Marketing mobile : Les nouvelles habitudes de consommation (étude à télécharger)

J’ai eu l’occasion en fin d’année dernière de me plonger dans un sujet de marketing digital fort passionnant : les nouvelles habitudes de consommation liées aux mobiles, et leurs impacts sur les stratégies marketing.

Cette thesis réalisée m’a permis d’aller au delà de mes convictions actuelles, pour creuser méthodiquement le sillon des habitudes mobiles (qu’est ce qui a changé concrètement en terme d’usage depuis quelques années ? Qu’est ce qui se prépare pour la suite ?), en terme de théories sur la consommation (quelles sont les raisons qui poussent une personne à faire confiance à une marque et acheter ? Est-ce une théorie qui a évolué ou est-ce la même depuis 100 ans ?), d’impacts sur les moteurs de recherche (si mon mobile a réponse à tout, je n’ai donc plus besoin de passer par un moteur de recherche ?), et évidemment en terme d’évolutions technologiques (les assistants digitaux, la recherche vocale, quels impacts ?).

J’ai fouillé une 100aine de sources, développé le sujet sur une 60aine de pages, puis résumé le tout en différents formats (en version 1 page même pour les gens pressés). Mais maintenant que le travail est terminé, autant en faire profiter ceux que cela pourrait intéresser. Vous recherchez des informations sur l’impact du mobile sur le marketing digital ? Vous êtes au bon endroit.

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Qu’est ce que je peux trouver dans ce document ?

Sommaire des bons passages :

  • Des spéciales dédicaces à Alex Jubien, Cyril Martinez, ma femme, Pascal Roche et Yann Gourvennec. Ça c’est juste pour les citer.
  • Un résumé de tout le document en 1 page
  • Une partie académique méthodologique, objectivement peu intéressante coté marketing, mais qui permet de comprendre le contexte de recherche, et de le reprendre pour le prolonger si l’envie vous vient.
  • Les meilleures pratiques des stratégies marketing actuelles : des chiffres sur l’utilisation actuelle du digital, l’impact du e-commerce, le rôle de l’acquisition de trafic.
  • Un gros zoom sur les moteurs de recherche : quels sont leurs rôles historiques, en quoi ils ont muté, quel est leur impact en terme de marketing (#SEO inside, évidemment), et la cristallisation des métiers marketing autour de ces moteurs de recherche (#Google)
  • Un exemple de stratégie marketing actuelle dans le milieu de l’hôtellerie, sur Bordeaux
  • Les principales limites des méthodes et outils actuels. Même en temps que marketer, les limites ne sautent plus aux yeux, pourtant elles sont évidentes : volatilité des plateformes, évolution des habitudes de recherche, approche pro-active de la recherche (il faut savoir identifier et nommer son besoin pour effectuer une recherche sur google), canaux à sens unique…il est urgent de reformer (#Mario2017).

Puis nous avons traité le coeur du sujet :

Les nouvelles habitudes des consommateurs mobiles : comment bypasser les moteurs de recherche ?

  • L’évolution des devices -mobiles et tablettes-, des habitudes, et leurs impacts sur la consommation
  • Le développement du social media qui prend rapidement la place d’un second internet, qui serait totalement autonome (je peux tout faire sur Facebook, pas besoin d’aller ailleurs). On s’y parle de l’éco-système très sophistiqué de Facebook évidemment, de Twitch ou de Github.
  • On se parle aussi de Twitter (#jekiffe), de Google en temps que réseau social et plus globalement en temps que fournisseur de plateforme de service (très bon parallèle initié par FredCavazza sur le développement identique de Google et Facebook en temps que plateforme de services).
  • Les marketplaces à la Amazon ou Booking : elles aussi nous poussent vraiment à nous affranchir des moteurs de recherche.

La partie geek ensuite :

L’avènement des assistants digitaux : d’une simple recherche vocale à une recherche omniprésente.

