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Customers remember experiences, not content

Customers remember experiences, not content | Digital marketing & social media | Scoop.it
To solve the issue with content marketing, we need to start looking at content as part of a broader ecosystem
Herve Peitrequin's insight:

Content works best when you define it as anything that occupies your brand's space. Content strategy therefore works best when it's the conduit between user experience, strategy, creative and technology.


An interesting view where content strategists are "architects of experiences".

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Digital marketing & social media
Worldwide Digital Marketing & Social Media Innovations and Changes
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Human+ Digital Marketing & Social Media

Human+ Digital Marketing & Social Media | Digital marketing & social media | Scoop.it
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Native advertising infographic

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Developing a new website? 3 learnings from past experience

Developing a new website? 3 learnings from past experience | Digital marketing & social media | Scoop.it
I had the chance to lead the new Fischer Connector (a Swiss B2B company) website project.
Its first version is now online! The website features a complete content and design revamp. New menus,...
Herve Peitrequin's insight:

What I learned by developping a new corporate website

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There's No Such Thing As Responsive Content

There's No Such Thing As Responsive Content | Digital marketing & social media | Scoop.it
Content needs to be multiplatform, but does every platform need to have the same content? Readz CEO Bart De Pelsmaeker lobbies for a platform-agnostic reading experience.
Herve Peitrequin's insight:

90 percent of people start a task using one device, then pick it up later on another device.

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Agile marketing: the 70:20:10 rule

Agile marketing: the 70:20:10 rule | Digital marketing & social media | Scoop.it
One of the characteristics of the modern marketer outlined in our recent Modern Marketing Manifesto is agility. The ability to be responsive and adaptive. To be flexible and embrace change.
Herve Peitrequin's insight:

10% responsive

20% programmatic

70% planned

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How LinkedIn is Transforming Businesses

A visual story of how LinkedIn is transforming how companies hire, market and sell. Learn more below - Talent Solutions: http://business.linkedin.com/talent-
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The Science of Social Timing: Timing & Email Marketing

The Science of Social Timing: Timing & Email Marketing | Digital marketing & social media | Scoop.it
Are certain times better than others for sending your email campaigns? In the second part of this series we’re going to investigate how timing can impact your email marketing.
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37 ways for new product ideas

Looking for new products or services, check and imagine if one of the 37 ways is possible for your challenge. Remarkable innovations combine different ways! Enj
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Olivier Delannoy's curator insight, March 27, 2013 12:26 AM

Which of these innovative approaches could apply to Pharma ? May be all of them...

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How McDonald's uses Facebook, Twitter, Pinterest and Google+

How McDonald's uses Facebook, Twitter, Pinterest and Google+ | Digital marketing & social media | Scoop.it

McDonald’s is one of the most recognisable brands in the world, yet also has to battle a fair amount of negative publicity, so one would assume that its social accounts would be extremely active.

Herve Peitrequin's insight:

Mc Donald's extensive presence on Social Media detailed. Funny how the brand is present on Google+ without actually acting on it. Untapped potential or simply not enough engagement of fans?

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Jean-Christophe Francet's comment, March 14, 2013 12:51 AM
Thanks Hervé for the interesting overview. I guess McDo, like any other marketeer, tries and evaluates in a first phase before investing properly.
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4 brands using Vine: GE, Ritz Cracker, Dove and Trident gum

4 brands using Vine: GE, Ritz Cracker, Dove and Trident gum | Digital marketing & social media | Scoop.it
The story isn’t that brands try out new platforms. That’s boring. The interesting part is how they approach them and why. Now that consumers have the power to skip through commercials on programs that...
Herve Peitrequin's insight:

Twitter's Vine is already usedd by some brands to advertise their products in celver ways.

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The Oncoming Content Crap Deluge: What To Do To Remain Visible and Relevant

As every B2B brand turns to content marketing, we're about to be hit by a deluge of... crap. Here's what you can do about it.

Via Robin Good
Herve Peitrequin's insight:

So much talk about content these days and so much content being produced. How to stand out of the crowd as a brand. Good presentation.

