Mikado : une fausse pub risquée pour relancer un produit, Publicité – Les Echos Business

Source: Mikado : une fausse pub risquée pour relancer un produit, Publicité – Les Echos Business

Pour relancer Mikado King Choco, Mikado a orchestré une fausse campagne vantant les mérites de Mikado Stick, une gourmandise sans chocolat. Un pari très risqué qui a déclenché un véritable « bashing » de la marque.

 

La meilleure publicité pour… Catherine Reichert, directrice de la communication de l’Europe du sud chez Yahoo

Quelle est selon vous la meilleure publicité conçue depuis l’été dernier ?
La campagne MikadoKing de Christophe Lichtenstein et Alexander Kalchev avec l’agence Romance (Omnicom). En janvier dernier, pour relancer un de ces produits déjà présents depuis deux ans sur le marché, le Mikado King Choco, Mikado orchestre une campagne cross-device (vidéos, affichage…) en annonçant la fausse sortie d’un nouveau Mikado… sans chocolat.

Très vite, un bad buzz se propage sur le net, repris par de nombreux media, déclenchant un véritable bashing de la marque. Sur Twitter notamment, des milliers de tweets s’échangent avec le hashtag #LeMikadoSansChocolatCestAussiConQue. Mikado fait alors entrer en scène une équipe d’experts en social media qui va répondre en live aux réactions des internautes par des créations et des messages drôles et décalés. La marque révèle ensuite la supercherie (car #MikadoKing, c’est deux fois plus de chocolat !) via une vidéo.

Qu’est-ce qui vous a plu dans cette campagne ?
C’est une campagne osée qui a pris de court toute son audience, y compris les professionnels de la publicité. En jouant sur le registre décalé, la marque a réussi à susciter de la surprise et de l’émotion pour au final gagner les consommateurs à sa cause une fois la supercherie dévoilée. Tous ont applaudi cette campagne menée avec humour et brio. La marque a accepté de prendre des risques, notamment celui de se faire basher et qu’une partie de son audience ne s’arrête qu’à la mauvaise piste ou n’apprécie pas le parti pris de la campagne. C’est courageux car cela implique d’accepter de ne pas tout contrôler, voire même que l’issue ne soit pas celle que l’on visait. J’aime l’idée qu’une marque accepte de prendre ce risque. Cela augmente son capital sympathie. Mais en même temps, je pense que cela demande de la part d’une marque, une grande confiance en elle et dans ses valeurs. Cela démontre également une parfaite maîtrise des codes d’internet, et beaucoup de professionnalisme dans la préparation et l’orchestration de la campagne.

Quelles bonnes idées ou pratiques retenez-vous de la campagne menée ?
Si une marque doit veiller à être en adéquation avec son ADN, ce qui était ici le cas de Mikado, elle a tout à gagner à jouer avec l’humour et l’émotion, deux registres qui fonctionnent toujours très bien auprès des consommateurs. Ces derniers veulent s’amuser, être divertis. C’est ce qu’a su faire Mikado grâce à une bonne dose d’auto-dérision.

Quelles sont pour vous les critères incontournables d’une bonne campagne digitale ?
Avant tout, une bonne campagne digitale doit être savamment orchestrée pour jouer de chacun des réseaux sociaux avec une communication parfaitement adaptée dans le ton et les messages et bénéficier d’une distribution optimale de son contenu. Cela demande une forte expertise des modes de fonctionnement et des codes de communication des réseaux sociaux. Ensuite, jouer sur des registres tels que l’humour, la surprise et l’émotion, permet de générer un fort engagement de son audience. La viralité peut alors fonctionner pleinement et le net remplir son rôle de formidable caisse de résonnance. Enfin, la qualité du digital est également qu’il offre une palette de formats extrêmement riche (visuels, textes, vidéos, gifs…) laissant une grande place à la créativité.
En savoir plus sur http://business.lesechos.fr/directions-marketing/communication/publicite/mikado-une-fausse-pub-risquee-pour-relancer-un-produit-201535.php?c0YFrtwjYk5QCuBQ.99

Beats by Dre présente: François Trinh-Duc – By Your Side

Encore abasourdi par son éviction du groupe français sélectionné pour défendre les couleurs de la France à la prochaine Coupe du Monde de Rugby en Angleterre, François Trinh-Duc, le demi d’ouverture de Montpellier qui compte pourtant 51 sélections, 70 points et 9 essais avec le maillot tricolore n’a pas convaincu le sélectionneur Philippe Saint-André.

