Lecture about Artificial Intelligence & Marketing by Hugues Rey & Hugues Bersini
16/11/2017
Examples & Cases
Part of the 17 days program of Education: Executive Master in Digital Marketing & Communication - ULB - Solvay Brussels School of Economics
Executive master in digital marketing 12 12 2017 - 4 phases to set up a com ...Hugues Rey
ULB Solvay Executive Master in Digital Marketing - Set up a Com Plan - 12 12 2017 by Hugues Rey / From Promotion to Education - Engagement - Entertainment / 4P to SAVE
Consumers today are more ‘SoLoMo’ –Social, Local and Mobile. The article discusses about the key global trends and benchmark practices that would help retailers to build seamless consumer experience and long-term profitability in the near future (2020). Using Big-Data for predictive analytics, leveraging technology to create Omnichannel customer experience, implementing effective Supply-Chain, using prompt methods payments, enforcing efficient employee training and other success factors mentioned in the article, will definitely shape the future of a successful retailers to manage the complexity and diversity of retailing in 2020. All topics covered all supported with concrete examples of worldwide benchmark in the industry.
THE CONSUMER AND ADVERTISING LANDSCAPES IN INDIA EVOLVE QUICKLY AND OMG IS CONSTANTLY THINKING ABOUT HOW TO KEEP UP WITH THAT RATE OF CHANGE IN ORDER TO HELP BUILD BRANDS AND DELIVER GROWTH.
Executive master in digital marketing 12 12 2017 - 4 phases to set up a com ...Hugues Rey
ULB Solvay Executive Master in Digital Marketing - Set up a Com Plan - 12 12 2017 by Hugues Rey / From Promotion to Education - Engagement - Entertainment / 4P to SAVE
Consumers today are more ‘SoLoMo’ –Social, Local and Mobile. The article discusses about the key global trends and benchmark practices that would help retailers to build seamless consumer experience and long-term profitability in the near future (2020). Using Big-Data for predictive analytics, leveraging technology to create Omnichannel customer experience, implementing effective Supply-Chain, using prompt methods payments, enforcing efficient employee training and other success factors mentioned in the article, will definitely shape the future of a successful retailers to manage the complexity and diversity of retailing in 2020. All topics covered all supported with concrete examples of worldwide benchmark in the industry.
THE CONSUMER AND ADVERTISING LANDSCAPES IN INDIA EVOLVE QUICKLY AND OMG IS CONSTANTLY THINKING ABOUT HOW TO KEEP UP WITH THAT RATE OF CHANGE IN ORDER TO HELP BUILD BRANDS AND DELIVER GROWTH.
signmesh snapshot - quick look into the fashion industrysignmesh
How is the fashion industry trying to catch up with ever growing consumer demands? A collection of signs and cases relating to fashion - brick and mortar, trying and buying experience.
Marketing Creativity 1.0 (ADC-3342-A) with Charlie Rosner
http://www.schoolofvisualarts.edu/ceCourseFinder/app?sDay=0&sTime=0&sLoc=&sDept=&sCourse=&sInstructor=rosner&sKeyword=
Growing your business with social media and online marketingIoana Barbu
Social media and digital marketing are a must in the marketing mix. The main challenge becomes using the variety of tools, channels and interactivity solutions to meet business objectives and grow with success.
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
Marketo - The definitive guide to digital advertisingDuy, Vo Hoang
Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
The challenge of meeting the modern buyer's expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
In this comprehensive, 110+ page guide, we cover topics from the evolution of digital advertising, to how to structure your digital marketing team, to testing and optimization. Loaded with checklists, charts, and thought leadership from digital advertising experts, The Definitive Guide to Digital Advertising will teach you how to create strategic and dynamic digital advertising.
Red Ant: Digital Strategy Whitepaper 2011Brian Crotty
In 2009, the IAB (Internet Advertising Bureau) predicted that internet advertising – just one small part of a digital strategy - would
overtake TV advertising by the end of the year. This was inaccurate – according to the IAB’s own figures, internet ad spend
outstripped TV ad spend a good three months before the end of 2009. The UK is now the world’s first major economy to spend
more on online advertising than on TV – currently, the internet takes 23% of all advertising spend, compared with 21.9% for TV.
