This document discusses the importance of physical experiences and objects in a increasingly digital world. It provides examples of how consumers still value tangible, real-world interactions and possessions. Some key reasons cited include the need for reassurance, the perception that physical things have more value and authenticity, and that the digital world lacks human warmth and connection. The document also explores examples of trends bringing the physical and digital together, such as connected toys, printing digital photos, and tech companies opening physical stores.
How have they changed us socially? (Smart Phones)Cristine Reyes
Cell phones are an indispensable part of the daily human life. The invention of mobile phones changed the way human beings socialize, the way they transact businesses and communicate in general. Along with other technologies such as social media, mobile phones have totally revolutionized human life. Human experiences have changed entirely particularly from a social perspective as discussed in this paper.
How have they changed us socially? (Smart Phones)Cristine Reyes
Cell phones are an indispensable part of the daily human life. The invention of mobile phones changed the way human beings socialize, the way they transact businesses and communicate in general. Along with other technologies such as social media, mobile phones have totally revolutionized human life. Human experiences have changed entirely particularly from a social perspective as discussed in this paper.
Jump into a timeline of how our most commonly used technology has progressed from the 1980s through to today. From the Sony Walkman to the Apple iPod, technology has come a long way.
If your computer does not start, begin by checking the power cord to confirm that it is plugged securely into the back of the computer case and the power outlet.
Nous abordons le marché du Food à travers 4 MACRO-TENDANCES, pour étudier leurs manifestations et leurs implications :
- La 1re concerne les évolutions de la vision globale du marché.
- La 2e explique les nouveaux imaginaires & états d’esprit du consommateur vis-à-vis du marché.
- La 3e détaille la tendance majeure des évolutions & innovations produits.
- La 4e présente le plus gros challenge à venir pour les acteurs traditionnels du marché.
TODAY, SIMPLICITY IS MORE THAN JUST A TREND,
IT IS A NECESSITY !
As we redefine our priorities and seek to enjoy life to the maximum, simplicity removes daily stress and counterbalances the complexity of our modern lifestyles.
Jump into a timeline of how our most commonly used technology has progressed from the 1980s through to today. From the Sony Walkman to the Apple iPod, technology has come a long way.
If your computer does not start, begin by checking the power cord to confirm that it is plugged securely into the back of the computer case and the power outlet.
Nous abordons le marché du Food à travers 4 MACRO-TENDANCES, pour étudier leurs manifestations et leurs implications :
- La 1re concerne les évolutions de la vision globale du marché.
- La 2e explique les nouveaux imaginaires & états d’esprit du consommateur vis-à-vis du marché.
- La 3e détaille la tendance majeure des évolutions & innovations produits.
- La 4e présente le plus gros challenge à venir pour les acteurs traditionnels du marché.
TODAY, SIMPLICITY IS MORE THAN JUST A TREND,
IT IS A NECESSITY !
As we redefine our priorities and seek to enjoy life to the maximum, simplicity removes daily stress and counterbalances the complexity of our modern lifestyles.
As our lives are more and more digital, more and more personal data travels. Consumers are becoming aware & worry, especially in a context of scandals around privacy on internet. Brands have to change their approach to big data to establish a real trusting relationship with their consumers.
DANS UNE SOCIÉTÉ QUI ÉVOLUE TRÈS VITE, NOUS AVONS PERDU NOS REPÈRES.
Depuis quelques décennies, les changements dans notre quotidien se sont accélérés, sans que nous ayons vraiment le temps de nous poser les bonnes questions.
A LA RECHERCHE DE PLUS DE CONFORT, DE SIMPLICITÉ, DE PRATICITÉ, NOUS AVONS LAISSÉ LES CHOSES ÊTRE RÉARRANGÉES, MODIFIÉES, STANDARDISÉES, INTERMÉDIÉES, FAUSSÉES.
Nous avons l’impression d’avoir été trompés, mais aussi d’avoir été complices de cette tromperie, à travers nos choix. Tout et son contraire est dit. Tout est source de doutes. Nous nous sommes perdus, en choisissant la facilité. Mais, lassés de nous sentir impuissants, nous décidons d’agir.
NOUS RETOURNONS ALORS À LA RECHERCHE DU VÉRITABLE, DU VRAI.
Nous nous reconnectons aux choses que nous sommes capables de comprendre simplement. Relations, alimentation, travail, mode de vie, habitudes, etc. : nous voulons le voir pour le croire, le vivre pour le juger. Nous reprenons goût à l’effort, s’il signifie plus de qualité, plus de sens. Nous recréons alors, par nous-mêmes et pour nous-mêmes, de nouveaux piliers, pour nous recentrer sur les choses auxquelles nous accordons une vraie valeur.
