Yes, I like technology. I guess I’m not surprised. And if you read these
lines, it is undoubtedly that you are in the same case.

Have you ever wondered what fascinates you about her? I asked myself this
question recently.

Here are some loose items, without more pretension that my swollen head can
not stand. As usual, do not hesitate to participate in the discussion in
a comment. Otherwise, it will remain a conversation with myself, further
aggravating my chronic schizophrenia. frown

Before you begin, you can read this definition of technology, which I found
quite complete (although perhaps a little heavy).

Technology improves our productivity

As much optimize the short time that we are given to go on Earth, right?

All the tools we have today allow us to work faster. The palm goes for me to
the computer tool. Nowadays we are able in 3 mouse clicks to perform tasks that
required almost infinite time to previous generations. We have the ability to
simplify and automate some tasks without real added value. Companies can
produce faster.

At the expense of employment? I do not think it’s just the skills you’re
looking for that are different. It frees us from ungrateful tasks, we can
gradually take care of things much more rewarding.

Technology improves living conditions

One of the primary objectives of technical developments has been an adaptation
to the natural environment.

Fire control has brought safety, heating and improved power. The wheel
facilitated travel and transportation. Information technologies have improved
the knowledge of the environment and its control for our own needs.

Developments in the areas of comfort and health would be nothing without the
contribution of technology.

The technology protects the environment

One can think beforehand that the technical progress is at the origin of all
the major pollutions of the planet, and with the exhaustion of the natural
resources.

I think this damage is due to the still youthful character of science and
technology. I sometimes tell myself that we may be witnessing his teenage
crisis. Technological evolution will enable us, in a more or less near future,
to use natural resources in a much more rational and sustainable way, and to
fight against the main ills of the planet.

Behind the insolent “green-washing” put forward by many companies
as a simple commercial argument, evolutions of deep thoughts are in progress.
It will take some time but it is a logical evolution. And let’s not forget that
all of us, as consumers, have real decision-making power.

Technology facilitates access to information

Of course, the mere mention of the Internet will suffice to understand this
point.

I hardly imagine today to dispense with this almost inexhaustible source of
knowledge. I think the entire education system should be redesigned around this
tool. I feel that I have learned more, more effectively, self-training through
the Internet than during my entire studies.

Knowing things is essential. Knowing where and how to find the right
information quickly and securely is just as important.

Technology connects people around the world

The image of computer enthusiasts recluse behind his PC has lived. The fan of
technology often puts the sharing and exchanges, virtual or real, at the center
of his concerns. The craze for social networks is visible proof.

Writing, the telephone, the Internet … completely upset our exchanges and
caused many communication barriers to fall. Distances are no longer a limit.

Technology protects democracy

It is becoming increasingly difficult for companies and governments to hide
information. These become free and diffusable en masse instantly.

We have been witnessing a real upheaval for a few years now. The
dissemination of data that is supposed to be confidential, the speech of
oppressed populations in the most serious conflicts, thanks to technological
tools, can only lead to lasting changes. I am convinced in any case.

You may find me utopian and naive, but here are a few words why I like
technology. Why I believe it makes the world better. (you can wipe your little
tear here indecision).

You will have noticed that there are negative impacts that are often
attributed to technical progress. I think they are due to misuse, incomplete or
diverted.

There may be other aspects that I forgot, I would complete this article if
needed. With the contribution of your comments of course. Thank you!

Everyone seems to be talking about content strategy like the new Grail that
urgently needs to be acquired. But there is nothing new: content marketing is
as old as Google and there is no quick fix, only good strategies. Let’s discuss
the right approach for a small business or startup that wants to start a
content strategy.

What is content marketing?

If you’ve heard my presentation at the Hong Kong Digital Marketing &
Strategy Innovation Summit, you already know what it is. If not, let’s see
together what content marketing is.

To find you on the internet, your visitors use search engines (for example,
Google). When they type keywords, they get links that best match those keywords. If your website only talks about you, your visitors will have to type
very specific terms such as the name of your company or a description of the
services it offers.

If you want to increase your chances of being discovered, you will need to
develop content that reflects what your audience is looking for in order to
appear in their search results.

That’s right, content marketing – building content that meets the specific
needs of a predefined audience in order to increase its visibility to that same
target, for free.

What is content marketing?

If you’ve heard my presentation at the Hong Kong Digital Marketing &
Strategy Innovation Summit, you already know what it is. If not, let’s see
together what content marketing is.

To find you on the internet, your visitors use search engines (for example,
Google). When they type keywords, they get links that best match those keywords. If your website only talks about you, your visitors will have to type
very specific terms such as the name of your company or a description of the
services it offers.

If you want to increase your chances of being discovered, you will need to
develop content that reflects what your audience is looking for in order to
appear in their search results.