  • Je tente d’y expliquer le développement de la recherche vocale (depuis quand ? pour quelles raisons ?). Vous avez déjà essayé de taper « call mam » sur Google trends? Ça vous en dira beaucoup sur l’avènement de la recherche vocale.
  • Puis un gros zoom sur les 4 assistants les plus développées. Siri : le 1er assistant digital mainstream d’Apple. Malgré ses faiblesses.
  • Google et son écosysteme « Google now » qui se développe tellement vite qu’il a largement évolué entre le début et la fin de mon analyse. #lemondevatropvite.
  • Cortana, l’essai d’assistant digital de Microsoft
  • Alexa et Echo : la tentative d’Amazon d’entrer dans votre salon.
  • Et des alternatives hors du monde des GAFAs : l’exemple de l’app (très pertinente) Hound.
  • On passe après aux bots : là où les assistants digitaux sont des AI génériques, les bots vont répondre davantage à un besoin vertical spécifique. Alors on zoome sur les plateformes conversationnelles, la plateforme de bots de Facebook, et la concrétisation opérationnelle des bots au sein d’app invisibles comme la très bonne app francaise Jam.

Mon coté sceptique revient à ce moment-là :

Évidemment, tout n’est pas rose. Il faut prendre en compte également les limites techniques de ces outils, les limites qu’ils imposent à leurs utilisateurs (ils ne conseillent pas la meilleure solution, juste la meilleur selon eux) (#darty), et les considérations générales en terme de vie privée, de sécurité. Et cette alerte géniale de Hawking qui disait (je cite) : « l’intelligence artificielle peut représenter la plus grande avancée de l’histoire de l’humanité. En même temps, cela peut également être la dernière, si on apprend pas à gérer le risque. »

catching2

Et enfin l’impact de ces habitudes mobiles sur les consommateurs :

  • Rappel des théories qui régissent les codes de la consommation
  • La très bonne théorie du « Moment of truth » (MOT – moment de vérité) de Jan Carlzon. Qu’a t elle défini?
  • l’évolution du MOT en ZMOT (oui, on s’amuse en marketing), propulsé par Google. ZMOT = Zero moment of truth.
  • Son extension en « Micro-moment », afin de correspondre au monde de la mobilité, et tel que déjà abordé ici.
  • Je confronte ces idées à une enquête en lignée menée pour ce document, dédiée aux habitudes de consommation mobile sur plus d’une 100aine de personnes en France : quelles fonctionnalités ils utilisent? quelle fréquence? le mobile a-t-il changé leur vie? (spoiler : oui, mais ils se sentent vraiment dépendants)

La conclusion ?

La conclusion est la note que j’aurai souhaité lire il y a 1 an alors que je préparais mon plan d’actions marketing digital pour l’année à venir : en quoi les stratégies marketing vont devoir évoluer pour prendre en compte ce changement de paradigme ?

  • 9 propositions pour anticiper ces changements de paradigme, et concevoir des stratégies marketing pérennes, qui seront nouvelles-habitudes-compatibles.
  • Exemple de la manière dont on pourrait adapter une stratégie marketing dans le milieu de l’hôtellerie
  • Je termine par un entretien ouvert avec un chef de projet marketing digital devant qui je confronte mes idées, et qui les enrichit de ses opinions.

En conclusion, vous aurez – je l’espère – acquis quelques nouvelles données à la lecture de cette analyse. Et vous concevrez mieux de quelle manière une marque peut continuer à toucher son public au sein de ce monde ultra-personnalisé. Car chaque jour, une portion non négligeable du net se crée sa propre expérience, en toute autonomie. Le temps de la page d’accueil unique « Google » n’est plus. Alors à nous de nous adapter.

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[In english] How to choose an advanced master in digital? (when you’re 36 and French)

My article on « Digital me up » blog

pursue

You want to pursue your studies with a great diploma, and learn more about the digital world? That was my position 1 year ago, when I had the idea to begin an advanced master in digital business. Let me tell you about this personal experience: how I chose the advanced master I’m currently in, why, and the most important, how it is.

Hi, I’m Max, 36, from France. I’ve been working in the digital world for over 15 years now, in the marketing field. I truly know that this digital marketing area is my passion and career. But on the digital side, I’m a self-taught, I never got any diploma about it (yeah, it didn’t exist at that time).
So I decided last year to continue my studies, in order to 1. Improve my knowledge by learning new methods, and 2. Finally get a diploma in the digital field.

