Why digital marketing must change

Written by Zoé Baillieux on Jul 15, 2019 6:35:11 PM


According to a survey of 300,000 mobile users worldwide, digital marketing is annoying and sometimes even counterproductive.

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Topics: Digital Transformation, Display, Brands

Retailers rely on digital to attract customers in stores.

Written by Zoé Baillieux on Jul 11, 2019 12:00:04 PM


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
spending ...
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

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Topics: Retail, Digital Transformation, Drive-to-store

Digital Maturity the strengths and weakness of France

Written by Zoé Baillieux on Jul 8, 2019 12:23:13 PM

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
group.
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
strategy.

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,
without over-interpretation.

Article taken from co-marketing news

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Topics: Exclusive interviews, AI &Data, Digital Transformation

How to put a virtuous digital marketing strategy into place?

Written by Zoé Baillieux on Jul 1, 2019 11:59:13 AM

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.

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Topics: customer experience, organic growth, individualized marketing, Digital Transformation

3 axes for better omnichannel efficiency

Written by Zoé Baillieux on Jun 17, 2019 3:09:27 PM

Testimonials from Bensimon, Total Direct Energie, UGC, and Klépierre. How to create a virtuous omnichannel ecosystem that generates growth?

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Topics: Retail, expert interview, Digital Transformation

Digital Transformation can make or break you

Written by Zoé Baillieux on Jun 10, 2019 2:36:42 PM

One-third of companies fear they will go out of business in the next 36 months if they fail to transform their business model  …

Econsultancy has just published, in partnership with Sitecore, a report entitled "Reinventing Trade", which provides a snapshot of the global commerce market.

The obligation to transform
This research reveals that 60% of companies say their business model is under very strong or strong pressure to adapt to changing market conditions, with one third worried that this pressure could threaten their existence in the next 36 months.

A majority of the companies surveyed identified a new source of growth by combining business expertise with personalized and tailored customer experience.

Two-thirds of respondents agree that by creating personalized content tailored to their customers they can compete with the big brands.

E-commerce , an engine of growth
While enthusiastic about the potential for improved business outcomes from creating an appropriately customized customer journey, respondents generally have doubts about being able to work with and against powerful players such as Amazon and Alibaba and measure up to them.

Almost the same percentage of respondents consider that e-commerce markets are a significant opportunity for growth (47%), but (46%) are worried about working with them.

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Topics: Digital Transformation, Personalization, Ecommerce