That’s right, content marketing – building content that meets the specific
needs of a predefined audience in order to increase its visibility to that same
target, for free.

What are the advantages and disadvantages?

A good content strategy takes time to plan, time to put in place and, more
importantly, time to observe the first effects. It requires having someone who
is able to write quality content and who is creative and expert enough to
regularly find new topics.

However, the obvious benefit of a good content strategy is that it is free
and its effects are persistent. The graph below shows the evolution of the
inscriptions on my blog:

The first arrow represents when my content strategy started to pay off – it
took about a year.

The second arrow represents the day I stopped writing on my blog – busy with
other projects and a second blog, I had to stop writing

The third arrow represents the moment when I took over the writing of the
blog

As you can see from this graph, the undeniable advantage of a content
a strategy is that, even if it takes a while to activate, its effects persist.
After stopping writing for 18 months loan; my blog continued to generate
traffic and new subscribers by itself because I had developed quality content
from the start.

Now compare this strategy to Adwords – not only does this cost you money, but
more importantly, what happens when you stop? Exactly! The traffic disappears
instantly.

But there is even better! A content strategy does not only bring you
traffic: it builds your credibility. People trust someone who writes a lot on a
specific subject more than someone who calls himself an expert without any
apparent evidence.

This approach will also help you wake up your audience and potentially
develop new connections. Nevertheless, as you have seen, do not expect
immediate miracles: the sooner you start, the sooner you will feel the effects.

Is content marketing another word for SEO?

No. Content marketing is a subset of SEO.

The SEO contains many layers of optimization, such as the speed of the site,
the clarity of the code, the number of links back, etc …

If you’ve heard that your website should focus on SEO, you understand. And a
content strategy is an important step to achieve your goals.

I have a small business or a startup, what should I talk about?

This is the question everyone is asking. Should I talk about my startup? Of
my services? From my price? What makes me different from my competitors?

Certainly not. A good content strategy is not self-centered. You already
have a website that fulfills this mission. It is always good to mention briefly
your company but it is important not to dwell on it.

Here are three steps that should help you find a valid answer to this
question:

Define your area of ​​expertise – you need to master a subject to be able to
process it.

Define who your audience is (to learn more, read “Target your customers
precisely with the Buyer Personas”) and what interests them.

Define a list of topics that you could cover and that would interest your
audience.

To give you a concrete example, I manage myfairtool’s content strategy
through its blog The Exhibitor.

The company offers an online solution for capturing leads at trade shows and
expo fairs. The blog, on the other hand, does not speak at all about how to use
the software, how much it costs, what are its advantages, etc … The blog
focuses on the problems that the audience (the exhibitors) regularly face: how
to set up your booth, how to prepare your budget, how to promote it, how to
follow up, etc.

I first defined my personal expertise (the salons), then, who is my audience
(the exhibitors), what she wants to read (how to manage her fair booth) and I
finally developed a list of topics (budget management, booth promotion, etc
…).

Now is the time to get started: do not think about what YOU want to tell but
what your audience wants to read.

How often should I write?

The keys to the success of an effective content strategy are consistency,
frequency, and quality. You have to keep to a schedule, publish at a high
frequency (not less than once a month) and provide quality articles that teach
your readers something.

If you can not meet these three aspects, content marketing may not be right
for you.

Do not be too ambitious at first. One article a day, or even a week, seems
easy at first, but quickly becomes impossible to keep. Define your real
abilities and keep some items under your elbow for blank page periods.

you should now have all the elements necessary for your success in the world
of content marketing. If you need help defining your content, tone, style or
frequency, feel free to contact me so we can discuss the best approach for your
business.

Ensuring that each project is successful depends primarily on its planning.
Have you ever found yourself working on a project before you even had the time
to think about it and plan it correctly? Project management involves a thorough
understanding of the project, its needs, and its purpose before any development.

Within a company, any action can relate to a loan or by far to project
management, especially in the development department of your company.

The creation of a new brochure, the design of a new website, the updating of
the computer equipment, the development of the identity of a new brand, etc …
All these elements are potential projects that you and your team meet each day.

Although these projects seem totally different from each other, they all
have one thing in common: they all belong to the “Project Management”
category and require a specific set of skills.

Before starting a project

“If you do not know where you are going, every road will get you
nowhere.”

This sentence from Henry Kissinger (American politician and scientist)
perfectly serves my purpose: if you’re not sure why you’re working on a
the project, if you do not know the purpose of a project, you’ll never be able to
reach it.

Before you go head first in the realization of a project, it is better to
sit down and analyze the situation. The most effective way to start a project
is to list the details of the project in a document that will serve as a basis
for your work throughout the development and that will allow you to evaluate
the quality of the result.

1. My goal

What is your goal? Why is this project important and what do you hope to
achieve from it?

