“We all have something to share” – Un spot publicitaire belge a touché le monde entier via Twitter

Plus de 12 millions de vues, 530 000 partages et 120 000 retweets, le nouveau spot publicitaire de Douwe Egberts Belgique, diffusé pour la première fois le 13 janvier dernier, est rapidement devenu viral sur Internet dans notre pays mais aussi dans le reste du monde.

Dans ce spot intitulé “We all have something to share”, deux jeunes filles sont en train de s’embrasser jusqu’au moment où elles sont surprises par le père de l’une d’elles. Elles s’enfuient, mais le père les invite à en parler autour d’une tasse de café.

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À la suite des partages de @jameelajamil@wildfiresheeran et @sapphicticated, la publicité s’est propagée très rapidement dans le monde entier, et a ému des millions d’internautes aux Pays-Bas, en Espagne, mais aussi au Japon et même aux Philippines. Aux Etats-Unis, TV Guide a relayé l’information et l’a titrée « a beautiful coffee commercial that has Twitter in tears ».

Parfois autour d’une tasse de café, nous trouvons le courage d’avoir de vraies conversations. C’est ce que Douwe Egberts veut partager avec nous et le monde n’est que trop heureux de le partager à son tour.

Un véritable impact grâce à ce spot créé en Belgique, retentissant bien au-delà de nos frontières !

7 trends showing 2020 will be a make-or-break year for marketers

Expectations are rising around everything from sustainability to data privacy, and some areas, like media buying and CMO strategies, will reach an inflection point, experts said.

Source: Marketing Dive

 

Marketers seemed stuck in creative gridlock in 2019, hampered by a lack of bold ideas and innovation. Low levels of risk-taking were understandable, as churn among CMOs created something close to an existential crisis for the industry.

With a heated presidential race, possibility of economic downturn and new levels of maturation in digital advertising on the horizon, volatility in the market is unlikely to cool at the start of a new decade. That means 2020 will be an inflection point where marketers must reaffirm their value by balancing long-term brand-building with the demands of growth, mastering an increasingly complex network of media channels and becoming stewards of critical issues like sustainability and data privacy in the face of tighter regulations.

Failure to reach these benchmarks could result into a further slide toward irrelevance, but there are promising signs that marketers will again steer change — look no further than Coca-Cola, which just resurrected the CMO spot it killed off in 2017, seemingly for good.

Other companies have signaled a return to brand-building after getting lost in the weeds of short-termism, but a path to marketing redemption may not be as straightforward in the era of cord-cutting and advertising aversion. However, destination events, such as the Olympics, will provide stages where truly boundary-pushing live creative can stand out.

“As you look at 2020, brand is maybe more important than ever, but there is a more sophisticated and nuanced approach to brand,” Gartner VP Analyst Chris Ross told Marketing Dive, citing higher expectations around areas like data and analytics. “That’s what you’ll see will shape the behavior of most CMOs.”

CMO or not, marketing leaders must step up

From Dunkin’ to McDonald’s, companies were rocked in 2019 by a wave of CMO departures and role eliminations, stoking fears that the position could be on its last legs. But experts suggested that the CMO decline is potentially overstated or has otherwise been a long time coming. Leaders, then, should focus less on negativity and more on tasks like securing budgets from their boards to thrive in 2020.

“If it’s the CMO title or another title, I actually think that’s secondary in the grand scheme of things,” said Norman Guadagno, CMO of Acoustic. “If the [executive] doesn’t have the skills, the insights and the capabilities to understand the full breadth of marketing as a strategic part of the business, then they’re going to be left behind.”

“The idea of presenting those big brand budgets is in the past.”

David Dancer

Inspire, CMO

 

In 2020, CMOs — or what replaces them — need to adapt not only their consumer strategies, but also how they pitch leadership on winning more resources. A recent Gartner survey found CMO expectations on 2020 budgetary prospects are likely overly confident, especially amid economic uncertainties like Brexit. But marketers could find stronger footing with a results-oriented approach, including for long-view branding projects.

“Grounding everything you do with a growth lens is what’s going to provide the most success,” he added.

