Author(s) : Stephen Powers

                                                      

 More and more company choose a responsive templates not to waste time in content adaptation

 

Start with four questions to guide your mobile content planning
For a good mobile content planning, C&C pros should recreate a new strategy linked with the WCM strategies under considering 4 questions: 

Mobile web or mobile application?
According the source of Forrester Research, it points out, there are more consumers regularly access the mobile internet and the more the apps downloaded. The question asked today for C&C pros is how to deliver content to a website and the same time to an app. With experiences in applied apps by the companies, it should emphatically develop the content-based apps to better improving the using mobile Web.

Device-specific versus device-agnostic?
Realize to create the presentations for each device-type to support mobile web in using WCM.  Based on pros and cons of the device-specific and the device-Agnostic, it must understand, by example, how to control the number of template by device-agnostic, maintain presentation and brand consistency between device-agnostic and device-specific, and utilize device-specific characteristics.

Presentation Templates: Families versus Logic
On the level of the families of presentations templates and the presentations templates through logic, the logic works better when there are fewer variations between presentations and developers. And the family is more suitable for power and business users when there is a greater number of variations in presentations.

WCM Vendors and Dedicated Mobile Vendors Support Mobile Content Initiatives
Besides the functionality which is being offered by WCM vendors, allows companies to manager the traditional web and mobile web in the same content management and development environment. Companies can also use various methods likes XML content and transformation automatic published website to develop theirs mobiles websites. The advantage to dedicate WCM mobile tools makes company leverage development knowledge and processes already in place for supporting traditional web. But it is not all portions of website can be delivered via a single WCM.

Conclusion
First you must thinking about multichannel content management rather than WCM, and you need to design channel-agnostic content processes and architectures. This is the foundation when you will develop your content of your website, it will stay the same architectures. There will be no conflict.
Don’t forget Separating content from presentation, the idea is to use a less real estate and bandwidth to make grow up your web content. Use HTML5 to auto transformation capabilities.
The site should be easy to change for a minimum investment and it quickly adapts to new device without changing all the work compatibility

Bibliography of Stephen Powers, 2011
VICE PRESIDENT, RESEARCH DIRECTOR SERVING APPLICATION DEVELOPMENT & DELIVERY PROFESSIONALS

                                                                

 

 

Author(s) : Strongmail

The Ultimate Email Marketing Guidebook

Author(s) : Pierre Barthelemy

 

 
Smile is a company specialized in Open Source, especially in the (SEO).
In this article Pierre Bathelemy (SEO Consultant), explains the basics of SEO, how a new company on the e-market can be known without paying the price?
In the first part, the author will explain the fundamentals of SEO and in the second part he will demonstrate the role of the Crawler and the relevance of keywords, and finally explains the importance of reputation on internet.

When a user searches for a keyword on the internet, search engine aims to give results consistent with the need, the role of webmaster is to trick the search engine and to redirect the user to their website even if they have less interest for them.
The first role of Referencing is to raise a site in the search list.When the user will type his keywords it is clear that the search will yield countless results, and that it’ here that everything plays.

The site must be in the first page to permit to the user to discover or to encourage the consumer to lead them on their site rather than a competitor’s site.
But behind the scenes how does it really work? The content must first be indexed in a hierarchical manner so that the search engines are able to read it and judge it more relevant
than another. We can take the example of a title, if it does not contain the brand you promote, the search engine will not take it into account immediately.

The relevance of the words used will have its importance to the Crawler, and must therefore take into account the choice of domain name, its URL, or the positioning of its tags (semantic markup) using true indication HTML as H1 for the first title  because the crawler analyzes the HTML code in order to fully optimize the search.
It is also useful when you insert pictures into the website to appoint as explanatory such as logo-marque.Jpg so that the robot analysis it too.

The crawler is sensitive to the frequently updates sites, because it can allow the user to keep abreast of the latest news on keywords given and therefore will be considered more relevant by the search engine.

Finally, the SEO is made mainly by the notoriety that can be acquired on the internet. When a new brand will create its website, whether it’s already known and it’s foregone, or it’s not known at all, and then you start with the game of backlink system, link manager the user to another website to yours, and thus increasing the SEO. This can be a link to a blog or an article in a newspaper multimedia which can increase your flow of visitors.

Conclusion : 

To be well referenced, it suffices to have well written content and updated regularly in other words well researched your background to stay in top of the list, but also make a simplistic form site and "row" according to standards for that users are interested in and spend time it acquires a reputation.

Author(s) : Exact Target

 

• Why it will be interessant to change channel strategy?

• Could it grow up my email subscriber list?

• Is it possible to build a sms subscriber list?

• Should we use trigger email for my customers who are already in my subscriber list?