Comme pour le consoler la marque de casque pour sportif – entre autres –  Beats by Dre, a sauté sur l’occasion pour transformer son essai à elle. Mettant en scène le joueur en question, une journaliste sportive deCanal+, Isabelle Ithurburu et quelques figurants, la marque rappelle l’importance d’avoir du soutien même dans les moments difficiles. Une facette du sport qui fait partie du jeu mais se révèle en pratique difficile à illustrer avec des athlètes venant tout juste de subir l’échec. Preuve qu’il faut un mental d’acier pour si vite encaisser une telle situation et aller de l’avant, Thrinh-Duc montre qu’il n’en est pas moins un grand champion.
En savoir plus sur http://www.gqmagazine.fr/sport/news/videos/franois-trinh-duc-martyr-pour-beats-by-dre/17742?utm_content=buffer075ca&utm_medium=social&utm_source=facebook.com&utm_campaign=buffer#JWeYPyUiksZ1xLVv.99

Meet M, Facebook’s personal assistant that lives inside Messenger

Source: Meet M, Facebook’s personal assistant that lives inside Messenger

The social network’s next step in expanding its messaging app’s relationship with commerce.

Move over Siri and Cortana, there’s a new digital sidekick in town: M, Facebook’s latest project.

Nested inside Messenger, Facebook’s messaging app, M is an artificial intelligence-based service the company is beginning to test, according to a Facebook post on Wednesday by Messenger head and former PayPal executive David Marcus.

“Unlike other AI-based services in the market, M can actually complete tasks on your behalf. It can purchase items, get gifts delivered to your loved ones, book restaurants, travel arrangements, appointments and way more,” Marcus writes.

Marcus also posted a few screen shots of the service, which show a text-based interface through which a user communicates with M about what they need. The service is currently available to a few hundred people in the Bay Area, a Facebook spokesperson told Fortune.

Rumors of the service, then thought to be called Moneypenny, broke out in mid-July, noting that people would be the other end of the service to make much of the decisions. “It’s powered by artificial intelligence that’s trained and supervised by people,” Marcus writes.

Messenger has been expanding its integration with e-commerce and merchants recently. In March, it opened up access to businesses, allowing them to connect with customers through the messaging app.

In addition to purely digital assistants like Apple’s Siri and Microsoft’s Cortana, M will be competing with services like Magic and Operator, which also use people to help customers make purchases and book services like plane tickets or restaurant reservations. It will also be interesting to see how the service evolves as a customer service tool. Though right now all the human helpers are internal to Facebook, M, along with Messenger for Business could someday take the place of customer service tools like Olark.

Here’s how Brazil is giving every citizen free mobile data o access their bank accounts for free on smartphones without incurring data costs

Here’s how Brazil is giving every citizen free mobile data.

hoppers look at the iPad at a shopping centre in Sao Paulo, Brazil (file). The Brazilian government is working with local companies and Qualcomm, the world’s largest mobile phone chipmaker, on a modern version of toll-free calling. A new 1-800 system for mobile data allows Brazilians to access their bank accounts for free on smartphones without incurring data costs. The government of São Paulo plans to extend free data services to some official websites by the end of the year.

By Ian King and /Christiana Sciaudone/Bloomberg Business


Once considered the next great growth engine for the smartphone industry, Brazil is on the decline. With its economy shrinking and unemployment on the rise, many Brazilians are making do with dumb phones. They find the cost of an Internet-connected device prohibitive, particularly when they factor in mobile data fees.
One possible solution borrows from a technical breakthrough made by AT&T half a century ago. 


The Brazilian government is working with local companies and Qualcomm, the world’s largest mobile phone chipmaker, on a modern version of toll-free calling. A new 1-800 system for mobile data allows Brazilians to access their bank accounts for free on smartphones without incurring data costs. The government of São Paulo plans to extend free data services to some official websites by the end of the year.
Banco Bradesco, one of the country’s biggest banks, began exploring a free data programme after observing that many customers had stopped using the company’s app and were switching back to such traditional banking services as phone calls and visits to the teller. A survey of those customers found that they couldn’t afford data plans and didn’t have access to Wi-Fi during work hours, when banks are open. 
Bradesco teamed up with technology giant Qualcomm, and together they spent a year negotiating with Brazil’s four main phone-service providers. The bank purchased data packages wholesale and started rolling out the programme in 2014. Bradesco customers can check account balances, transfer money, and pay bills without buying a data plan. “The response was excellent,” says Mauricio Minas, a vice president at the bank.
Bradesco has signed up almost 7mn of its 26mn checking account customers to the company’s mobile services, Minas says; it had 4mn at the end of 2014. The number of mobile transactions in the first half of 2015 doubled, compared with the same period last year, and the bank expects volumes to keep doubling each year. About 35% of all transactions will be initiated on phones by the end of 2015, and that number should rise to 40% next year, Minas estimates.