Another question is how the partitioning of responsibilities will change. Companies like Uber and McDonald’s last year saw the duties of the CMO divvied up between new SVP appointments, and Unilever added “digital” to its CMO title. Some of these changes are reactive to trends in tech and data, but they could also be welcoming a new wave of talent.

“We’ll see some of this splitting of the role, but I also suspect we’ll see the next generation of marketers come along who have been raised completely in a digital universe and who now have the skill set to be fully conversant with a digital marketing world,” Guadagno¿ said.

Brand-building resurfaces, but its pillars will shift

There could also be ample opportunities for marketers to prove their worth as developing strong brands becomes paramount in 2020. Many notable brand stewards, including Kraft Heinz, pushed too far toward the performance- and cost-oriented side of the business in recent years, creating disastrous results.

“Companies that focus too much on the short term and ignore the investment in the long-term brand often will pay a price,” warned Jed Meyer, Ebiquity’s North American managing director.

Prioritizing brand will be crucial to cut through the noise and best digital disruptors. A lack of sturdy brand vision and values can also amplify marketing failures, which are under a harsher spotlight in the age of social media.

“No matter how you feel about, for example, the Peloton ad, everyone’s been talking about that,” Gartner’s Ross said. “The consequences of how that plays and the impact that it can have on your business is substantial.”

But the pillars holding up brand will look markedly different in 2020.

“It used to be that brand was largely defined by advertising,” said David DeMuth, president and CEO of Doner Advertising¿. “So much more today, advertising is a component of it, but the experience that people have with your product digitally is becoming a brand-building device.”

“Companies that focus too much on the short term and ignore the investment in the long-term brand often will pay a price.”

Jed Meyer

Ebiquity, managing director of North America

For destination viewing appointments, as well as in day-to-day strategies, marketers must adopt a more holistic approach to brand-building than before.

“I don’t think it looks like big, anthemic TV spots,” said Bre Rossetti, EVP of strategy and innovation at Havas Media. “I think it looks like collaboration and partnerships, influencers and editorial.”

This newfangled brand-building, though reactive to a swing too far toward the performance end of the spectrum, must maintain a careful balance with performance. Many emergent channels, like streaming or gaming, are difficult to master — but they can also open the window for innovation, as evidenced by the way marketers have embedded themselves in phenomenons like “Stranger Things” or “Fortnite.”

“These kinds of ad-free platforms are actually opening up new opportunities for brand building by enabling brands to be present in content and the potential to leverage content that supports their brand values,” Lana Busignani, EVP of U.S. Analytics at Nielsen, said in emailed comments.

Amazon skyrockets as threat to ad ‘duopoly’

In terms of how older digital players will evolve, Google and Facebook’s long-standing dominance of the ecosystem will be disrupted as Amazon continues to create a new triopoly impacting marketers, agencies and ad tech.

While Amazon climbs as a greater threat, its ad sales make up just 4% of revenue — compared with 85% for Google and 94% for Facebook — pointing to room for growth. However, it won’t be a zero-sum game as the overall digital advertising bucket grows, according to Brian Wulfe, CEO of digital agency Effective Spend.

“Facebook’s growth didn’t just take advertising dollars from Google, they took it from traditional advertising and other places as well,” Wulfe said.

As Amazon places greater emphasis on advertising and expands its offerings in 2020, brands will have another option for ad placements and will compare the ROI to similar efforts on Google and Facebook. Amazon has already increased the number of ad placements on and off its platform, but despite that expansion, the company still has a finite amount of inventory on its core website, Wulfe added.

“If Walmart, Jet.com, eBay or another site doesn’t step up to challenge Amazon, there will be one place for brands to go…”

Brian Wulfe

Effective Spend, CEO

“As the demand continues to grow, that inventory will get significantly more expensive. [Cost-per-click] rates have already grown substantially and are going to keep growing tremendously in 2020,” he said. “I anticipate [Amazon] will begin to experiment with new types of ad placements like email promotions to add to the complexity of [its] offerings, particularly to try to bring more big brands on board.”