• Is it possible to create an alert message for my customers about payment information?

• Could it reduce my customer service costs?

“The world has changed and so must the practice of marketing” (Michael Becker). He identify this new cross-channel and tell us that we need to know how customer use their mobile before send them your mobile marketing strategy.
 You should also build the four major channels of mobile such as messaging, apps, browsing, and voice to gain a maximum of engagement from customers.
Exact target through this guide shows us others possibility to develop or adapt.
Optimised sites for mobile users with responsive system and html5.
 QR campaigns because they could be sent directly via SMS, and with a simple click of the mobile customer.
Push notifications into android or iphone program.
It’s clear that more mobile commerce opportunities will present themselves as marketers and technologists find new ways to make the most of this channel.
Most importantly advertisers and publishers need to discuss various strategies, test new ideas and work together to understand why and when consumers will complete a mobile transaction.

Author(s) : ComScore

comScore – The Power of Like

Facebook is the dominant social networking site with an audience of approximately 160 millions U.S, visitors each month and accounts for 90 percent of all time spent on social networking sites. What is the real importance of Fans and Friends of Fans?

Hypothesis:

1. The social media fever touches every age bracket
2. Facebook is one of the most popular social media
3. Most branded content exposure occurs in the Newsfeed
4. Friends of Fans are more important than Fans themselves
5. Facebook offers global marketing channels for brands

Results:

1. Among Internet users, some 62% use social networking sites such as Facebook, Twitter, MySpace or LinkedIn. Roughly a third use every day, with most of the balance using it at least a few times a week. Based on all Internet users, the average frequency of accessing social networking sites is about 12.4 times per month. Among those who actually access sites, the average frequency is 18 times per month, about 4.5 times a week. There are big variations by age group – with almost all of those aged under 30 (93%) using sites and the majority using every day. Those aged over 40 are substantially less likely to be users overall.

2. As of September 2012, Facebook has over one billion active users, more than half of them using Facebook on a mobile device.

3. Understanding the importance of the newsfeed to the Facebook user experience helps illustrate how and where users are likely to and digest information on the site. This implication is especially important for brands with a presence on Facebook, since the Newsfeed offers a greatest opportunity to reach and engage with current and potential customers. In other words, social media brand content is primarily consumed within the Newsfeed as opposed to on the brands’ fan pages.

4.  Friends of fans represent a substantial potential audience, often well beyond the scale of Fans alone. A Facebook analysis of the top 100 brands pages suggests that for every Fan, there are an additional 34 Friends of Fans that can be reached (with significant variance among brands).
 

5. It is also important for many brands to take a more global perspective while most campaign measurement and evaluation occurs at a local level. Facebook reached 714 million worldwide unique visitors in May. The chart below illustrate how brands may be reaching Fans across the world with brand impressions on Facebook for Starbucks, Southwest and Bing

Conclusion:

As a conclusion, brand fan pages represent a new form of marketing strategy that creates potential clients. Moreover, not only Fans are important in the world of Facebook, but also Friends of Fans who more than important key consumer. Friends of Fans audience may be important in helping brands to achieve their marketing goals on Facebook. What about Fan pages which don’t manage to take off their page? A new way of getting fans is to BUY fans! Is that new way an efficient springboard?

Author(s) : Cindy Chiu, Chris Ip, and Ari Silverman

China is the second largest economy in the world behind the United States of America. There are more than 1.35 billion people. In the digital world, China has the largest number of Internet users with 513 million people, roughly the double of users in the USA (245 million). This figure shows undeniably that the country is developing day by day and people are more interested in the digital age, especially social media. This is not to be taken lightly by companies wishing to enter and conquer the Chinese territory.

 

With more than 300 million people in China who use social networks, blogs and other online communities, many companies, most local, have smelled good business by offering services in the field of social media. They are more advanced than those in USA. For example, Chinese users could integrate multimedia content, while Twitter users could only do that after 18 months. You should know that social media began in China in 1994 with forums and online communities, which made the country a big expert in social media. And since, according to a survey, Chinese Internet users spend more than 40% of their online time on social media, a figure that is increasing every year. And over 80% of users have multiple social media accounts.

 

Facebook is the number one social network in the world, which is not the case, at least in the minds of Chinese people. Indeed, "Renren" the local social network similar to Facebook is more successful than the American giant. It is the same case for other social networks (see below the social media competitors) 

 

 

 

This determination to use local tools demonstrates that China wants to show that the Chinese market is unique. Social tools are, for most Chinese people, a source of recommendation for consumption, for example, they appreciate the advice of opinion leaders in social networks unbeknownst to formal institutions and authority which the Chinese people are a bit skeptical about them. 