As our purchasing power decreases, we still want to benefit from everything the consumer society has to offer. In order not to be frustrated and not to refrain ourselves, we found a solution: rethinking our consumption. We try to optimize our expenses, even when it means sharing our own goods with others and owning less, to keep on consuming as we wish to. Soone THE RIGHT TO USE WILL PREVAIL OVER THE PROPERTY RIGHT.
Notre rapport à la propriété est en train d'évoluer. Pousser par le web, l'open source, le développement de l'économie du partage, le droit à l'usage est en train de prendre le pas sur le droit à la propriété.
Pourquoi croire en ce phénomène ? Comment se manifeste-t-il chez les consommateurs ? Quels sont les impacts sur leur relation avec les marques ? C'est à ces 3 questions que nous tentons de répondre au travers ce document.
Hommes et femmes évoluent de plus en plus au-delà des schémas normés. Nous changeons, parfois un peu perdus, parfois un peu hésitants. Nous mixons et nous composons entre tradition et modernité.
Nous avons tous aujourd'hui de nouvelles envies, de nouvelles aspirations, qui ne collent pas toujours aux rôles établis. Alors que nous revendiquons nos particularités, nous nous redéfinissons. Cela a alors un impact sur nos vies, nos relations, notre consommation et notre rapport aux marques.
Quelles sont aujourd'hui les manifestations évidentes de ces changements? Quelles opportunités se présentent pour les marques? Ce sont les questions auxquelles ce cahier tente de répondre.
Les engagés aujourd'hui : comprendre les nouvelles normes de l'engagement con...CHEMISTRY AGENCY
Avant l'engagement était organisé.
Il était le fruit de notre contexte social, cadré par de multiples structures institutionnelles. Il était rationnel, réfléchi et s’intégrait dans un « nous », un groupe partageant un intérêt commun, une idéologie globale, qui marquait notre identité sur la durée.
Aujourd'hui, nous avons tendance à dire que les gens ne s'engagent plus. ILS NE S'ENGAGENT SIMPLEMENT PLUS COMME AVANT.
Aujourd'hui, l'engagement est plus intense mais aussi plus diffus.
Nos engagements sont multiples. Choisis à la carte, changeants, résiliables, ils sont aussi personnels, spontanés et différents à chaque fois. L’action précède la réflexion et s’intègre à notre identité, qui se construit petit à petit, jamais figée.
L’ENGAGEMENT DES CONSOS DEVIENT UN VÉRITABLE PARADOXE
Plus passionnels une fois qu’ils ont sauté le pas, les consommateurs sont également plus difficiles à capter en amont. A l’écoute de ce qui les touchent profondément mais aussi de leurs intérêts, ils attendent souvent un retour.
LES MARQUES DOIVENT LIBERER LA RELATION.
Elles doivent la libérer des zones d’ombres, des contraintes, des doutes, des barrières. Elles doivent rassurer, simplifier leurs expériences, s’ancrer dans ce qui touchent leurs consos et donner de véritables raisons d’y croire et de rester, sans jamais les enfermer, pour un engagement spontané, sincère et donc, plus durable.
Aujourd'hui, la simplicité est plus qu'une tendance, c'est une nécessité! À mesure que nous redéfinissons nos priorités et cherchons à ne profiter que du meilleur, elle s’impose pour éliminer les contraintes quotidiennes et compenser la complexification de nos modes de vies modernes.
LE JEU EST ANCRÉ EN NOUS.
Partie intégrante de l’histoire de nos sociétés, il est depuis longtemps pratiqué par les petits et les grands. Qu’il n’ait d’autre but que celui de s’amuser, ou qu’il soit sujet à compétition ou à apprentissage, le jeu est structurant et nous aimons ça.
ET, DEPUIS UNE 20AINE D’ANNÉES,
LE JEU N’EST PLUS UNIQUEMENT RÉSERVÉ AUX ENFANTS.
L’avènement des jeux de société et des jeux vidéos a marqué une nouvelle époque dans notre rapport au jeu. Avant cantonnés à l’univers de l’enfance et de l’adolescence, les jeux se sont développés, aussi bien en termes de thèmes, de formes et de plateformes. Ils ont alors conquis de nouveaux publics.
L’ESPRIT DU JEU N’EST PLUS CANTONNÉ À UNE CIBLE NICHE:
TOUT LE MONDE EST JOUEUR À SA FAÇON !
Le jeu, ET A FORTIORI LES JEUX VIDÉOS, aujourd’hui emblème de notre société ludique, ont impacté nos schémas de pensée, nos méthodes de fonctionnement, nos façons de nous engager.
Il faut les comprendre, pour s’y adapter et répondre aux attentes de ces nouveaux profils consommateur, POUR QUI TOUT DOIT ÊTRE JEU.
Notre espérance de vie augmente. Nous voulons passer ces années gagnées en bonne santé, actifs et dynamiques. La beauté saine, notre nouveau leitmotiv.