As the digital ad market matures and growth rates dip, Amazon could become more of a pay-to-play platform. Organic reach is declining on established platforms and will likely also decrease for the e-commerce giant, according to Wulfe. This trend will only be exacerbated if Amazon continues to face little direct competition.

“If Walmart, Jet.com, eBay or another site doesn’t step up to challenge Amazon, there will be one place for brands to go, and those brands will have to pay to get in front of consumers,” he said.

Smaller data firms feel pressure from CCPA

The new year will also bring a new challenge for marketers in the form of the California Consumer Privacy Act (CCPA), which went into effect on Jan. 1. Like the European Union’s General Data Protection Regulation, CCPA is expected to have wide-reaching impact on marketers who increasingly rely on data.

“The consumers’ right to be forgotten and not have data be sold has downstream, negative impact around certain forms of marketing measurement,” Matt Voda, CEO of marketing attribution firm OptiMine Software, told Marketing Dive.

For example, brands attempting to understand ad impressions across devices could face issues with accuracy as consumers opt out from different devices and platforms. This could cause “significant problems” for something like multitouch attribution, Voda said.

However, despite the law’s implications, marketers will need to rethink how they approach data-driven personalization — not abandon it entirely due to CCPA.

“Data is at the heart of what marketers are looking to act upon, so there’s a continual focus and drumbeat around personalization across all digital touch points,” said Jessica Hogue, GM of measurement at Innovid. “I don’t see them backing away from that need to respond to their customers. It just comes down to compliance and doing it in a way that respects consumers’ privacy.”

Large firms will be better resourced to address compliance, with smaller firms feeling the pressure to adapt.

“[S]ome smaller companies will either get folded in to others or buckle under the pressure, which will drive a move to a more consumer friendly, privacy compliant ecosystem,” Hogue wrote in a statement.

Media buying’s inflection point

The proliferation and maturation of media platforms, including streaming to connected TV, presents its own set of considerations as well. Navigating media buying could become more complex, even as certain areas of the business consolidate, including through the completion of major M&A deals.

“It’s no secret that there’s more platforms and media partners than ever before,” said Jeff Adelson-Yan, president and co-founder of digital marketing firm Levelwing. “The classic case of what we saw on television has certainly happened online, by magnitudes.”

Regarding the programmatic sector, marketers continue to sound the need for improvements. A recent survey by the 4A’s and consulting firm The 614 Group found that 90% of professionals believe advertising automation must handle more complex media-buying decisions to reach its full potential.

“There’s no such monolithic ‘in-house.'”

Sherrill Mane

The 614 Group, executive adviser

2020 could create an inflection point as both programmatic solutions and the people applying them either get smart enough to revolutionize the industry or at least evolve more quickly on that path, according to Sherrill Mane, executive adviser at The 614 Group.

“There is starting to be a new narrative in the marketplace, and it’s much more value- than cost-focused. I believe that part of it is being driven by the need for transparency, but the other part is also the learning curve,” Mane told Marketing Dive. “People are getting accustomed to working in a data-driven, programmatic marketplace.”

However, amid fluctuations in brands’ in-housing movement and a continued course adjustment for agencies, the best career path for media-buying talent will not always be readily apparent. Upstarts should keep in mind that any one of these branches — client-side, independent or even the holding group route — contain nuances, and that new hybrid models are cropping up as marketers, such as Nestlé, try to maximize efficiency.

“There’s no such monolithic ‘in-house,'” Mane said, noting that models can differ depending on everything from a marketers’ tech stack to control of first-party data.

“There’s broad recognition, looking at some of our data, that agencies actually have a centralized role,” she added. “There’s a highly consultative role for agencies, and I believe that goes outside of what one might think of as consultative.”

An event-heavy year yields live TV opportunity

Speaking of media buying, it’s all over but the shouting for some old stalwarts: TV ad spending peaked last year and will decline through 2023, according to eMarketer. And while it won’t be enough to change the overall trend, election season and the Summer Olympics will result in an ad spend boost of anywhere from 1% (according to eMarketer) to 4% (according to WARC).

“TV ad growth can be heavily impacted by world events, so it’s possible that spending could return TV to $72 billion again,” eMarketer forecasting director Monica Peart wrote in a blog post. “But it is unlikely that it will exceed that going forward, as ratings and viewership declines accelerate.”

