Pay-per-click advertising (PPC) = SEA (Google)
Influencer Marketing
Affiliate Marketing
Guerilla Marketing
Social Media Marketing (Facebook, LinkedIn, Instagram)
Radio / Podcast
Content Marketing
Email marketing
Search engine optimization (SEO)
Social Media Marketing
Television Marketing
Magasine Marketing
Event Marketing (webinar,...)
On analyse des données pour mettre en évidence des courbes, des constantes de signaux faibles qui permettent d’établir des projections et des prédictions. Mais qui dit data-driven, dit également tool-based. Selon votre domaine de prédilection, il faut repérer / connaître ceux qui détiennent la data, évaluer si, oui ou non, ils y donnent accès et sous quelle forme. Ainsi, Google Trends définit la fréquence à laquelle un terme est tapé dans le moteur de recherche Google. Think With Google est la division insights qui analyse et propose des contenus packagés pour comprendre ces tendances.
Selon moi, à terme, toutes les marques et enseignes auront une rubrique “trending” valorisant les “patterns” issus de leurs données pour des usages variés dont certains sont déjà mainstream (recommandations produits, meilleures ventes ...). Les marques qui produisent le plus de données développeront leur propre département “insights”, comme le font déjà Facebook avec Facebook IQ, Pinterest avec Pinterest Trends et ainsi de suite.
According to WARC, global ad spend is set to decrease by 10.2% worldwide this year. If it wasn’t for the US elections (that accounted for $8.5 billion in ad spend), the drop would be even more dramatic. Media budgets have been significantly trimmed. Brand-awareness campaigns were put on hold, and the remaining resources were thrown at performance channels.
Soaring unemployment undercut growth in consumer spending in the major world economies, and at first discouraged optimistic forecasts. In July, Forrester projected 23% ad spending decline over the next two years.
However, reassuring news about the vaccines gave us some reason for optimism. In October eMarketer projected a quick rebound and 7% ad spend growth. Also, certain regions tend to recover their ad spend faster, CEE and Eastern Europe marketers are planning to increase their digital budgets next year.
Snapchat est le premier réseau à avoir imaginé un format de vidéo court, facile à consommer et à éditer. Depuis Instagram, Linkedin, Twitter, Facebook... proposent eux aussi des stories.
Mais la story est en train de sortir des réseaux sociaux :
Il va y avoir de la place pour développer encore plus le format de stories dans le divertissement en intégrant une dimension de choix.
Une inspiration : les *visual novels,* ces romans/jeux vidéo très populaires au Japon à l'origine, sont des histoires dans lesquelles le joueur peut faire des choix. Le groupe Reddit r/visualnovels a plus de 200K abonnés (+100% de croissance en un an) et fédère une vraie communauté de fans. Vous pouvez lire ce guide pour savoir comment en créer.
On peut aussi penser aussi aux outils qui permettent de créer ces stories. Par exemple, Glia Cloud (Taiwan, $2.5M levés) permet de convertir n'importe quel article de presse en mini vidéo à partir d'une simple l'URL.
Enfin, cette tendance est à mettre en relation avec l'explosion des histoires interactives (notre signal faible sur ce sujet) qui se déclinent avec des apps mobiles comme Episode (CA de $4,7M/mois) et avec la montée des vidéos dites impressionnistes qui transmettent une ambiance et sont plus créatives que celles présentes sur TikTok (notre signal faible à ce sujet).
How to write your landing page
Content repurposing is reusing an existing piece of content (like a blog post) into a new format (like a YouTube video or podcast).
According to HubSpot, companies spend nearly half of their marketing budget on content creation.
And a recent industry survey found that the amount of time spent writing a single blog post has increased from 2½ hours in 2014 nearly 4 hours today (an increase of 63%).
Which is why more and more marketing departments are repurposing the content they create. In fact, Brafton reports that 60% of marketers reuse the content they create multiple times.
What’s next:
51% of professional marketers state that reusing content is “the most effective” content marketing strategy for their company. Which explains why we’re seeing a growing number of content repurposing tools enter the marketplace. Examples of emerging software in this space include Wavve, Designrr, and Visme.
Locked indoors for the last couple of months, users search for new forms of entertainment, communication, and stress relief. Games spread into previously untapped demographics and experienced an explosion in popularity.
Console and desktop gaming attracted some new timers, but mobile was the real growth driver for new gamers this year. In 2020, mobile gaming apps saw a 47% increase in sessions and a 75% increase in installs, giving marketers access to diverse inventory and highly engaged audience. According to Tapjoy, mobile gamers are far more likely to pay attention to ads in mobile games (41%) than on the web (17%), in print magazines (15%) or billboards (15%).