How to continue my studies in digital?

I started to look over the web, for the perfect grail:

  • Best content : A program with really great content, and which is 100% digital-oriented
  • Flexible schedule: As I’m an executive (I’m working in a great company in Bordeaux), the schedule was important for me, I couldn’t be full time, I had to continue to work at the same time.
  • Right level: As I had a Master degree level in Marketing, I was looking for a program to improve my knowledge, so certainly a Master of Science or around this level.

I ranked every Master I found online, I used comparator websites like meilleurs-masters.com (in French), and finally I turned myself to the Advanced Master’s in Digital Business Strategy from GEM Business school (Grenoble Graduate school of Business).

Why did I choose the digital business strategy master from GEM?

I will tell you objectively why I thought -and still think- this program is the best program in my case:

  • The program director, and the teachers are professionals, who are currently working in digital fields. It definitely makes a difference: you learn practical skills you can use in your work from day 1. And you get lot of feedbacks from different industries (this year: from luxury market to Google’s insider).
  • The whole program is in English. Honestly, that was not what I was looking for at first. But Internet is worldwide right? What’s the best language to learn about the digital world? Definitely not French. And 50% of all our business jargon is already in English. So that’s a good knowledge to improve.
  • All courses take place in Paris. That’s not the worst city.
  • The program duration is 15 months, with 3 days per month classes. So you can continue your job at the same time, or find an internship. It’s not a full-time job, even if you got a lot of work to handle.
  • The main advantage of this program will never be featured on school’s brochure, but here it is: Huge emulation. By working on digital all day, and talking about experiences with every student and speakers, motivation is increasing, and it brings you new ideas, and projects. Your mind will quickly become 100% digital-oriented.

I’ll be part of this program for a few more months, and my to-do list is already full of projects. When it will ends, I’m sure that it will only means this is the beginning of a whole set of new digital ideas to test and develop.

[In english] Why you should use Zapier!

When we talk about digital, there is an endless list of softwares to use, for each of our tasks: updating our website, amplifying our social networks, meeting online, SEO, our own productivity, etc. So we hear a lot about automation, and plugging software. We already know for example that on Linkedin, each time we post something, we can automatically tweet it also. That’s great, right? That’s 20 sec. saved. What if we could do that with any software we use?
That‘s the goal of websites like Zapier: to connect software we use on a daily basis, and to automate these tasks. I heard about it on a recent course about Technologies, by Julien Grossiord.
Of course, different websites can do that, and I could have done a full comparison between each of them, but I personally use Zapier since then, and I will explain to you why.

  1. The goal of automation is to use it, not to talk about it.

I’ll tell you about one software only because the main goal is to get started, fast. If we want to save time and automate tasks, the good way seems to begin using it. After some tests, if it does not fit, you can still look for another software, you will already know a bit about the subject.

  1. An API, without coding?

Zapier uses the principle of API (Application Programming Interface), but without the need to code. It’s a user-oriented website, where you only choose, drag, drop. That’s cool.

  1. The first automations are free.

A good way to get started.

  1. A huge range of softwares and apps are available

Zapier can do automation on 500+ apps and softwares, among the most famous: Gmail, Facebook, Twitter, Dropbox, Salesforce, etc.

zapier-apps

So what can I do with Zapier? (examples)

You first have to choose a category of apps to automate: social, project management, e-commerce, invoicing, file management, personal, etc.
As there is a huge list of softwares available, we can easily be lost, and not knowing where to begin. So I will give you examples, in some different categories.

About Personal

  • Beginner example: Each time I receive an email with the word “invoice” in the subject line, I save the invoice attached automatically on my Dropbox account, for archive purpose.
  • Advanced example: you can create a task list (on Notes, Evernote, Trello, etc.) from Gmail labels. Ex: each time I receive email from La Poste, it adds a task on my “Saturday morning things to do” list on Trello.

About CMS

  • Beginner example : you can automatically post new WordPress posts on Facebook
  • Advanced: you can make WordPress post from a Google document or a Evernote note.