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Robin Good's curator insight, January 13, 2013 3:15 AM


Velocity Partners, a B2B content marketing agency in the UK, has published a wonderful and engaging presentation focusing on the upcoming deluge of crappy content.


In a sea of crappy content, how are you going to avoid that your own content gets lost and confused with the rest of the crap?


"All the surveys show the same trend: 90% of marketers plan to spend a lot more on content this year than they did last year. (God knows what the other 10% are planning).


It doesn’t take America’s Next Top Model to tell you that this adds up to a big boatload of content coming our way. As consumers and buyers, we’ll all be targeted by a tidal wave of eBooks, blog posts and infographics. And as marketers, we’ll all be competing against a Mississippi of meaningful material."


Source: http://www.velocitypartners.co.uk/featured-post/crap-the-biggest-threat-to-b2b-content-marketing/



Good ideas. Great presentation. 8/10


Original slide deck: http://www.slideshare.net/dougkessler/crap-the-content-marketing-deluge



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How will marketing change in 2013

How will marketing change in 2013 | Digital marketing & social media | Scoop.it

How marketing creatives see things impacting their work in 2013.


Main trends are multi-platforms, brand story telling, mobile first and big data.

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The Can't-Miss Social Media Trends For 2013

The Can't-Miss Social Media Trends For 2013 | Digital marketing & social media | Scoop.it

6 Trends by Fast Company:

 

 

1. Mobile social media usage continues to soar

Mobile Internet users are set to overtake wired Internet users by 2015

 

2. Social advertising grows and evolves

Traditional banner and interruption ads will decline, replaced by innovative offerings like Promoted Tweets and Sponsored Stories.

 

3. International and niche social networks experience dramatic growth 

Anticipate increased demand in 2013 for social media management systems that streamline monitoring and posting across multiple networks.

 

4. Social media moves beyond the marketing department

Increasingly CIOs, CEOs, and CMOs who have seen the business value of social media are taking the reins.

 

5. Big data grows but gets more manageable

Social data is already being harnessed by Nestle to boost customer sentiment, GE to speed up repairs to the electrical grid, and Wall Street to forecast stock prices.

 

6. Social media education gets formalized

Companies will begin to double down on social media education for their existing employees as the entire workforce gains an added level of social sophistication

 

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Google Now: Behind The Predictive Future Of Search | The Verge

Google Now: Behind The Predictive Future Of Search | The Verge | Digital marketing & social media | Scoop.it

Excerpted from article:

"For decades, visions of the future have played with the magical possibilities of computers: they'll know where you are, what you want, and can access all the world's information with a simple voice prompt. That vision hasn't come to pass, yet, but features like Apple's Siri and Google Now offer a keyhole peek into a near future reality where your phone is more "Personal Assistant" than "Bar bet settler." The difference is that the former actually understands what you need while the latter is a blunt search instrument.

 

Google Now is one more baby step in that direction. Introduced this past June with Android 4.1 "Jelly Bean," it's designed to ambiently give you information you might need before you ask for it. To pull off that ambitious goal, Google takes advantage of multiple parts of the company: comprehensive search results, robust speech recognition, and most of all Google's surprisingly deep understanding of who you are and what you want to know.

 

With Android 4.2 Google has updated the feature with new information cards in new categories, but Google Now isn't important for what it does, well, "now," but the building blocks are there for a radically different kind of platform in the future.

 

1) A deeper understanding:

You may not be familiar with Google Now, primarily because it's only available on the sliver of Android devices.

It's essentially an app that combines two important functions: voice search and "cards" that bubble up relevant information on a contextual basis.

One favorite example is a voice search for something that pulls from all those multiple sources and turns it into a comprehensible and useful result.

 

The first category involved Gmail integration. With your permission, Google will keep an eye on your inbox and recognize flight confirmations, hotel reservations, restaurant bookings, event tickets, and package tracking emails.

The new features are part of Google’s growing efforts to provide relevant results based on the knowledge it’s accumulated about you. As search gets better, so do people’s expectations for what it provides.