With that in mind, 2020’s world events should be a target of marketers looking to advertise on live TV. While political campaigns will likely focus on local ad buys, national ads could be a way for brands to counter-program election coverage, moving away from politics as Coke attempted to do over the holidays.

The Olympics will also allow for such campaigns. NBC has sold the Olympics to advertisers as non-political, with NBC executive Dan Lovinger calling them a “unifying event” and a “brand-safe environment,” according to Sports Business Daily.

Even though ratings were down in 2016, NBC drawing an average total audience of 25.4 million viewers on broadcast during prime time still represents a massive audience for advertisers in auto, travel, beverage, tech and financial services industries that are expected to spend $1.2 billion this time around.

Sustainability should lead the purpose pack

Teen climate activist Greta Thunberg being named Time’s 2019 Person of the Year solidified that tending to the planet’s future is top of the agenda for many. Marketers, however, still have a ways to go in addressing how their businesses impact the environment. This is true even as the benefits of developing sustainable strategies proliferate.

“It’s a very clear, straight line to understand how sustainability delivers on the collective benefits,” Havas Media’s Rossetti said. “But I think that brands also need to think through what that means for how they deliver functionally and what the means for the product that they create.”

With demands for purposeful brands rising — especially among crucial young audiences like Gen Z — sustainability should take center stage in 2020 messaging strategies. Accenture Interactive’s Fjord agency predicts that companies indeed must “radically” realign their business models to think of a greater ecosystem rather than only themselves.

In that regard, simple CSR programs and one-off pledges no longer cut it. There is abundant room for innovation when it comes to breaking with product materials like single-use plastics. Outside factors, including prominent political figures, could add pressure to the push toward sustainability.

“This is something that’s going to gain traction in the next year, especially with the backdrop of the way certain political candidates are talking about corporate structure. It’s likely that we’ll see the rise of B Corporations,” Maripat Finigan, VP of creative strategy at Praytell, told Marketing Dive, referencing a private certification that shows a business balances purpose and profit.

An open question around sustainability is how it will be commonly defined. Marketers from Ikea to H&M are pouring resources into climate positivity, but the industry must resist grading its own homework and instead work toward broader standards to adhere to.

“I think that we will see brands and probably categories, in particular, be more transparent in how they are setting goals and being accountable to those for themselves,” Rossetti said.

LES 5 TENDANCES DE COMMUNICATION SUR LES RÉSEAUX SOCIAUX EN 2020

L’agence de conseil digitale spécialisée dans les contenus et les médias sociaux Conversationnel vient de se livrer à l’exercice périlleux de la prédiction. Elle a ainsi décelé 5 tendances qui « animeront le monde de la communication sur les réseaux sociaux en 2020 », assure-t-elle.

source: https://www.cbnews.fr/etudes/image-5-tendances-communication-reseaux-sociaux-2020-48711

TENDANCE N°1 : L’AUTHENTICITÉ AU CŒUR DE TOUTES LES BONNES STRATÉGIES

L’authenticité peut prendre plusieurs formes, mais elle soutient un seul objectif : refléter au mieux et avec cohérence les valeurs de la marque, afin de fédérer et fidéliser des communautés se reconnaissant dans les actions et les discours de l’entreprise. Deux axes de communication en particulier devront être combinés en 2020 pour y parvenir : les contenus générés par les utilisateurs (User Generated Content ou UGC) et les partenariats avec des micro-influenceurs.

Une étude Nielsen montre que 92% des consommateurs font plus confiance à du User Generated Content qu’à la publicité traditionnelle. Ils ont en effet tendance à donner plus de crédibilité aux avis de leurs proches et des autres clients, qu’aux contenus produits directement par les marques. Une attention toute particulière devra donc être portée aux vraies communautés, telles que les groupes Facebook ou LinkedIn, pour les inciter à créer ce type de contenu.