About E-commerce

  • Beginner example: each time I have a new customer on my website, his email is added to my Sugar-CRM (or Mailchimp mailing list)
  • Advanced example: you can create a public helpdesk (like Zen desk) from a simple Google form entry

How can I find tasks I can automate in my life?

The secret recipe seems to say this sentence:

“Each time I do this, I want it to do that”.

Each time you can say this sentence about one of your tasks, it means that you want to automate something. And you will save time by doing it.

“each time”: that means you need to automate

“I do this”: this defines the 1st app to connect

“To do that”: this defines the 2nd app

Look for the tasks you do without thinking, only because “you have to do it”. You will find a good way to start.

[In english] 3 tips to create successful virtual teams

My article on Digital-me-up.com

nemawashi

Do you know what « Nemawashi » means? It’s a Japanese word which defines a first meeting organized to gather support and feedback from the audience before an official meeting.
What’s the use? In Japan, people are looking for the consent of all sides (not the majority!). Moreover, executives don’t like to hear new proposals during a meeting, they feel like they have been ignored or rejected. It’s a key fact when working with Japanese teams, and not knowing this can easily lead to failure.

I learnt this small example during a course from Véronique Rostas few months ago, about building virtual intercultural teams. This course really made me understand that yes, cultural differences are fierce. And in the digital age, we all will have to work with people from different countries, people we certainly never met face to face for most of them.

Different perspectives, beliefs, values, cultures… So how can we be sure to really understand each other? How can we make our team effective?
Here are the key facts I keep in mind from this course:

  • 1/ Find a common purpose for your team
common purpose

You have a team and you’re already beginning to work? Good, but does everybody know what’s the purpose of the mission? In order to overcome the challenges of the project, you have to develop a shared strategy of how the team will work together. Create a common and unique framework, based on 3 pillars:

  • A crystal clear chart, with team’s objectives, tasks and responsibilities.
  • Define composition for each member: which role? Who has leadership? Who is the sponsor of the mission?
  • Build great processes too: How decisions are made? How do we ensure good communication to cultivate trust? Do we reward team performance?

You will perhaps loose some hours at first, but especially with virtual teams, you have to start slowly to end faster.

  • 2/ Monochronic or polychronic cultures?
polychronic

Your virtual team is certainly composed of people from different cultures. Knowing if people are more monochronic or polychronic will help you a lot.

Monochronic are…cultures where you have to meet deadlines, where agendas are respected, and globally, only 1 person speaks at a time.

Polychronic are…cultures where deadlines are more considered as guidelines to follow, where you can add new topics to the agendas, and globally where several people can speak at the same time, without bothering the audience.

Of course, we as French are more of a polychronic culture. And UK (to name only one) are more monochronic.

Another easy tool to really understand cultural differences between people is « Trompenaar’s 7 dimensions », named after the management consultant Fons Trompenaars. It is a really amazing framework, helping us to rank cultures and background in 7 simple dimensions.

This model will allow us to distinguish for example the « I am the captain of my destiny » type of guy, from the « what will be will be » other type of guy. You certainly have examples like this around you. Feel free to learn more about Trompenaar’s 7 dimensions.

  • 3/ Using the right tools
the right tools


We have a lot of digital tools to communicate with people: email, chat, phone, conference calls, skype, IM, Yammer, etc. But on the other hand, we often use the same few tools on a daily basis. It’s working? So let’s use it again and again!
An important fact about digital teams seems to be adapting the tools you use, to the level of decision you are trying to reach. For example, high level decisions will need rich media tools, like Skype. But on routine tasks, emails will surely be enough. Use different tools, it’s not a problem. The more you will encourage cooperation, the less you will create conflicts.

Even if you are not working in a big international firm, intercultural teams are everywhere. In the real world of course, and in the digital world on a daily basis. So let’s build this little framework each time to merge the best of individual’s ideas…and diverse perspectives.

