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Content creation : are you missing the mark?

   

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Last month, I attended the Content Marketing conference hosted by Les Affaires, and I took away some positive insights. The conferences and surrounding discussions reflected a universal comprehension of content’s mission. The words values, utility, and relevance were spoken enough times to convince me that the mentality behind content creation efforts is oriented towards developing a relationship with the user and win his trust through truly significant content.

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No, organic isn’t dead on Facebook

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Too often, Facebook pages use paid to compensate for a lack of effort in organic. Convinced by the social network and its statistics that traditional posts – read, non-sponsored – have no reach or appeal, brands are overwhelmingly turning away from organic strategy and prefer instead to systematically boost their posts. Not only is this attitude lazy, but it’s a strategic error and an inversion of the value chain: no paid strategy can ever make up for bad organic practices, but a good organic strategy can multiply the impact of your $.

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Last-Click is Dead, Long Live Multi-Touch Attribution!

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Photo article Nicolas V.

"There is no such thing as a Perfect Model (it doesn’t exist), but you can be less wrong."

Attribution is a subject I’ve been obsessed with since I started working in digital media, so I am glad to see it turn into one of the hottest topics of 2017.

I had the chance to attend the largest gathering of SEM specialists in the world, HeroConf 2017 in Los Angeles, and the subject of attribution was omnipresent throughout most of the sessions.

Just a few days after the event, Google made an announcement to its partners about the use of the Last-Click attribution model, declaring that this type of model would soon be obsolete. Why change the default model we’ve used for years from one day to the next? Is optimizing for Last-Click In-Platform a thing of the past?

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How organizational culture can influence project management

   

Photo article Martine

In every company, project management happens within the much larger context of the company’s organizational culture. Having a good understanding of this broader context can help to keep the work of project management in synch with the objectives of the organization, and aligned with already-established practices. Often discredited, we underestimate how corporate culture can affect a project’s progress – for better or worse.  

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Why you should never, Never, NEVER, tag an internal link with an external campaign variable (utm_campaign)

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Note: This analysis was done in French, using French themes and keywords. Some of the images associated with this article are therefore only available in French.

The term “UTM” is commonly used to describe the concept of appending campaign parameters to your landing pages as a method of identification (i.e. utm_campaign, utm_source, utm_medium, etc.). It’s a very popular way of tagging paid or sponsored traffic to track what source it came from. Essentially, by adding a few parameters to a URL you can then precisely measure how different elements of your campaigns are performing. However, there are a few rules to follow to make sure your measurement is optimized and error-free. The consequences of ignoring these rules can range from skewed data to badly corrupted traffic.

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Reinventing Facebook or Amazon for Quebec is a bad idea

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It’s a topic we’ve been hearing a lot about ever since Alexandre Taillefer talked about wanting to create a Quebec-based counterpart to Amazon.

He has the best of intentions, a strongly-felt passion for the health of Quebec’s economy and he’s right when he says that it wouldn’t actually cost the province all that much. But the problem isn’t financial. In my view, while his proposal generated hearty applause from members of the Retail Council of Quebec, real life is something else entirely. Here’s what I think the real challenges will be, in the two main industries most affected by these two proposals.

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Measuring your marketing campaigns: 4 tricks to get the most out of your UTM tags

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Note: This analysis was done in French, using French themes and keywords. The images associated with this article are therefore available in French only.

Campaign variables, also known as UTM parameters, are one of the most widespread ways of measuring a campaign’s success. The principle is simple: by adding a few parameters to a URL, you can then precisely measure the performance of different elements of your campaigns by isolating them in Google Analytics or another reporting system. However, their apparent simplicity doesn’t mean you shouldn’t respect a few basic rules.

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Bridging the gap between e-commerce and true digital transformation: 8 key challenges for merchants

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digital Transformation

Retailers face various challenges when they add an online sales channel to their strictly brick and mortar retail presence, such as building a transactional website, integrating it to their operational systems, and building their online marketing plan.

However, they encounter their biggest challenges when they begin to expect significant growth from the online channel, and begin to implement truly omnichannel strategies.

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A look back at the 2017 Facebook Summit : Is the death of desktop imminent?

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On March 22nd 2017 in Toronto, specialists from across Canada came together for the annual Facebook Summit conference. Upon arrival, one noticeable improvement from previous years was that the conference was divided into two streams. The first was more general, while the second was broken out into specialties: finance, retail, automotive, etc. Personally, I attended the session on financial products.

The conference had a lot of takeaways, but if you had to boil it down to just one it would be this: desktop is dead, long live mobile!

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Forget Google Analytics: How To Send Web Traffic Sources To Your CRM

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If you have been in the lead generation business for a while, your CRM is probably your BFF and you count on it to convert more and more new customers. But not knowing all the marketing channels/touchpoints that lead new customers to enter your CRM can be a costly blindspot. Ideally, you want to be able to quantify how much each digital marketing channel contributed to customers converting and entering your CRM. And with a quick hack, you can send and store that information into your CRM directly when customers convert, and avoid the pain of cross-matching your CRM’s customer IDs or email addresses with your Analytics data (if everything is well tracked that is).

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The subscription box phenomenon: 7 key factors for success

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Boîtes abonnement

The subscription box phenomenon kicked off a few years ago (Birchbox launched in the United States in 2010) and has come a long way since. In April 2017, Birchbox will open its second brick and mortar store in Paris. I personally subscribed to MyLittleBox (launched by MyLittleParis) when I lived in France. I liked it for the variety of products I got: tea, sunglasses, nail polish, cream… It was my monthly surprise. The experience made me want to write about the concept of these subscription boxes.

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