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Comment utiliser les réseaux sociaux pour séduire les consommateurs ?

Comment utiliser les réseaux sociaux pour séduire les consommateurs ? | Digital Marketing | Scoop.it
Facebook ou Twitter sont devenus des outils efficaces pour améliorer la relation client entre une marque et ses clients. Être à l'écoute des conversations permet de mieux cerner les attentes des consommateurs.
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Roving agency ‘pops up’ for 48-hour projects at client sites

Roving agency ‘pops up’ for 48-hour projects at client sites | Digital Marketing | Scoop.it
The Pop Up Agency is a group of six creative students who take residency at clients' sites for 48 hours, deliver a concept or strategy, and then move on to their next destination.
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The Top 11 Marketing Technology Article Summaries Curated Today, Wednesday, 5/15/13 from The Marketing Automation Alert

The Top 11 Marketing Technology Article Summaries Curated Today, Wednesday, 5/15/13 from The Marketing Automation Alert | Digital Marketing | Scoop.it

In light of a very data/analytics kind of day (see the summaries below), we wanted to pass on this note: there’s quite a collection of key marketing articles that we’ve summarized, close to 3000 since we started this last year. The point: use The Marketing Automation Alert as a source for timely research! Use the Filter button and search by keyword/keyphrase or by tag, and you’ll have a wide variety of the very best marketing literature available for your quick review.

 

Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected). If you find this valuable, please share by using the links below:

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Featured Marketing Automation Article

 

What you have to prepare for content of integrity in the age of the customer - Econsultancy

 

http://sco.lt/7T7jTF

From econsultancy.com - Today, 9:49 AM

 

Key excerpt/summary...

 

Foundation plan 

Here is some advice packed into ten points, guidance for what you have to prepare for content of integrity in the age of the customer:

Base your content on an SEO audit or strategy; keywords, rank, pages, links, optimization, parameter handling, sitemaps, Google author rank, layout and position, all needs to be guided by an ongoing SEO audit.Understand your modern day purchase funnel, by understanding how, when and where your audience wants to receive information. Where are your touchpoints? How can you hold your customer’s hand through the purchase funnel and not only influence a repeat purchase but also create positive word of mouth? Can your visitors craft their own experience? And is a customer’s action in one channel recognized in another?Repurpose old content, yours and others through curation by actively sorting through all possible sources (share, don’t steal) and present it in a meaningful and organized way to influence engagement and benefit your brand.Personalisation and localization is key, online allows this more than ever and it needs to be applied to every marketing effort where possible.Multimedia is a given, video is the prime-example, it gets really good traction because consumers love it; they always have and always will, and it can be repurposed in many ways across multiple platforms, channels and tactics.Adjust your budget, make changes to this period’s budget and all proceeding, content management needs a bigger portion of spend.Give away expertise, you have to give something away to get something back. Develop authority and position yourselves as the experts that you are so that you can attract new customers into your purchase funnel.You need collaboration, the more heads, the more brains, the more brains the more ideas.  Be creative, if you build it they will come, own your own media and create an innovative and forward thinking efficient content machine that has pull marketing magnetism.Measure, make adjustments, measure and adjust again. This isn’t a process of set-and-forget, fixed-target shooting. The target is constantly moving and you need to move with it.

 

iNeoMarketing's insight:

This is one of the best posts we've read regarding building a content marketing strategy. Two aspects to consider as you review this post (please click through to do so):

1) The graphic above is an add-on to Scott Brinker's Marketing Technology Landscape, which is on the same level as the Marketing Technology LUMAscape. It's not all inclusive, but incorporates important vendors.

2) The Foundational Plan is an excellent beacon of light. We strongly encourage using it.

 

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How to harness disruptive innovation as a modern marketer - Econsultancy

 

http://sco.lt/7x4xn7

From econsultancy.com - Today, 11:00 AM

 

Key excerpts...

 

To truly be disruptive the innovation must actually be disrupting an existing market. In terms of classical management theory on the matter, this means that the innovation is targetting either low-end consumers in a market or creating new markets for those who previously did not consume in the existing market.

 

My point is that the type of business you're in or its size is irrelevant to achieving the desired outcome. Therefore regardless of your organisation, job description or experience you can drive forward the innovation agenda.

