The article from the Journal of Marketing Trends discusses the evolving landscape of digital marketing in the face of technological advancements, privacy concerns, and changing consumer behavior. It explores whether digital marketing remains an effective tool for advertisers amidst the proliferation of ad blockers, stricter data privacy regulations like GDPR, and the diminishing effectiveness of traditional digital campaigns. The text also delves into the challenges and opportunities presented by new technologies such as AI, virtual influencers, and Web 3.0, questioning how these could redefine engagement and value creation for brands. It highlights examples of innovative approaches to digital marketing, including the use of virtual influencers and the integration of digital creativity within physical retail spaces, to engage consumers in more personalized and immersive ways. This comprehensive analysis suggests that while digital marketing faces significant challenges, there’s a pathway forward through adaptation, technological integration, and a focus on creating genuine consumer connections.

 

Jean-François Lemoine, Maria Mercanti-GuérinExpert opinions: Is digital still an effective communication tool for advertisers? Myths and realitiesJournal of Marketing Trends, 2024, 8 (2), https://www.marketing-trends-congress.com/wp-content/uploads/2017/06/v8-n2Art-4-paroles-dexperts.pdfhal-04471680

 

 

Is digital still a value creation lever for advertisers?

Digital is not a panacea when it comes to value creation. If we take the concept of value in a broad sense, we realize that digital strategies do not always have the expected effects. In terms of commercial performance, the effectiveness of some campaigns is questionable. More than 40% of  US adults use an ad blocker. Even worse, these blockers are increasingly integrated into browsers. A browser like Chrome can also block your access to campaign tracking tools or decide not to display your ads because they are considered too intrusive.

It appears that the market is making a real effort to protect consumers’ privacy. What is the downside?

It is enormous. The market is simply becoming blind. If we take the example of third-party cookies, which are cookies from your advertising partners, they are being phased out. The technologies to replace them are still in the testing phase. Real campaign performance numbers are therefore very difficult to track. Without data, there is no precise evaluation of ROI. In total, 70%[1] of advertisers believe that digital advertising will regress due to their suppression. New alternatives must be found urgently. How to track consumer conversions while creating tailor-made experiences. This question is acute at a time when the CNIL is trying to ban the use of Google Analytics, a free tool for analyzing campaigns and site traffic.

Are we heading towards stronger data processing regulations?

The GDPR (General Data Protection Regulation) represented a first step towards tightening legislation. The scheduled end of the Privacy Shield will completely disrupt the market. The Privacy Shield is a data agreement concluded in 2016 between Europe and the USA, which stipulated that the processing of Europeans’ data be carried out for reasons of national security in the USA. It is no longer in force today. As a result, Google Analytics and its successor GA4 have been declared to not offer sufficient assurance in this regard. Data collected in Europe must be processed in Europe, hence its prohibition by the CNIL. The problem is that this tool was essential for tracking many performance indicators.

Even though data is harder to process, it remains cheap compared to other levers?

Converting a prospect into a customer is also becoming expensive. The market proudly boasts extremely attractive CPCs (cost per click). If we take the case of Facebook, CPCs ranged from $0.8 to $1.10 in 2022, but this is not what an advertiser is looking for. What is sought is the conversion or sale of a product or service. This ratio is more difficult to estimate. If we take only the lead (qualified contact who may not necessarily buy), it costs $116 on Google for real estate, $81 for finance or insurance, $133[2] for technology products.

Finally, the complexity of purchasing methods means that actual commercial performance is very difficult to evaluate. On Google, the keywords that make up the ads are sold at auction, but the advertiser who pays the most does not necessarily have the top spot on the search engine. Google assigns a quality score to all its advertisers, which is a kind of grade. Good advertisers who generate clicks will have the top positions and will be able to pay less for their Google Ads. Smaller ones, those with less notoriety, will be relegated behind even if they devote significant budgets to auctions.

Can this opacity turn brands away from digital?