Nous abordons le marché du Personal Care à travers 4 macro-tendances, pour étudier leurs manifestations et leurs implications :
• les évolutions de la vision globale du marché
• les nouveaux imaginaires et états d’esprit du consommateur vis-à-vis du marché
• la tendance majeure des évolutions et innovations produits
• le plus gros challenge à venir pour les acteurs traditionnels du marché
La maîtrise de la vie privée à l'heure du digitalCHEMISTRY AGENCY
Plus nos vies se digitalisent, plus nos données personnelles circulent. Les consos en prennent peu à peu conscience et leurs inquiétudes montent, face à la multiplication des scandales autour de la vie privée sur internet. Les marques doivent alors changer d'approche face à la "big data" pour (r)établir une véritable relation de confiance.
L'heure n'est plus à la consommation effrénée. Nous prenons conscience que nos choix influencent les marques et la société dans laquelle nous vivons. La qualité, l’éthique, le respect et la collaboration sont nos nouvelles préoccupations.
Nous sommes partagés entre la volonté de changer et notre envie de consommer. Nous prenons conscience que nos choix influencent les marques et la société dans laquelle nous vivons. La qualité, l’éthique, le respect et la collaboration sont nos nouvelles préoccupations.
De l'importance du "physique" dans un monde digitalCHEMISTRY AGENCY
A mesure que notre quotidien se digitalise, nous nous rendons compte que l'importance des choses des choses physiques, tangibles. Le physique à travers son rapport au corps, aux sens et à l’humain est plus vivant. Ce qui est réel reste incontournable car chargé en émotions. Comment cela affecte alors la relation marque/conso
Les nouvelles pratiques pour une communication cohérente à l’ère du digitalThe Message Company
Comment informer clairement collaborateurs, médias et clients avec une plateforme digitale ?
Wiztopic et The Message Company vous présenteront les nouvelles pratiques pour une communication cohérente à l'ère du digital !
En attendant la 4ème édition de Food is Social qui se déroulera en novembre prochain, nous partageons ici une sélection des grandes tendances food 2016/2017.
Les innovations s’enchaînent, la tech progresse et les préoccupations des consommateurs évoluent chaque jour. Le digital y joue un rôle central que ce soit d’un point de vue
technologique ou idéologique.
Il continuera nous le verrons à bouleverser et transformer nos
usages, notre façon de shopper et de nous informer.
Cinco de Mayo – or the fifth of May – observes the Mexican army’s 1862 victory over France at the Battle of Puebla during the Franco-Mexican War. While a relatively minor holiday in Mexico, in the United States Cinco de Mayo has evolved into a celebration of all things Mexico.
Y&R’s BrandAsset Valuator® – our proprietary brand management tool and global database of consumer perception of brands – looked at its latest data figures on brand Mexico to get a glimpse of what the country represents to the consumers who are passionate about it.
In our ninth annual report, we see how consumers are both welcoming and resisting technology's growing omnipresence in our lives. For many, technology serves as a gateway to opportunity and an enabler of hyper-efficient lifestyles, but those who are most immersed are starting to question its effect on their lives and their privacy. One result is that more people are trying to find a balance and lead more mindful, in-the-moment lives.
Our forecast also puts a spotlight on the growth of immersive experiences; the accelerating shift to a visual vocabulary; the new appeal of imperfection; and the rise of telepathic technology, which will enable brands to better understand minds and moods and react in a very personalized way.
The full report-in which we cover each trend in detail, highlighting what's driving the shift, how it's manifesting and what it means for brands-is available at www.jwtintelligence.com
Since 2014 is still fresh, we’d like to present our report on some of the most relevant cultural and marketing trends for the year ahead. We hope this report will provide you with rich context to better understand our industry, our audiences and where the world is heading.
http://zambezi-la.com/culture/2014-bites-special-edition-trend-forecast/
Enjoy & feel free to share with your peers.
Conventional marketing often ignores the wider context of culture. Not at Zambezi. We practice cultural planning - gathering cultural knowledge and insights in order to build brand equity by creating cultural currency.
Through our network and panel of Trend Hunters we’ve identified three consumer trends that are gaining momentum in 2011: planned spontaneity, making the mundane fun & the new community.
Our slide presentation outlines these trends, showing how brands are already responding and providing tips on how to get involved in order to build a stronger relationship with your target audience.
The power of immersive experiences part 2Andy Marshall
In this Psychology of Brand talk we explore the psychology of immersive experiences and introduce a framework for designing immersive AR and VR experiences.
Are you sick of meaningless advertising / social media / marketing trends that make no sense to you or your business? So are we. That's why we've created our Anti Trend Report, to cut through the BS and help you focus on what counts – using digital and social to actually grow your brand.