 

 

The enthusiasm about using local social media, which became common and almost indispensable for the 300 million users, forced companies to adapt to this lifestyle. In order to understand and stay closer to the consumers: companies have adopted “test and learn” approaches as well as relational approaches especially in following the platforms and actors on this sector. The contents of a marketing campaign on social media should be authentic and user-oriented, which allows users to feel understood by the company.

 

Example of the effectiveness of a company in the Chinese market: brand DOVE

 

Dove, a brand of soap and cosmetics, has established in China, a media campaign named "Real Beauty" to promote the natural beauty of women, which significantly captivated Chinese consumers who have seen real women overweight and unattractive. In addition, Dove did a partnership with the TV Show "Ugly Wudi", a Chinese adaptation of the American TV Show "Ugly Betty". In fact these TV Show convey the story of the real beauty. This campaign was also launched with tools such as the blog "Wudi" as well as online discussions for beauty advices. All these approaches allowed Dove to increase by 21% the sale of its cleaning products and an increase of 44% of its notoriety.

 

“The estimated return on investment from this social-media campaign was four times that of a traditional TV media investment”

 

So we can conclude that a company, whatever the market where it is, must adapt according to the culture, customs and the population style of consumption. The company’s approach is mainly based on the interaction with the consumers (generate buzz, always be in direct contact to respond to consumer concerns etc.) in order to win consumers loyalty. The Chinese social media market offers many opportunities for new companies wishing to conquer the Chinese market despite of the country particularities. 

Author(s) : ion- interactive

 

I Advantages and disadvantages of QR codes

QR codes change the way consumers shop because it is now possible for them to have more information about the purchased products: it is a a new way to buy by using their mobile phones. The connected adventure is possible for everybody if their phone takes a photo and if the flash code application is on the phone. The QR code offers a great opportunity for the company because  it is possible today to communicate and continue the ad experience after opening a landing page. The idea is to convince people who arrive on a homepage that they have made a good choice, respect their expectations, be interactive and explain the offer clearly.

In order to be efficient QR codes must respect these different points:
 

Author(s) : Patrick Spenner

Needs of companies is always changing. Executives have to be informed, be responsive and have to get a real background in social technologies. As we said in the summary we are going to see the differences between a conventional manager and a new executive. Both of them don’t have the same way of managing and the result is not the same. The economics issues at the end won’t be the same too.  

Results and conclusion :

Author(s) : ComScore

In March 2007, 56% of the world’s online population was on social networking.
Email reigned supreme as the king of communication channels online.
The growth in popularity in social networking has created and engendered new online consumer behaviors.

Hypothesis:

1. Social Media is the World’s Most Popular Online Activity

2. Social networking behavior both transcends and reflects regional differences around the world

3. The importance of Facebook cannot be overstated

4. Microblogging is a disruptive force

5. Local social networks are making inroads globally

6. It’s not just young people using social networking anymore-it’s everyone

7. Communications are going Social

8. Social networking leads in online display advertising in the US, but lags in share of dollars

9. The next disrupters have yet to be decided

10. Mobile devices are fueling the social addiction

Results:

1. There are 1,2 billion users of social networking in the world, that is to say 82% of the world’s online population.

Social networking has more than tripled in the last few years. Nearly 1 in every 5 minutes (20%) spent online is now spent on social networking sites, contrary to in March 2007, only 6%.

 

 

2. The total time spent by users on social networking grew by at least 35% over the past year, for each region. (North America, Latin America, Europe, Middle East and Africa, Asia Pacific). United States is the region where the percentage of online population using social networking is the biggest: 98%, contrary to China who reach a 53% rate. Moreover, women spend more hours on social networking than men: 6,5h for her and 5h for him.

 

3. Facebook is not the first social networking used in every region. Indeed, in Brazil it’s Orkut which have the biggest total unique visitors (35 contrary to 30 for Facebook), and the best average minutes per visitor (232 contrary to 205 for Facebook).

 

4. Twitter, Tumblr and Sina Weibo are every three microblogging. Tumblr and Sina Weibo (Chinese microblogging leader) realized the best inroad on the Web: +172% for Tumblr and +181% for Sina Weibo). In 2011, the moment the most tweeted was Video Music Awards in August 2011, with 8 868 tweets/second! Amazing!

 

5. Linkedin generates the most traffic from the US, it shows its highest market penetration in the Netherlands, where it reached more than a quarter (27 percent) of the Dutch online population in October 2011.

6. Between July 2010 and October 2011 social networking reach in older segment has all but caught up. Indeed, it’s now quite similar across age groups. Users 55 and older represent the fastest growing in social networking usage (+9,3%) contrary to users 15-24 who have a 5% reach.