It can make them more cautious in analyzing the performance of their campaigns, especially since click fraud is on the rise. It represented $697 billion in losses in 2022. Even worse, the Web is becoming a world of robots with fewer and fewer humans. The volume of fraudulent impressions (the proportion of ads served to bots instead of humans) has increased considerably in recent years[3]. 27.7% of online traffic is made up of bad bots. These bad bots imitate human behavior, making them very difficult to detect. Behind them are competitors, fake clicks, the exploitation of your data, the collection of personal data from your customers, spam, and even the hijacking of your e-commerce stores for the benefit of perfectly imitated sites. Web scraping, a technique that involves scraping all the data from a site in a few clicks, is developing rapidly. It is even part of the basic training of growth hackers, those web magicians recruited by startups to accelerate their growth.

Can we say that digital can be detrimental to brands in some ways?

In some ways, yes. Take the example of programmatic advertising. This type of advertising is purchased in real-time via robots and is based on algorithms that automate the entire process. It represents nearly 60% of investments in certain segments and has been presented as the most effective targeting tool on the market. Nevertheless, it has forced all players to equip themselves with tools and structures (Trading Desk) that weigh on the profitability of advertising actions. It suffers from a lack of transparency and brands lose control of their investment choices. How can one accept seeing their ads broadcast on a site selling weapons or pornography? Advertising agencies have helped advertisers implement brand safety policies. This term refers to practices that ensure that the brand does not appear in environments that pose a risk to its image. Thousands of problematic words are identified and blacklists of sites using them are established. However, the problem is not solved[4]. On the one hand, brands do not want to advertise in articles that talk about wars, natural disasters and epidemics. Unfortunately, these are the articles that attract the audience and they are increasingly numerous. On the other hand, brands that communicate on social networks see their ads alongside content produced by users deemed to be not in line with their values or high-end positioning. Machine learning or artificial intelligence solutions are being put in place to avoid this, but we are touching on the limits of what I would call a certain mixing of genres between user-generated content and self-proclaimed influencers.

Can recent influencer scandals reinforce this feeling?

Losses due to fake influencers were estimated at $200 million for brands in 2022. Beyond fraud, the question of the effectiveness of influence as an acquisition lever can really arise. The automation of « likes » or comments masks a real deficit of engagement. First, the influence ecosystem, namely social networks, generates little engagement[5]. The average engagement rate on Facebook in 2022 is 0.07%, on Instagram, it is 1.9%, and on LinkedIn, it is 2.6%. Finally, when we look at the ROI of influence, it appears that brands have an interest in limiting spending on macro-influencers who have between 250,000 and 1 million followers. The market evaluates influence campaigns based on « earned media value » or EMV. This method corresponds to the sum of the different mentions (likes, comments, etc.) that an influencer can generate for a brand multiplied by the cost of those mentions. Let us imagine that a like is worth €0.75 and that a post has obtained 1,000 likes. After calculation, the EMV of this post is equal to (1,000 x €0.75) which is €750[6]. The profitability of a campaign can sometimes be poor because the costs can be enormous. If we take the example of Dior Cosmetics, its EMV for January 2023 amounts to $29.4 million. In addition, the brand has to manage 3,300 influencers and 8,000 different posts[7].

Hence, the use of nano-influencers who can be interesting in terms of creativity and represent a new breath for brands. This, however, requires marketing departments and influence companies to do a real screening of this market. Another trend is the emergence of KOCs (Key Opinion Consumers) who, unlike KOLs (Key Opinion Leaders), are super-experts in their field. The strong emergence of virtual influencers is also likely to change the game, as a virtual influencer is easily controllable. They may be influencers entirely designed to promote a brand’s content, or there will be specialized companies capable of designing virtual influencers according to precise specifications. In 2022, 58% of people surveyed in the United States followed a virtual influencer, and VirtualHumans.org estimated that virtual influencers could offer engagement rates nearly three times higher than real influencers could[8]. The most famous virtual influencer is Lil Miquela (@lilmiquela), with nearly 2.9 million followers on Instagram and collaborations with brands such as Prada, Dior, Calvin Klein, and Samsung. It is common for her campaigns to generate 126 million views.

Could this success of virtual influencers be explained by the return of digital creativity?

