Fondateur et président de Fullsix, Marco Tinelli publie « Marketing synchronisé. Changer radicalement pour s’adapter au consommateur de l’ère numérique» (Eyrolles, 256 pages, 18 euros). Extraits.
Marie Gillet's insight:
"Le directeur marketing n'est plus celui qui a du mal, lors des comités de direction, à justifier ses budgets autrement qu'en évolution par rapport à l'année précédente, il est maintenant celui qui peut non seulement démontrer sa propre performance, mais aussi construire des plans de développement impliquant le reste de l'entreprise. Car à l'ère digitale, celui qui maîtrise la donnée des consommateurs pilote le futur de son entreprise au-delà de la marque et de la communication. En pilotant la marque comme une expérience client intégrée, le marketing prend une position à la fois centrale mais non centralisatrice dans l'entreprise."
Now that reading online involves a bevy of social actions, from sharing to commenting across a plethora of devices, how many of your site’s readers will make it past the first paragraph?.
Recently Slate's technology columnist investigated this issue further in his article You Won’t Finish This Article. Using data from Chartbeat, he found that most readers don’t engage with the article, and if they do, they are inclined to do so before scrolling half-way down the page.
To help us better understand the risks and opportunities about online readership, and to help you, dear reader, get to bottom of this article faster, we present you with an infographic that summarizes it all.
Curation is sometimes confusing. Everyone has a different definition and it's used in many different ways as part of content and marketing strategies.
I asked 10 of my favorite curation experts for their best tips, tools, their favorite curator and suggestions on innovative uses of curation. Each is a curator on Scoop.it, my favorite curation tool and channel. New and experienced curators are going to learn from their advice.
Don't look back...you're not going that way.The future of marketing is not about technology, trends, shiny objects or case studies. This is a time for re-invention of philosophies, methodologies, and
Marie Gillet's insight:
A bit long but inspiring article! Thanks! I totally agree. And skiing is also about leaning forward if you want to control your moves.
What I retain is the following... To this sentence: "We’re broadcasting and not connecting, talking and not listening, calendering not investing, justifying and validating not creating value. To lean forward takes a different approach, perspective...", I would add that we need a VISION to create value and that's what a customer-oriented approach is all about! Creating a relationship with customers does not go one way. Thats' why you say "putting the public back in public relations" and "Social in social media" indeed.
Learn about 10 content marketing tools' features, capabilities and case studies for content creation, distribution and measurement....
When I was at Content Marketing World a few weeks ago, I moderated a presentation by last year’s “Content Marketer of the Year”, Joe Chernov from Kinvey, who presented on a substantial project he undertook regarding content marketing tools.
The presentation and accompanying slide deck possessed several key characteristics of the most successful content: Thoughtful, structured, empathetic with the audience, uniquely and creatively packaged. It also includes case studies for each tool.Joe made a point to not focus on the most popular content marketing tools like, Outbrain, Zuberance, InboundWriter, Kapost, Compendium, SkyWord or Curata. Rather, he focused on a collection of tools that warrant attention outside of the mainstream content marketing mix....
Every two years, Moz surveys over 100 top industry professionals to compile our biennial Search Engine Ranking Factors. For 2013, we've supplemented the survey with real-world correlation data from a scientific examination of over 17,000 keyword search results by Dr. Matt Peters and his data science team.
We've released some of the 2013 data previously, but not the full set until now. So with great pleasure, I present the complete results of this year's survey and correlation data:
Procter & Gamble's global brand building officer Marc Pritchard proclaimed digital marketing to be "dead." He urges advertisers to go back to brand building.
Marie Gillet's insight:
The following quotes summarize it all:
"We [Procter & Gamble] try and see it for what it is, which is a tool for engaging people with fresh, creative campaigns ... the era of digital marketing is over. It's almost dead. It's now just brand building."
"He said that digital technology was a "means to reach people" through brands and capture consumer imaginations...".
I totally agree: digital marketing is a means to an end, not the end itself! Now let's get creative! :-)
According to InboundWriter’s study, only 20 percent of marketing content is doing anything in terms of traffic generation.
But be careful! (I agree with the comments)
1- The study focused on “dozens” of websites, so it could hardly be considered exhaustive.
3- Defining content marketing success solely in terms of traffic is a HUGE mistake, but one that a lot of companies make. Content marketing is about establishing credibility, educating and informing an audience. If a piece of content results in a low number of pageviews, but has a high conversion rate with prospects, was it still a failure? Of course not.