 

Rule one: know your customers, but more importantly, know those who will never be your customer

However as the product performance improves, the low-end of the market remains or becomes left out. They can't afford the latest innovations and so don't purchase at all. Depending on the market this could be a major group. If you can create a product that matches their performance expectation (features, performance and price) then you've disrupted the market by bringing a whole new group of people into

 

Rule two: monitor the market

Whilst competitor research is nothing new for marketers, monitoring the innovation radar is somewhat different.  Firstly you need to identify markets that don't exist where there is a market. Secondly monitor start-ups in your supply chain. Specifically watch out for firms that are winning new rounds of funding or being acquired by bigger players. This acquisition of capability represents a shift in the market that you need to be ready for.

 

Rule three: prototype with emerging technology

Innovations can relate to technology, business models and products. However new technologies increase the likelihood of disruptive innovations in business model or products. Therefore businesses should prototype rapidly with new technologies to see what could be achieved.

 

Rule four: Innovate with your partners

Upstream and downstream partners can offer major opportunities to find innovations. Talk with them regularly. Be an iconoclast, ready and eager to tear down the way things were normally done to find a simpler or better way. Look for opportunites to co-develop and prototype market ideas. Turn the opportunity to innovate over to your customers.

 

iNeoMarketing's insight:

Back in the mid-90's, there was a book called The Second Curve that covered essentially the same topic: shifting the market through disruption. It talked to cases where the shift took place, which was fine, but this post (and I suppose the forthcoming book) really touches on the how to shift the curve, or execute on disruptive innovation. Regarding hard goods: we fully expect 3D printing will completely change the velocity of disruption as prices decrease.

 

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The Future of Marketing is (better) Context | Forrester Blogs

 

http://sco.lt/6ITFJp

From blogs.forrester.com - Today, 10:49 AM

 

Key excerpt...

 

Marketing and advertising, like Indian music, has always been contextual. As far back as 1867, billboards were being rented by marketers in dense urban areas outside train stations, and even earlier, direct mail took demographics into account to determine which regions and people to deliver flyers to. The truth is, though, that targeting brush strokes were broad, with flesh and bone staff doing a much better job of understanding a moment, a customer’s intent, and what the best thing to say would be. 

 

The game has changed over the years, in large part to the use of digital technologies and improvements in modeling groups, segments, and life stages of consumers. Context marketing represents a new pinnacle of what marketers are striving for - modeling the internal and external worlds of the customer in order to deliver meaningful, real-time experiences.

 

iNeoMarketing's insight:

This post is B2C oriented, but we scooped this section as it prompts some thought: what does contextual marketing mean in the world of B2B marketing? And how does marketing technology improve those marketing efforts? B2B Contextual does not mean physical location (with the exception of events), rather, it is virtual. So what are those footsteps, and how can the B2B marketer take advantage of the trail?

 

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Reporting ROI & Attribution in Marketing Automation - Fathom

 

http://sco.lt/6StjIf

From www.fathomdelivers.com - Today, 10:30 AM

 

Features of marketing automation reporting and how it measures marketing ROI more effectively than CRM reporting.

 

Key excerpt...

 

Already have CRM reporting? That’s great, but you may not be getting the marketing numbers you need. Consider the following 4 reasons from Prashant Kaw of Opfocus for using marketing automation reporting over CRM reporting for the measurement of marketing ROI:

Capturing web-based conversionsShowing newly acquired names/touches in a given time period (vs. Salesforce’s splitting contacts and leads)Storing touch-point data more cheaply than Salesforce, where it may not be that useful for sales anywayTying marketing spend to ROI

 

iNeoMarketing's insight:

The salient point: marketing metrics from CRM will not provide the B2B marketer with the data they need to appropriately measure the complete contribution made by each marketing dollar. If you're using SFDC to deliver marketing metrics/ROI, you may be leaving money on the table.

 

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Big Data For Marketing? It's All About The Questions - B2B Marketing Insider

 

http://sco.lt/4s7K2D

From www.b2bmarketinginsider.com - Today, 10:37 AM

 

What is the opportunity in Big Data for Marketing? In this post I suggest it is all about knowing which questions to ask...

 

Key excerpt...