L’e-influence reste également un axe stratégique à ne pas négliger. Cependant, les gros influenceurs et leurs communautés achetées et peu ciblées ont moins la cote, car les marques, de plus en plus polarisées sur les audiences, cherchent avant tout l’engagement et le retour sur investissement. En 2020, les micro- et nano-influenceurs, suivis par de vraies communautés ciblées et engagées, seront donc plus au centre de l’attention. Des outils tels que Brand Collabs Manager de Facebook, récemment étendu à Instagram, permettent à cet effet de trouver facilement et de se mettre en relation avec des influenceurs selon des critères spécifiques.

TENDANCE N°2 : LA RECHERCHE VOCALE ET L’INTENT MARKETING POUR MIEUX INTERPRÉTER SES INTENTIONS

Les prédictions varient selon les experts, mais on estime que 30% à 50% des recherches digitales passeront par la voix en 2020. Une chose est sûre toutefois, la voix va plus vite que le clavier : 70 mots par minute en moyenne sur un clavier, contre 200 environ à l’oral. Et quand on sait qu’aujourd’hui, le taux de précision de la reconnaissance vocale atteint les 95% (soit autant qu’un humain), on comprend que ce type de recherche, et notamment via les voicebots et autres assistants vocaux, s’inscrive toujours plus dans le quotidien des internautes.

De plus, les consommateurs ne suivent désormais plus un processus d’achat linéaire. Ils utilisent leurs appareils pour rechercher précisément ce qu’ils veulent, et s’attendent à obtenir instantanément des réponses à leurs besoins. La formulation de leurs requêtes évolue également, elles deviennent plus complexes et plus précises. Un aspect à ne pas négliger pour optimiser son référencement naturel sur Google en 2020 !

Dans ce contexte, l’intent marketing va avoir un rôle de plus en plus important à jouer, étudiant le comportement des consommateurs pour tenter de détecter leurs intentions et actions futures. L’intent marketing permet en effet de comprendre le mécanisme des requêtes, de mieux les capter et de les décrypter, pour en faire un outil d’anticipation permettant de proposer le meilleur produit ou service, au bon moment, à la bonne personne.

Par exemple, un potentiel acheteur de vélo commencera ses recherches en allant sur un blog pour repérer les meilleures marques, puis rejoindra une communauté facebook pour avoir des avis sur le matériel, et ensuite sur Amazon pour vérifier des avis sur les spécificités produit. L’enjeu pour la marque sera d’être “La réponse” à ces questions, sur tout le parcours client.

TENDANCE N°3 : DU CONTENU, OUI, MAIS INTELLIGENT

Au cours des 15 dernières années, trois grandes évolutions ont pu être constatées sur Internet. Tout d’abord, nous avons été les témoins d’une accélération de l’information, entraînant souvent la prévalence de l’émotion sur la réflexion ; d’une forme certaine d’infobésité, qui rend la vérité parfois difficilement audible ; et, enfin, de l’inversion des pouvoirs, passés des entreprises, des médias, de la distribution ou des politiques aux citoyens consommateurs.

De fait, pour faire entendre leur voix et se démarquer face à la quantité, la masse et la rapidité des contenus sur les réseaux sociaux, les marques devront se la jouer smart en 2020. Smart content, pour être plus précis : du contenu utile, percutant et personnalisé, qui leur permettra de sortir du lot, de faire réagir et de générer des leads toujours plus qualifiés, en créant de l’émotion et en touchant les bonnes cibles.

Attention, le smart content ne s’improvise pas ! Pour y arriver, il est important de faire confiance à de vrais spécialistes du contenu et du storytelling. Il s’agit d’un véritable travail de fond : définition de personas, analyse des sujets et tendances des différents secteurs avec des logiciels, des outils de statistique et de veille dédiés, qui demandent une certaine maîtrise.

TENDANCE N°4 : L’ÉMERGENCE DE NOUVELLES PLATEFORMES

Twitch, TikTok, Discord et même Fortnite deviennent de nouveaux carrefours particulièrement centrés sur l’usage vidéo, audio ou jeu vidéo, et cela va s’accentuer encore en 2020. D’un point de vue marketing, ces plateformes ont un potentiel intéressant pour imaginer de nouvelles expériences, plus adaptées à la cible des 15-25 ans.