During our recent conference, Adsider Live/ Digital Marketing Boost Viacheslav Sherbakov, Head of Sales and Partnership in eSports company StarLadder emphasized that:
Ads in games can provide advertisers with access to a unique young audience that doesn’t watch TV and uses AdBlock, and is not reached by traditional media channels.
Creative management platforms (CMPs) that work across all channels will no longer be an added bonus – they’ll be a necessity. In its simplest form, a creative management platform, or CMP, is cloud-based software that allows marketing teams to create, distribute, and measure the performance of digital advertising. A CMP is essentially a range of advertising technologies all rolled into one easy-to-use platform.
CMPs offer unrivalled flexibility, increase productivity and efficiency. They enable easy campaign optimisation, and dynamic personalisation at scale. Plus, they help ensure brand consistency across all channels and markets.
What’s more, they have evolved to handle all digital ad formats, from display advertising through to digital out-of-home (DOOH) and social ads. The best CMPs also integrate with services like Salesforce. Thus giving businesses the ability to use data from their CRM systems to create even more compelling and engaging advertising.
This year, they have also come into their element as. Being cloud software CMPs can be used almost anywhere. Meaning whole marketing teams can work remotely in one platform on complex campaigns.
2020 brought significant CPM depreciation for most ad formats. At the same time, there is a significant eCPM increase for video ads, possibly due to performance campaigns directed at user acquisition and app installs.
According to WARC, in-stream video ads were among the few ad formats that witnessed a rise in prices (+2.1%) in 2020. The ease of measuring the effectiveness of online video, as well as an increase in online video consumption, signal a big year ahead for this ad format.
Publishers can implement video ads on their platforms with Player.best, a customizable video player with built-in monetization features.
The display also demonstrates a moderate growth rate in several geos, where marketers look for cost-effective alternatives. In-app and in-game advertising significantly boosted their reach and engagement levels, but increased mobile time spent inflated their CPMs.
Another important update for the industry this year is the wave of new DSPs. Publishers who have exclusive access to the good-performing inventory introduced demand-side platforms to access their ecosystems. Pornhub ad network introduced its DSP to target adult content websites, along with Samsung, which rolled out a platform for targeting on their smart TV devices.
Brands including #MiuMiu, #Burberry and #Valentino have increasingly turned to #WhatsApp to correspond with high-net-worth customers, alerting them to new product drops or offering new sizes in a personal one-on-one manner.
WhatsApp has big ambitions to be a shopping platform
Pourquoi SEO et SEA sont complémentaires et non adversaires - FrenchWeb.fr
What’s a good cold email?
**Rule #1: Keep it short.**If you disturb someone you don’t know, at least show them respect by being direct and crystal clear. As a general rule, you get 3 sentences, max.
**Rule #2: Don’t share your life ;)**It’s counterintuitive but it’s better to send many different short emails than one long email with all the details. It is all about finesse and mastering the approach. Are you able to make it personal, aiming right at the bullseye?
Most of the cold emails I receive ask for things I’m not ready to give - mainly my time, over a coffee. But I have no time and I don’t drink coffee. A great cold email teaches me something or gives me a piece of information that makes the offer irresistible.
**Rule #3: You don’t want to bother people and you’re right :)**Just also remember that they’re adults. If they don’t want to get emails from you anymore, they can just tell you that. I had one of my best meetings ever after having a colleague send 23 cold emails. Even though they were super embarrassed from the 3rd one on.
There shouldn’t be any embarrassment, because if I have valuable things to say, eventually that value will be recognized.
**Rule #4: Nobody’s out of reach.**Email addresses aren’t that hard to find and people don’t realize just how many powerful people read their emails themselves. After all, why accumulate such power only to delegate the most important decision of who to see and who not to?
**Rule #5: Don’t let your ego run things.**I dream of meeting Jennifer Lawrence, but I have nothing to offer her, so better to let her live her life without being harassed by my cold emails.
**Of course, cold emails are less efficient than good intros.**And the most important thing is actually doing attractive work. So focus on your product, develop your network, and do some cold email outreach with your free time. Even if it only works once, it’s worth taking the shot.
Social bridges the gap to a new customer experience
Brands find their place in the conversation
A generation ignored by digital marketers booms on social
Tying engagement to identity gives advanced marketers new momentum
Bold brands start in the boardroom, not the front lines of social
The drop in ad spending disproportionately hit agencies. Dentsu, one of the big six holding groups, recently announced that it would cut [6,000](https://adage.com/article/agency-news/dentsu-cut-6000-jobs-part-restructuring/2299176#:~:text=Dentsu International revealed in a,first reported the job cuts.) jobs worldwide as a part of crisis-restructuring. By the end of 2021, agencies expect a loss of over 100,000 jobs; cuts outside of the US are expected to match this drop with another 50,000 staffers laid off.