 2. My segment

After having clearly analyzed your goal, identify your buyer’s persona: who
are the people for whom you develop this project? If you’re talking about a
product, it’s obviously about your customers. If the project is a brochure, you
need to identify potential readers. If we are talking about a website, we must
evaluate its core target, ie its visitors, etc …

 3. My communication

Now that you know who you are working for, it’s time to consider how best to
communicate with these people, how to make sure the project is “talking to
them”. You can not talk to a child in the same way as a septuagenarian.
For this reason, you will need to find the right communication style.

 4. My message

Defining a type of communication is one thing. Defining a message is
another. The message is “what are you saying” while the style of
communication is “how do you say it?” Make sure your message is clear
to you and your team, and that it fits perfectly with what the project needs to
communicate before starting anything.

 5. My plan

The last step before actually getting into the project management work is to
clearly define your action plan. Your action plan is simply an overview of all
the steps necessary to achieve the objectives defined earlier.

During the development of your project

Now that your project has been clearly defined, you can embark on the
serious development of it.

You should try to follow the steps you have set before and at the end of
each one take the time to analyze your work and compare it to your project
description. If your project matches your initial briefing, continue. If not,
you will have time to rectify the project before going too far in its
development. This is the secret of effective project management.

After the development of the project

Before declaring your project officially finished, try to compare one last
time your departure expectations and your arrival result – did you meet your
own specifications?

In this way, all the projects you will manage in the future will meet your
needs. What may seem like a waste of time, at first sight, is a real gain in
terms of efficiency in the long run.

Digital marketing covers all marketing activities deployed
online to connect with customers or prospects.

Businesses use digital channels such as Google searches, social networks,
e-mails and websites to connect with their customers or prospects.

Consumers now spend twice as much time online as 10 years ago. Consumption
patterns have really changed, and offline marketing has become less effective.

Marketing has always been about putting businesses in touch with their
audience in the right place at the right time. Today, we must meet the consumer
where he spends most of his time: on the internet.

Aoxoz’s specialty is inbound, an extremely powerful way to attract visitors,
convert leads, close sales and build customer loyalty online. An experienced
inbound marketer will be tempted to say that inbound marketing and digital
marketing are virtually equivalent, but some subtleties can be noted.

By interacting with marketers and business leaders from Europe, the United
States, Asia, Australia and New Zealand, Aoxoz has seen many nuances from
country to country.

What is the definition of digital marketing?

From the website of your company to the different aspects of online branding
(digital advertising, e-mail marketing, web brochures, etc.), digital marketing
covers a broad spectrum of tactics and content.

The best marketers know how to precisely link each type of content and
tactics to strategic objectives. Here are the most common forms of content and
tactics:

attributes

Website

Blog articles

E-books

infographics

Interactive tools

Social networks (Facebook, LinkedIn, Twitter, Instagram, etc.)

Free online presence (social networks, comments)

Web Brochures

Brand elements (logos, fonts, etc.)

Tactics

Search Engine Optimization (SEO)

It is about optimizing a website so that it gets the best possible ranking
in the results of search engines and attracts more natural traffic (free).

Content Marketing

It’s about creating and promoting different forms of content in order to
increase brand awareness, increase traffic and generate leads or customers.

Inbound marketing

Inbound marketing is an all-funnel approach that aims to attract visitors,
convert leads, close sales and build customer loyalty with online content.

Marketing on social networks

This practice is to promote content and a brand on social networks to
improve awareness, attract traffic and generate leads.

Cost Per Click (CPC)

This is an advertising method designed to attract traffic to a website. The
broadcaster is paid each time a user clicks on an advertisement. Google AdWords
is one of the most common forms of CPC.

Affiliate Marketing

This performance-based advertising method involves receiving a commission in
exchange for promoting third-party products or services on a website.

Native advertising

These are content-based ads, published on a third-party platform alongside
non-paying content. Sponsored articles from BuzzFeed are one example. In
addition, many marketers consider that advertising on social networks, such as
Facebook and Instagram ads, is native advertising.

Marketing automation

Marketing automation refers to software solutions designed to automate
marketing operations. It is often wise to automate repetitive tasks, such as
sending e-mails, social media postings, and some website actions.

E-mail marketing

Businesses use e-mail marketing to communicate with their audiences. E-mail
is used to promote content, special offers and events, and to redirect contacts
to the company’s website.

Online Public Relations

Online public relations is about developing a free online presence through
web publications, blogs, and other content-based sites. They are like classic
public relations, transposed into the digital world.

Difference between digital marketing and inbound marketing

At first glance, these two types of marketing seem similar: both are
deployed primarily online and focus on the creation of digital content for
consumers. The difference is subtle.

The term digital marketing does not distinguish between inbound strategies
and traditional strategies (outbound), it encompasses both methods.