And, according to analysis by business consultants Price Waterhouse Coopers, over the last 12 months most digital media
categories grew by more than originally forecast, despite a challenging economic climate which frequently had a devastating
effect on other, more traditional marketing activities. Digital is clearly still the fastest growing area of marketing, customer
retention and engagement. Inevitably, digital channels and engagement through digital channels are now not only an expected
part of audience experience when connecting with a brand - they are often at the core of an audience member’s engagement
with a brand. Audience expectation has increased to such a level when considering brand engagement that:
• it is no longer acceptable for a brand to wait for the audience to visit
• brands must actively communicate to prosper
• positive engagement snowballs, arrogance creates stagnancy
It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
Discover our New Belgian Edition (v2) of our Guide to Convergent Out-of-Home.
Enjoy and don't hesitate to share it!
For further information, don't hesitate to contact valerie.decoster@posterscope.com
Marketing is changing, businesses are shifting how they think about building a customer base while community programs are already taking over. How can you leverage what you're doing in community to achieve marketing and greater business objectives?
signmesh snapshot - quick look into the fashion industrysignmesh
How is the fashion industry trying to catch up with ever growing consumer demands? A collection of signs and cases relating to fashion - brick and mortar, trying and buying experience.
Marketing Creativity 1.0 (ADC-3342-A) with Charlie Rosner
http://www.schoolofvisualarts.edu/ceCourseFinder/app?sDay=0&sTime=0&sLoc=&sDept=&sCourse=&sInstructor=rosner&sKeyword=
Growing your business with social media and online marketingIoana Barbu
Social media and digital marketing are a must in the marketing mix. The main challenge becomes using the variety of tools, channels and interactivity solutions to meet business objectives and grow with success.
This report highlights major trends worth taking into consideration in order to understand today’s digital market and get a sense of how the industry will evolve in the future.
Marketo - The definitive guide to digital advertisingDuy, Vo Hoang
Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
The challenge of meeting the modern buyer's expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
In this comprehensive, 110+ page guide, we cover topics from the evolution of digital advertising, to how to structure your digital marketing team, to testing and optimization. Loaded with checklists, charts, and thought leadership from digital advertising experts, The Definitive Guide to Digital Advertising will teach you how to create strategic and dynamic digital advertising.
Red Ant: Digital Strategy Whitepaper 2011Brian Crotty
In 2009, the IAB (Internet Advertising Bureau) predicted that internet advertising – just one small part of a digital strategy - would
overtake TV advertising by the end of the year. This was inaccurate – according to the IAB’s own figures, internet ad spend
outstripped TV ad spend a good three months before the end of 2009. The UK is now the world’s first major economy to spend
more on online advertising than on TV – currently, the internet takes 23% of all advertising spend, compared with 21.9% for TV.
And, according to analysis by business consultants Price Waterhouse Coopers, over the last 12 months most digital media
categories grew by more than originally forecast, despite a challenging economic climate which frequently had a devastating
effect on other, more traditional marketing activities. Digital is clearly still the fastest growing area of marketing, customer
retention and engagement. Inevitably, digital channels and engagement through digital channels are now not only an expected
part of audience experience when connecting with a brand - they are often at the core of an audience member’s engagement
with a brand. Audience expectation has increased to such a level when considering brand engagement that:
• it is no longer acceptable for a brand to wait for the audience to visit
• brands must actively communicate to prosper
• positive engagement snowballs, arrogance creates stagnancy
It’s no secret that marketers go to bed every night, dreaming of endless warm leads to pass to sales. We’re all email geeks at heart, but how can you turn those dreams into a reality? CommuniGator are at it again, join us for this webinar to learn our own tried and tested tricks for increasing your sales-ready leads (how nice are we)!
Discover our New Belgian Edition (v2) of our Guide to Convergent Out-of-Home.
Enjoy and don't hesitate to share it!
For further information, don't hesitate to contact valerie.decoster@posterscope.com
Marketing is changing, businesses are shifting how they think about building a customer base while community programs are already taking over. How can you leverage what you're doing in community to achieve marketing and greater business objectives?
Insights and marketing automation with sitecore 8The Reference
This presentation, presented by Thomas Danniau on the Sitecore Inspiration Day of The Reference, includes all insights about marketing automation in Sitecore 8.0.
How to plug the leaks and build a stronger pipeline.
