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Is hyper-segmentation ending on Facebook?

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In a world where everything is increasingly segmented and specialized, we experienced this phenomenon with our media campaigns on various platforms.

In an article published in February 2017, I focused on the ups and downs of segmentation and isolation in multiple targeting elements on Facebook campaigns: mobile VS desktop, newsfeed VS right column, days and schedules, etc.

However, a new trend is starting on Facebook: reducing the structure of Facebook campaigns, thus allowing its algorithm to work with the most data possible. In other words: let Facebook do the job for you!

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Will Québec’s digital strategy make local businesses more competitive?

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The Québec government recently published its Digital Strategy, a highly awaited document in a world shaken by digital technology, especially in services to citizens, the economy and culture.

As omni-channel strategy specialists, this Strategy caught our attention right away, since we support the success of local businesses, and are eager to see how this will open new possibilities for them during this major digital transformation, which is forcing them to rethink the way they conduct their operations and is bringing new competitors to the market—often foreign giants. It also allows them to reach clients they couldn’t reach before.

What does this Digital Strategy mean for our local businesses?

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The mystery of Facebook language targeting

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Have you ever noticed a Facebook ad or post appearing in English even though your browser and Facebook interface are in French? If the answer is yes, don’t panic; this is a phenomenon that affects a multitude of users every day. Before commenting “EN FRANÇAIS S’IL VOUS PLAÎT” or contacting l’Office québécois de la langue française, it’s important to understand what might cause content or an ad to appear in English. Essentially, the Facebook algorithm considers a number of factors that influence the language content will be shown to users in. Here are the main elements that impact Facebook language targeting.

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The end of the Newsfeed as we know it

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Huge news from the world of digital advertising: Facebook has pretty much announced the end of advertising in the Newsfeed. Facebook is launching a major change to its algorithm, which could have as a result more posts from your friends and family, more pictures and videos, but especially, a lot less brand publications on your wall, regardless of if they are organic or sponsored. 

 

I can hear your questions already: what impact will this have on your business, your clients or even just your experience on the platform?

Well, that’s what I’m here to explain.

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3 free tools to build your brand’s content strategy using consumer data

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You’ve just been tasked with developing a content strategy for your organization’s brand. You’ve got a lot of questions… And that’s normal! The goal of this article is to help you structure your approach in order to better understand your audience and define your content mission, two important steps in the development of a content strategy.

You’ll find the basics of your brand’s content strategy by looking at the behaviour of the consumers who gravitate to your business, and that of your competition. And because these days data is power, seize the opportunity to make use of the mountains of information that exists on your current and prospective customers.

Below, I’ll share three free and powerful tools you can use to carry out your own tests. Google Analytics and Search Console are two other great additions to this list of decision-support tools, as explained in this blog post on the value of investing in analytics.

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[INFOGRAPHIC] Optimal social media formats guide : 2018 edition

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When should I post to social media? Which formats are best? How could my posts get more reach and engagement? These are the questions we ask ourselves when we’re looking to get more out of our social platforms.

To help you find your bearings, we’ve put together an updated infographic with the key information you’ll need when it comes time to post content to social media. In addition, here are three tips to help improve your social presence.

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Rich Snippets – An essential part of your SEO strategy

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This article was re-published on November 22, 2017 and is a replacement for a previous article contributed by Charles-David Racine in March 2012.

Rich snippets are an excellent way to stand out from the competition in search results. For search engines to display these rich snippets, you need to add microformats to your site’s code, called structured data. Here are a few advantages of putting structured data in place:

  • Increase in organic visibility: your snippet will take up more space in search results, and be more eye-catching.
  • Increase in CTR: in addition to enhancing visibility, the extra elements displayed in a rich snippet, like ratings, product pricing and availability are incentives for users to click through to your site.
  • Increase in conversions: thanks, for example, to the ratings displayed in your snippet that lend additional authority to your product/service.

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Are merchandising challenges the same online and off?

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In an omnichannel world, rather of thinking of the customer experience in terms of the channel on which a person interacted with a brand or company, we tend to take a more global view. What does that mean for marketing practices? How is merchandising done in-store versus online? What are the similarities and differences between channels? Are the challenges the same?

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Guide to effectively managing stakeholders

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These days, almost all digital projects happen in a context where stakeholders play a major role in getting tasks done. Projects are more and more susceptible to the actions and decisions of both internal and external stakeholders. Contributors to a project might include, for example: a project team, agencies, designers, programmers, directors, strategists, copywriters, media suppliers, clients, users, etc.

In the digital context, where everything moves quickly and where projects are often launched in a rush with a capital “R”, we’ve noticed that managing stakeholders is sometimes forgotten about at the outset of a project, even though it’s actually closely tied to the project’s success. Identifying and analyzing stakeholders are key to defining the requirements and expectations each group will have with regards to the project and related activities.

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Create value with sustainable digital marketing

   

For the past several years, many industries have been abuzz with talk about sustainability, and for good reason. It’s a philosophy that’s influencing more and more companies that want to find better ways of doing things—more efficiently, and in a way that lasts. In digital marketing, we can also take inspiration from these practices to generate long-term value. This is what I'll be discussing today. 

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Digital transformation: when baby steps get in the way of big advancements

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Since the beginning of the digital era we’ve been talking, rightfully so, about agile development, optimization tests—in short, initiatives that are sometimes light, sometimes temporary, and allow us to quickly validate our ideas before pushing them out on a larger scale. We’ve all heard (or even said) that it’s quicker to move forward with digital than it is to prepare and proof a paper publication in advance of a print run of hundreds of thousands.

The world of start-ups and digital pioneers amplifies this perception through stories of empires that started out of someone’s garage, growing larger one step at a time. In the corporate world, you often hear “you have to learn to walk before you can run.” But when it comes to large-scale strategic projects, do established companies have the luxury of acting like a start-up?

From a tactical standpoint, this iterative approach has clear advantages, but does it really help large-scale strategic projects?

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Tips from an expert to save time in Excel

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Whether Excel makes up 70% of your job and you’re convinced there’s a faster way to do things, or you have to run a monthly consolidated data report that makes you tremble with anxiety every time, don’t worry! We have solutions to save time and make your life easier—and there are no lengthy tutorials involved!

To get there, you’ll need to know how to: navigate, compile data and create the perfect table that updates automatically. This will considerably reduce the time and effort you need to put in as well as your margin of error.  

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Content Marketing: how to create a solid content brief

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In recent years, content marketing has begun to receive more and more attention, as classic online and offline forms of advertising have lost buyer confidence points. Consumers are becoming more selective as their needs shift towards more time-saving, relevant and accessible resources.

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Why being involved in academia is important for Adviso

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Adviso was born out of a desire to translate learned knowledge into helping companies kick-start and grow their digital presence. Following the completion of our masters in E-commerce at HEC in 2002, Simon and I knew we wanted to remain close to the source by giving back to the community that inspired our work as marketers and digital leaders.

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