Si 2019 a été l’année d’Instagram qui a passé la barre du milliard d’utilisateurs, 2020 mettra un coup de projecteur sur TikTok. Application la plus installée au 1er semestre 2019, avec plus de 800 millions d’utilisateurs actifs chaque mois, la plateforme gagnera l’année prochaine le statut d’incontournable dans les stratégies social media des marques ciblant une population jeune.

TENDANCE N°5 : L’AVÈNEMENT DU MARKETING IMMERSIF

Le marketing immersif vise à provoquer un sentiment d’immersion dans l’univers de la marque ou dans celui du produit. Outil phare de 2020 pour y parvenir, la réalité virtuelle ou augmentée est de plus en plus évoquée dans les conversations sur le net. Le sujet se vulgarise et les internautes y accordent de plus en plus d’intérêt.

Il ne s’est d’ailleurs jamais vendu autant de casques de réalité augmentée : +65% en France en 2019 par rapport à 2018, selon l’IDATE. L’arrivée de la 5G et de smartphones toujours plus performants laissent également présager de belles perspectives en termes de réalisations utilisant la réalité augmentée.

Les marques, quant à elles, s’emparent progressivement du sujet, avec quelques exemples intéressants cette année passée. Tropico s’est ainsi accaparé la tour Eiffel à l’été 2019, en mettant Snapchat et sa technologie Landmarker à profit : les consommateurs ont pu parer la dame de fer d’une végétation luxuriante au travers d’un filtre dédié – une première en France. Autre exemple au Brésil, où Burger King a enrichi son application mobile d’une nouvelle fonctionnalité de réalité augmentée, permettant de brûler virtuellement les publicités de la concurrence, et de gagner un Whopper gratuit par la même occasion.

Cette tendance devrait se poursuivre et se transformer en 2020 dans la communication des marques sur les réseaux sociaux, intégrant la réalité virtuelle dans leurs contenus pour engager et impliquer par le biais de la ludification.

Avec le boîtier Perso, L’Oréal personnalise la fabrication de maquillage à domicile

 

Lors du CES 2020 à Las Vegas, L’Oréal présente Perso, un système personnel qui délivre à domicile une dose de crème personnalisée pour le visage. Différentes sources de données et l’intelligence artificielle sont mobilisées.

Avec son boîtier numérique Perso, dévoilé à l’occasion du salon CES de Las Vegas, L’Oréal ambitionne de personnaliser la délivrance du maquillage au domicile de ses clientes. Perso prend la forme d’un petit appareil d’environ 16 centimètres de haut et pesant 500 grammes.

Le dispositif a été développé par l’incubateur du géant des cosmétiques, le L’Oréal Technology Incubator. Le boîtier, présenté au CES, propose aux clientes, dans cette première phase, de personnaliser à leur domicile la fabrication de crème de soin de la peau, grâce à un processus en quatre étapes. La fabrication de rouge à lèvre et de fond de teint doit suivre.

Analyse de la peau et de l’environnement

Perso s’appuie sur un système baptisé Smart Skincare. Dans un premier temps, l’utilisateur réalise une analyse personnalisée de sa peau grâce à une application mobile dédiée. L’application effectue des photos de la peau en utilisant l’appareil photo du smartphone.

L’application mobile utilise l’intelligence artificielle afin d’analyser l’état général de la peau, les rides profondes, les ridules, la présence de tâches brunes et la visibilité des pores.

Le système recueille par ailleurs d’autres informations dont celles relatives à l’environnement de l’utilisateur, telles que la qualité de l’air, les pollens, l’humidité, la température et l’indice UV. Pour cela, Perso utilise les données géo-localisées de Breezometer, un service de renseignement sur la qualité de l’air extérieur.

Toujours grâce à l’application mobile Perso, l’utilisateur va également définir ses préférences, destinées à contribuer à la personnalisation.

Cartouches et connexion aux tendances sur les réseaux sociaux

Ces différents paramètres aboutissent à la fabrication d’une dose de crème personnalisée qui tient compte du fait que l’on soit le soir ou le matin. Cette dose est distribuée sur la partie supérieure du boîtier.