Digital creativity is a new strong trend in the market. AACC, Kantar France, and Media Figaro have joined forces to create a creativity barometer. Their initiative, called « Creativity is business, » demonstrates that campaigns judged as creative generate more value for brands in the short and long term. If we look at this barometer, the selected campaigns rely on traditional media, including television or cinema. Lacoste, SNCF, and Orange have produced impactful films capable of eliciting genuine emotion from the consumer[9]. The digital industry responds that all its campaigns are tested and evaluated using multivariate models or A/B tests that measure click-through rates. In digital, the feeling is that we are going around in circles. We are facing the same mechanics or even long-forgotten channels suddenly elevated to the pinnacle.

Are the return to good old recipes that have proven themselves considered as potential sources of growth?

We can cite digital teleshopping or Live Shopping Social. The latter is an extremely effective lever. By establishing partnerships with popular influencers and participating in live-streamed direct purchases, the consumer associates instant purchase, chat, emoji’s. Live Shopping resembles a giant virtual market where street entertainers attract customers, and comments and conversations abound during product promotion. According to MacKinsey[10], brands in China have achieved conversion rates of nearly 30% on social platforms. These rates are up to ten times higher than those of traditional e-commerce are. However, return rates for purchases are higher than for traditional e-commerce. Favoring impulse buying at the cost of promotions and proximity to the seller can sometimes degrade the profitability of a Live Shopping program. Finally, the major platforms have all appropriated social commerce. TikTok Shopping, Twitter Shops, Amazon Live offer brands a multitude of advertising formulas. Several questions arise: are these mechanics cultural, namely, well adapted to China? (1) Will they not be classified as purely promotional? (2) Will social commerce not become too dependent on platforms? (3). It represents a brand new source of revenue for them since they receive a share of each transaction. Strangely, Meta, one of the pioneers of social commerce, is betting more on its Creator Market Place and has abandoned this form of commerce because it believes more in short and impactful formats like Reels[11]. Instagram has closed its « Shop » tab arguing that it was ultimately not its job which is to bring people together.

Are these good old recipes not directly impacted by new technologies such as artificial intelligence?

Yes, through a quantity of innovations that revive forgotten practices or make them more efficient. Among these innovations, data management and artificial intelligence are becoming significant « game changers ». Let us return to social commerce and the example of Pinduoduo. This Chinese e-commerce platform is halfway between a social network and a group-buying site. Literally « Together, More Savings, More Fun, » Pinduoduo is becoming the most effective group buying network in the world. You can create a team of buyers or join an existing one. You will see the price of the desired product decrease in real-time proportional to the increase in new team members. The more Internet users who declare themselves interested in purchasing the product, the lower its price. Here are some recipes used by Pinduoduo. Trigger marketing with systematic reactivation of abandoned customers is done through friends and teams « Come buy one of these beautiful coats with me ». It is hard to say no when it comes from a close relationship. The use of instant messaging allows for the promotion of cheaper products with less marketing spend, multiplying consumption moments by linking them to social moments (checking SMS or social networks). These messaging platforms are inserted into buyers’ daily lives. The shopping experience becomes informal and omnipresent.

Even though Pinduoduo emphasizes in its discourse its rejection of overly algorithmic recommendations, AI plays a large role in its model. One of the most telling examples is its investment in agriculture. Pinduoduo has brought back into fashion the yacon (literally earth pear and South American tuber), a fruit that tastes like an apple and was largely unknown in China ten years ago. By using AI and its « team buying » model, the company was able to identify this growing market demand and help farmers meet it. Duo Duo Farm’s vision (Pinduoduo’s agricultural branch) is to better connect farmers – the first kilometer – directly with consumers – the last kilometer.

Social and communities have always been a force on the web. Are there forms of creativity that rely on communities and could bring brands new insights? Silent niches?