How can publishers do more for their customers? This summary from the 2015 Future book Forum captures the key learnings and activities from the event looking to answer that question. Four opportunities for publishers and printers emerged to help turning declining industry into a booming one.
The first presentation I wrote on the subject.
We seek to create not just work that earns pay, but meaning in what we do. Somewhere down the line, we realize that this is what advertising and brands should be about, too. Creating meaning, enabling people do things in life, making people aspire to the highest goals and showing them how to achieve it.
Similar to The importance of physical realm in a digital world (20)
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
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Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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
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First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
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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.
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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
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
Digital Marketing Training In BangaloreHoney385968
https://nidmindia.com/
Landing page optimization is the strategic process of methodically enhancing the various elements and components of a web page with the primary goal of increasing its effectiveness at converting visitors into leads or customers.
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The Forgotten Secret Weapon of Digital Marketing: Email
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Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
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.
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Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
2. While we spend more time in the digital
world, it is the time spent away from our
screen that we always appreciate more -
time spent with real people and real things.
*Access the study: http://bit.ly/NwFftq
Frank Rose, JWT « Embracing Analog : why physical is hot »*
3. IN A WORLD, MORE DIGITAL THAN
EVER, EVERYTHING IS DEMATERIALISED
From currencies to cultural products, up to invoices,
everything is digitalized. As our data is stored in the
Cloud, we realize how less control we have over what
belongs to us.
4. HOWEVER, WE REMAIN
CLOSER TO PHYSICAL THINGS
The digital world is functional by essence. The
physical one, affecting our senses, our bodies and our
humanity, is more alive. Far from mere fetishism,
what is real remains key in people’s experiences, due
to emotions attached to it.
6. What we can see, feel, touch and test is reassuring. All
that is material, palpable and real gives us the impression of
having more influence and control on what surrounds us. What
we experience seems more authentic.
“
Reason no.1
A FORM OF
REASSURANCE
7. For favouring in-store purchase, 61% of French
quote the fact of seeing the real product and
50% talk about being able to touch and feel it
Study "Web-to-store" Livre Blanc Mappy / BVA / Novedia Group (September
2013)
"In streaming, there is no physical trace of the product which is to be
consumed. The evanescent cloud is against the need for reassurance.
This need is similar to partial source of pleasure that one experiences in
contemplating his library: ‘I read it all, I am not uneducated’ "
Translated from Cyrille Frank – Mediaculture.fr
Read article: http://bit.ly/1llfVFc
2 ILLUSTRATIONS
8. “
Reason no.2
INCREASE IN
VALUE
The digital world allows to access anything without
effort, but with mechanical sharing and buzz, we are all exposed
to the exact same content. In addition, a digital experience is
easier than a physical experience, which requires commitment,
effort and involvement. Thus, the uniqueness of physical
experiences is what brings greater value to it.
9. 2 ILLUSTRATIONS
Over 90% of British youth aged between 16 and 24 reported that
eBooks should be cheaper than their physical equivalent, because a book
has more value (Real object, trophy, physical link)
Voxburner « Buying digital content »
Access to the study: http://bit.ly/1etPERy
Masato Yamamoto – Fujifilm Executive
Read the article: http://on-msn.com/1fqEfNV
« People crave something real, a physical object that is
unique and that you can hold in your hand »
10. Reason no.3
MORE HUMAN
CONNECTION
“
The digital does not allow us to satisfy our almost
compulsive need of human exchange. Sometimes, frustration arises
from the distance it creates between people. We are physical creatures
and need to see people and objects for ourselves. The physical world
brings what the digital one doesn’t: personal attachment, which gives
more meaning to our experiences.
11. 2 ILLUSTRATIONS
84% of respondents say Internet
lacks human warmth
Survey on the physical trade, IPSOS April 2013
IPSOS, about a survey on the physical trade in April 2013
Read the article: http://bit.ly/1mHbO85
"The French fear living in a dehumanized and disembodied world (...) They seek to be
increasingly supported in their purchasing activities, especially when the price is affected
and they "remain very attached to the experiences of real life which can be more intense,
more surprising, more humane"
13. MUSIC AND THE RETURN OF THE LOST MEDIA
Even if the contraction of the music market is undeniable, it may be surprising to notice that the majority of sales are still
physical1. Among them, purchases of revived old physical media bring about a vintage trend. They also allow us to rediscover
a real quality of listening and the pleasure of living a different experience.
VINYLS
If gastronomes can say you eat with your eyes, music fans will tell you
that you also listen with your fingers. The touch of the cover, the very
specific rough disk and the use of the record player give a new value to
the practice which was said to be lost. Vinyl has progressed in recent
years (sales have more than tripled in the US2) and may not stop there.
Good news for record stores!