« La personnalisation repose sur des informations concernant votre peau unique et vos préférences personnelles ainsi que votre environnement ; cette technologie en tient compte. Perso utilise l’intelligence artificielle pour optimiser les formules et devient plus intelligent au fur et à mesure que vous l’utilisez » déclare Guive Balooch, en charge de l’Incubateur technologique du groupe.

L’Oréal annonce le lancement de Perso en 2021 en partenariat avec l’une de ses marques de soins pour la peau. La multinationale prévoit d’ores et déjà de l’étendre à d’autres catégories de produits. L’appareil permet en effet de créer des formules personnalisées pour le rouge à lèvres et le fond de teint. Aucune date de lancement n’est communiquée toutefois.

Avec Perso, l’objectif est de fidéliser les clientes grâce à la personnalisation, combinée à un système de commande automatique de recharges pour l’appareil, sous la forme de cartouches étiquetées en NFC. L’Oréal prévoit à l’avenir d’intégrer à Perso des recommandations basées sur les tendances du moment telles que détectées sur les réseaux sociaux.

Exclusif marketing digital

Comment L’Oréal veut bousculer ses habitudes marketing grâce à la Data

Scoring, retargeting, recommandation… L’Oréal fait évoluer ses pratiques marketing grâce à un meilleur usage des données. Si les outils data existent, la difficulté réside dans la conduite du changement selon Giancarlo Miluccio, Chief Data Officer de L’Oréal France.

CB Insights publishes the AI 100, a yearly list of the “most promising private companies providing hardware and data infrastructure for AI applications, optimizing machine learning workflows, and applying AI across a variety of major industries.”

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The selections come from a pool of 3,000+ companies being tracked by CB Insights, and are chosen based on factors like patent activity, investor profile, and market potential.

The startups are categorized by industry groupings devised by CB Insights.

Every year, we like to keep tabs on the AI startups likely to make waves in the marketing industry. Here’s a rundown of CB Insights’ picks in the “Ads, Sales and Marketing” category.

For each company, we’ve included a short description and their current funding (as of writing) using data pulled from Crunchbase Pro.

1. Gong

With over $133 million in funding, Gong uses AI to “clone” your most successful sales reps by tracking customer interactions and analyzing them to determine what’s working best.

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Go to Vendor Website

2. Unbabel

Unbabel has $91.2 million in funding for its AI-powered language translation solutions. Those solutions are used to translate customer emails, translate and update FAQs, live chat with people around the world, and build multilingual chatbots.

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Go to Vendor Website

3. Gamalon

Gamalon’s AI is used by companies to build chatbots that read and understand your website, so they can respond more intelligently, increasing conversions. The company also offers AI that improve the performance of your email marketing. The company has $32.1 million in funding.

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4. FullStory

FullStory’s digital intelligence platform uses AI to analyze customer interaction data and reveal how customers experience friction on your website, allowing you to improve customer experience quickly. The company has $59.2 million in funding.

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Go to Vendor Website

5. BounceX

With more than $75 million in funding, BounceX offers a range of AI-powered products that identify consumers in real-time, send them highly effective  abandonment emails, and personalize website pages to each visitor.

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About Mike Kaput

Mike Kaput is the Director of Marketing AI Institute and a senior consultant at PR 20/20. He writes and speaks about how marketers can understand, adopt, and pilot artificial intelligence to increase revenue and reduce costs. Full bio.

A Connected World in Flux: 10 Insights for Marketing and Business Leaders (McKinsey Global Institute)

“Major trends are reshaping business and society, including the way we live and work,” according to the McKinsey Global Institute.

That “we” includes our customers, of course, but also us as marketers—those of us who need to venture out into that rapidly transforming world to do our jobs.

And to do that job well, we need to have strategic insight—an understanding of the big picture—including major trends worldwide. An infographic from the McKinsey & Company institute highlights 10 sets of charts and data on the global economy that offers a look at 10 top trends.

From automation’s effect on gender at work (N0. 6), to regional labor market trends in the US (No. 5), to changing consumption costs (No. 8) and more… the infographic provides a useful overview of the global economy in which we operate.

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