Outbound tactics aim to spread a marketing message to the widest possible
audience, regardless of its relevance and the reception that is reserved for
it. For example, the garish advertising banners displayed at the top of many
websites try to convince the visitor to buy a product or take advantage of a
promotion to which the latter is not necessarily sensitive.

Inbound tactics, on the contrary, consist in attracting target customers to
a website by offering them online content designed to be useful to them. As
simple as powerful, the blog, inbound marketing tool par excellence, allows for
example a company to capitalize on the terms sought by its target clientele.

In summary, inbound marketing is a methodology that uses digital content to
attract visitors, convert leads, close sales and build customer loyalty. The
generic term of digital marketing covers all forms of online marketing tactics,
whether inbound or outbound.

Is digital marketing effective for all B2B or B2C businesses?

Digital marketing can be useful for all businesses in all sectors. Whatever
your business, digital marketing invites you to define buyer personas to
identify the needs of your target audience, and to create high quality online
content. Digital marketing strategies are not alike because they must meet the
specificities of each company.

B2B Sector

The online marketing strategy of a B2B company tends to focus on generating
leads to be put in touch with a sales representative. The role of such a
strategy is to attract and convert the most qualified leads using a website and
other digital channels, in order to pass the baton to the sales team.

Beyond the website, it is interesting to develop marketing activities on the
more professional channels frequented by the target clientele, such as
LinkedIn.

B2C sector

The B2C companies’ online marketing strategy generally aims to attract
Internet users to a website, and convert them into customers without going
through a commercial (depending on the positioning of the offer).

For this reason, companies focus less on prospects in the classic sense of
the term, than on the creation of an accelerated shopping journey, from the
arrival on the website to the passage of order. B2C companies often have to
promote their product higher in the marketing funnel and use more powerful
call-to-action (CTA).

Channels like Instagram and Pinterest are generally better suited to the
needs of B2C companies than professional-oriented platforms like LinkedIn.

The advantages of digital marketing

Unlike offline marketing, digital marketing delivers accurate performance
results in real time.

If you have already run a print advertisement in a newspaper, you know how
difficult it is to determine how many readers saw the page and how many paid
attention to the ad. It is almost impossible to know if the advertisement has
generated sales or not.

On the contrary, digital marketing measures the ROI of each part of your
strategy. Here are some examples :

1 – Website traffic

With web analytics software like HubSpot, you can see in real time how many
users have seen your site’s homepage. Web analytics reveal, among other things,
the number of pages visited by each visitor, the device used and the origin of
the visit.

This data makes it possible to prioritize the allocation of resources to the
different marketing channels according to the traffic generated. For example,
if natural search represents only 10% of the traffic, it will be necessary to
improve this percentage by refining the SEO strategy.

Offline marketing does not know how consumers interact with a brand before
talking to a sales person or making a purchase. Digital marketing allows us to
identify trends and patterns of behavior upstream of the last stage of the
purchasing journey. It facilitates decision making on tactics to deploy at the
top of the funnel to attract customers.

2 – Content performance and lead generation

If you create a brochure listing your offer and distribute it in mailboxes,
it is a form of offline content. Unfortunately, it is impossible to know how
many recipients have consulted and how many have thrown it without opening it.

Now imagine that you make this same brochure available on your website. In
this case, you will know exactly how many visitors have posted the page on
which it is hosted and you can collect the details of those who download it
using a form.

This way, you will not only know how many visitors interact with your
content, but will also generate qualified leads each time you download.

3 – Attribution model

Combined with the right tools and technologies, a powerful digital marketing
strategy can trace each sale to the customer’s first contact with the company.

It is thus possible to build an attribution model, the purpose of which is
to reveal trends in the way users discover and buy your products. You will be
able to efficiently allocate marketing resources to mitigate any weaknesses,
and optimize the various stages of the purchase journey.

It is important to link marketing and sales. Firms with tightly aligned
sales and marketing generally experience annual growth of 20%. Optimizing the
purchasing path with the help of digital technologies thus tends to have a
positive effect on the company’s profits.

What kind of content to create?

The type of content to be created depends on the specific needs of your
audience at each stage of the shopping journey. Start by creating buyer
personas (with these free templates for example) to identify the goals and
challenges of your audience that are related to your business. Basically, the
digital content created must support those goals and help solve those problems.

Then ask when your audience is likely to consume this content based on their
progress in the shopping journey. This is how you map content.

This process aims to target content based on:

characteristics of the person intended to consume it (defined by the buyer
personas)

the position of this person in the purchase path (that is, the life cycle
phase)

In terms of format, there are many possibilities for you. Here are some
options adapted to different stages of the purchase journey:

1 – Awareness phase

Blog posts: associated with a keyword strategy and powerful SEO, they are
excellent for increasing natural traffic.

Infographics: Easy to share, they increase the chances of the company being
discovered on social networks, where users share content. Check out these free
infographic templates to get started.