K7
The "Cassette Store Day », a festival celebrating the return of K7 in
France, took place in Paris in September 2013. Better sound quality,
cheap format, childhood memories: the retro design and ultra-flexible
packaging of this format gently returns to the landscape of the music
industry. We sell 2 millions of these per year in the UK3, a figure which
is constantly increasing.
14. FILM CAMERAS, REVIVED BY DIGITAL TECHNOLOGY
At a time when we post more than 55 million photos per day on Instagram4, we love photographic effects more than ever.
Real enthusiasts return to processes that require technical skills and time for the sake of the art.
POLAROÏD
While the "Impossible Project" sells old equipment listed from the now
shut-down Polaroid company, Fujifilm sells millions of instant cameras
per year (2M between March 2012 and 20136). These devices are still
popular because we like the filter effect, vintage format and ability to
instantly share a memory with our friends.
LOMOGRAPHY TREND
If its pure technical quality may be questionable, lomography, with its
retro vignetting, its saturated colours and very specific devices, is a trend
that heralds the revival of film photography. Its current symbol: the
Lomography company and its filter effect devices (re-popularized
through apps like Instagram), which grew at an average annual growth
rate of 30% between 2007 and 20125.
15. ONE LAST CHANCE FOR PRINT MEDIA?
The written press is in a very bad position at this moment: a 90% decrease in sales7. To reverse the trend, new titles and
formats are emerging.
ON-DEMAND PRINTING
Meganews, a Swedish company, is testing on-demand printing press
kiosks, offering 200 different titles. This device allows one to consider
innovations in the press distribution system for a more environmentally
friendly and less expensive model to print discounted titles several times
a day.
THE « MOOK »
Between the magazine and the book, these magazines create a new
craze around paper publications. These formats take the time to process
the information and deliver innovative stories quarterly. Their media
mix, editorial quality and design are often advantages, in the face of a
dying press and publishing groups rooted in the time and current events.
16. THE PAPER, ALWAYS POPULAR
At a time when many web applications facilitate note taking and communication, posts-its, paper, cards and books are still
selling billions each year. Paper remains popular because we love to write, scribble and maintain written material that we
receive, along with the more intimate and personal documents.
LUXURY AND PREMIUM STATIONERY
If Moleskine, sector emblem with $ 13.7 million in net profits in 2011, continues to
attract a wide clientèle for its papers products, it is due to the premium and luxury
stationery market which is growing. End of 2012, Louis Vuitton launched into the
sector by opening a writing firm, closely following other luxury brands like Hermès,
breathing new life to the mill.
17. LOVE FOR POSTCARDS
For the holidays, for vows or just for fun, postcards are very popular
today and always shall be, with growth of 2.3% in value in 201210. With
more value than email, we can now create them ourselves from our
holiday pictures for an even more personalised effect.
MAIL CRAZE
64% of the French like to receive mail personally11. We love it because
we are directly addressed and these are consumables over a longer
period of time while being non intrusive. Receiving mail says that
people/brands think of us and that we are in a tangible relationship
with another entity.
18. RITUAL OF PACKAGES
With e-commerce, we have begun receiving more parcels. Our shopping, books, gadgets, gifts: everything is exchanged
through impersonal packs, which are primarily functional in nature. But the packaging is as important as the content. The
opening ritual is full of experience, the promise of a future discovery.
THE BOX, A SUCCESS
For the pleasure of testing products every month and the joy of surprise, boxes are
becoming increasingly popular today. Hundreds of variations exist12 . For many e-
shop or lifestyle sites, it is also an effective way to materialize their world, to make
their mark in the real world, just like My Little Box or Fancy Box.
19. LUXURY PACKAGING
For luxury brands, the quality of the packaging should be a reflection of
the quality of their products: impeccable! It is an extension of the brand
and a product in itself. Louis Vuitton, Hermes and even Apple are some
of the many brands that are developing their packaging to offer a global
experience.
« UNPACKING »,
A GEEK PERVERSION?
We all know the excitement of receiving something new and being torn
between the desire to tear the package and the desire to enjoy every step
of the opening. People rely on these universal feelings to create popular
movies (some videos have more than 500,000 views13). People film the
opening of a package and describe what they see and feel.
20. MORE EXPERIENCE, TO THE RESCUE OF PHYSICAL TRADE
The point of sale remains the most influential contact for buyers (with an average influence index of 74. as against 56 for web
and TV14). But today, the development of online retailers provides unparalleled shopping facilities and stores must rethink
beyond sales targets, to offer real experiences to share.
PREMIUM IN-STORE COUNCIL
Nespresso offers its customers an exclusive and real expertise of its products. The store
staff are trained to value the consumer, to accompany them in their purchases and to
know the products like true experts. An advisory service that brings value back to your
visit instore!
21. NEW STORES
Faced with the decay of the physical model and the surge of e-
commerce (11% S1 2013 FOR Darty15), Fnac & Darty have adopted a
unique view of the customer to streamline the process to the maximum.