 

I believe every marketing plan should start with an analysis of your companies “share of conversations.” This shows you not only how well known your company is in your solution space, but also how likely your customers are to act on that awareness (RT, comment and ultimately convert to a lead and a customer).

My own 4-step plan to Big Data Marketing Insights:

Define your customers’ top keywords and topics through search analysis. Starting with a simple look at Google Trends.Social analytics to show what % of social conversations include mention of your brand. This is where the data gets really big.Insights from your Website analytics will help you understand which keywords and referring domains drive conversions.Finally, combine these 3 massive big data sets to help to make decisions on marketing plans, tactics and budget.

 

iNeoMarketing's insight:

The author of this blog, Michael Brenner, is also VP of Global Marketing for SAP: he's one of the leading thinkers in the realm of digital marketing, and we pay attention. Although this take on Big Data is not on the same scale of Big Data projects, it does provide a starting point for tackling your data to drive greater insight. And don't forget Little Data (do a search to find out what we mean).

 

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BtoB study: Email marketing matures, driven by content, mobile | BtoB Magazine

 

http://sco.lt/8DpISv

From www.btobonline.com - Today, 10:17 AM

 

Excerpt...

 

According to “Email Marketing: An Established Channel Evolves,” content that inspires registration is the most common trigger for an email campaign: 63% of respondents reported that event and trade show registrations provide leads for email marketing campaigns, with 62% saying that form registration for webinars and white papers also trigger an email. No other customer activity—requests for demos (36%), website behavior (32%) or call center interaction (17%)—came close.

 

However, use of triggered email remains relatively rare. Only a little more than a quarter of marketers reported that their companies use automation platforms to deploy email this way.

 

Despite the proliferation of mobile devices, mobile email is also taking a while to enter the mainstream. Only slightly more than a quarter of marketers said they are developing a mobile strategy as part of their email-marketing program, requiring adaptations to both content and email design.

 

iNeoMarketing's insight:

No surprise here: a CTA to register as the main focus for email marketing, and the 25% for triggered emails is in alignment with past studies. The overall point is far more important: that email marketing remains one of the most important tools that you have. At one point we thought personalized communications via social platforms would replace email marketing, but that's not coming to fruition anytime soon.

 

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How real-time analytics help email marketers | BtoB Magazine

 

http://sco.lt/83bjmb

From www.btobonline.com - Today, 10:23 AM

 

Key excerpt...

 

There are a number of reasons analytics are so challenging. The first, especially for b2b marketers, is the fact that the successful use of analytics requires a time commitment that most organizations can't make. Marketers are overwhelmed by the exponential increase in data coming from such sources as social, CRM, email and Web analytics, said Susan Etlinger, industry analyst at Altimeter Group, and real-time analytics present even more of a problem because most organizations are not set up to make real-time decisions. “Marketers aren't able to act on data immediately,” she said. “They have to go through an approval process that requires multiple layers to sign off on changes.”

 

iNeoMarketing's insight:

Deployment of marketing technology requires resources to be dedicated to analytics: the infrastructure screams for analytics to be interwined. It's 50% of the benefits derived from marketing technology, the ability to optimize on the fly (that's really what we're talking about here).

 

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[INFOGRAPHIC] 25% of Marketing Budgets are Spent on Content Marketing | Social Media Today

 

http://sco.lt/8aJBNR

From socialmediatoday.com - Today, 7:49 AM

 

I would be shocked if 25% of marketing budgets are spent on content marketing (or I would at least wonder where all the money was going).

 

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 [INFOGRAPHIC] The Power of Analytics | Wipro

 

http://sco.lt/8aEmav

From visual.ly - Today, 7:43 AM

 

A new study by the economist intelligence unit, commissioned by Wipro, finds a strong relationship between earnings growth and strategic use of data.

 

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Infographic: The Challenge Of Email Success In A Fragmented Mobile World - Email Monks

 

http://sco.lt/8iBYEj

From marketingland.com - Today, 7:45 AM

 

Soon, nearly half of all emails will be consumed on mobile devices, where the methods used to read them are widely varied.

 

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 [INFOGRAPHIC] CRM & Marketing Automation 101 [Checklist] - Pardot

 

http://sco.lt/8i79SD

From www.pardot.com - Today, 7:40 AM

 

Key excerpt...

