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How to bring chatbots into your marketing strategy

How to bring chatbots into your marketing strategy | Marketing digital | Scoop.it

Chances are, you have had a conversation with a chatbot before. If you’ve ever clicked on the little widget on the corner of a website, it’s possible that you were actually talking to a bot, not a human.
Author : Marcela De Vivo

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13 Biggest SEO Myths You Should Leave Behind

13 Biggest SEO Myths You Should Leave Behind | Marketing digital | Scoop.it

SEO, as any area of our life, is swarming with myths and misconceptions. They are usually born out of ignorance, fear, and hunt for quick results. It is like a variety of diet advice — “cut entirely on the food, just eat one weird vegetable three times a day". Yes, you might lose weight. But will it last? Will you be happy in the process? You tell me.
Author : Valerie Niechai

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Ranking #1 is Pointless – Here’s Why Your SEO Goal Is Leads & Sales

Ranking #1 is Pointless – Here’s Why Your SEO Goal Is Leads & Sales | Marketing digital | Scoop.it

Every SEO conversation starts with “rankings.”
Every SEO KPI starts with “#1.”
But here’s the thing.
Both of those are wrong.
Your only goal in SEO is new leads and sales. So in that sense, ranking #1 is pointless.
Ranking first feels nice, but if you’re focusing just on Rank 1, you’re ignoring a huge part of the customer acquisition process.
Author : Garrett Mehrguth

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Inbound Lead Generation Checklist

Inbound Lead Generation Checklist | Marketing digital | Scoop.it

If you’re a digital marketer or a sales professional, creating an inbound strategy for the first time is a daunting and challenging task, to say the least. While there is a wealth of knowledge, free and purchasable online, only a few know where and what to search, and use their newly-found wealth of information to create an inbound lead generation strategy that works.
Author : Jomer Gregorio

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The Future of SEO

The Future of SEO | Marketing digital | Scoop.it

People have been claiming SEO is dead for years. People have been claiming SEO is either “the most important” aspect of your digital marketing, or “irrelevant”.
If you throw a stick in New York or New Delhi, you’ll probably hit an SEO expert.
Author : Nitin Vishwakarma

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A Beginner's Guide to Structured Data: How to Use Schema Markup for Better SEO

A Beginner's Guide to Structured Data: How to Use Schema Markup for Better SEO | Marketing digital | Scoop.it

Speakers of English can understand what "giraffelivesinsavannah" means. They can easily split the sequence of letters into the words "giraffe lives in savannah", and they have a set of distinct associations with the words. A "giraffe" is a tall animal with an extremely long neck, four long legs, and a distinctive coat pattern. It "lives" (meaning that it inhabits a certain place) in the "savannah". We may not know exactly what a "savannah" is, but we can effortlessly classify it as some place. After all, we normally live in a "place", don't we?
Author : Yauhen Khutarniuk

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Chatbots: The New Subscription Box Business Model

Chatbots: The New Subscription Box Business Model | Marketing digital | Scoop.it

If 85% of all consumer-brand interactions are to occur without human interaction by 2020, it’s safe to say Bots are here to revolutionise the way we think not only about customer service, but in fact the much bigger picture: business.
Author : Gracie Page

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Say Hello To Fred – Google’s Latest Algorithm Update

Say Hello To Fred – Google’s Latest Algorithm Update | Marketing digital | Scoop.it

The update happened at the beginning of March and in true Google style, it has taken 3 weeks for them to admit the update has actually happened. As the update appeared to be a nightmare for Marketers, the name Freddie Kreuger began as a joke, but the nickname Fred stuck and Google’s very own Gary Illyes publicly endorsed it on Twitter.
Author : Rachel Hand

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SnapTravel raises $8 million for a hotel booking service that works over chat

SnapTravel raises $8 million for a hotel booking service that works over chat | Marketing digital | Scoop.it

