7 ingredients for a modern approach to digital media


An effective, efficient, scalable digital media strategy that creates real assets for the brand requires several key components.

Your media buying choices aren’t driven by publisher or platform, but rather by target audience. The audience you’re targeting is more important than where an ad is being displayed. Digital makes this truer than ever. Advertisers often still buy exclusively by property or media brand. There is obviously some value to that as it guarantees a certain level of audience quality, but it can’t replace customer data that gives you sure knowledge of a person’s status, interests, or characteristics as they relate to the campaign. READ MORE


How to Define: Objective, Strategy and Tactic? [Infographic]

Image une infographie4
Icons' source:

A year ago I posted an article defining the terms mission, objective, strategy, and tactic. It’s a piece I’ve often referred back to when I want to explain the difference between these terms, but I realized we were missing a condensed version. I wanted something I could print and put up at my desk so I could see the main ideas at a glance.

This realization brought about two results: A detailed table, and an infographic representing the elements in a hierarchy. It’s up to you to decide which version you’ll post at your desk! READ MORE


The essential tools to find powerful content ideas [Video]



You’ve been hearing it for a while, “Content is King”, and your company finally decided to take a leap of fate: you are now writing blogpost, publishing videos on YouTube, etc. Yet the results have not been up to expectations. Like a mere drop in the ocean, every new piece of content seems to pass unnoticed. You find yourself crossing your fingers hoping that next time will be better…

Sounds familiar?



Your Targeted Ads Could Have An Impact On Users’ Self-Perception

Article Jérôme2Source :

An article in the Harvard Business review made an interesting observation following a series of studies: When a user knows that they are being shown a behaviourally targeted ad, they redefine their self-image based on what they see.

“We exposed students to an ad that they believed to be either behaviorally targeted or non-targeted for a high-end watch brand. Then we asked them to rate how sophisticated they perceived themselves to be. The data show that participants evaluated themselves as more sophisticated after receiving an ad that they thought was individually targeted to them, compared to when they thought the same ad was not targeted.” READ MORE


Is Mass Marketing Dead?

Image Une Steph2Source:

For a number of reasons, marketing has changed dramatically. Primetime TV and rush-hour radio spots, full-page ads in high circulation daily papers, premium and impression-based media buys – all these are no longer enough. The marketing universe is complexifying, transforming, reinventing itself. We are juggling an infinite number of products, brands, tools, channels, and mediums. We are having to find ways to adapt to the new realities of inbound marketing or permission marketing. Gone are the days of worrying about spam. Today, the onus is on us to establish direct, sincere, and localized dialogue with consumers. It’s all about the customer.


A “Big Deal” for Google: Launching the Google Analytics 360 Suite with New DMP and Experiments Tools

GA Analytics SuiteSource :

The paradigm for enterprise marketers and analytics professionals is about to change significantly. With an ever increasing number of data signals, the Analytics 360 suite will finally allow us to catch up with the mobile and marketing revolution and turn insights into action faster than ever before. Here are the new business analytics requirements to adapt to in 2016:



Why Millenials Love Snapchat



Note to the reader: If you’re confused by the terms snap, story, or filters, you might want to take a couple of minutes to learn a few definitions here.

A couple of weeks ago I read a BuzzFeed article that made me feel old. Since I’m pretty much the most intensive Snapchat user I know (ask my friends or co-workers, they’ll confirm that my love for the app sometimes borders on obsession), I was unprepared for what I discovered. READ MORE


UX, Sex and Trust

UX sexe2Source :

In the space between the swipe and the orgasm. Between first point of contact and the big conversion. That’s where you have to dig in.

At least that’s what inspired me – really inspired me – at the recent Tout le monde UX event on the theme of eroticism.  Beyond showcasing a few sexy products and services, the night was a powerful, if absurd, illustration of the importance of knowing what you’re getting into and with whom. The same rules apply in sex as in e-commerce: success comes from having an intimate knowledge of the user experience every step of the way. READ MORE