The world of fashion photography for e-commerce is facing a problem: consumers. They are looking for more visuals (about ten in the Chinese market, and around five in Europe) to reassure themselves about the products they are about to purchase. The problem is that these visuals are expensive. People and technology are needed to create these photos. Allure Systems, a French-Chinese start-up, has developed a solution to address this problem.
What is Permission Marketing?
Nowadays, consumers come into contact with at least 10,000 different forms of advertisement on a daily basis. Marketers face the challenge of breaking through this information overload. An effective way to do so is by creating strong customer relations through permission marketing.
Permission marketing is a phrase coined by author Seth Godin. He defines it as “the privilege (not the right) of delivering anticipated, personal, and relevant messages to people who want to get them.” Companies often advertise as if they have the right to promote their products/services. The irrelevant information shared by those companies tends to decrease the effectiveness of the advertisement.
In 1998, William C. Taylor, founder of the business magazine, “The Fast Company,” shared: “Seth Godin and his colleagues are working to persuade some of the most powerful companies in the world to reinvent how they relate to their customers. His argument is as stark as it is radical: Advertising just doesn’t work as well as it used to — in part because there’s so much of it, in part because people have learned to ignore it, in part because the rise of the Net means that companies can go beyond it.”
Have you ever shopped online and wished that you could physically see or feel an item? Have you ever shopped at a store and wished that the associate could understand precisely what you wanted? Companies are now moving in a direction in which both of these needs, and more, could be met. Businesses need the combination of digital and physical marketing to thrive in today’s competitive market. It is for this reason that the convergence of bricks and mortar into digital is one of the most significant marketing trends today. This integration of offline (bricks) and online (clicks) is referred to as “click and mortar.”
The overall idea of the trend is to track consumer habits more closely to provide companies with information, and eventually sales, on products that behavioral data suggests an individual would want to buy. The marketing trend benefits firms while also enhancing a consumer’s overall retail experience. Improving the consumer experience helps a company to establish a positive brand image in a competitive market.
Duplicate content is a recurring theme in content marketing. A few days ago I stumbled upon the following blog piece (down there at the bottom). Although it was written in 2015, most of its contents is still relevant today. Whoever is a Web author and enjoys some sort of visibility has witnessed the theft of their content at one point or another. It so happens that people with bad intentions, as stated by Rosalind Gardner in her piece, might confuse theft for curation, plagiarism for inspiration.
This is very evil indeed. At the same time however, Internet writers might take a bit of hindsight and brace for impact for something which is bound to happen anyway. The Web is chock full of memes and parody and Creative Commons. Copyright on the Web? Come on, who believes in this nowadays apart from Getty images (even they seem to have thrown in the towel). Let’s have a look at duplicate content and let us ask the question: “should we whine or rejoice?”
Duplicate content, true talent and divas
Internet writers should be wary of behaving like divas and ponder about the true value of their talent (not to mention that non Internet writers should too). Honestly, not all plagiarists are thieves. Hell may be paved with good intentions, but let’s remember that they are good. Automated blogging and duplicate content are two very different things. Here I’ll focus on duplicate content.
I have had some of my content duplicated and even though my initial reaction has been anger, on second thought I don’t think it’s the end of the world. To an extent, one might even consider this to be a form of acknowledgement.
How my perception of duplicate content has changed over the years
Over the years my behaviour has changed a lot in that respect. Even though, let me repeat this once more, every word in this piece is absolutely true from a technical point of view.
One day, as I was presenting at a conference in front of a bunch of people, one of them cried “I’ve seen those slides before! My teacher showed them to us but he never mentioned your name”.
Shock, horror! Well, not really.
Who’s got the last laugh now? The thief who was eventually taken for a twit by his former pupil? I don’t think so. If I may say so, I was particularly happy that an academic was using my content for his lectures. He may not have quoted my name but others must have. I felt proud, in a way. Read more
A friend of mine is working in the marketing department of a medium sized B2B industrial company. The latter has just over 300 employees and operates on a large network of distributors throughout the world. The business is quite flourishing. But things can change. In fact, things are changing very fast today. My friend believes he should board on the digital marketing wave, to increase his company’s visibility on the web: in other words, he wants to develop a strategic presence on social networks. The problem is that he is not really familiar with all the digital concepts. So, he turned to me and asked me for advice.
This lead to a long reflection with him about what digital marketing really is and especially what the benefits can be for him and his business. It is important to understand digital before rushing into it prematurely. Finally, I quickly described to him the different steps that are essential to the success of his “digital marketing” project.