 

Integrating your marketing automation system and and your CRM is all about sales and marketing alignment, so make sure your sales team has input from the very start. Your sales reps may be very comfortable with your CRM and may not see a need for introducing a new system, so make sure they understand the benefits of marketing automation and the goals you hope to achieve by implementing it.


Via marketingIO
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marketingIO's curator insight, May 15, 2013 11:26 AM
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
  • If you like this scoop, PLEASE share by using the links below.
  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
Coreen Head's curator insight, August 3, 2015 6:57 AM
Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).If you like this scoop, PLEASE share by using the links below.iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us! 
Rescooped by Jean-Christophe Corradin from KILUVU
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L'e-commerce croît de 14% au 1er trimestre 2013

L'e-commerce croît de 14% au 1er trimestre 2013 | Digital Marketing | Scoop.it
Au premier trimestre 2013, le chiffre d'affaires du commerce électronique français a progressé de 13,9% par rapport au premier trimestre 2012.

Via Yves Carmeille "Libre passeur"
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Infographie : L'e-commerce suédois à la loupe

Infographie : L'e-commerce suédois à la loupe | Digital Marketing | Scoop.it
En 2012, le e-commerce suédois a généré 3,51 milliards d'euros de chiffre d'affaires. Plus de 73% des suédois achètent désormais en ligne, la moitié d'entre eux considérant en effet qu'il s'agit d'une méthode d'achat plus simple.
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[Infographie] Le panier moyen d’un internaute ayant visionné une vidéo serait 30% supérieur aux autres

[Infographie] Le panier moyen d’un internaute ayant visionné une vidéo serait 30% supérieur aux autres | Digital Marketing | Scoop.it
A l’occasion de ses 10 ans, la société de production de Rich Media Brainsonic propose une infographie…
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These 10 Ideas In Retail Innovation Will Change The Way You Shop

These 10 Ideas In Retail Innovation Will Change The Way You Shop | Digital Marketing | Scoop.it
At Springwise, we rely on a network of over 15,000 spotters worldwide to send in fascinating and innovative new business ideas for us to review and write up.
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L'essor du Web-to-Store, ou comment l'e-commerce peut accroître la visibilité des boutiques physiques

L'essor du Web-to-Store, ou comment l'e-commerce peut accroître la visibilité des boutiques physiques | Digital Marketing | Scoop.it
S’il est coutume de dire que le e-commerce a un rôle néfaste sur les commerces physiques, ce n’est pas toujours le cas.

Via Raphael Ducottet
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Le chiffre d’affaires d’E-commerce de Suning en hausse de 134 % | Business Internet Chine

Le chiffre d’affaires d’E-commerce de Suning en hausse de 134 % | Business Internet Chine | Digital Marketing | Scoop.it

Suning Commerce Group a publié son rapport financier pour le premier trimestre de 2013, en précisant que, durant la période considérée, le groupe a réalisé des revenus d’exploitation de CNY 27,201 milliards, soit une augmentation d’année en année de 20,14 %. Dans le même temps, le chiffre d’affaires réalisé pour son activité d’e-commerce est de CNY 4,499 milliards, soit une augmentation d’année en année de 134 %.

Un représentant de Suning a déclaré que leur stratégie de développement des affaires est claire et que l’objectif est de réaliser la pleine intégration des secteurs en ligne et hors ligne, y compris les organisations, les produits, les prix et les services. À la fin du premier trimestre, Suning a achevé l’intégration de l’organisation. Pour les étapes suivantes, la société va promouvoir sa stratégie de plate-forme ouverte et améliorer la variété de ses unités de vente de marque.

Outre la croissance du chiffre d’affaires, globalement stable, et la croissance rapide du secteur de l’e-commerce, le groupe a revendiqué près de CNY 800 millions en recettes provenant de la vente des fournitures de bébé et de la mère, des cosmétiques, des voyages d’affaires, des billets de loterie et des services d’achats de groupe.


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Lacoste innove dans le multicanal

Lacoste innove dans le multicanal | Digital Marketing | Scoop.it
La marque au crocodile a lancé une opération ludique le 12.12.12. En disséminant des QR Codes dans ses boutiques et sur son site de e-commerce, elle fait découvrir ses produits de manière originale en créant du lien pour ses clients.
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