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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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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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