Nike is a perfect example of creating a proprietary ecosystem made possible by the strength of its community. As a result, the brand has reduced its dependence on platforms. Nike has managed to create its own channels for distributing its content. It has particularly worked on its short and creative videos[12]. It has also developed its own applications: Nike Shopping, Nike SNKRS, and Nike Training Club. In partnership with Adobe, Nike offers an extremely personalized user experience on its applications. Regarding silent niches, the best known is BookTok, the TikTok book community. It has over 20 billion views and has a positive influence on bookstore sales. The Frankfurt Book Fair has collaborated with TikTok, which was not expected at all in the publishing market. However, the network that can bring new insights to brands is undoubtedly Pinterest, which sets the trend in terms of graphics, photos, and typography. For example, it has brought back pink for 2022 and orange for 2023[13]. On its platform, Pinterest boasts predicting 2023 trends with 80% accuracy. These predictions are based on an in-depth analysis of global network data. Pinterest predicts the return of lace, the end of long nails and hair, the enthusiasm for dog pools, the passion for antiques and flea market finds in our interiors.

Beyond social networks, stores seem to be the new playground for digital creativity. Why do you think that is?

The store is becoming a kind of consumption hub. Digitalization is not marking the end of the store, but rather its profound transformation. Paradoxically, companies like Amazon, which offer a seamless experience, reduce irritants like checkout lines, and use technology to enhance the customer experience, are failing. In the US, Amazon captures only 1.2% of daily sales, and a downsizing plan is in preparation[14]. The competition with online sales sites means that stores must become a real experiential and multi-service space. As a result, many closures are expected, with brands focusing on their « flagships » in iconic locations. The over-mediatization of Instagrammable stores designed to allow you to share with your network beautiful photos of yourself in a showroom is questionable. Instagram is stagnant on a number of indicators. The average time spent per day on the network in the US is 30.1 minutes compared to 45.8 minutes on TikTok. Only 15% of American shoppers start their shopping search on Instagram[15]. The era of social media integrated into the in-store customer journey is over. Enter augmented reality and multisensory experiences in an endless race for more. This excess is most striking in Asia. The Beijing Adidas store is based on a series of phygital and multisensory installations: a giant interactive cube with a lottery to buy limited edition products, a digital sound garden where visitors can dance with avatars in their own music video using augmented reality, digital art exhibitions, an interactive map that allows you to find Adidas events in Beijing, and more[16]. Another example is the brand resulting from the partnership between Tmall and Intersport, Tmall x Intersport[17]. The mega-store in Beijing is equipped with Cloud Shelf technology, a virtual shelf. Customers can choose their product, view it in 3D by simply tapping on touch screens. An interactive storefront open 24/7 at the main entrance of the store allows customers to shop day and night. By using motion sensor technology, the giant screen wall can distinguish the customer’s gender, age, weight, and offer the most suitable sportswear. Cainiao, Alibaba’s logistics service, can deliver within two hours for locations within a five-kilometer radius of the store. By scanning a product QR code on their phone, customers can place products in their virtual shopping bag. They can buy the item online after leaving the store. At Burberry, the emphasis is on proximity. Burberry has developed a customized WeChat mini-program, a tailor-made companion that adds augmented reality to the physical space. With your mobile device, you can unlock exclusive product content, audio guides, and one-on-one appointments. Each customer also receives a digital animal character that evolves on the screen of your phone always in augmented reality. It shows you the store, promotions, new products. This totem animal is a playful guide that replaces the salesperson. The world of animation enters the store.

Regarding these new spaces based on augmented or virtual reality, what do you think of Web 3.0? Is it an effective new form of communication for advertisers?

For now, advertisers are mostly in a waiting position. Some have launched promotions for NFTs (non-fungible tokens) out of fear of missing a future market. This FOMO (fear of missing out) attitude is not the right one when approaching such a complex market. For me, Web 3 is primarily a political project, which brands have not necessarily perceived well. Moreover, Web 3 is designed as a superposition of protocols. The Web 3 Foundation, which is a reference in the field, sees Web 3 as a response to the problems posed by Web 2. For them, GAFAM has taken over and centralized the web to the extreme, capturing its value for their sole profit. Web 3 is a response to this decentralization[18]. The Web3 Foundation believes in an internet where users own their data, not companies, where global digital transactions are secure because online information and value exchanges are decentralized. Web 3 works through multiple layers that range from peer-to-peer (p2p) internet overlay protocols to protocols used to build cryptocurrencies, to the top level of the stack, which includes the ability for a user to interact with one or more blockchains. Metamask, the digital wallet, is an example of a tool that enables these interactions. Advertisers cannot enter this market if they do not understand the principles. They need to be accustomed to working with a blockchain, specific APIs, and understanding cryptocurrencies and metaverses. However, they have been sold turnkey solutions. Finally, Web 3 is difficult to understand. Companies like Roblox, the gaming platform that operates with NFTs, is a Web 2 player. The Sandbox is a virtual world where players can build, own, and monetize their gaming experiences on the Ethereum blockchain. This is typically a Web3 player.