 

 

2) Neural networks:

Speech recognition is a very difficult problem to solve, as anybody who has dealt with voice search knows all too well. Recently, Google has changed its approach to making it work in a fundamental way, replacing a system that was the result of years of effort with a new framework for understanding the spoken word. Google has shifted to using a neural network that's much more effective at understanding speech.

 

A neural network is a computer system that behaves a bit like the actual neurons in your brain do. Essentially, the computer is designed with layers of software-based "neurons" that do the same thing actual neurons do: take input in and "fire" off to other neurons based on the data they receive.

The approach "led to about between 20 to 25 percent reduction in the error rate in our system,".

 

 

3) Knowledge Graph:

In a very real way, Google is trying to get its computers to actually understand what it is you're asking them. Part of that comes from a relatively new initiative called the "Knowledge Graph," the company's effort to compile a database of "entities" in the world.

n truth, Google only knows those details because it is so adept at crawling the web — but the additional layer of abstraction created by putting that information into the structured Knowledge Graph means that Google can do more with search results.

Having something to talk about and talking to somebody are two different things, and with regard to the latter Google is again taking a Google-esque approach.

 

 

4) In a single app, the company has combined its latest technologies: voice search that understands speech like a human brain, knowledge of real-world entities, a (somewhat creepy) understanding of who and where you are, and most of all its expertise at ranking information. Google has taken all of that and turned it into an interesting and sometimes useful feature, but if you look closely you can see that it's more than just a feature, it's a beta test for the future..."

 

Read full, long and interesting article here:

http://www.theverge.com/2012/10/29/3569684/google-now-android-4-2-knowledge-graph-neural-networks

 


Via Giuseppe Mauriello
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Crap. The Content Marketing Deluge.

As every B2B brand turns to content marketing, we're about to be hit by a deluge of... crap. Here's what you can do about it.
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A Scientific Guide To Maximizing Your Impact On Twitter, Facebook, And Other Digital Media

A Scientific Guide To Maximizing Your Impact On Twitter, Facebook, And Other Digital Media | Digital marketing & social media | Scoop.it
Herve Peitrequin's insight:

When is the best time to tweet on Twitter post on Facebook and email newsletters to reach the most people?

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Helena Pontes's curator insight, October 12, 2013 4:39 AM

A little bible for posting content online. Off course, that will vary from industry to industry, to the company's target audience. But the article provides good general guidelines that should be considered before your next post!

Geveta Cook's comment, October 14, 2013 6:03 PM
Strategic posting by the clock, makes sense. I suppose TV shows etc. have been doing this for years, posting a couple of hours before a show is due to air & then posting a follow up or open forum after it has. Interesting that B2B posts are more effective during the week as well (but hey, work is for working hours I guess)
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The Top Benefits of Social Media Marketing [Infographic] - Pamorama | Social Media Marketing Blog

The Top Benefits of Social Media Marketing [Infographic] - Pamorama | Social Media Marketing Blog | Digital marketing & social media | Scoop.it
Social media marketing facts, figures, and statistics are displayed in this handy infographic.
Herve Peitrequin's insight:
89% of respondents said that social media marketing has generated more business exposure64% saw lead generation increase by using social media 6 hours or less per day69% of marketers use social media to gather marketplace intelligence62% of marketers using social media for 2+ years reported a rise in search engine rankings62% of businesses with 10 employees or less reported that social media has reduced marketing expenses


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Martin (Marty) Smith's comment, July 29, 2013 2:56 PM
Not sure I agree with Tim. Social is social. The fact that Pharma is all wound up on itself is more a reflection of pharma than the way the web works. Google makes no distinction betrween pharma content and any other type. Pharma is the one who binds itself up in knots, but universal content and social marketing axioms still apply.
Tim Mustill's comment, July 30, 2013 5:48 AM
I agree the axioms apply Martin but sadly, due to the self -inflicted knots you refer to and regulation there are some aspects of B2C that are just not practical for prescription medicines. Thankfully the barriers are slowly coming down with more big pharma embracing at least some elements of social media.
Martin (Marty) Smith's comment, July 30, 2013 6:03 AM
Well said Tim. Marty
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The Changing Definition of Inbound Marketing: Why SEOs & SEMs Should Care

The Changing Definition of Inbound Marketing: Why SEOs & SEMs Should Care | Digital marketing & social media | Scoop.it
There’s been a lot of talk over the past few days about inbound marketing – see this discussion at Inbound.org in response to Rand Fishkin’s post announcing the rebranding of SEOmoz as just “Moz.” In that post, Rand sets up a distinction between “inbound...
Herve Peitrequin's insight:

Inbound marketing is responsible for 90% of the clicks on the web. Here is a visual representation of Inbound vs Interruption marketing.