In the long-term, those significant job cuts by agencies are likely to accelerate the trend of in-housing among brands. Companies are already increasingly pulling their advertising in-house to slash costs and speed up the media trading.
The biggest advertising trend that 2021 will reveal is probably the explosion of programmatic ads via artificial intelligence (AI) to automate ad purchases. This will allow brands to target even more specific audiences.
Also, as the range of channels used for reaching customers grows, it is becoming increasingly difficult to manage. Managing programmatic platforms through AI solves this problem as they use targeting signals and real-time adaptation for individual ads or campaigns via any given channel.
Across this type of advertising, exciting trends such as the use of voice search and voice commands for commercial purposes, the introduction of blockchain or 5G network are likely to experience a boom in 2021. As Kai Sulkowski from Dmexco reports that 40% of people who use voice search in a private capacity say that they also use it in their work, we can expect brands to be interested in develop their own voice apps for use on voice assistants. This way, Alexa or Siri will put customers in contact with businesses more easily and frequently, enhancing communication and engagement between the two sides.
This year, Apple faced a challenge to its undivided rule in the App Store. In September, Epic Games, Spotify and Match Group, and several other influential companies formed the Coalition for App Fairness (CAF). Within several months CAF has rapidly grown from 13 to 50 members. The coalition members slam Apple for monopolizing the market and charging an unfair 30% commission on the incomes.
After strong pushback from the industry, Apple made several concessions, including lowering the fees to [15%](https://www.cnbc.com/2020/11/18/apple-will-cut-app-store-fees-by-half-to-15percent-for-small-developers.html#:~:text=Apple said Wednesday it will,purchases from the App Store.) for developers making less than $1 million per year, a significant boon for small app publishers. CAF was not impressed with this development since the waiver does not apply to most of its members. The cut applies to app developers that generated only 5% of the App Store’s revenue last year, while the major App Store players still have to pay up. In 2021, we will likely see new developments in this battle, perhaps a rising share of web apps.
DCO is a marketer’s dream. The ability to tailor ads for individuals greatly increases click-through and conversion rates. But what if you could take this further by tailoring your website to individuals?
This is the promise of onsite personalisation through DCO; it’s the power of dynamic advertising brought to your website. Onsite DCO gives you the power to serve up messaging that’s hyper-personalised by replacing generic content with HTML5 ad placements that adjust and change depending on the viewer. It works by using data like demographics, behaviour, and/or geo-location alongside other sources of data – like that from a Customer Data Platform (CDP) or a Data Management Platform (DMP) – to display the most relevant content to the viewer.
For example, say you sent an A/B split test email campaign to your subscribers, with different imagery in each email. If you were using onsite DCO, the images served up to any click-throughs could be set to match those of the email campaign.
In short, it uses the same techniques of combining data and creativity to create personalised messaging at scale that you’d use for display advertising. But instead of it all happening in ads, the magic happens on your website. The benefits of using onsite DCO include: increasing ROI through creativity, gaining real-time control, more personalisation, and greater relevance.
2020 marked the beginning of the US government legal battle against the Big 4. On July 24, US Congress started a landmark hearing — the leaders of technology giants Apple, Google, Facebook and Amazon were summoned to prove that their companies did not monopolize the market and did not obstruct fair competition.
Among the charges were opaque business practices, unauthorized use of data and pressuring competitors. The charges are pretty consequential, and if Congress finds the companies guilty, they could be forcibly split. The hearing is still ongoing, and in 2021 we might witness new dramatic developments.
In the meantime, on December 9 The Federal Trade Commission sued Facebook, charging it with systematic anticompetitive conduct, demanding the sale of certain assets, including Instagram and WhatsApp. The Department of Justice initiated antitrust proceedings against Google, which can mandate the sale of Google Ad manager (the dominant global ad exchange formerly known as Double Click).
The US is not the only country that scrutinized and tried to regulate Big 4 this year. In March 2020, Australia launched an AdTech Inquiry to formulate a new legal framework for digital services. Then European Commision announced Digital Services Act, a legislative package that theoretically could mandate companies holding a large market share, ‘gatekeepers’, to share the data they collect with competitors, disallow them to pre-install their applications and to allow competing products on their platforms
4 trends for indie hackers in 2021: virtual team building, content repurposing + 2 more
Détecter les tendances : un business qui cartonne !
9 Digital Advertising Trends That Will Shape 2021
The Future Of Digital Advertising: The Trends You Need To Know | 2020
The 5 hottest advertising trends for 2021
Marketing Trends to Watch in 2021, According to 21 Experts
8 marketing trends to watch for in 2021 as aftereffects of a volatile year linger
Drive Growth by Picking the Right Lane - A Customer Acquisition Playbook for Consumer Startups