Chatbots – automated bots that let you interact with a service or brand via messaging apps or SMS – haven’t yet become breakout hits, as a group. But that hasn’t stopped investors from pouring in $8 million into a hotel booking startup called SnapTravel, which lets users find and book rooms via SMS texts and Facebook Messenger.
Author : Sarah Perez

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9 Easy Ways to Increase Your Authority & Influence as a Marketer

9 Easy Ways to Increase Your Authority & Influence as a Marketer | Marketing digital | Scoop.it

I think it goes without saying that just about everyone in the digital marketing space is looking to become an influencer in one way or another.
Whether you want to improve your authority amongst potential clients, find yourself speaking at a conference, or even publish your own book, you first need to build your overall authority and influence.
Over a decade ago, I started off on a journey in digital marketing that was based almost completely on building my influence as an SEO and Social Media Marketer, so I wanted to share some of the things that have worked for me over the years.
« Influence will lead marketing efforts by 2020 », according to Ted Coine. « It’s the most effective form of "advertising" there is… »
Author : Brent Csutoras

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Maîtrisez-vous votre #TerritoireDigital ?

Maîtrisez-vous votre #TerritoireDigital ? | Marketing digital | Scoop.it

Site internet

Généralement au cœur du dispositif, le site web possède les grandes fonctionnalités (commerce en ligne, simulation, contenus…)

 

Blog

Blog et agrégateurs de contenus (Scoop.it ! par exemple) permettent d’animer des espaces de contenus de manière plus simple et dynamique que les sites Internet. Ils permettent en outre de mailler les publications par des liens (netlinking), contribuant au référencement naturel.

 

E-mailing

L’envoi en nombre de messages électroniques reste un outil privilégié du web marketing, appelé également outbound marketing ou marketing sortant.

 

Marketing entrant

Le marketing entrant consiste à faire venir les visiteurs pour les transformer en clients (tunnel de conversion). Il est essentiellement basé sur le marketing d’influence (ambassadeurs des marques)

 

S.E.A.

Le Search Engine Advertising est basé sur les campagnes sponsorisées (liens, publications, encarts, mots-clés…). Il est aujourd’hui disponible dans les moteurs de recherche (recherche et display) mais également dans les réseaux sociaux ainsi que dans certains supports particuliers (revues numériques par exemple)

 

S.E.O.

Le Search Engine Optimization ou référencement naturel est un facteur clé de succès de la présence digitale. Il s’agit d’être positionné dans les réponses naturelles (non sponsorisées) des moteurs de recherche. L’architecture du site, sa structure interne et de nombreux paramètres invisibles aux internautes (nom des pages et images, titre, description, mots-clés, métadonnées, microdonnées…) contribuent au résultat souhaité.

Un ajustement régulier doit être effectué en fonction des résultats obtenus. Mieux vaut y travailler de manière continue que d’optimiser immédiatement l’espace de publication.

Le S.E.O. doit également intégrer un travail de netlinking (maillage de liens internes et externes).
Les réseaux sociaux contribuent de plus en plus à un bon positionnement naturel (présence dans les réponses des moteurs de recherche).

 

Avis clients

Les avis clients sont devenus essentiels dans la manière dont les internautes appréhendent les contenus et les entreprises qui en sont à l’origine. Ils sont souvent agrégés par des tiers de confiance (eKomi, TrustPilot…) et les réseaux sociaux (Google+, Facebook).
Les avis clients peuvent correspondre à des produits, des services ou des entreprises. Il est essentiel de suivre les avis pour y répondre rapidement, y compris pour des avis négatifs. Cette vitrine fait souvent peur aux entreprises (crainte des avis négatifs) mais font partie du paysage digital actuel.

 

Médias sociaux

Depuis 2010, les réseaux sociaux ont pris une place de choix dans la présence digitale. En fonction de l’entreprise, du public visé et de la stratégie mise en œuvre, il est souhaitable de sélectionner les plus pertinents. Facebook et Instagram, par exemple, touchent des particuliers alors que LinkedIn aborde les individus dans leur dimension professionnelle et les entreprises.