The failures in NFTs have been highly publicized. How can we analyze them?

We need to go back to what an NFT is. An NFT is a digital ownership title issued by a blockchain (mainly Ethereum) and associated with a digital asset (photo, video, etc.). Each NFT cannot be reproduced. An NFT is non-fungible because it is unique and not interchangeable, unlike currency. NFTs are infallible (because they rely on the blockchain), traceable (public and visible transactions that can be found through the Etherscan blockchain explorer), interoperable (based on the same standards, including ERC 721), monetizable, and indivisible[19]. They are also linked to smart contracts, where the code replaces the law. NFTs, therefore, interest the fashion world, which can fight against counterfeiting, but currently, it is the failures that are being talked about. The most well known is that of Porsche, which only managed to sell about 25% of its first collection of 7,500 NFTs. Each token represented a car from the brand. Porsche was criticized for the complexity of the sales process and for not communicating enough with the crypto community.

If we stay in the automotive world, Renault NFTs are regarded as a success.

Indeed, the first Renault NFT collection, called genR5 (gen for genesis, gen for generation, gen for generative art), was better able to capture the codes of digital art. It works on both nostalgia and the future, paying tribute to the R5, born in 1972, and displaying the future R5 prototype. In NFT projects, it is imperative to give buyers a return on investment. Renault has planned two types of benefits: those that are common to all NFT owners and those that are specific depending on the type of NFT purchased. Among the common benefits are a whitelist for future drops (a list of selected people who will have advantages during the NFT launch), a conference with web3 stars, co-creation, and access to exclusive merchandise. Specific benefits include vehicle trials, workshop visits, invitations to the Rétromobile exhibition, or meetings with Renault designers. Moreover, through the purchase of an NFT, Renault allows buyers to become sponsors of the GM5 program, Renault’s social and solidarity initiative. Another success of the project is its roadmap. It details all the important events of the program for 2023. Another brand that is often cited as an example is Lacoste[20], which has turned its crocodile into an NFT collection called UNDW3. It is presented « as a brand experience created by the community for the community, at the intersection of technology, fashion, lifestyle and art. With UNDW3, you will have access to iconic moments from Lacoste’s history, limited edition products and exclusive experiences. » Nevertheless, NFTs are also being used in other areas. In ticketing, the National Football League (NFL) sells tickets in the form of NFTs to prevent fraud. The Olympia issues membership cards in the form of NFTs that entitle holders to exclusive privileges. In real estate, RealT enables the digitization of real estate assets, which are usually illiquid.

What are NFTs and utility tokens, and how will tokenization influence the economy?

NFTs (non-fungible tokens) are a type of token that are unique and indivisible, meaning that they cannot be exchanged for another identical item. They have gained a lot of attention recently due to their use in the art world, where they are used to represent digital art and other unique items. However, NFTs are just one type of token that can be issued on blockchains. Another type is utility tokens, which are tokens that provide access to a service or product. They can be used to subscribe to a service or join a club and can be resold on the secondary market, usually on platforms like Opensea. Tokenization of the economy is already underway and will affect previously inaccessible markets such as real estate and luxury goods. This means that it will be possible to acquire a small share of a luxury handbag or an apartment through a token.

The Web 3 is heavily criticized for its carbon footprint. Is digital looking for a new ethics that would prevent it from using certain modes of communication?

