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User research: laying the groundwork for killer insights

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It’s true, we talk (a lot) about user experience, and we are always looking for ways to create a good one (obviously). If you read my colleague Pierre-Olivier’s article, you also know that “the Google algorithm is getting better and better at figuring out whether or not your users are satisfied.” And to do that, you have to get to know your users, talk to them, get into their heads…

And to do that, you have to roll up your sleeves, and start doing research!

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Are you speaking the same language as your customers?

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Bilingualism is gaining ground in Canada: according to 2016 census data, 18% of Canadians speak both official languages (English and French). Nonetheless, more than eight out of ten individuals only speak one of these two languages. Based on that, it’s important to make sure that you’re able to speak to your customers in the right language so they can understand you.

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5 ways to use lead ads to maximize your leads!

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Are you looking to get more leads? Think you’ve tried everything? Have you ever tested Facebook lead ads?

Though lead ads were launched at the end of 2015, we’re only just starting to see the full potential of this tactic. In addition to generating leads, this tactic allows you to build an audience of highly qualified users.

So, how do lead ads work? At first glance, they seem like every other Facebook ad. But it’s once you click on the ad that things get interesting!

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Digital Summit Portland: Putting the customer first in your digital strategy

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This summer, I had the opportunity to attend the Digital Summit in Portland to learn more about the latest trends in digital marketing. This two-day conference covered multiple topics including digital strategy optimization in general, digital content differentiation and personalization, and even the use of mobile and data to grow brand awareness. It was the perfect opportunity to take a step back from the work we do every day as marketers and gain new perspective. Here’s an overview of the key takeaways from my time in the City of Roses.

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Obsessing over the bottom line is killing your brand

   

This is the reality we live in: the dollars once attributed to traditional marketing are increasingly going towards digital marketing. The shift towards digital gives us nice things in terms of measuring performance, and tells us more about the ROI of our actions than ever before. But do these actions have a real impact? Are we really generating more revenue?

No one is arguing against better insight, but there are risks when you take it to the extreme. The best way to kill your brand is to evaluate whether every dollar invested has a direct impact on the financial returns of your company.

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Boost your marketing automation efforts with data

   

As marketing automation grows in popularity and accessibility, we are seeing more and more Quebec companies embracing these types of tools. Part of the learning curve for an automation platform is the ability to apply good data management, to ensure that data is used in an optimal way. This is how companies succeed in maximizing the value they create through marketing automation.

Today, I’ll be discussing a few topics related to marketing automation and data. In the era of Big Data and other similar buzzwords, a too-often underestimated concept is the importance of having relevant data that you can take action on, rather than just a large quantity of data. Keeping in mind that in the context of marketing automation quality trumps quantity, it’s critical to capture and centralize the right data so you can use it to create the right triggers.

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The surest way to choose a marketing automation platform

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When the time comes to choose a marketing automation platform, the puzzle begins. Should you put blind faith in the companies that make the most noise, like Hubspot or Marketo? Should you put your money on the players with the longest histories, like Eloqua or Pardot? Or should you go the other way, and check out promising challengers like ActiveCampaign and Autopilot?

Well, it depends. Not the answer you were expecting? Just wait, and let me explain…

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20 marketing automation actions you could set up tomorrow

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We’ve talked to you about marketing automation several times on this blog, but we’ve never shown you what it actually looks like in practice. We’re making up for that today, by showing you a number of automations we’ve put in place over the past few months. Take inspiration from these workflows to automate your own marketing, increase your level of efficiency and grow your revenue faster.

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Can artificial intelligence replace specialists?

   

The Secret Weapons Series comes to an end with this last article. At this point, you must be wondering; Why did we show you these tools?

Simple:

Transparency = Knowledge transfer

Knowledge transfer = Market growth

Anyone can have a million dollar idea, but only a few can make it a reality. This is why we went above and beyond the conceptual framework in order to spark an open conversation about this in the market.

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Measuring reputation: What methods and procedures are best?

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In today’s digital world, just about every action leaves a trace. This fact has radically changed the basic dilemma of marketing analysis: in the past, we had small amounts of imprecise data, while today the deluge of structured information accessible through the most well-known analytics tools has changed the playing field. The mantra is no longer that we’re working with a dearth of data, but rather that we require a level of organization that enables us to understand the data and put it in context.

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What makes a “good client”?

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Two years ago, I was looking to grow my skill set and work on a wider range of projects, which led to transitioning to an Account Manager role within Adviso, a change from working autonomously on highly defined strategic planning projects. An Account Manager’s main duty is to represent their clients internally to ensure that project outputs and outcomes are aligned with client expectations, strategic vision, business objectives and organizational context. This implies guiding and equipping internal teams of multidisciplinary specialists with the information they need to achieve this mission. Basically, I straddle the line between client and agency, and this new reality brought an important change of perspective for me.

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Why Adviso doesn’t consider link building to be a stand-alone strategy

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Today, sustainable SEO cannot be built on unnatural links. To increase the organic visibility of your website and maintain it over the long term, you’re much better to opt for relevant, targeted, popularity-based acquisition strategies. That’s why at Adviso, we prefer to think in terms of an overall content strategy rather than in terms of a link building strategy.

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How to bid with maximum efficacity : the Go Play In Traffic method

   

Based on internal reporting at Adviso, 54.3% of our clients in the process of being onboarded do not have any bidding rules set. Consider the fact that this number even excludes the “maximize for clicks” bidding strategy, and this becomes alarming, albeit not entirely surprising.

Throughout conferences, presentations, and workshops, we have had to explain the necessity of understanding bidding to Account Managers. Usually, we could refer to their strategy as being the wild ass guess bidding strategy.

An ad auction will always have a guessing component : it’s intrinsic to the act of bidding. But, it is possible to add a bit of science to the process, thus developing a scientific wild ass guess.

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How to prevent your ads from appearing on hate sites

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Over the past few years we have seen tremendous growth of the number of extremist groups in the world. According to Southern Poverty Law Center, an organization which studies and lists the extremist groups in the United States, there are more than 1,600 groups active in 2017, and this number is on the rise. These groups, which have no compunction about promoting their ideologies through their websites and on social media, use these platforms to spread their messages while simultaneously generating revenue through banner ads on their sites.

This phenomenon has caused headaches for many advertisers who have involuntarily displayed ads on these sites. Here is an explanation of this phenomenon as well as strategies for keeping your ads off these sites. READ MORE

 

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