Sponsored data has been tested in other emerging markets, with some success. Internet.org, a pet project of Facebook chief executive officer Mark Zuckerberg, provides free access to a limited group of websites—Facebook being one—in Colombia, Kenya, Tanzania, and Zambia. Two of China’s largest mobile operators began offering one-day free access to Alibaba’s Taobao Marketplace in 2013 to get people hooked on the shopping site and to encourage data use.
Bradesco’s service in Brazil isn’t a philanthropic endeavour. Besides creating an incentive to attract new customers, it’s cheaper than hiring additional bank and call centre staff. Each visit to a teller costs the bank more than $4, whereas an online transaction costs pennies, according to a study commissioned by Qualcomm. “This solution easily pays for itself,” says Minas.
Qualcomm, which sponsored a report about the programme in Brazil that is expected to be published on August 18, is developing similar free-data software that the government will roll out to citizens. Qualcomm is banking on emerging markets to drive future demand for smartphones, most of which rely on the company’s chips. While Brazil, at 282mn mobile subscribers, has more phone lines than people, some 75% are on prepaid plans with little to no data. Smartphone sales growth in the country dropped 15% last quarter after a 56% jump during the same period in 2014, according to market research firm IDC.
Qualcomm is encouraged by the results of its programme. “If you apply the same concept that you have with 1-800 calls to data, you can revolutionise the industry,” says Christiano Amon, co-head of Qualcomm’s chip unit. “I believe it has the potential to get adopted in many, many places.”
One place Qualcomm isn’t expected to go after is the US While Amazon.com successfully introduced a similar, albeit limited, programme with free access to its e-bookstore on Kindles in 2007, Americans have resisted the concept of corporate-sponsored Web access. Proponents of net neutrality set their sights on Internet.org in May, saying it’s a vehicle to lock people into Facebook. 
Past proposals for sponsored data in the US have “caused a bit of an uproar,” says Courtney Munroe, an analyst at IDC. While such services may not work in developed markets, “it makes a lot of sense where data is still relatively expensive,” he says.


Brazilians happy to avoid standing in line at the bank may soon get relief from a second common inconvenience: getting a driver’s licence. The state government in São Paulo is developing an app called Poupatempo, meaning “save time,” that aims to speed up the process of applying for a licence or identity card. Sao Paulo will spend at least 30mn reais ($9mn) a year to build out the service, and it wants to make sure people are using it. “Most don’t access the service online because of the cost associated with data,” says Aldo Garda, an information technology coordinator for the state government.
São Paulo is talking to the four biggest telecoms in Brazil about buying data on behalf of residents. The government hopes to save itself some money by converting people from more expensive call centres to online services, Garda says. He expects a 50% reduction in visits to government offices within two years, if the app is successful. Given the recent economic troubles throughout the country and cuts on government spending that impend, Brazil could use any savings it can get.

Gartner’s 2015 Hype Cycle for Emerging Technologies: Autonomous Cars In, Big Data Out In Gartner Hype Cycle

Gartner’s 2015 Hype Cycle for Emerging Technologies Identifies the Computing Innovations That Organizations Should Monitor.

2015 Hype Cycle Special Report Illustrates the Market Excitement, Maturity and Benefit of More Than 2,000 Technologies

The journey to digital business continues as the key theme of Gartner, Inc.’s “Hype Cycle for Emerging Technologies, 2015.” New to the Hype Cycle this year is the emergence of technologies that support what Gartner defines as digital humanism — the notion that people are the central focus in the manifestation ofdigital businesses and digital workplaces.

The Hype Cycle for Emerging Technologies report is the longest-running annual Hype Cycle, providing a cross-industry perspective on the technologies and trends that business strategists, chief innovation officers, R&D leaders, entrepreneurs, global market developers and emerging-technology teams should consider in developing emerging-technology portfolios.