 

 

7. Teenagers and young adults age 15-24 use more social networking (34%) than instant messengers (-42%) and Email (-22%) between July 2010 and October 2011. It’s possible that social networking could become the most important communication channel across all age groups.

 

8. More than a quarter of ads are seen on social networking sites, the category only attracts 15% of US display ad dollars. Facebook is by far the largest publisher, he delivered 28% of display ad impressions.

 

9. Google+ surged to 25 million global unique visitors in less than a month, faster than other social networking like Facebook which took 36 months and Twitter 33 months. Sina Weibo exhibited the highest growth rate for audience size over 2010 at 181% and Tumblr with a 172% increase. Microblogging could emerge as a pivotal force shaping the future of social networking behavior.

 

 

 

10. The UK shows the highest social networking penetration among mobile users at 35,4%. This phenomenon can be attributed to the growth in popularity of smartphones. In the US, 38,8% smartphones users accessed social networking site or blog almost every day and 64,1% accessed social networking site or blog almost every in a month among 40,4% accessed via app. In UE5 (France, Germany, Italy, Spain, UK), 23,1% accessed social networking site or blog almost every day and 45,2% every in a month among 22,8% accessed via app.

 

Conclusion:

 

This report highlights two key factors that will continue to drive the web and will impact marketing, business and people’s lives and change behaviours.
It is the emergence of a “mobile” and “social” web that will become self learning and even predictive because the social graph with its explicit and implicit data will know more about us than we even know about ourselves.

Author:                        

ComScore is a global leader in measuring the digital world and preferred source of digital business analytics. comscore helps its clients better understand, leverage and profit from the rapidly evolving digital marketing landscape by providing data, analytics and on-demand software solutions for the measurement of online ads and audiences, media planning, website analytics, cross media, e-commerce […] and a broad variety of emerging forms of digital consumer behavior.

Author(s) : Cindy Chiu, Chris Ip and Ari Silverman

Most famous social media don’t have access to China (Facebook, Twitter, YouTube …), nevertheless China has developed its own social media because it’s very important and it’s the second biggest economy in the world. Despite they’re not using the same social media than occidentals; they are doing the same thing on it. (Preparing journey  …)
First of all we are going to emphasize the importance of Social media in China.
 
Not only that, China have the world’s biggest internet user base (513 million, twice more than the United States) they also have the world’s most attractive environment for social media with 300 million more users than other people in the world. Not only they use them a lot but they also have multiple social media accounts. China’s online users spend 40% of their time on them, and more and more people are using their phone to access to them. The most famous social network is weibo. Weibo is a Chinese micro blogging website (corresponding to Facebook or twitter)                                                                
 
Social networking allows a lot of companies to develop themselves (they could embed multimedia content 18 months before Twitter). First in 1994, there were only forums and communities then, instant messaging, blogs and to finish social networks.
We can notice that the Chinese appreciate a lot the fact that they can say their opinion about anything on the web. And thanks to an independent survey we notice that 66% of Chinese relied on their recommendations from friends or family. (Instead of 38% in the USA).But they are skeptical of authority.
The fact that Chinese share their opinions about anything and everything increase the completion in China. Indeed a lot of companies hire people to write positive things about their products and discredit their competitors. Companies try to do deals with them and try to identify the writers but it’s not easy, because of the possible risk to draw the wrong conclusion about the customer’s opinion.
For exemple, thanks to the social media some companies tried to promote their product by producing a drama series dedicated on their web site. People lived it and share it with everyone single person they new
China’s social media sector owns a lot of platforms. Each one has at least two major local players. According to marketers, this fragmentation requires a lot of skills and resources, which allows managing the complexity of social media. Indeed a lot of companies have to adapt ads to Chinese customers (like Dove or Estee Lauder.)
Thanks to the development of social media, people expect individuals’ answers right now.
 

Conclusion:

 

 

To come to the conclusion, even if China doesn’t use Facebook, Twitter or YouTube, China is the biggest social media market in the world with a lot of users who own a lot of account on different social networks. Plus they spend a lot of time on it. More than other people in the world. For many people social media have become the only source of news (social arrest, natural disasters, and protest even if China ‘government tries to avoid it.). We can wonder on means that the government is going to set up to controller that. And using social media is one of the key to reach customers (brands, reach new customers, lunch products …).
If China’s social media (weibo…) are those attractive maybes we can wonder if they will work at the international ladder.
 

Authors:

 

 

 McKinsey Quarterly is a business journal of McKinsey & Company. They aim at offer new ways of thinking about management in the private, public, and nonprofit sectors.  And to help business people run their organizations more productively, more competitively, and more creatively.
Quarterly articles, written by McKinsey consultants, offer practical ideas based on the Firm’s experience with the world’s largest companies and on proprietary research and close ties to academic institutions.