Environmental ethics are progressing in marketing departments. This is evidenced by the multitude of CSR initiatives. If we only look at the world of blockchain, which is at the heart of Web 3, blockchains like Ethereum have significantly reduced their energy consumption thanks to a new protocol. Digital marketing, and more specifically online advertising, is trying to reduce the carbon footprint of communication actions. Several initiatives are worth noting: the emergence of the GreenIT[21] collective (advertising agencies, consulting firms, administrations, etc.), environmental performance testing of a website using tools such as EcoIndex, the use of renewable energies for the Web, the implementation of impact studies concerning emailings or URL structures, etc. The widespread use of carbon calculators and the commitment of certain brands to reducing their advertising emissions represent an encouraging start. The UDA (Union of Advertisers) cites L’Oréal’s campaigns in the context of its eco-responsible FAIRe program. L’Oréal France was able to reduce the carbon emissions impact of certain digital advertising campaigns by 40% by paying attention to technical parameters: preferring the WiFi network rather than 4G, reducing the weight of its images or videos, choosing broadcast days when the network is less solicited. Eco-friendly campaigns will allow the market to move away from worn-out greenwashing mechanisms. 57% of consumers pay attention to environmental claims when choosing a product[22]. This requirement also applies to the Web, and ethical campaigns are not limited to ecology. The latest initiative in the profession concerns influencers for whom the ARPP (professional advertising regulation agency) has designed an ethical charter[23]. This charter is very broad since it concerns agency working conditions, sometimes too short production deadlines imposed by advertisers, the intellectual property of influencers who are creators and producers of content. A part of the charter is reserved for the honesty and integrity of influence campaigns. Finally, the ethics of social networks and the phenomena of addiction to screens among young people directly engage the responsibilities of brands.

What actions should advertisers take to ensure that digital communication remains an effective communication lever?

Advertisers should avoid false good ideas and be aware of new trends. For example, using social media to manage customer complaints may seem like a good idea, but it can damage the brand’s image if complaints are aired in public. It is better to have dedicated community managers who can handle complaints privately. Advertisers should also avoid jumping on a trend or buzzword without understanding it fully. For instance, Femtech trend refers to the use of technology, products, and services that cater to women’s health[24]. Some brands have tried to capitalize on this trend by launching products like biometric bras, but they must first understand the trend and its nuances. Advertisers should also prioritize ethical advertising, which involves reducing their carbon footprint, using renewable energy, and being transparent with their claims. Ultimately, advertisers should strive to create meaningful and authentic connections with their customers.

The hashtag #nobra has obtained 534 million views on TikTok. The latest false good idea is to think that technology can replace humans. The launch of generative AI gives ideas to marketers who want to reduce their teams. If we take the case of Chat GPT, it is tempting to consider that this tool can replace the web copywriter and that it will be easier for him to write performant texts in natural referencing. First, nothing is proven in this field. If this automated content is not reprehensible for Google, everything could change very quickly. SEO[25] algorithms could penalize automated content.

In order for digital to remain an effective communication tool for advertisers, what should they do in the years to come?

Projecting oneself into the future of digital marketing is always a difficult exercise. It may be easier to give guidelines for marketing strategy. The first guideline would be not to replace one dependence with another. The economic difficulties of Big Tech, the numerous layoffs in the world of new technologies show that we are at the end of a model. First, search engines are going to be completely disrupted in their functioning. The problem is that if the engine becomes only an answer to a question, an answer designed by an AI, the consultation of websites will collapse. How to adapt? No longer being dependent on Google could lead to a stronger dependence on social networks because with social commerce, they will develop their own internal search engine in which merchants will have their place. Nike’s strategy of developing its own networks could be a solution to ensure relative independence. However, brands will still be dependent on web infrastructure, servers, browsers, or operating system. Limiting dependence is already a form of independence.

The second guideline would be to find sources of inspiration outside of one’s sector. B2C brands rarely measure the creativity that is touching B2B. The latter now has its own social network LinkedIn, its practices like Inbound or content marketing. Its mastery of tools like webinars, newsletters, its lead management (qualified contacts), its progress in managing data less subject to the GDPR, its use of CDPs (customer data platforms) and Big Data mean that the delay compared to B2C is no longer relevant. In a 2021 McKinsey survey[26] of more than 2,500 respondents in six countries and more than ten industries, 64% of B2B companies indicated that they planned to increase their spending on predictive analytics. Services can also be a source of inspiration. The new economic models they carry are extremely innovative. We can cite the Fab-Lab model (Kiabi attracts customers to its stores by offering « do it yourself » workshops), the Play to Learn model (Binance rewards with cryptocurrencies if you learn the major rules of this market), the Rentail model (Le Bon Marché launches a luxury clothing rental service in partnership with the Armarium website).