“The Hype Cycle for Emerging Technologies is the broadest aggregate Gartner Hype Cycle, featuring technologies that are the focus of attention because of particularly high levels of interest, and those that Gartner believes have the potential for significant impact,” said Betsy Burton, vice president and distinguished analyst at Gartner. “This year, we encourage CIOs and other IT leaders to dedicate time and energy focused on innovation, rather than just incremental business advancement, while also gaining inspiration by scanning beyond the bounds of their industry.”

Major changes in the 2015 Hype Cycle for Emerging Technologies (see Figure 1) include the placement ofautonomous vehicles, which have shifted from pre-peak to peak of the Hype Cycle. While autonomous vehicles are still embryonic, this movement still represents a significant advancement, with all major automotive companies putting autonomous vehicles on their near-term roadmaps. Similarly, the growing momentum (from post-trigger to pre-peak) in connected-home solutions has introduced entirely new solutions and platforms enabled by new technology providers and existing manufacturers.

Figure 1. Hype Cycle for Emerging Technologies, 2015

Source: Gartner (August 2015)

“As enterprises continue the journey to becoming digital businesses, identifying and employing the right technologies at the right time will be critical,” said Ms. Burton. “As we have set out on the Gartner roadmap to digital business, there are six progressive business era models that enterprises can identify with today and to which they can aspire in the future. However, since the Hype Cycle for Emerging Technologies is purposely focused on more emerging technologies, it mostly supports the last three of these stages: Digital Marketing, Digital Business and Autonomous.”

Digital Marketing (Stage 4): The digital marketing stage sees the emergence of the Nexus of Forces (mobile, social, cloud and information). Enterprises in this stage focus on new and more sophisticated ways to reach consumers, who are more willing to participate in marketing efforts to gain greater social connection, or product and service value. Enterprises that are seeking to reach this stage should consider the following technologies on the Hype Cycle: Gesture Control, Hybrid Cloud Computing, Internet of Things (IoT), Machine Learning, People-Literate Technology, Speech-to-Speech Translation. 

Digital Business (Stage 5): Digital business is the first post-nexus stage on the roadmap and focuses on the convergence of people, business and things. The IoT and the concept of blurring the physical and virtual worlds are strong concepts in this stage. Physical assets become digitalized and become equal actors in the business value chain alongside already-digital entities, such as systems and apps. Enterprises seeking to go past the Nexus of Forces technologies to become a digital business should look to these additional technologies: 3D Bioprinting for Life Science R&D, 3D Bioprinting Systems for Organ Transplant, Human Augmentation, Affective Computing, Augmented Reality, Bioacoustics Sensing, Biochips, Brain-Computer Interface, Citizen Data Science, Connected Home, Cryptocurrencies, Cryptocurrency Exchange, Digital Dexterity, Digital Security, Enterprise 3D Printing, Smart Robots, Smart Advisors, Gesture Control, IoT, IoT Platform, Machine Learning, Micro Data Centers, Natural-Language Question Answering, Neurobusiness, People-Literate Technology, Quantum Computing, Software-Defined Security, Speech-to-Speech Translation, Virtual Reality, Volumetric and Holographic Displays, and Wearables. 

Autonomous (Stage 6): Autonomous represents the final post-nexus stage. This stage is defined by an enterprise’s ability to leverage technologies that provide humanlike or human-replacing capabilities. Using autonomous vehicles to move people or products and using cognitive systems to recommend a potential structure for an answer to an email, write texts or answer customer questions are all examples that mark the autonomous stage. Enterprises seeking to reach this stage to gain competitiveness should consider these technologies on the Hype Cycle: Autonomous Vehicles, Bioacoustic Sensing, Biochips, Brain-Computer Interface, Digital Dexterity, Human Augmentation, Machine Learning, Neurobusiness, People-Literate Technology, Quantum Computing, Smart Advisors, Smart Dust, Smart Robots, Virtual Personal Assistants, Virtual Reality, and Volumetric and Holographic Displays. 

“Although we have categorized each of the technologies on the Hype Cycle into one of the digital business stages, enterprises should not limit themselves to these technology groupings,” said Ms. Burton. “Many early adopters have embraced quite advanced technologies, for example, autonomous vehicles or smart advisors, while they continue to improve nexus-related areas, such as mobile apps.”