“Over 80% of B2B organizations struggle with a lack of synergy between the sales and marketing functions. This misalignment leads to lost revenue opportunities and leaks in the pipeline.” – Aberdeen Group
Without processes to qualify, nurture and retain leads, it’s easy for revenue to slip through the pipeline. What’s more, it can cost the company hundreds of thousands of dollars in sales and marketing costs.
For successful B2B companies, effective Lead management is a key differentiator.
This presentation covers:
• How to define the customer profile
• Mapping content to the buying cycle
• Identifying the gaps in the sales process
• How to create effective nurture programs
• And more!
Data Driven Stratégie Relationnelle & DigitalSoft Computing
« Mettre en œuvre des enquêtes à chaud selon les parcours clients »
Comment générer des enquêtes sur les points-clés des Parcours et les analyser en fonction de ces parcours ? Pour quels bénéfices opérationnels et relationnels ?
Dans le cadre d’une relation client omni-canal, l’amélioration des parcours clients est un enjeu majeur. La digitalisation des interactions offre des opportunités nouvelles pour dialoguer avec son client au bon moment, connaître sa satisfaction et les raisons de transformation ou pas de sa visite, et ainsi améliorer les interfaces qui lui sont proposées.
Ces évolutions impliquent une profonde mutation pour le métier des enquêtes :
- La frontière entre Enquête et Outil relationnel s’estompe ;
- Les baromètres de satisfaction « à froid » coexistent avec un écosystème d’enquêtes « à chaud » plus interactives, centré sur l’événement et le ressenti immédiat ;
- Les questionnaires sont déclenchés en temps réel en fonction du parcours client ;
- Les KPI de l’expérience client sont analysés au regard du parcours suivi.
Spécialiste de la satisfaction clients et du marketing digital, Soft Computing met en œuvre des dispositifs d’enquêtes à chaud pour analyser les expériences client sur les canaux physiques ou digitaux. Soft Computing s’appuie sur un ensemble d’expertises technologiques pour mesurer l’Expérience Client au plus près en fonction des différentes situations et propose notamment un module d’interception pour solliciter les visiteurs d’un site web en fonction de leur parcours.
Devenir une banque relationnelle de référenceYVON MOYSAN
Présentation des meilleures pratiques en terme de relation client / customer centricity aux Etats Unis et en France. Cas concrets de USAA élue à plusieurs reprises numéro un de la relation client aux US et de ING Direct France également reconnu pour la qualité de la relation client. Etude des principaux leviers. La vision de csaconsulting
Leading Digital Transformation: Putting People FirstCharlene Li
Slides for speech at HR Tech Expo by NCHRA on August 25, 2017. Based on research by Prophet "HR as a Force for Digital Change" available at https://goo.gl/qu7rN3.
Description: Transformations are never easy, and the digital transformation is doubly so because of the technology angle. HR leaders must work the fine line between pushing executives and teams to be agile and change faster, while still enabling the organization to deliver on near-term objectives.
We'll examine the challenges and opportunities that digital creates, and the crucial role that HR leaders play in bringing about the transformation needed to help your organization thrive in the digital era.
Sold on marketing automation, but having trouble getting the C-suite on board? Sometimes all you need is a well-planned strategy — and this presentation template can help you show upper management that you've thought ahead. Check out our blog post to download the editable template: prd.to/1kVo1pF
Sales and Marketing 3.0: The High Velocity ModelGGV Capital
This deck looks at the evolution of the next model in enterprise sales and marketing: the high velocity organization. See how high velocity teams use technology, data and automation to align sales and marketing and drive faster leads and conversions.
Benoît Douxami, Directeur Marketing Développement et Communication de la Mutuelle Générale nous présente l'assurance digitale telle qu'elle est pratiquée dans son organisme d'assurance santé et prévoyance.
Download the free editable version here: http://bit.ly/1E5QRdQ
It's never too late to start planning your marketing strategy. Our 2015 marketing strategy & planning template walks you through the planning process and get executive approval from your boss. This guide is:
- Easy to use: We did all the hard work – just fill in the blanks.
- Direct: Includes a powerpoint that gets right to the point without the fluff.
- Tested over time: Helps organize the most complicated strategies.
- ROI-driven: Includes marketing budget recommendations.
cooala - turn your website into a social hubMike Schwede
our customers prefer to scroll, consume and interact
on their smartphones. That's why social media works better than websites.