Digital Marketing and B2B: the two make a pair!
Digital marketing is first a matter of trend. To be competitive and innovative it is necessary to stay in the race, and therefore follow the flow.
“B2B marketing budgets are shifting to digital and social. Overall, B2B marketing budgets are expected to increase, on average, by about 5% in the coming year. But spending on digital marketing programs is projected to rise three times as fast, and over the next five years, the share of budget dollars dedicated to social media marketing will more than double.”
But digital marketing goes well beyond a simple trend. It has real advantages in B2B.
What are the advantages of digital marketing in B2B
Multi-channel: By using multiple channels, digital marketing offers many opportunities (complementary to traditional marketing) and allows users / companies to act at all levels of the purchasing process
Cost-efficiency: Digital marketing is less costly than “traditional” marketing; indeed “…Even stalwart traditional marketers know that they cannot compete the Internet’s potential to reach thousands with just a single post”. Printing and shipment costs are not taken into account in digital, this is the advantage of CPC (you pay only when click). Read more
Influencer marketing is getting big. Here and there, a lot of noise is made about instagram influencers and suchlike. With sponsored posts reaching a €2,000 pricetag in France and up to £75,000 in the UK, “influence” is becoming big business indeed. Even though some marketeers are still wondering whether what they are doing is the right thing and besides some people are trying to abuse the system.
Less is known about B2B influence strategies and much can be learnt, including for the above-mentioned marketeers, from some of the very elaborate influence strategies developed for B2B and especially in the high-tech world. In B2B, it is hard to cheat. Influence is built upon business practice and knowledge, not on hearsay. B2B is also conducive to more long-term, in-depth strategies and ethics is key. This, in my mind is the cornerstone of any good influencer marketing strategy. To prove this point I have interviewed Mark Schaefer who recently co-authored a White Paper with Traackr’s Evy Wilkins entitled “The Rise of Influencer Marketing in B2B Technology”.
In this interview recorded over Skype from Mark’s home in Tennessee, the famous blogger and author has covered all the most important aspects of influencer marketing and provided tips which, in my mind, are useful to all kinds of marketeers who want to get involved in similar projects, be they in B2B or B2C marketing.
I’ve got a few questions for you about a white paper you co-authored with Traackr, which is entitled “The Rise Of Influencer Marketing In B2b Technology”. Are technology companies ahead of the bunch?
As far as the people I talked to are concerned, they really are. In fact, it was quite inspirational to me. Because like you I’ve been working in the influencer space for a long time. I wrote an early book, maybe the first book on social influencer marketing that was published in 2012, so I’ve been keenly interested in this and I’ll tell you it was so inspiring to hear how sophisticated this has become and how integrated this has become into mainstream marketing strategies. This was a very energizing exercise for me. Read more
Digital training? But what the hell is digital in the first place?
Digital training in the information age seems pretty straightforward. And yet. The very definition of the digital domain is mind-boggling and fuzzy. Where does it start, where does it end? Also, choosing a digital training programme, like any other kind of training programme for that matter, in any area, implies that executive students spend quite a lot of time thinking about what they want to do in the future.
This is why I have written these few bullet points, in order to help them with their choice. As you may or may not know, I am programme director at Grenoble Ecole de Management (aka GEM, a leading European school) since I am in charge of the Advanced Masters in Digital Business Strategy which welcomes 40 students from various origins every year.
Approximately 30% of these are executive students. A lot of these executive students have questions and issues they are trying to solve through a digital training programme, which remains a means for them to put a stake in the ground and show both management and themselves that a career move is nigh. In this piece, I have put together some advice for them to ensure that they are choosing the right programme and to help them with their choice of career.
- Number one advice is, above everything, to start focusing on your career move: an executive student’s focal point must be her/his career move. You have to avoid throwing everything away just because you are oping through a midlife crisis. In other words, the first thing I do when I interview executive students for my Masters is to check whether their motivation is positive and not negative. I understand that frustration at work can happen, and that execs may have enough of working with the same people. For somebody like me who has worked for more than 30 years, it’s not very difficult to imagine nor understand what’s behind the frustration. I have been there before. Yet, All negative motivation (I hate this!) must be turned into a positive one (here is what I want to do!). To put it in the words of Daniel Porot, think of your move as as runway and imagine you are landing and not just taking off. Landing is more important, it’s the end state that matters. As a recruiter if I do not understand where you will be landing I try to help candidates with their plan and if I still can’t understand what they want to achieve, I will try and evaluate a better solution with them. Obviously, digital training and digital in general must be part of the landing plan if one wants to join the masters.