Short videos: they are also easy to share, they allow new audiences to
discover your brand via platforms like YouTube.

2 – Consideration phase

E-books: More comprehensive than a blog post or an infographic, they are
great for generating leads. Indeed, users are likely to provide their contact
information in order to receive them.

How long before observing tangible results?

With the ROI of digital marketing being easy to measure, performance often
seems faster online than offline. However, everything depends on the scale and
effectiveness of your online marketing strategy.

If you spend time creating relevant personas that allow you to identify the
needs of your audience, and produce quality online content to attract and
convert leads, you will likely achieve tangible results. in six months.

Strategies incorporating paid advertising tend to produce results even
faster. However, to be sustainable in the long term, it is recommended to work
to establish your natural reach (free) by focusing on content, SEO and social
networks.

Is digital marketing expensive?

As in all areas, cost depends on the components of your digital marketing
strategy.

You probably already have a website. By focusing on inbound techniques like
SEO, social networking and content creation, you can achieve good results at
low cost.

Inbound marketing is above all about creating quality content that your
audience will want to see. Unless you outsource the creation of this content,
the investment required is only time.

Outbound techniques like online advertising involve costs and their cost
depends on the expected visibility.

For example, to serve CPC ads via Google AdWords, you must participate in
auctions that compete with other companies in your industry. The goal is to
appear as high as possible in Google search results with keywords related to
your activity.

Depending on the competitiveness of a given keyword, auctions may be
affordable or, on the contrary, very expensive. That is why it is recommended
to work alongside the development of your natural reach.

What about mobile marketing?

Mobile marketing is a pillar of digital marketing. Indeed, the mobile
represents 60% of the time devoted to the consultation of contents online,
against 40% for the computers. It is therefore imperative to optimize your
advertising, your web pages, images published on social networks and other
elements of your online presence for mobile. If your business has a mobile app
that allows users to interact with the brand or purchase products, it’s also
digital marketing.

Your business must offer the same quality of user experience on mobile and
computer. For the convenience of mobile users, an adaptive design website is a
must. Lead generation forms must be shortened to allow visitors to easily
download mobile content. The images published on social networks must be
adapted to a display on mobile: on a small screen, the text may be truncated.

There are many ways to optimize your digital marketing content for mobile,
but the quality of the experience must be a top priority in any digital
marketing strategy.

If you apply these best practices to create online experiences tailored to
your audience, the results will not be long in coming.

There will be a moment in the development of your business where you will have to decide between creating an in-house tool or using a standard version. Here are some tips to simplify this difficult situation.

Developing your business involves creating new tools to support this expansion. Whether it’s a CRM, a newsletter, a new website or an online payment system, you’ll have to decide if you want to use a standard or unique tool.

For your newsletter, you might want to use a pre-existing solution such as Apsis or Mailchimp. Your payment system could be managed by Google Checkout or Amazon payment. Your CMS could use WordPress, Drupal or Joomla.

All of these solutions exist and provide the tools you will need.

Another possible approach would be to develop the tools you need yourself.

How to decide? Keep in mind that your ultimate goal is to have a system that helps you update your content easily, without any technical knowledge, from any computer with internet access and without installing any software.

Use standard tools

This is what the majority of companies choose. Using a standard system and customizing it to your needs can be a very effective solution at a lower cost.

Why choose a standard tool?

The use of an existing tool such as a CMS or a newsletter management system is generally faster, easier and does not require special knowledge.

Develop an in-house program

Only a few people decide to develop their programs internally. In general, large companies with large budgets choose this option.

Personally, I have always developed all of my tools. Recently, I created a CMS, a newsletter sending system with tracking features and a payment system for an eCommerce platform.

Why bother creating tools while others are pre-existing?

Creating an in-house tool requires having a programmer on his team and takes considerably longer than using a standard system. In addition, your programmer must correctly document the program and have real project management skills.

On the other hand, your program will be more flexible, more adapted to your needs, in adequacy with your design, will not require any additional investment and will be unique, different from all your competitors.

How to choose

The decision can be easy to make.

You need to analyze three key aspects: your budget, your needs, and your ability to develop your system internally.

Budget:

If you decide to use a standard system, you will probably have to buy it. Take into account your budget: purchase, installation, maintenance, update … all these elements have a cost.

Needs:

Do you have very specific needs? Could you use a standard system? Will your needs change over time?

Programmer:

Do you have a pool of programmers in your team? Do they share their knowledge or are they specialized? Can one take back the work of the other? Are they able to document their work effectively (if you are not sure of this specific point, I invite you to read my article “The importance of an effective code structure”)?

In general, the use of standard tools is more suitable for 90% of companies. Creating your own tools makes sense only when you have extremely specific needs, a particularly unsuitable budget or a passion for internal development. To achieve this, your entire team will need to participate, comment and help identify problems so that the program can be continually improved.