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The Imminent Shift from Social to Digital Engagement

The Imminent Shift from Social to Digital Engagement | Digital marketing & social media | Scoop.it
Herve Peitrequin's insight:

As social comes to maturity, companies think about the customer journey online and offline as a wholistic experience. According to Brian Solis, Chief Digital Officers are just the beginning: “What we’re really talking about is someone who can bridge marketing, sales, service, and technology to create a frictionless path between customers and the business…at every step of the journey.”

 

I had the chance to learn how to build digital experiences around UX principles. I am convinced these principles can apply to online as well as offline. Will UX Officers or Chief Experience Officers become a major position or will they remain another buzz word title?

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Social Media Ads | M.M.E.

Social Media Ads | M.M.E. | Digital marketing & social media | Scoop.it
MME is an online publication from PubliGroupe
Herve Peitrequin's insight:

Marketing is rapidly transforming into a dialogue between buyers and sellers or collaborative marketing.

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Customers remember experiences, not content

Customers remember experiences, not content | Digital marketing & social media | Scoop.it
To solve the issue with content marketing, we need to start looking at content as part of a broader ecosystem
Herve Peitrequin's insight:

Content works best when you define it as anything that occupies your brand's space. Content strategy therefore works best when it's the conduit between user experience, strategy, creative and technology.


An interesting view where content strategists are "architects of experiences".

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Ads vs Adwords | M.M.E.

Ads vs Adwords | M.M.E. | Digital marketing & social media | Scoop.it
MME is an online publication from PubliGroupe
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Robin Martin's curator insight, April 16, 2013 11:18 AM

Love this infographic!

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The Advanced Guide to SEO by Neil Patel

The Advanced Guide to SEO by Neil Patel | Digital marketing & social media | Scoop.it

Via Giuseppe Mauriello
Herve Peitrequin's insight:

Probably the best infographic I have seen in a while.

 

55Mb of usefull stuff.

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Denis Failly's curator insight, January 29, 2013 7:22 AM

To update yours knowledges and practices of SEO.

ben bernard's comment, January 29, 2013 9:03 PM
my topics :) http://www.scoop.it/t/direct-marketing-services
Gaurav Pandey's curator insight, March 3, 2013 6:25 PM

Yes, link

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3 Great Examples Of Curated Content Marketing

3 Great Examples Of Curated Content Marketing | Digital marketing & social media | Scoop.it

The future of the web won’t be about content sites that drive traffic to commerce sites. It won’t be about shopping sites or price matching sites that drive consumers to the lowest price sources. 


The future is about curation, the thoughtful and useful aggregation and organization of content, context and commerce.


Here are three examples of how embracing content can drive engagement, community and ultimately commerce.

Herve Peitrequin's insight:

3 great examples of curated content not only as a marketing tool, but also as a new business model. Great article!

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Jeff Domansky's curator insight, January 16, 2013 12:05 PM

Good lessons for content marketing and blogging...

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Will 2013 be the year of native advertising? [infographic]

Will 2013 be the year of native advertising? [infographic] | Digital marketing & social media | Scoop.it
Digital channels continue to provide advertisers with an ever-growing number of options for marketing to consumers, but there's a problem: many of their messages don't get through.
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Nestle: Engagement in a hostile digital world | Video | Reuters.com

Nestle: Engagement in a hostile digital world | Video | Reuters.com | Digital marketing & social media | Scoop.it

It seems like Nestlé has put a lot of efforts at embracing social media since its last big digital communication crisis.

 

Pete Blackshaw has set up an impressive control center.

 

I am curious to know how they use social media data along with tradional marketing data and how does that contributes to their strategy.

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