet s’est trouvé au centre d’une conférence délivrée à l’Institut Reuters de l’université d’Oxford, fin 2014.

Invitée de cette conférence, Emily Bell, ancienne responsable des éditions numériques du Guardian et directrice du Tow Center, un centre de recherche sur le journalisme en ligne rattaché à l’école de journalisme de Columbia (Etats-Unis), a tenté de résumer les points de friction entre ces deux mondes.

Le constat est simple : les médias sociaux sont utilisés par un nombre toujours plus important de personnes, et de plus en plus pour accéder à l’information. Un sondage du Pew Center estime ainsi que 30 % des Américains utilisent Facebook pour s’informer. « S’il y a une presse libre, a déclaré Mme Bell, les journalistes n’en sont plus responsables. »

Lire la suite de l’article

Source : LeMonde.fr

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People-based marketing : Facebook launches the new Atlas

Facebook AtlasErik Johnson, Head of Atlas, just announced the launch of Atlas saying « We’ve rebuilt Atlas from the ground up to tackle today’s marketing challenges, like reaching people across devices and bridging the gap between online impressions and offline purchases ».

People spend more time on more devices than ever before. This shift in consumer behavior has had a profound impact on a consumer’s path to purchase, both online and in stores. And today’s technology for ad serving and measurement – cookies – are flawed when used alone. Cookies don’t work on mobile, are becoming less accurate in demographic targeting and can’t easily or accurately measure the customer purchase funnel across browsers and devices or into the offline world.

People-based marketing solves these problems.

Atlas delivers people-based marketing, helping marketers reach real people across devices, platforms and publishers. By doing this, marketers can easily solve the cross-device problem through targeting, serving and measuring across devices. And, Atlas can now connect online campaigns to actual offline sales, ultimately proving the real impact that digital campaigns have in driving incremental reach and new sales.

Atlas has been rebuilt on an entirely new code base, with a user interface designed for today’s busy media planners and traffickers. Targeting and measurement capabilities are built-in, and cross-device marketing is easy with new ways of evaluating media performance centered on people for reporting and measurement. This valuable data can lead to better optimization decisions to make your media budget even more effective.

The industry is moving to people-based marketing

We’re excited to announce that Omnicom is the first holding company to sign an agency-wide ad serving and measurement partnership with Atlas.  Together, Omnicom – powered by Neustar technology– and Atlas will jointly develop integrations to enable more automated capabilities for Omnicom’s clients, including Pepsi and Intel – who are among the first testing the new platform.

We’re also welcoming a key group of partners that cross search, social, creative management and publishers.  These partners will bring people-based measurement to more channels and platforms with seamless integrations.

For example, Instagram – as a publisher – is now enabled with Atlas to both measure and verify ad impressions. And for Atlas advertisers who are already running campaigns through Instagram, Instagram ads will be included in Atlas reporting.

Full article here.

Source : atlassolutions.com

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Facebook sait à l’avance que nous sommes amoureux !

A l’occasion de la Saint Valentin, Facebook s’est penché sur le comportement de ses usagers afin de découvrir si l’amour est prévisible en analysant des données anonymes des utilisateurs. Selon l’étude, Facebook est capable de deviner si vous êtes en couple ou non.

Le réseau social Facebook dispose de beaucoup d’informations sur nous. Certaines sont renseignées par l’utilisateur et d’autres sont plutôt interprétées par vos différentes actions sur le réseau social. C’est en utilisant des informations sur l’activité de ses utilisateurs que Facebook a pu tirer des conclusions très intéressantes sur le comportement de chacun lorsqu’il est célibataire ou en couple. Pour se faire, Facebook a ciblé les utilisateurs qui ont changé leur statut de « Célibataire » à « En couple » et a analysé les actions sur les jours précédents et suivants cette action.

Lire l’article complet sur Hitek.fr

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How to compare your Facebook page with the competition

agorapulse

Are you wondering how your Facebook Page compares to competitors ?

What can you do to improve your performance ?

Insights into how your competitors are using Facebook can help you better understand your audience on Facebook and how they use Facebook.

In this article, I’ll review 5 different tools that can be used to help you compare your Facebook Page against competitors and identify tactics to help you improve your Facebook marketing.

Full article from socialmediaexaminer.com here

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How not to be a « data creep » but use it to add value ?

data creepConsumers reveal tons of information about themselves on the internet – their gender, geographic location, contact information…the list goes on. They also (mostly inadvertently) share behavioral data, which marketers then leverage to better target their campaigns. To justify collecting this kind of data, and to avoid being creepy, make sure your data collection adds value for your customers.

For instance, my iPhone uses my behavioral information to predict my travel times, mapping my current location to where Apple expects me to go next (based on my recent travel history). I was surprised to see that after Apple detected a change in my routine, my phone adjusted its prediction. Although I felt slightly concerned about this data being recorded, I accepted the circumstances because Apple was using the data to add value. Ultimately, Apple saved me time I’d usually spend looking up the length of my commute.

As marketers, how can you be like Apple – leveraging data to add value for your users, without scaring them away?

Retargeting Ads

Retargeting ads are advertisements served to your audience after they’ve visited your website. Typically, these ads are customized to target individuals, based on their specific behaviors. Here’s an example of a retargeting ad from Crate&Barrel.

The full article from blog.marketo.com (source) is here

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Web Analytique : Google laisse sa chance à la concurrence en France

Les sites les plus fréquentés en France ne misent pas uniquement sur Google Analytics. Des outils français ou alternatifs percent aussi, révèle une étude de Converteo. Source : journaldunet

web-analytics-google-laisse-sa-chance-a-la-concurrence-en-france

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