The third guideline is to hesitate before embarking on an activity that is not at the heart of one’s business. An emerging lever, e-retail media is expanding rapidly. It allows distribution brands to monetize their space through advertising. However, this lever is already occupied by Amazon and will therefore require significant investment expenses for other players that will be difficult to make profitable. Moreover, e-retail media remains mainly driven by large retailers: Walmart, eBay, and Tesco, CDiscount, Fnac-Darty, Carrefour in France. Venturing into this market can be risky when you do not have advertising monetization skills. In general, one must beware of the flurry of concepts that sometimes turn out to be red herrings.

The fourth guideline is to understand how the advertising market works because a skills deficit in one area can affect another strategic area. Let us take the example of voice commerce. Personal assistants rely on the natural referencing of websites to respond to consumers. If you are not good at natural referencing on important keywords for your business, you will never succeed in this new area. Another illustration is that of algorithms. Understanding how they work allows for much better content optimization. Ultimately, the recipe for success involves training, relevant, and curious monitoring. Some humility is also required. I will borrow a famous quote from one of the fathers of the Web, Tim Berners-Lee. « The Web as I envisaged it, we have not seen it yet. The future is still so much bigger than the past. »

 

 

[1] https://www.talkwalker.com/fr/tendances-reseaux-sociaux

[2] https://www.wordstream.com/blog/ws/2016/02/19/google-adwords-industry-benchmarks-intercom

 

[3] https://www.imperva.com/resources/resource-library/reports/bad-bot-report/

[4]   https://www.adweek.com/brand-marketing/brand-safety-in-2023-marketers-publishers-and-platforms-feel-the-danger-rising/

[5] https://lempreintedigitale.com/podcast/taux-engagement-moyen-par-reseaux-sociaux/

[6] https://www.kolsquare.com/fr/blog/learned-media-value-emv-un-indispensable-de-linfluence-marketing/#omment-calculer-son-Earned-Media-Value

[7] https://www.creatoriq.com/top-10-leaderboard?hsCtaTracking=bff01359-1a91-421f-b1a6-935d5b61bc41%7C08c55f29-1500-4129-86ac-a25e3ec7189a

[8] https://influencermarketinghub.com/virtual-creators-report/

 

[9] https://www.lefigaro.fr/c-est-prouve-les-campagnes-creatives-generent-de-la-valeur-pour-les-marques-20221006

[10] https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/social-commerce-the-future-of-how-consumers-interact-with-brands

 

[11] https://www.blogdumoderateur.com/facebook-fin-live-shopping-marques-encouragees-utiliser-reels/

 

[12] https://www.retaildive.com/news/nike-mobile-apps-SNKRS-digital-sales-growth/626507/

 

[13] https://business.pinterest.com/fr/pinterest-predicts/

[14] https://cafetech.fr/2023/02/14/en-echec-dans-le-commerce-physique-amazon-cherche-la-bonne-formule/

[15] https://blog.hootsuite.com/instagram-statistics/

[16] https://www.designboom.com/architecture/adidas-beijing-store-immerses-shoppers-interactive-phygital-installations-ysp-12-18-2022/

[17] https://thisisretail.com.au/blog/intersport-and-tmalls-totally-customer-centric-store/

 

[18] https://web3.foundation/about/

 

[19] https://mariamercantiguerin.com/2022/07/28/nft-un-phenomene-marketing-mais-un-objet-technologique/

[20] https://www.lacoste.com/fr/undw3.html

 

[21] https://collectif.greenit.fr/

[22] https://www.clcv.org/storage/app/media/DP_Greenwashing_CLCV.pdf

[23] https://www.arpp.org/wp-content/uploads/2021/02/2021-Charte-d%C3%A9thique-du-marketing-dinfluence.pdf

[24]https://www.femtechfrance.org/

[25] SEO, search engine optimization

[26] https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/b2b-commercial-analytics-what-outperformers-do