New regulations are pushing experts in the digital ecosystem to comply with the RGPD. With Apple's IOS 14 update and the end of cookies scheduled for 2022, Google has launched Consent Mode to help advertisers still track the performance of their campaigns, while respecting users' private data.
The digital revolution is now a reality that affects every sector of the economy. In this new article, our experts take a closer look at the evolution of the banking sector, which has been impacted by a major digital transformation in its operations, a transformation that has proven to be necessary.
Previously known as Google Webmaster Tools (GWT), Google Search Console is a free service that Google offers to webmasters to help them check their websites indexing in search results. It is meant to help to improve the natural referencing of websites.
Google Smart Campaigns are a simple and effective way to manage all the complex parameters of advertising on the Display Network. It is probably the most cost-effective way to grow your customer data base and trigger new conversions.
The concept of segmentation is a sensitive topic for many marketers and companies. It is as important in Business to Business (B2B) as it is in Business to Consumer (B2C). The key is to identify different groups or segments of people and use their data to deliver relevant messages to the right people, at the right time and on the right channel.
Shops, collections, stories, direct videos, etc., Instagram has been able to take advantage of the behaviors of Internet users to create a really unique shopping experience for different brands. The positive effects are noticeable with 70% of consumers using this platform to get inspired by its content and to discover products before making a purchase. For advertisers, Instagram has become an opportunity to drive traffic to their website and improve their conversion rate, while facilitating the buying experience.
As the web has taken an important place in the daily life of customers, B-to-B companies are obliged to use digital marketing to improve their sales and reach their business objectives. In fact, the recent years have been marked by a significant decrease of direct commercial actions in favor of online actions. In this context, digital marketing is now a real opportunity for B-to-B companies to increase their sales, build customer loyalty and also stand out from the competition.
Technological progress is used to improve internal processes, to conquer new markets and even to transform companies' business models. The industrial sector is one that has integrated digital into their production processes in order to strengthen their activities and prosper in the context of the health crisis.
Have you heard of the ROPO effect also known as Research Online Purchase Offline? This approach is associated with the digital marketing strategy that links "web to shop" and "shop to web". It should not be underestimated because ROPO modifies the purchase path of Internet users. To integrate this technique effectively, companies should adapt their digital strategy to run in parallel with their in-store merchandising strategy. ROPO touches everyone today thanks to the democratization of the Internet. By conducting online research beforehand, the consumer will be able to gather a maximum of information from blogs, customer reviews, online promotions as well as from price and product comparisons. In addition to the fact that this increased search for information reassures the Internet user, it is especially used to give the Internet user the impression of making an intelligent purchase decision that specifically meets their needs.