Introducing the KIT KAT Studio: a celebration of food, flavour, and most importantly…creativity!

<p><a href=”https://vimeo.com/135544033″>Introducing the KIT KAT Studio: a celebration of food, flavour, and most importantly&hellip;creativity!</a> from <a href=”https://vimeo.com/ensembleagency”>Ensemble</a&gt; on <a href=”https://vimeo.com”>Vimeo</a&gt;.</p>

Comme l’a dévoilé le blog spécialisé dans la publicité iletaitunepub, “afin de célébrer dignement son 80ème anniversaire, Nestlé a proposé aux heureux habitants de Sydney de tester le Kit Kat Studio”. Concrètement, ce studio éphémère dédié à l’univers de Kit Kat a permis aux clients de personnaliser leur barre de chocolat adorée en y ajoutant trois ingrédients de leur choix pour saupoudrer et donner une nouvelle saveur au produit historique. Une fois la création terminée, celle-ci est emballée dans un packaging spécialement imaginé pour le 80ème anniversaire de la marque. Vous le voyez ainsi, en plus de la personnalisation, au travers de cette campagne, Kit Kat mise aussi sur la co-création, et ça c’est clairement tout bon auprès de la jeune génération, toujours plus désireuse de s’engager auprès des marques !
Read more at http://www.airofmelty.fr/kit-kat-personnalisation-et-co-creation-pour-feter-les-80-ans-de-la-marque-aupres-des-jeunes-gourmands-a442272.html#OiDXaSgwMM0XZydE.99

Why Do People Hate Some Banks, Love Others? (USA)

Why Do People Hate Some Banks, Love Others?

Adrenaline | Insights for Financial Marketers

Why Do People Hate Some Banks, Love Others?

A study of over 3,000 consumers reveals what drives satisfaction, why people refer some banks to their friends but not others, and what people look for when they’ve had enough and decide it’s time to switch.

Credio, a personal finance website and bank comparison tool for consumers, surveyed thousands of banking customers to gauge which factors influence satisfaction with their primary financial institutions. Consumers were asked to evaluate their satisfaction with their banking providers, their banks’ products, locations, fees and online features.

Credio used the data to identify the criteria with the biggest impact on bank selection and satisfaction. From there, they determined which consumer segments are most loyal to their banks and why. They found that regional banks tend to have more satisfied customers than national banks, and consumers between the ages of 30 and 44 are more likely than any other age group to switch banks within the next year.

Factors Driving Bank Selection

Credio’s survey asked respondents to identify which banking features were most important when they selected their primary banks. Overall, respondents stressed the importance of branch and ATM availability when selecting their banking provider, and the significance of brick-and-mortar locations held true across all demographics.

bank_customer_switching_triggers

Read More: Only Digital Koolaid Drinkers Believe Branches Are Dead )

Net Promoter Score

Credio calculated the Net Promoter Score for the ten institutions in their study. This standardized scoring system asks respondents to rate their banking provider on a scale of 1 to 10. Anyone who gives a rating of 9 or 10 is considered a “Promoter,” while anyone giving a rating of 6 or lower is considered a “Detractor” — everyone else (scores of either a 7 or 8) are considered “Neutrals” or “Passives.” The Net Promoter system takes the total number of Promoters, then subtracts the all the Detractors. The resulting number is the Net Promoter Score (NPS). Scores above 0 show that a bank has more advocates than critics.

bank_net_promoter_scores

Credio’s NPS analysis shows that regional banks have more satisfied customers. BB&T and PNC are the market leaders in satisfaction, while USAA shows the industry what isreally possible with over four Promoters for every one Detractor. The overall customer base at Chase is neutral, with number of Promoters almost equaling the number of Detractors. Customers at BofA and Citibank are the most dissatisfied. For every two Citibank promoters, there are roughly six detractors voicing frustrations with the bank.

Likelihood to Recommend

The survey asked respondents to rank how willing they are to recommend their banks to friends and family. PNC , BB&T and TD Bank customers said they were the most likely to refer their institution, and (of course) USAA was off the chart.

bank_customer_referrals

What Drives Satisfaction?