They both include new sales practices (testing, mobile search, etc.) but
do not forget to develop the complementarity of their touchpoints,
thanks in part to the "Click & Collect". This withdrawal of store product
is fast and reassures the customer about the ease of access and exchange.
MOBILE SHOPPING,
IN-STORE WITHDRAWAL
Brands like Starbucks and McDonald's now offer ordering via mobile on
the way to the store and receiving your order immediately upon arrival.
A practice that reduces congestion in the stores while providing a real
service to people in a hurry: a "win-win" for retailers & consumers.
22. GAMES CROSSING THE BORDERS
At a time when more than 35% of gamers playing on smart phones16 , many games mimic their traditional model on apps
(Monopoly, Playmobil, etc.). But game publishers go further and converge the real and virtual worlds.
CONNECTED FIGURINES
The Skylander video game figurines have features that directly interact with the game.
By connecting the model to the console, the character comes to life in the game and
the game is saved into the figure. Better, with the Swap Force version, you can combine
the top and bottom of two different characters to play a character with unique
attributes and powers. Over 19 million figurines have been sold since the launch in
201117 . Disney Infinity takes on the concept of connected figures, where each
figurine is connected to the user and has its own backups.
23. CONNECTED BOARD GAMES
ePawn and Game Changer are among those systems that provide
dynamic new gaming experiences. They make the most immersive,
audio, visual and instinctive games. Other systems, such as online dice
(Dice) pawns, books or connected cards (Volumiques Editions) can be
used to play multiple games, via any medium.
LEGO LIFE OF GEORGE
"Life of George" is a game that invites us to make LEGO constructions
as fast as possible in order to pass the different levels of the mobile
application. We can play alone or with other players.
24. WHEN OUR SOCIAL CONTENT COME TO LIFE
We produce more and more content online which is quickly forgotten, to add more again and again (over 400M Snapchat a
day18). To give life to the elements that really matter to us, we want to give them a physical existence to develop and to have
in hand when a wave of nostalgia occurs.
PRINT OUR CONTENT
All of our content can become physical. Transforming your brief digital photo
memoirs into a personal and intimate gift is a trend that appeals consumers to consider
a Stitchtagram offers. We can now imagine to print our digital activities through
services like Postagram and My Social Book.
25. SAVE OUR DIGITAL LIVES
The Digital Slide Viewer is a kit consisting of an old projector and
digital vignettes that make it easy to store our photos, transferred from a
Flickr account. An old and technical retro object to preserve what is
dear to us and give more depth and value to our viewings, whether
alone, or with friends or family.
INSTAGRAMMERS GALLERY
Are our Instagram photos an art form? It is now; thanks to this virtual
gallery, spreading over 25,000 pictures of users19 who in early 2014,
opened a physical gallery exhibition, showcasing the most beautiful
creations of the 17 instagrammers who are the most followed in the
world.
26. MEETINGS: IRL, DOES IT MATTER?
The digital allows us to get in touch with people that we could not have come across in real life. But it is not enough to deepen
our relationship. Via social networks, video games, websites and forums: there always comes a time when we want to put a
face to a name. So we meet, to experience real things together.
SINGLES’ PARTIES
The success of the Meetic evening meet is well proven: out of more than 16000
subscribers who participated, 89% say they want to go back20. In a world where
everyone agrees that it is getting increasingly difficult to meet people, it is important to
bring dating in real life. Many networks, like Smeeters, today make it possible to
connect people to share a lunch or an evening.
27. « E-SPORT »
The competition is at its peak when the best players of video games
meet in real life, at events organized in true "arenas". The desire to meet
and confront real people and the excitement aroused by the crowd of
fans favour the return to this original physical universe over the digital
world. These events were followed by masses, with a record of 32M
streamers for the final of League of Legends 201321.
FORUM’S MEETINGS
Many forums give life to their community by offering real encounters, as
Marmiton has done via meetings organized in cities by its members. To
weld the community and put a face to the people with whom we interact
online, these events are particularly important to create a dynamic,
stimulating and durable world.
28. PURE PLAYERS INVESTING IN OUR CITIES
At the time of cross-channel, anchoring of "pure players" and technology giants in the real world is as important as the
digitization of outlets. To be closer to their consumers, they create points of physical contact, single showrooms or real shops,
and disclaim "online" codes in real life.
TOWARDS A PHYSICAL AMAZON ?
Amazon is multiplying initiatives to enter our lives. After the declaration of Jeff Bezos
stating his desire to open stores22 , we saw the emergence of lockers for quick and easy
removal of parcels. But more recently, the former "pure player" was a sensation with
the Kindle distributor set up at the CES 2014 in Las Vegas at the McCarran Airport.
