The purchase of online travel is changing and marketing too
In Europe, spending on customer experience solutions (CX) is expected to reach $ 128 billion by 2022, according to IDC.
Topics: customer experience
A new biometric study by IAS and the Neuro-Insight Institute shows a "halo" effect for advertisements.
While GAFA excels in the exploitation of the data, it is in no way reserved to them. All companies must now work on this, especially their marketing and sales departments.
Topics: Predictive Marketing
While brands are increasing their efforts to achieve customer loyalty, it seems that the expectations of the latter are becoming increasingly complex.
Topics: customer experience
Appreciated by internet users, very engaging and highly shareable, the video has been for a long time essential in brands communication strategy. It was nothing more than a question of time before it started to be used by brands websites to develop their online sales.
In a world where the consumer is very volatile and suspicious than ever, allowing them to inform themselves by video during their purchase decision has become a real lever of reassurance and conversion.
In this infographic: Consumer Video Platform, Teester, compiled a few must-know figures on the usage and impact of videos on E-commerce in 2019.
Infographic: Video and E-commerce: 11 figures to know in 2019
According to a survey of 300,000 mobile users worldwide, digital marketing is annoying and sometimes even counterproductive.
Topics: Digital Transformation
82% of French people are not aware that their voice is considered personal data protected by
A study reveals that the share of drive-to-store investments in the world among retailers will
amount to 55 billion euros in 2019 or 58% of the total advertising expenditure of the sector.
This share should reach 65% in 2023 with € 73bn (+ 36%), growth driven by digital-to-store
On the occasion of the Cannes Lions, S4M, a Drive-to-Store specialist, commissioned IHS
Markit, the first global study dedicated to the share of drive-to-store advertising investments.
While many studies already exist by media, format or medium of purchase, The State of
Drive-to-Store Advertising 2019 is the first study to assess the size of the advertising market, all
media combined, from the angle of the campaign objective drive-to-store.
As part of this study, 400 advertisers from all retail sectors were interviewed to support the
market data and forecasts generated by IHS Markit thanks to more than 15 years of expertise in
the advertising sector.
Drive-to-Store growth is driven by digital
Retail: Customer priorities are changing ...
The historical trio price, proximity, and choice, which kept many brands afloat for years, today
seems obsolete in the face of new demands of consumers ...
"Find what I'm looking for" is the number one priority for customers revealed by the results of the
2019 Value for Shopper® Barometer, conducted among 5,000 French women and French men
by Altavia Shoppermind in partnership with OpinionWay.
This criterion supersedes that of the price, historically ranked number one, was always
necessary but is no longer sufficient, at a time when online habits dictate new standards of
The criterion "find what I'm looking for" comes at the top of the ranking (55.1% for food) in front
of "save money" (53%) and "optimize my time" (46%). %) in 6 sectors out of the 7 studied.
The only sector where the price remains No. 1 is the clothing sector.
New customer requirements
B2B: Social networks are increasingly influencing sales
The corporate world seems to succumb to the siren calls of Social Selling: according to a study,
the impact of social networks on the BtoB act of purchasing would have more than tripled in a
According to the 2nd edition of the Social Selling Barometer conducted by La Poste Business
Solutions and the digital agency Intuiti, social networks have never played their role of influence
as much as today, even in BtoB.
According to this study, the number of decision-makers who bought a product or service
following a solicitation on social networks has multiplied by 3 this year and more than half of
BtoB decision-makers acknowledge having already been influenced by an article or an article
post on social networks when buying ...
Training, infrastructures, politics, data, innovations ... A BCG study highlights the strengths and
weaknesses of France with regard to digital transformation ...
During the 5th edition of the University of digital technology, the MEDEF, as part of its
commission "Technological changes and societal impacts" chaired by Christian Nibourel, and
the BCG revealed a comprehensive and unprecedented analysis of the digital maturity of
France in todays global competitive economy.
This international study shows that France holds strong positions on several essential
dimensions of digital transformation, but it also reveals real weaknesses ...