In the survey, respondents identified the primary reason they are satisfied with their bank. The bulk of consumers said the online tools offered by their bank were what satisfied them most, followed by customer support, and ATM and branch coverage. Older customers (older than 60 years of age) tend to be more satisfied with their banks’ customer support than other age groups. Customers with lower income (less than $50,000 annually) tend to be less satisfied with mobile and Internet banking tools.

bank_customer_satisfaction

To determine which factors have the largest impact on satisfaction, Credio reviewed the correlations between how likely respondents’ were to recommend their bank and specific banking features. The analysis showed that customer service and variety of accounts are the key drivers of satisfaction. It also revealed that consumers aren’t thrilled with their banks’ mobile apps; a bad experience with a mobile app is likely to correlate with a negative overall satisfaction rating.

bank_customer_satisfaction_metrics

Indian rapper uses Nicki Minaj beat to call out Unilever | Dazed

Indian rapper uses Nicki Minaj beat to call out Unilever | Dazed.

Sofia Ashraf will not back down over the damage she alleges Unilever has done to her city, using Nicki Minaj’s Anaconda beat for a protest rap against the company.

Local activists from Kodaikanal, a city in the state of Tamil Nadu, have been campaigning for years over the company’s abandonment of a thermometer factory. Mercury is a poisonous metal and India has no way of processing it. Ashraf’s song urges the CEO of Unilever, Paul Polman, to compensate the former workers of the factory at the Indian unit, who were exposed to toxic mercury, allegedly causing 45 deaths after mercury poisoning.

Unilever denies responsibility, dismissing scientific papers and the experiences of people from the area. In a statement on their website they say: “The conclusions of the CEM report is in contrast to the results and conclusions of several site assessment and risk assessment studies that have been done by independent experts and institutes over the years and we stand by the reports of the past.”

Ashraf has rapped about social issues before, including for the victims of the Bhopal Gas Tragedy of 1984, which some consider to be the world’s worst industrial disaster.

Greenpeace and other environmental groups have previously accused Unilever of failing to clean up the waste, which harmed the forests of Kodikan. The rap video urges people who watch it to sign a petition, to hold Unilever accountable and get the company to compensate the workers affected by the mercury.

#Infographie : Les applis mobiles, premier investissement des entreprises en marketing digital – Maddyness

#Infographie : Les applis mobiles, premier investissement des entreprises en marketing digital – Maddyness.

La dernière étude réalisée par Val­tech et Adobe auprès de plus de 300 directeurs et responsables marketing dresse un état des lieux des logiques d’investissements et des grands enjeux du marketing digital en 2015. Retour sur l’infographie qui dessine les tendances digitales de ces derniers mois.


Depuis quatre ans, Valtech et Adobe cherchent à retranscrire les préoccupations et les attentes des directions marketing, tout en identifiant les postes d’investissement des prochains mois dans un baromètre du marketing digital. Autant d’informations nécessaires pour dresser le panorama d’un écosystème qui évolue rapidement.

L’enquête, menée auprès plus de 300 directeurs et responsables marketing d’entreprises de toutes tailles confirme une tendance forte : les applications mobiles constituent le premier poste d’investissement devant l’e-commerce, le brand et content management, le social media et le data marketing. Autre information : la part du marketing digital gagne 3% entre 2014 et 2015 dans le budget marketing global.

Côté indicateurs, les clics semblent (pour 181 d’entre eux) importer plus que le nombre de visites (169) ou encore la conversion (155). Les initiatives mobiles mises en place concernent pour 41 des répondants le responsive design, les applications mobiles (32) et les sites mobile (27). Quant au parcours cross canal, il sera principalement optimisé grâce à des e-mailings performants et à des sms qualitatifs, principaux leviers d’acquisition, devant la publicité et le SEO.

Qui tient les rênes de l’investissement en marketing digital ? Le marketing se hisse à la première place du classement (50%) devant le digital (35%) et l’IT (15%).  La data récoltée est quant à elle majoritairement utilisée pour améliorer la connaissance client, pour mieux cibler et segmenter son audience et enfin pour mieux personnaliser ses communications.

« Ce baromètre confirme nos observations sur le terrain : la complexification croissante du digital s’accompagne d’une volonté de plus en plus importante de la part des marques de mieux le comprendre et de l’intégrer à leur stratégie globale. L’augmentation du ROI des stratégies digitales, et notamment des stratégies mobiles, nous renseigne quant à l’évolution des budgets marketing globaux en faveur du digital », développe Christophe Marée, Directeur Marketing Digital chez Adobe.

barometre marketing digital

Les résultats complets de cette étude sont disponibles sur le site de Valtech