If you decide to take this direction and create your own tool, let us know and share your experience below!

Nowadays, being on social media is a must for small and medium businesses. Platforms like Instagram, Facebook and Twitter are the perfect digital spaces to introduce your product and create a community around your brand. Unlike your personal social media accounts, there are best practices that your business should follow in order to get the most out of them. Similarly, there are common mistakes that must be avoided. Here are 5 common mistakes that companies make on social networks:

1. Place the same content on each platform

Each social media platform has a different function: Instagram is image-driven and branded, Facebook acts as a second website and Twitter is perfect for short live updates. Since these platforms are all different, you must decide what to display and when. What you post and how you communicate should reflect the expectations of your audience on each platform.

How can this mistake hurt your business? Posting the same content on all platforms can limit the engagement you get on a message. If a customer likes a post on Instagram and then reviews it on Facebook, he is less likely to like it again.

2. Bad photos or no pictures

Social networks are very visual and adding photos to your messages will increase your engagement. To give you an idea, Facebook posts with images get twice as much engagement as those without images. That said, it is equally important to ensure that the images you attach to your messages reflect the quality of your brand. If your images are of poor quality, consumers may feel that your products are also of poor quality. When it comes to Instagram, where everything is a matter of aesthetics, this common mistake is especially important to avoid. Consider investing in quality lighting, or find a place in your business with good natural lighting for taking pictures.

3. Post too often or not enough

A good strategy is a balance between consistency and purpose. You want to display content on a regular basis while ensuring that the content is relevant to your audience. The key is not to overwhelm your audience with too many messages while keeping your mark in mind. Finding the right schedule is a challenge and it takes a few tries to get there. Monitor the engagement of each message and solicit feedback from your customers to see if you are overdoing it or not doing enough in their feeds. You can not spend as much time as you want? Just make sure that when you post a message, you are consistent. If you can only post once a week, always post the same day at the same time.

4. Do not share the content of your fans

User-generated content is a good source of content for your brand. These photos are for example taken and posted by your fans and stage your products. A real boon for you. Who better than your customers to promote your products?

By reposting their photos, you show your fans that you are thankful, you strengthen your relationships with them and you also save time not creating your own content.

Check the hashtags of your marks or identifications.

Find good quality photos, matching your brand and take a screenshot.

Request permission from the user. This is very important, you want this client to approve it when you use his photos on your channels.

Place the photo on your own social media channel and identify the creator of the photo.

If you do not repost user-generated content, you miss a huge opportunity to give recognition to your guests and give them the feeling that sharing photos is highly appreciated. If you often share guest messages, it will also encourage them to do it more often.

5. Do not respond to negative comments

An occasional complaint is inevitable on social networks, but do not worry. Although a negative comment on your Facebook page may sting, it does not always represent a danger for your brand. In fact, it gives you the opportunity to show how much your company cares about its customers.

It happens to all brands, but it is those that are able to develop an appropriate response and show quickly that they prioritize the satisfaction of their customers. Not only is the lack of response to negative comments damaging to your company’s online reputation, but it also shows that customer service is not a priority for you.

Responding to both positive and negative feedback is so crucial that Facebook even has two dedicated indicators on how often and how quickly you need to respond to messages.

The end of year celebrations is fast approaching! It’s high time to see how you can use your social networks to optimize your sales, whether for your online store or your physical store. How do you make sure you can get the most out of the holiday rush? Discover here our 13 tips.

Some facts on social networks at a glance

8 out of 10 buyers are influenced by the Internet before making a purchase

One-third of consumers say their purchases during the last holiday season are influenced by promotions.

68% of consumers watch YouTube videos on their smartphones to find out what to buy.

The day with the most online traffic is the day after Christmas from mobile devices.

For the first time, social network traffic will account for more than 5% of total traffic. Instagram grew by 51% compared to 2017 in terms of store traffic.

55% of consumers have a better image of companies that respond to comments on social networks.

Prepare for the holidays

1. Create a poll

Let your customers vote for the products they prefer via social networks. On Instagram and Facebook, for example, you can easily use a survey tool. Ask your customers what products they would choose. On this basis, you can, for example, promote certain products on your online store, offer a 10% discount or organize a contest. Surveys are great tools to find out what your customers like to see and eventually buy.

2. Target your audience with Facebook ads

Target fans of your competitors ‘or complementary brands’ pages to yours. If you offer jewelry, there is a good chance that fans who follow the pages of other jewelry brands are also interested in your products. You could also target former buyers and push them back to your website with exclusive offers.

3. Create a Wishlist on Pinterest

Create a Wishlist chart on Pinterest for special gifts. Display your own products to drive web traffic to your store and boost sales. You can even create some wish lists, such as “Gifts for Mom”, “Gifts for Her/him”. In this way, you can inspire your fans and promote your products in an original way.

