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.
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