That´s why we developed cooala: Publish your own snackable content and curate fantastic contributions from fans and influencers. With cooala it's quick and easy. Colourful, interactive and mobile optimised. And you build your owned reach and become independent from social networks.
http://cooa.la/
Die News sind voll mit Chatbots. Als ausgefeilte Mensch-Maschine-Beziehung gilt der Chatbot als nächster Meilenstein im digitalen Zeitalter. Auf einer Technologie mit Künstlicher Intelligenz, die Unterhaltungen mit menschlichen Nutzern simulieren soll, schauen wir gemeinsam hinter die Kulissen und erstellen einen eigenen Q+A Bot on the Fly. Nebst Einsatzgebieten und Anwendungsfällen aus der Praxis werden noch die Trends der Zukunft aufgezeigt.
Posterscope share predictions for the OOH landscape in 2018
OOH is reaching a tipping point where data, technology and the OOH infrastructure are able to integrate and connect to deliver more impactful, efficient and effective campaigns for clients than ever before.
The Chatbot Imperative: Intelligence, Personalization and Utilitarian DesignCognizant
To boost business outcomes and deliver superior experiences, chatbots must quickly deliver responses that speak directly to individual human needs and apply meaningful responses to evolving requirements over time.
Conversation UIs & Chatbots an introductionMarion Mulder
What are conversational User Interfaces (chatbots, voice assistants), how do they relate to AI, AR, and IoT. What can they be used for. Where are they today and where could this potentially go in the (near) future. And how and where do you start.
This presentation was used for a guest lecture to 3rd year students Media, Information and Communication (Creative Business) of the Hogeschool van Amsterdam (HvA) 26 september 2018.
Images used in the presentation have source reference where available
It is important to understand how OOH is still recommended and how technology has intervened in the same. OOH continues to be the most recommended medium as it drives huge traffic. In addition, technology intervention has helped OOH become way more preferred as it not only draws traffic but also major engagement. Technology has led to the development of digital billboards and displays that allow advertisers to showcase dynamic content, change messages in real-time, and even display interactive elements.
FullSIGHTS is a wide view of the digital communications sector. A collection of what has to be taken into consideration and what we must lose.
Here you won't find prophecies, nor gurus or digital fortune-tellers...
Here you will only see what is happening today, wherever you look around.
Leverage your digital channel of your Organization with Chatbots. Read our comprehensive Insight: https://www.optisolbusiness.com/insight/chatbots-channel-of-digital-strategy-for-organizations or You can reach me at 415 233 4737
Ethnobots: Reimagining Chatbots as Ethnographic Research Tools | Rasa Summit ...Rasa Technologies
Presented by inChat Co-Founder & Design Anthropologist, Hector Fried and inChat Co-Founder & Technology Developer Rory Gianni at the 2021 Rasa Summit. Watch the talk recording on our summit site: https://rasa.com/summit/
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
how A.I. is transforming the marketing Mix - Innovation assesment - Gartner Curve - ChatGPT - Open AI
Lecture Deck at Solvay Brussels School of Economics & Management - ULB - Commpass
Hugues Rey a mis l’accent sur les projets et accomplissements de l’UMA ces dernières années, en insistant sur l’importance des partenariats au sein de l’industrie – une valeur que l’UMA incarne, notamment par son partenariat avec l’UBA.
Pub & Clip 9 6 2023 - Hugues Rey - VKRS .pptxHugues Rey
Master Class au VKRS à propos de la convergence des VidéoClip et de la publicité.Meaningful Marketing.
art ou Artisanat. Pouvoir du son.
“Videos need to succinctly express the artist’s unique visual style to appeal to fans and differentiate them from other performers.