29. "TECH GIANTS" ARE ESTABLISHING
THEMSELVES
In the line of Apple Stores (undeniable commercial success), many "tech
giants" have created their brand spaces to make their world and activity
more tangible. Google Chrome, Samsung, Microsoft, ... Many of them
develop pop-ups and / or "concept stores" to bring their brand in the
hands of consumers and build a stronger contact.
ZAPPOS REIMAGINES THE CITY
Always inspired by its "Powered by Service" promise, Zappos and its
creator Tony Hsieh announced plans to build a city of innovation,
which will be a place for technological emulation. Beyond a simple
materialisation of the brand is the realization of an idea of life proposed
by the leader of the brand that still bears its highest ambition of service.
30. OUR OBJECTS ARE ALWAYS MORE CONNECTED
Our lives are ever more permeable and everyday objects are reinvented thanks to the digital. Today, everything is connected:
from the house to the city, our cars to sunglasses in order to multiply the possibilities. At the end of 2013, almost 1/3 of the
French were already planning to equip a connected watch, a car or a bracelet23.
CONNECTED BRACELETS AND WATCHES
Pebble, Nike FuelBand, Samsung Gear, Sony Smartwatch, etc. : Connected watches
and bracelets are now legion. Over 1 million of these products were sold in 201324.
Even if we are far from having seen everything, the enthusiasm for the sector is already
present - and some objects are already a must for many people.
31. NEW EVERYDAY OBJECTS
Our fork (Hapifork), our toothbrush (Kolibree), and also our pillbox
(Imedimac): all the things that accompany us everyday become digital
and help us to better manage our lives by simplifying them. They are
simply objects which are our companions in real life.
DOMOTIC
Our House is also more and more connected and the solutions multiply
so that it can self-regulate (use of electricity via Nest system) and watch
over provisions via connected Samsung refrigerators. It can save us time
to use a service which is constantly connected with us through our
smartphones.
32. Time has come for an intelligent
combination between digital and
physical presence
Quote from article: http://bit.ly/1jA0ohI
34. If you keep in mind that the digital is for
efficiency and convenience, and that the
physical is for feeling, depth and balance, at
all times [...] you cannot go wrong.
*Access the study: http://bit.ly/NwFftq
Frank Rose, JWT « Embracing Analog : why physical is hot »*
35. PHYSICAL PRESENCE GIVES
A UNIQUE OPPORTUNITY
FOR BRANDS TO FURTHER
DEEPEN THEIR RELATIONSHIP
WITH CONSUMERS
36. #1 REACHING OUT TO THE COMMUNITY
Brands bring their their community to life, through events, objects, creations, etc. They develop a concrete existence and help
to create a stronger sense of belonging among their members.
MARMITON & RECIPE BOOKS
This cooking 'pure player’ has already challenged the
universe by creating its magazine. But thanks to recipe
books, it is its community that Marmiton highlights, by
publishing a book composed entirely of best recipes
proposed by its "marmitonautes".
37. BLIZZARD ENTERTAINMENT & BLIZZCON
The editor of video games gives life to its community of
players by creating a convention, the Blizzcon, organized every
year since 2007 and which brings together active members
and fans in a unifying event.
VIRGIN RADIO LIVE
To unite its community of fans, what Virgin Radio did was to
give bracelets thereby connecting all participants during the live
show at the Zenith of Paris in early 2014. During the concert,
the physical connection of people and the dissemination of
data collected via the bracelets of a souped-up crowd was in a
manner unmatched for an event even for a tenfold human
dimension. Every band vibrated with the others!
38. #2 GIVING LIFE TO YOUR BRAND’S UNIVERSE
Through an object, an action, an event, or even a place, brands can demonstrate real commitment behind their brand
promise.. They take their brand further to distinguish themselves through a constantly immersive experience.
GQ OPEN A BARBER SHOP IN NYC
Resurrecting an ancient practice, today associated with the
beards of the hipsters, GQ offers an experience that enriches
its image. Thanks to this physical offer, the brand (paper/
digital mix) proves that it is in phase with its readership
(without falling into the gimmick).
39. INDOCHINO‘S « TRAVELLING TAILOR »
Indochino, a top e-commerce 'pure player' for men costumes
has exported its premium experience in physical through its
« travelling tailor ». For pre-determined time periods in several
cities in the United States, the brand offers the possibility to
make an appointment with a tailor to have a suit tailored with
unique experience and 100% exclusivity. A beautiful way to
justify its high-quality promise!
URBAN OUTFITTERS’ « FLAGCITY »
Urban Outfitters has launched a project of a branded city, to
allow its consumers to extend their experience into a physical
location to create a real lifestyle experience25. The mini-city
Urban Outfitters welcomes fans for a day or a short stay, to
immerse them in a still stronger brand experience.