The strengths of digital France
This study lists 4 areas in which France ranks among the best in the world:
# 1 - Training
The quality of training of digital talents,with a view in particular to France’s excellent scientific
training courses: France is between 6th and 7th place in the main world rankings;
# 2 - Research
Incentives for research: 20% of businesses R & D is indirectly supported by the government
through incentives, which places France in 3rd position worldwide;
# 3 - Access to data
The availability of public data: according to the OECD, France ranks second in terms of access
to data and third in terms of data availability;
# 4 - Security
State commitment to cybersecurity: France ranks 8th for the Global Cybersecurity Index,
calculated by the International Telecommunication Union (ITU).
Weak points to watch out for
France must overcome major weaknesses to stay ahead of the pack before joining the leading
Today, a third of SMEs in France say that digital transformation is not on their agenda this year.
For example, less than one in five companies have adopted Artificial Intelligence (AI) in their
The study shows that there are three main challenges to be met by all political and economic
actors to mobilize and win for the entire French ecosystem:
# 1 - Succeed in keeping your most skilled workers
Although the quality of French training is recognized, the study points to a real quantitative
weakness in terms of digital talent, both for initial training and for continuing training.
The French deficit is estimated at 200,000 people by 2022.
This phenomenon is aggravated by growing desires for expatriation: 76% of French digital
talents would be ready to work abroad, which is nine points higher than the world average.
To retain staff, first actions have been taken (easing of the labor market, "French Tech" visa,
investment plan in skills, draft law Pact), but the battle of brains and skills is just beginning,
regardless of the level of qualification, in a very global digital business market.
# 2 - Facilitate investment
The digitalization of businesses requires access to very highspeed broadband, an essential
issue of regional planning.
While in France, the plan "France Very Broadband" is still incomplete, we must continue the
deployment of fiber and quickly engage 5G.
However, public policies tend to slow investments (competition, productive taxes, license fees).
# 3 - A shy data strategy
On the business side, the report points to a delay in the collection and exploitation of data, due
in particular to a too restrictive application of the legal framework (RGPD in particular).
These constraints weigh in the rise of Artificial Intelligence (AI) applications for companies.
The pioneers, who invested early in AI, now have room for maneuver allowing them to
accelerate further and widen the gap: 88% of them have increased their investment AI
compared to last year, against less than two-thirds of the other companies.
In this race against the clock, the United States and China have already spewed: the 20 largest
digital companies are either American or Chinese.
As another example, the United States has 151 unicorns, China 82 and Europe only 34.
Possible pathways for the future
Beyond the purely economic stakes, staying in the leading group is an issue of digital
sovereignty for France.
The authors distinguish three priorities:
Increase by + 60% the talent pool available by 2022;
Evolve the regulations in the telecommunications sector to put in place a competitive policy at
national and European level favoring the investment capacity of operators
Help companies to adopt a data strategy to collect and use data in line with the legal framework,
Article taken from co-marketing news
How brands invest in E-commerce?
KPMG and Fevad present a reflection on brands in the era of e-commerce. This study on innovation in e-commerce is based on the testimony of the main players in the French ecosystem.
In recent times, the Fevad has noted the arrival among its new members of many brands, said Marc Lolivier, general delegate. Long suspicious of e-commerce, a channel deemed "uncontrollable", brands have decided to regain control or to get started. We are at the dawn of a new revolution. The purpose of this study, conducted with KPMG, is, therefore, to better understand the impacts, challenges, and opportunities that e-commerce represents for brands and the e-merchants' perspective on this development. "
E-commerce is pushing brands to reinvent themselves
AI and Society
A broad look at AI and benefits for society
The Turing Club and Viuz are launching a conference AI and Society this July 4th
The Turing Club and Viuz are launching a conference which, for the first time, puts at the heart of its discussions an exchange between actors of all data trades (from data science to data marketing) politicians, researchers, professors, and artists.
Data is central to our economies and societies. Artificial intelligence unlocks its potential and dramatically increases its impact. France and Europe must become major players. Levers must be identified and the conditions for success created.