I therefore think that music videos can be considered a form of art, especially a form of modern art. Many music videos use elements of post-modernism, like pastiche, bricolage and homage…
"You cannot buy engagement. You have to build engagement." — Tara-Nicholle Nelson
Imported from Detroit was the Grand Effie winner because they sold the product, the category and the city
DUBAI TOURISM
INCREASE AWARENESS & CONSIDERATION
AS GLOBAL DESTINATION
THROUGH CONTENT MARKETING
Meaningful Media Experience and communities - HR - 28 2 2023.pdfHugues Rey
introduction speech by Hugues Rey - 15th year celebration Mediaspecs - seminaire: Marketing and Communities
- Meaningful Media Experience / contextual targeting
The Virtuous Struggle for Sustainabilty Leads to Meaningful (and Profitable) ...Hugues Rey
The search for meaning in communication and marketing is a virtuous circle that benefits all parties: the consumer, the company and its employees, the shareholders, and society in general. More than ever, the search for purpose goes beyond sustainability and encompasses a more holistic model of collective well-being. Discover this new reality through concrete and local examples.
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...Hugues Rey
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels School of Economics and Management - Executive Master in Digital Marketing and Communication - final lecture of Communication Module - 2021
meaningful brands meaningful companies - 9122020 - Hugues Rey - SBS - ULB Hugues Rey
Meaningful brands meaningful companies - By Hugues Rey - Examples: Danone P&G Chrysler Lacoste BNPPF - data sources: Havas Meaningful Brand - mediabrands
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
2. Hugues Rey
Ø1968 – Ixelles – Married to Geneviève
ØSolvay Business School (1992)
ØCEO Havas Media Group BeLux (2010)
Ø+25 years of experience in communication agencies (WPP, IPG, Havas)
ØActive in digital marketing since 1996
ØFounding Father of Interactive Advertising Bureau (IAB) (1998)
ØCIM: President Strategy (2016 - …), Past-President Internet (2000-2011), TV (2012 -2013)
ØTeach Marketing at Solvay Brussels School: Digital, International Marketing and Integrated
Communication
ØActive Blogger : I’am A Bridge – www.huguesrey.com
Ø@huguesrey
3. Hugues Bersini
Professor in Université Libre de Bruxelles and Co-Director of the IRIDIA laboratory.
Teacher Artificial Intelligence, Object-Oriented technologies (UML, Design Patterns, Java, .Net,
...) and Web Programming (Django/Python) both for academics and for entreprises.
Member of the Belgium Royal Academy of Science
Main research interests are modelling and control of complex systems, neural networks and
fuzzy control, data/graph/text mining, autonomous agents and dynamics of biological networks,
computational chemistry, immune engineering, cognitive sciences, bioinformatics and object-
oriented technology.
21. Mapping
Technologies
Through the
Gartner
Curve
Gartner Hype Cycles are a graphic
representation of "the maturity and
adoption of technologies and
applications, and how they are
potentially relevant to solving real
business problems and exploiting new
opportunities"
38. 38
$$$
Advanced TV
Online Video
Display
Search
Social
Digital OOH
Landing Experiences
Direct Channels
Consumers
Merchants
Drive
Awareness
Retailer
Distribution
CROSS-CHANNEL
MEDIA EFFECTIVENESS
Social Signals
Business data, e.g. orders,
registrations, revenue etc.
Other open & proprietary data:
government incentives,
market forecast, surveys…
Web / Mobile site
Search intent
Real-Time
Buying Teams
Data Management
Platform
Where?
(Media)
Who?
(Audience)
Frequency
Management
Verification
Delivery
Audit
Creative
Segmentation
Modeling
Forecasting
Profiles
Day part
Media
Channel
MEDIA INTELLIGENCE
PLATFORM
DATA RESULTSACTIVATIONAUDIENCE
Offline MediaAudience data
1st party (client data)
2nd party (partner data)
3rd party (observed data,
Experian, Acxiom, IXI…)
Web / Mobile site
SMART ONGOING EXPERIMENTATION & TESTING
DMP
Programmatic
Desks
Multiple Source of Data
IOT
Other Unstructured Data
43. Research from Forrester showed 5% of companies
worldwide said they were using chatbots regularly in
2016, 20% were piloting them, and 32% were planning
to use or test them in 2017.
Research from Gartner has predicted that 85% of
customer service interaction will be done by means of
artificial intelligence by 2020.
44. 28.2 trillion mobile messages are expected to be sent in
2017. This number is about double the amount of
messages sent in 2012.
The open rate for mobile messages is a near perfect
98%, which is exponentially higher than the 22 percent
rate emails employ.
6 of the top apps used globally are messaging apps.
Retention rate of messaging apps is about double the
amount of other types of apps.
49. Bots as Customer Support
The deep learning AI chatbots possess allow them to access
layers of data from neural networks, including customer
information that has been built up over time.