4. Prepare your social networks for the holidays

Create a holiday atmosphere on your social networks, change your cover photo and post content that refers to Christmas, St. Nicholas, Black Friday, etc. Promote your products, such as good gift ideas or festive dresses.

During the festivities

5. 12 days of Christmas

The 12 days of Christmas begin on December 25th and end on January 5th. Many brands take the opportunity to make a promotional campaign.

For example, you could offer an exclusive discount on a different product every day for 12 days. This will arouse the curiosity and enthusiasm of your fans every day. Or you could also offer a free gift every day by selecting one of your fans.

6. Organize a contest

Ask your fans to share their list of Christmas gifts (including products of your brand) on social networks and to mention you. For the duration of the contest, your fans will share a list of your products and make organic advertising for you.

7. Special Offers via Facebook

Create a special offer via the Facebook “Offer” button. Ideal for last-minute shopping just before the holidays. Choose the right target group and make sure the discount you pay is worth it!

8. Collaborate with influencers

Influencers are a good way to reach a wider audience and increase your sales. If you sell clothes, for example, you can give an influencer a certain budget to shop at home. Then, he/she can promote these clothes in Instagram Stories and add a discount code, especially for their fans.

9. Use hashtags

Use unique Instagram or Twitter hashtags for all holiday messages. Wish your customers happy holidays with a special hashtag or place a promo code in your Tweets and / or Instagram posts with a link to a special offer. Think of hashtags such as # Discounts, # Christmas, #SaintNicolas or #BlackFriday.

10. Create an original YouTube video

Create an engaging YouTube video with hidden offers. Let your fans know that there is a hidden message or offer somewhere in the video. This will encourage your fans to watch and even share it. Hide a discount code at the end of your video, for example!

11. Offer unique discounts

Offer special discounts to your fans on social networks. Place a discount code or link for free shipping. Or, for example, send a direct message discount code when someone follows you and leaves a comment on one of your posts. If you offer limited offers, you will attract more customers!

12. Create tutorials

Create holiday-specific tutorials and make references to the products you sell. For example, if you sell kitchenware or home décor, you can create videos that showcase this fantastic Santa Claus cookie pan or pretty decorations to create the perfect Christmas table.

13. Keep an eye on the mentions of the products you sell

If someone mentions a product on the social networks you sell in your shop, make sure you can contact that person and promote your store. Just follow the key hashtags on the networks and use monitoring tools like Mention and Google Alerts.

In its last report, Forrester announced that the zero-party data would weigh even more heavily with the restrictions of Safari and Chrome, the search engines most used daily. Third-party, second-party, first-party … and now zero-party, but what are we talking about exactly? Let’s take stock of a quality and voluntary data client that is becoming more and more important.

Is the first-party data still the Grail?

For a high-quality digital, physical and phygital customer experience, brands have no choice: only data can help them stand out. However, even if they continue to invest huge sums in this direction, the first-party data should not be the sole objective of their marketing acquisitions and committed budgets.

Indeed, the first-party data are essential but are not everything, because this collection rhymes too much with assumptions. Based on data of behaviors or consumptions, it is more the algorithms and deductions which are in the end only probabilities which can never possibly be really demonstrated.

On the web, the customer journey is analyzed, the search terms are archived and the online behaviors decrypted. From there, scenarios of intentions are deduced by means of a more or less qualified data and it follows that assumptions that are more or less valid. Traditional personalization strategies are in fact more or less obsolete and demonstrate, in all cases, the limits of their potential.

Zero-party vs third-party

Even if the third-party data is commonplace, this does not mean that this data collected by multiple methods is a quality data that allows consumers to know “on the fingertips”. Third-party data are mainly excellent for collecting valuable demographic and behavioral attributes on your customers and prospects.

From this collection of third-party data as part of the third-party data, it automatically results in more generic marketing that can affect the performance of the campaigns. In the end, messages are less well oriented, the target is moderately defined and campaigns are less well optimized.

On the other hand, zero-party data imposes itself as a windfall because it is given by consumers in a completely voluntary way. This sharing is intentional and proactive, and takes the form of information as varied as the intentions of future purchase, the personal situation or the level of relationship between brand and consumers.

To put it simply, comparing third-party and zero-party data is like deciding between quality and quantity while valuing a high degree of security and confidentiality.

How to recover the zero-party data?

With the various “business” we know that are directly related to the non-secure data, consumers are more scrupulous than ever when it comes to transmit their personal data and preferences. Yet, the whole paradox of zero-party data comes from the fact that it is not a marketing deduction, it is an intentional sharing of information.

The retailer thus has access to a quantity of information that the customer wants to share in order to benefit from a qualified customer experience and a personalized purchasing experience. Without forcing or surreptitious to collect this information, retailers collect information shared much more voluntarily and sometimes even in greater quantities.