40. #3 SUPPORTING ITS CONSUMERS IN EVERYDAY LIFE
Reintroduction of physical components in models that are fully digitized allows brands to be closer to their consumers by
touching them in real life, on day to day basis. By better understanding their daily practices, brands can cheer them through
a small attention and facilitate their life by placing themselves strategically in their life.
WARBY PARKER & FITTING AT HOME
One of the brakes of the online purchase can sometimes be
the urge to try before you buy. This "pure player", which
recently opened a few stores, offers a service to test their
products at home. We can order up to 5 pairs to try at home
for 5 days, before returning all for free.
41. INSIGER DE BEAUFORT’S « SHOE BOX »
For $ 10,000 per year, each client can send all his papers
related to movements of money (bills, leaf tax, fines, etc.) every
month, through a "box". The BNP Group Bank processes and
returns a detailed account to the client in the days following
the reception of the box. It is a monthly link with the Bank,
bringing still more services to its premium customers, so that
their finances are not a major cause for concern.
EVERNOTE INCLUDES PAPER NOTES
The brand has understood that we do not use the digital
technology to replace the physical resources and sometimes
resorting to posts-it notes or paper notes is a good solution.
Thus Evernote made its model compatible with these daily
uses, enabling us to scan our paper notes to duplicate them on
our user account.
42. 3D PRINTING,
THE CULMINATION OF THE PHYSICAL/DIGITAL BALANCE?
3D printing will allow anyone to own any object, as long as they possess
the necessary production plans. For brands, it means the possibility of
proposing a totem product, that everyone can print at home. Better,
assuming free 3D plans, any consumer can adapt and customize the
object. Imagine the infinite potential which is open for the brands to
tighten up the brand/consumer relationship.
43. 1 ZDNet « Chiffres clés : le marché français de la musique sur Internet » http://bit.ly/1bWNi7g
2 Business Insider « Vinyl music is surging » http://goo.gl/uR2BLF
3 Le Nouvel Obs « la cassette audio ‘revient’ mais pas autant que le vinyl » http://bit.ly/1psuLdu
4 Instagram Press http://instagram.com/press/
5 Financial Times « An old-fashioned start up » http://on.ft.com/1frvB7B
6 The Wall Street Journal « Shake It Like A Polaroid: Fujifilm Eyes Instant Gratification » http://on.wsj.com/OCfNE9
7 20 minutes « 2013, année noire pour la presse papier en France » http://goo.gl/3NaviQ
8 Slate « Ils ont inventé Tetris, le karaoké, le post-it, et ils n’ont rien gagné » http://goo.gl/zXVf7k
9 The Economist « The value of writing in style » http://econ.st/1fryLbF
10 Le Figaro « La carte postale résiste tant bien que mal » http://bit.ly/NwS1Z5
11 E-Marketing « Le courrier publicitaire permet de maintenir un lien tangible avec ses clients » http://bit.ly/1fryjde
12 Paulette « Panorama de toutes les box existantes » http://bit.ly/1ekgvPS
13 The Independent « Unboxing: the new geek porn » http://goo.gl/wH8Ntz
14 TNS Sofres « Points de contact et générations: un média ne chasse pas l’autre » http://goo.gl/kfylTs
15 L’expansion/L’express « Darty alourdit sa perte mais stoppe le repli de ses ventes en France » http://goo.gl/5KLUxp
16 The ESA « Essential Facts about the computer and video games industry » http://goo.gl/WMzhh7
17 20 minutes « Skylanders ou Disney Infinity: pourquoi les jouets video sont un succes » http://goo.gl/kCLnB6
18 « 11 amazing Snapchat Statistics » http://goo.gl/jJk4VK
19 Instagrammers Gallery http://www.instagramersgallery.com/en/gallery.html
20 Huffington Post « Du virtuel au réel: comment les sites de rencontres reinventent l’amour à l’ancienne » http://goo.gl/Tpmm8v
21 jeuxvideos.com « League of Legends: un succès eSport » http://goo.gl/lwKD9J
22 CNet « Jeff Bezos: we would love to open Amazon retail stores » http://goo.gl/yN1nis
23 E-marketing « Objets connectés: les français prêts à foncer? » http://goo.gl/Ko2wuH
24 FrAndroid « Le marché des bracelets est cinq fois plus important au second semestre 2013 » http://goo.gl/11KtLb
25 Curbed « Urban Outfitters to pull an Ikea and develop a minicity » http://goo.gl/5s50I4
BIBLIOGRAPHY
44. Document produced by Paola Craveiro & Mathieu Genelle
THANK YOU .o/
CONTACT US
Hélène Meinerad
+33 (0)6 16 72 09 46
helene.meinerad@chemistry-agency.fr
Mathieu Genelle
+33 (0)6 19 76 11 95
mathieu.genelle@chemistry-agency.fr