Real-time access to a customer’s preferences and purchase
history gives customer support chatbots a significant edge over
their human counterparts.
A great example of this can be found in the hospitality industry
with the Hyatt chatbot. As a branded Facebook Messenger bot,
Hyatt customers can get up to date information in seconds.
61. OBJECTIF
61
INSCRIPTION RASSURER
Convaincre la cible de
s’inscrire à l’ULB
Faire sauter les barrières
(craintes, questions, problèmes)
retenant la cible potentielle de
s’inscrire
Eleves francophones inscrits en
rhétorique en 2016-2017 dans un
établissement belge, ayant obtenu leur
CESS et désirant poursuivre leur
formation dans un établissement
d’enseignement supérieur.
LA CIBLE
On a décidé de se concentrer sur les étudiants, et non les
parents avec adolescents car ces derniers sont, d’une part,
plus difficiles à cibler et identifier, et, d’autre part,
stratégiquement pour le budget donné, les performances
seront meilleures sur les jeunes sur les réseaux choisis.
62. UNE STRATÉGIE, 3 AXES
62
CONVAINCRE
DE REJOINDRE L’ULB
INFORMER
SUR L’UNIVERSITE
S’INSCRIRE
SUR LE SITE DE L’ULB
Faire sauter les barrières et
informer les étudiants sur la
vie universitaire
Convaincre les étudiants de
s’inscrire à l’ULB, l’université pour
leur futur.
Aider et inciter les étudiants à s’inscrire à l’ULB
avec une communication adaptée
103. You can’t always get what you want (with
text search)
à 74% of consumers say text-based keyword searches
are inefficient for helping them find the right products online
à 67% of consumers say quality of product images is very
important in selecting and purchasing products
à 90% of information transmitted to the brain is visual
à Visual information is processed 60,000x faster than text
147. Served grill video and purchased grill.
Served geotargeted patio
message Northern Market.
Served geotargeted patio
message Southern Market.
Served STRONG
promotional message
Went to site
but did not purchase.
Served STRONG
promotional message
Ongoing personalized
messaging
CUSTOMER JOURNEY ANALYTICS DRIVE CONTENT CREATION
155. Exemple - Leveraging social insights to
detect appropriate TV contexts
Discover unique insights about your consumers’
behavior through the power of social profiling.
Collecting Customizing Matching Profiling
Basic-Fit clients data
base 18-45 y.o
Create a custom
audience based on
client email adresses
Match Basic-Fit
Custom audience with
Soprism total audience
18-45 y.o
Identify interests in affinity
with the audience
Examples
- The Voice: 125 aff
- Cyril Hanouna: 135 aff
- Ozark Henri: 116 aff
- Pukkelpop: 144 aff
- Viceland: 122 aff
- …
165. Cosabella + Emarsys – Factor of succes
The right structure
Marketing team and merged with the e-commerce team & IT / digital director took over marketing
From a design-led marketing to a technology-led marketing.
◦ determine how to crunch data, develop customer profiles, connect with audience in a rapidly changing marketplace..
◦ How do we bring that function in-house without hiring 200 people ? à A.I.
The right implementation strategy
Knowing that non-technology people would be primarily responsible for using the platform day to day, it was
important for Emarsys to gear the deployment to the team’s needs and knowledge levels. Ease of use and
approaching the implementation using laymen’s terms were early priorities.
Moving the needle to confidence
The list of potential uses for AI in retail is almost limitless, and the technology is still maturing. Forget the human-
driven guesses that have sculpted past marketing efforts; today’s AI is all about knowing.
177. 74%
PEOPLE WOULD NOT
CARE IF
DISAPPEARED
OF BRANDS
66%
27%
LESS THAN
NOTABLY
IMPROVE OUR
QUALITY OF LIFE
OF BRANDS
26%
178. Should companies and brands
play a role in improving our
quality of life and wellbeing?
Growing
expectations
61% 70%
69% 75%
Are companies and brands
working hard at improving our
quality of life and wellbeing?
Weak
performance
39%
30%
40%
30%
… but few brands are delivering yet
Increasing number of people want
brands to be meaningful…
2015 2017
179. is not meaningful
to consumers
60% of the content
provided by brands
And more than half of content fails to deliver