In this way, security and confidentiality are no longer strong antonyms and the first-party data allows brands to establish direct relationships with consumers to better personalize:

Their services;

Their marketing efforts;

Their offers and product recommendations.

However, not everything is so simple. The customer does not give up “free” information. He gives them because, in return, he will be able to benefit from a “special” offer. Rewards, personalized benefits, exceptional coupons, there are many ways to lure the user.

Trust zero-party data to optimize customer relations

Personalized marketing and direct relationship with the customer, here are the main advantages of this new era of data. With the zero-party, you can say goodbye to deductions, assumptions and other approximations. The brand-customer relationship is part of quality.

In addition, the consumer is more and more interested in this by carefully choosing the brands to which he gives his confidence. A KPMG study dating back to 2018 even shows that almost a quarter of French people want this personalized relationship.

However, can brands enter there with their eyes closed? Is the data collected from the zero-party 100% reliable? By offering a value exchange, there is still little chance that customers will share false information about themselves. It’s a win-win exchange, a collaboration based on mutual trust.

As with all human relationships, in everyday life, this purely marketing relationship must be balanced to work. Do not ask too much to the user, be fair and sincere not to “push” the consumer to invent information to please you. Make sure your request is well thought out, smart, and consistently up to the promised reward.

It’s no secret that the martech and adtech industries are becoming extremely complex to grasp. In an ever-changing ecosystem, marketers and advertisers are still trying to catch up with the latest advances in platforms and new technologies. With so many different elements at play, integration through communication media, technology and collection tools are even more essential to create people-based campaigns.

The assembly of the pieces of the puzzle that are the data

Marketers must group together the pieces of the puzzle that form the data, in order to reach their main consumers. Identity resolution connects all of this data to a level that is understandable to humans, allowing marketers to better understand their target consumers.

To begin the process of resolving customer data into unique identifiers, marketers must first determine what sources of information and platforms they want to connect. For some marketers, a single tool, such as a cloud marketing service, can be a complete solution, while a best-of-breed approach allows you to choose the tools that work best for you. There are many factors to consider in deciding which approach to take depending on your needs and circumstances.

Neutral players

If they adopt a best-of-breed approach, marketers need an identity resolution partner that is a neutral actor that ensures there is no conflict of interest, allows for stronger omni-channel partnerships, and improved integrations. Finding a neutral and trusted partner will allow your organization to cover more land safely and securely, connecting all the elements for your marketing campaign within the martech and adtech ecosystem.

An Omni channel experience

Identity resolution is built from a people-based identity graph, allowing marketers to reach their target audience with their omni-channel advertising campaigns. Understanding consumer behavior, both offline and online, and through different devices and channels while respecting their confidentiality, allows marketers to better target them to achieve higher conversion rates and better efficiency. ROI and ROAS can be obtained much faster. Marketers can also integrate 2nd and 3rd party data to supplement their own 1st party data to better understand their customers.

Choosing your identity resolution partner is the first fundamental step toward achieving a people-based Omni channel marketing.

In recent years have amassed large amounts of data (legally, of course). Yes, what now?

Of course, it is essential to have first-party data, but in itself, it’s a bit like being dressed on its 31th with nowhere to go. In the end, having these data will not allow you to get out better than when you did not have them. To generate an effective people-based marketing strategy, this data must be usable on several marketing platforms.

To do this, you need to unify your databases with a people-based ID, and then make that data available across all of your tools and marketing platforms.

Turn your data into a valuable asset

Data influences marketing strategies, but much of the information is not worth much if it’s not associated with a people-based ID that you can find on the “Open Web”. To make the information useful, it is essential to work with an efficient, secure and accurate data integrator.

With Ammazan network, you can transform first-, second-, and third-party data into people-based IDs called IdentityLinks (IDL). The corresponding IDLs are then sent to the partners who convert them into their own cookie IDs or mobile IDs. Thus, you can use your data for people-based marketing via countless channels through our integrations at more than 600 partners.

Marketers can then reach the consumers they target – across devices, browsers, touch points, and systems. Marketers can tailor their marketing strategies to who their targets are, what they like and how they have behaved in the past.

Develop your media strategy

We know that marketers work with a growing number of platforms and channels. But we have not yet found a marketing specialist working with more than 500 platforms to which we are integrated. We are sure that you will find on our partner page a channel or platform you wanted to work with or are evaluating. We make it easy and secure to send your customer data to these channels and platforms, including Facebook, Google, The Trade Desk, Xandr and hundreds of others.

The creation of exploitable data is only the beginning

Organizing your data sets into people-based IDs and deploying them on your marketing platforms and with your partners while respecting confidentiality are just a few of the things you can do after integrating your data.