Chaque média social possède sa syntaxe, ses codes et ses limites. Une publication régulière associée avec une identification des personnes et entreprises citées (@... ou +… selon le réseau) et un choix pertinent de balises (#...) permet de développer une présence animée et efficace. Cependant, il est aujourd'hui indispensable de coupler ce travail éditorial d’une dimension sponsorisée (S.E.A.).

 

Auteur : Philippe Contal • Digital Entrepreneur ✔

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The Death of Organic Search (As We Know It) - Search Engine Journal

The Death of Organic Search (As We Know It) - Search Engine Journal | Marketing digital | Scoop.it

It would be easier to count all the stars in the night sky than the number of articles written about the death of SEO. I’ve never written one personally but I was having a discussion with the author of a great piece here on Search Engine Journal on AI and its impact on search and the question came up:
Between machine learning and the limited space available for organic search, is it on its death spiral?
Author : Dave Davies

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Mobile Marketing Strategy: Essential Guidelines To Drive Mobile Conversions

Mobile Marketing Strategy: Essential Guidelines To Drive Mobile Conversions | Marketing digital | Scoop.it

It’s difficult to overstate the importance of mobile in today’s digital marketing landscape. The fact is, if you aren’t focusing on how to appeal to audiences on mobile, you’re already falling behind the competition.
Author : Gabriel Shaoolian

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Rescooped by #TerritoireDigital from Usages professionnels des médias sociaux (blogs, réseaux sociaux...)
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33 chiffres et statistiques sur les réseaux sociaux à connaître pour planifier sa stratégie

33 chiffres et statistiques sur les réseaux sociaux à connaître pour planifier sa stratégie | Marketing digital | Scoop.it

Entre le nombre d'abonnés et les statistiques d'engagement, l'impact de plateformes comme Facebook, Twitter ou Instagram est indéniable. Facebook, par exemple, compte en moyenne 1,28 milliard d'utilisateurs actifs chaque jour. Ceux-ci proviennent du monde entier et 85,2 % d'entre eux résident en dehors des États-Unis et du Canada. Ce niveau de connectivité est inouï et ces réseaux se développent à une telle vitesse qu'il est difficile de se tenir informé de tous ces changements.
Auteur : Benjamin Masse


Via Dix-Katre
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Levi’s Launches New Chatbot

Levi’s Launches New Chatbot | Marketing digital | Scoop.it

Levi Strauss & Co. has joined the new wave of retailers creating digital interfaces based upon the fusion of messaging and machine learning. It’s new AI powered chatbot, Virtual Stylist, brings the brand to life online.
Author : Prinitha Govender

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Digital Marketing Trends that Affect Your Content Strategy

Digital Marketing Trends that Affect Your Content Strategy | Marketing digital | Scoop.it

Refine, research, refine; welcome to the marketer’s way of life, trying to balance current marketing and content strategies against ever-changing digital marketing trends.
Author : Katrina Pfannkuch

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Blog SEO Tips: How to Write SEO Friendly Blog Posts

Blog SEO Tips: How to Write SEO Friendly Blog Posts | Marketing digital | Scoop.it

In this post you’ll find blog SEO tips to help you improve your website’s chances of ranking higher on search engine results pages (SERPs). It teaches you how to write SEO friendly blog posts, so every page you publish helps appeal to both readers and search engines.
This post also includes a blog writing checklist you can print out and an infographic you can reference each time you prepare to hit publish on your latest post.
Author : Jennifer Johnson

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Online Trust - LinkedIn Vs Facebook vs Twitter vs Instagram

Online Trust - LinkedIn Vs Facebook vs Twitter vs Instagram | Marketing digital | Scoop.it

Trust is a rare and valuable commodity that requires years to build but only a moment to destroy. And it's especially fragile online, where scams, spam, fake news, trolls, click bait, malware, and offensive memes are degrading the digital quality of life. The challenge this presents, both for brands trying to engage with their customers and the social platforms linking them together, is severe.
Author : Simon White

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Anytime : Amazon peut-il révolutionner la messagerie mobile ?