Understanding the challenges of Artificial Intelligence
However, data and artificial intelligence must not remain in the sole hands of experts. The stakes are considerable and societal. They must be understood and re-appropriated by a wider public of brands, industrialists, politicians, researchers, philosophers, artists, journalists, students and, beyond, by the citizen.
Target audiences: brands, industrialists, politicians, researchers, philosophers, artists, journalists, students.
By 2023, drive-to-store retailer investments are expected to reach 2.3 billion euros in France, according to S4M estimates in its study "The State of Drive-to-Store Advertising 2019", conducted by IHS Markit
According to S4M's forecast in IHS Markit's "The State of Drive-to-Store Advertising 2019" study, retailers' share of retail-to-retail investment in retailers will rise to 55 billion euros this year 2019. Representing 58% of the sector's total advertising expenditure. In France, the same percentage should be observed, reaching then 2.3 billion euros. By 2023, global drive-to-store investments are expected to grow 36% to 75 billion euros, or 65% of advertising spend. This growth should be driven by the digital-to-store: according to forecasts by S4M, digital will represent 68% of global drive-to-store expenses, compared to 54% in 2018. In France, it should represent 31% of advertising expenses in 2023. Mobile and social networks are indeed considered the two best-performing media to generate point-of-sale traffic according to the respondents.
The advertising impact is the main reason why retailers invest in drive-to-store. The number of visits, including incremental visits, and in-store sales are the first KPIs mentioned by respondents to measure the advertising impact. On the contrary, the lack of knowledge of the measurement solutions available on the market is the first reason cited by respondents who admit not to measure the impact of their campaigns.
The sector that generating the largest volume of drive-to-store investments worldwide is auto, with 15 billion expenditures in 2018 and 21 billion in 2023. In France, distribution generates the largest volume of drive-to-store investments: € 783 million planned for 2023, representing 83% of their total advertising budget. Other sectors should invest heavily in drive-to-store, like catering (95% of its budget dedicated to the generation of in-store traffic would be in drive-to-store in 2023), or fashion ( 71% of advertising investments will be allocated to the drive-to-store in 2023).
Article taken from emarketing.fr, written by Salomé Kourdouli
An unprecedented study details the customer journey of 15-25-year-olds in France and shows that, even for this generation, shopping and online shopping are not mutually exclusive …
While in the United States and in several European countries, studies have been conducted to identify the customer journeys of Generation Z and to support brands in their strategies, in France no comparable source of analysis existed.
For this reason, the chatbot Jam and Intuiti, a digital marketing agency, worked together to develop a study of the customer journey of this demanding and complicated target audience.
This unprecedented study reveals that, contrary to popular belief, stores and online shopping are not mutually exclusive. They simply fulfill different functions in the life of the young person and their customer journey, which is marked by multiple points of contact.
Stores remain this generations favorite place for pleasure and shopping, (47%) and represent a real point of attachment for nearly one in two young people. Next are e-commerce sites (18%) and Instagram (13%).
E-commerce sites are nevertheless praised for the diversity of products, recurring promotions as well as the absence of displacement specific to them.
The number of techniques to master, ready to use tools, and data to be treated continue to
discourage novice marketers. It's like they’re at the foot of an impassable mountain.
We will see in this article how to establish a virtuous cycle rather than a growth hack and how to
gain effectiveness and ROI.
What are the new fundamentals of retail? On the occasion of the French Preferred Brands
ceremony, organized by e-marketing.fr and EY Parthenon, the retail expert Frank Rosenthal
gave us three video tips to stand out in 2019.
Paris RetailWeek and the Havas Paris agency presented the five trends of tomorrow's trade in France and around the world, through an exclusive study conducted among a panel of French, Chinese and American consumers.
Retailers must continue to renew themselves today, in particular, to face a new challenge: successfully engaging consumers and capitalizing on their brand.
For this to happen, everyone needs to reinvent themselves by drawing on their competitive advantage. This includes a more assertive trade that no longer seeks to fufill the demands of the many but better serves smaller and more demanding communities.
Trade is thus reconstructed as close as possible to the environmental, economic and social expectations of consumers, around them and for them.