Internet Monitoring : Brands need to improve

What is the current status of Internet monitoring? What are the various practices employed by companies? Did Internet monitoring progress over the years? I wanted to understand how Internet monitoring evolved by interviewing my colleague Aurélien Blaha at Digimind‘s premises. In this interview, Aurélien has given me an account of the different periods from the early days of the Web and social media until today. It was quite a broad retrospect of the activities since the last year, when his Grenoble-based multinational celebrated its 20th anniversary. In conclusion, I would like to say one thing: Internet monitoring is good, but you have to learn to listen better to your customers. Here is a summary of my interview with Aurélien.

First period of Internet monitoring: 1998*-2008

At that time, we were not talking about the social Web, rather, it was the beginning of the Web itself. Shortly after its creation by Tim Berners Lee, the Web was very challenging for most businesses: finding relevant information where too little was available. This situation lasted for about a decade.

Internet Monitoring
To take full advantage of Internet monitoring, brands must learn to remain open to the requests and opinions of their customers. For many companies, it’s certainly a more difficult exercise than it seems.

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Deep learning under Luc Julia’s microscope – with AI Paris 2019

Deep Learning is a term that has been used many times in recent years since the rebirth of artificial intelligence. But what exactly is Deep Learning? How to dissociate Deep Learning from Machine Learning? And above all, what is the purpose of it? To find out, I asked Luc Julia, author of the recent best-selling book “Artificial Intelligence Doesn’t Exist” [in French only] to answer a few questions. For this interview, I did not want to return to the main theme of the book which is widely discussed in the press and blogs (I recommend the video hereafter). Instead, I have decided to take advantage of the competence and expertise of a veteran of AI in Silicon Valley to look at the positive side of things and narrow down the subject. This chronicle was prepared as part of the AI Paris 2019 symposium, of which Visionary Marketing was a media partner.

Deep Learning: what is it and what is it for?

Luc Julia “has lived in Silicon Valley for twenty years, is one of Siri’s fathers, the iPhone’s vocal assistant, worked at Apple, and then Samsung, where he is one of the few non-Koreans to hold a vice-presidency position”, French business newspaper “Les Echos” tells us. His professor was Jean-Gabriel Ganascia, author of the “Myth of Singularity” [in French only]. Jean-Gabriel is also acclaimed as a philosopher, in addition to his status as an expert of AI. Here, I wanted to focus on a rather mysterious subject, Deep Learning, which I asked Luc to define.

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BuzzSumo lists Visionary Marketing founder in top 100 digital marketing influencer list

On May 31, UK agency Browser Media Agency published a report about the top 100 influencers in the world in terms of digital marketing. I would be lying if I didn’t say that I’m quite happy to be part of this. Only four French digital marketing experts made it to the top and I’m number two in the list put forward by account manager Will Greenwood. What I particularly like in this report is the fact that BuzzSumo not only measures the number of followers but also takes into account the actual engagement which is taking place through Social media channels. You can browse the list of top hundred digital marketing influencers according to BuzzSumo from the following URL vismktg.info/top100digitalmarketersinfo.

Top 100 Digital Marketing Influencers according to BuzzSumo

Influencer marketing is nothing new, people have always considered the opinions of their peers as a part of their decision making process. However, the constant rise of social media has caused brands to increase their influencer marketing efforts in recent years, with a 1500% increase in the number of Google searches for “influencer marketing” over the last three years.The rise in popularity of all social media platforms has meant finding the right people to work with on social media can be a long and time-consuming task.

digital marketing influencers

Thankfully BuzzSumo’s extremely handy influencer reports make the whole process a lot easier. I’ve previously spoken about BuzzSumo on multiple occasions before and the Browser Media blog is full of love for their various tools.What are BuzzSumo influencer reports?BuzzSumo’s influencer tool allows you to search for topics, domains, or specific users to find the key influencers from within your industry. These individuals, or companies, are then ranked depending upon their ‘influence’ on the specific area you are searching for.You are able to further refine your list by selecting the type of influencers you want to find (e.g. companies, bloggers, journalists etc.), selecting the locations they are from, and to ensure they are active and engage with their audience.

Source: Top 100 Digital Marketing Influencers according to BuzzSumo

From serious games to Gaming as a Service for Education

Serious games have been on the agenda for a while. Disruptive learning solutions is a new technology company focussed that wants to take them one step further by creating video games for the business training marketplace. They are working in a number of areas including leadership and teamwork training. They created one of the first mobile games in medicine which is an emergency room interviewed Tony Coop who is the founder of that company to understand better how gaming could be used in education. While we were at it, he explained his strategy and his vision for the future of gaming in training.

From Serious Games to Gaming as a Service for Education

So the idea is that you can teach people serious things through gaming, isn’t it?

That’s perfectly right. We’re beginning to realise that the gaming world is not just a means of entertainment. But what we’re starting to understand as well is that good design in the gaming world involves setting a series of challenges for the participants in such a way that they have to learn. 

serious games
Cinq – Teamwork video game – is now available for testing at playcinq.com/ (Register for Beta)

And in fact, coming from the bottom of the competitive side of the gaming world to the top requires a feat of training expertise which is the equivalent in the physical sports world.  Continue reading “From serious games to Gaming as a Service for Education”

Too few CMOs are involved in digital transformation – Forrester

I came across a brand new study by Forrester, which I analyzed in detail on behalf of my client iRevolution on its digital transformation horror museum blog. This study sheds new light on the role of CMOs within the digital transformation endeavours of their organisations. Or lack thereof. As a matter of fact, Forrester has highlighted the lack of involvement of marketers in such projects. This an issue in the United States, and the rest of the World. As I wanted to know more, I have interviewed Thomas Husson on our premises, earlier this month.

Too few CMOs are involved in digital transformation efforts

An interview with Thomas Husson, senior analyst at Forrester

Your latest survey is entitled “CMOs: define your role in digital transformation“. All this doesn’t sound very good for CMOs, does it?

Well, maybe. At the end of the day, it really depends on the CMOs’ remit and what their role and responsibility are within an organisation and obviously, it varies quite dramatically from business to business.

Who are these CMOs you have interviewed?

We surveyed 1,700 marketers globally — mostly senior, 40 percent of which are CMOs — and we asked them about their challenges and priorities. We interviewed a mix of CMOs from large and small organizations, across the globe B2B and B2C, and there are differences obviously, different industries and companies of different sizes. We interviewed CMOs dedicated to customer experience, others own sales, some are members of the executive committee, some have fewer responsibilities…

“CMOs need to become conductors of customer experience. This is all about orchestration, creating meaning and purpose” – Thomas Husson – Forrester

At the end of the day what we found out is that too few CMOs are really involved in digital transformation. This is a real challenge for them and it’s time that they redefine their role to be more proactive in the digital transformation of their organisations.

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