Anytime : Amazon peut-il révolutionner la messagerie mobile ? | Marketing digital | Scoop.it

Lancer une application de messagerie. L’idée d’Amazon n’a rien de vraiment innovante tant Facebook, Whatsapp, Snapchat ou encore Skype se révèlent des véritables aimants à téléchargements. Mais la marque peut-elle vraiment se différencier et s’imposer avec Anytime ? On fait le point pour vous sur les différents éléments à prendre en compte.
Auteur : David Laurent

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PlugWit • Agent conversationnel (chatbot)

PlugWit • Agent conversationnel (chatbot) | Marketing digital | Scoop.it

PlugWit est un accélérateur de conversion développé par #TerritoireDigital. Agent conversationnel (chatbot) commercial et expérientiel, il accompagne vos clients pour répondre rapidement à leurs attentes.

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AI and search engine trends: an interview with SEO expert and digital marketing author Maria Johnsen

AI and search engine trends: an interview with SEO expert and digital marketing author Maria Johnsen | Marketing digital | Scoop.it

Mаriа Johnsen is an acclaimed global digital marketing influencer and search engine programmer whо hаѕ writtеn 17 bооkѕ. In hеr book, « Thе Future of Artificial Intelligence in Digital Marketing », Jоhnѕеn describes how popular search engines will evolve by incorporating AI.

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Pourquoi 80% des entreprises prévoient d'investir dans un chatbot

Pourquoi 80% des entreprises prévoient d'investir dans un chatbot | Marketing digital | Scoop.it

Les chatbots sont aujourd'hui présents sur de nombreux sites afin d’aider et d’accompagner l’utilisateur. Plus de 100 000 chatbots ont ainsi été créés en 2016. L’agence de conseil Keyrus, spécialiste de la transformation numérique, a classé dans une infographie les chatbots selon leur type et leur usage.
Auteure : Alix le Gal

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7 Content Marketing Trends Brands Need to Prepare for in 2018

7 Content Marketing Trends Brands Need to Prepare for in 2018 | Marketing digital | Scoop.it

Whether you're a C-suite executive, a marketing leader, or a content creator yourself, here are seven content marketing trends to keep on your radar as you prepare for 2018.
Author : John Hall

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7 Ways to Convert Website Visitors into Subscribers

7 Ways to Convert Website Visitors into Subscribers | Marketing digital | Scoop.it

Getting 100,000 visits to your website can feel awesome.
But if your conversion rate is low, all that traffic won’t do you much good.
That’s why it’s absolutely critical to focus on converting your traffic into subscribers (and ultimately turning those subscribers into paying customers).
So how do you do it?
Here are seven ways to convert website visitors into subscribers.
Author : Amanda DiSilvestro

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Google releases new meta description writing guide

Google releases new meta description writing guide | Marketing digital | Scoop.it

A new set of recommendations has come forward from Google on how to create better search snippets, or meta descriptions for the search results. Google is also doing their part by considerably changing the process of how they generate the meta description for a search result.
Author : Raghav Chaudhary

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Computational Propaganda Worldwide: Executive Summary

Computational Propaganda Worldwide: Executive Summary | Marketing digital | Scoop.it

The Computational Propaganda Research Project at the Oxford Internet Institute, University of Oxford, has researched the use of social media for public opinion manipulation. The team involved 12 researchers across nine countries who, altogether, interviewed 65 experts, analyzed tens of millions posts on seven different social media platforms during scores of elections, political crises, and national security incidents. Each case study analyzes qualitative, quantitative, and computational evidence collected between 2015 and 2017 from Brazil, Canada, China, Germany, Poland, Taiwan, Russia, Ukraine, and the United States.
Author : @polbots

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