[In english] 5 SEO trends in 2016

My article on « Digital Me Up » website
5-SEO-trends-810x540

2015 has been a very difficult year for Google, and…oh, no, wait… Google’s market share in 2015 is globally still around 91% worldwide, and the king of search engines remains the front door of almost every search over the internet.
The SEO workers –Search Engine Optimization- are following every Google’s move to try to reach -and stay- at 1st rank on results page. But what will change in 2016? Will the secret recipes still be relevant? Let’s try some SEO predictions for 2016.

1. The rise of contextual SERP

SEO has always been about being the 1st on the SERP (Search Engine Results Page). It was first easy to check, because every results page looked the same, with only 10 classic results.

A few years ago, Google has been testing new ways of displaying the results, depending on your device, your location, and your question. That is called ‘universal search’. You can now have some pictures on the results page, YouTube videos, links to app, maps, Wikipedia quotes, news, etc.

contextual SERP

Google’s goal is to be more accurate than ever, and we have now to work with contextual SERPs, depending on customer’s needs and actions. Understanding the user experience will be determinant.

Looking for a video? Let’s try to have the perfect video for you. Looking for recent information? Let’s try to publish some breaking news.And yes, voice search, connected TV and wearable devices are now part of this: new devices, mean new results page.

2.Mobile is the future (but it will not kill desktop though)

We hear about mobile killing desktop use, about having a “mobile first” strategy, but will this happen in 2016? Mobile use is increasing each year, and the most important thing is that it allows new uses (you should check the “micro-moments” theory about it). So yes, you should have a mobile friendly website, or Google will ban you. But moreover, you should check what mobile users are asking to Google about your firm. The timetable? Instant news? “How-to” guide? Link to your app?
We have new ways to gain users… or loose them.

And what about desktop usage? Even if mobile is really killing tablet usages, I think that mobile and desktop are 2 complementary devices that will stay there. Usage will fluctuate depending on the new devices that will enter the market (hardware & OS), and yes, mobile is important. But both mobile and desktop remain the main devices to work on.

We have been seeing it for several years, mobile is not really eating our desktop time usage, it’s some extra time: we spend more of our free time on mobile. So mobile is killing… our free time, not other devices’ usage.

So work on mobile, but don’t forget about desktop usage for SEO, it’s still there.

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Usage in France. Source : Consumer Barometer

3.The return of long-form content

I am sorry about this, but there are so many articles over the internet, that a 350-word content is not a “deep article” anymore. Everybody does it, even for breaking news. To make a shift, we now have to write long-form articles. More contents will mean more traffic, more quotes, and so more people who spread the word.

If it’s well made and interesting, of course. So we cannot write about anything anymore, we have to do some researches, to investigate. We shall become experts before publishing a piece…but isn’t what Google wants? Top, epic content. So I think that’s what SEO will be about.

Example of long form content from the incredible
& much interesting “Wait but why” website.

4.Tracking traffic is much more complicated

Google doesn’t like the fact that we work and experiment with its results, so they can’t help from making things harder.

Will ranking on 1st position still get me all the clicks? Not sure anymore. With universal search (images, ads, etc.), your organic clicks depend on the way the page is displayed. And it changes on every search.

Can I still see where my traffic comes from? Not all the time. Google now hides the keywords entered by our visitors, and there are also plenty of cases where your analytics can’t see where the traffic comes from (from images search, apps, Facebook, Snapchat, etc.). It’s called ‘dark traffic’.

How can I work on it? By making global actions… and digital marketing.

5.SEO will be merged with digital marketing

SEO has never been such a trending topic, but the outlines of this field have never been so blurred. Everyday, Google urges us to create more accurate content (no spam), to please our users (avoid bounce rate), to make them share our pages (backlinks & popularity).Thanks to its high requirements, Google has managed to transform the technical-geeky-discipline into… digital marketing.
We’re talking about content or SEO? PR or SEO? UX or SEO? SEO is about being seen and well understood, such as digital marketing. So don’t try to do “only SEO” this year. If you’re still doing SEO in 2016, you’re a marketer

[In english] Why Google’s “Micro-moments” is a game-changing concept

My article on ‘Digital Me Up’ blog.

Google-micro-moments

During a recent course from our Master, we had the opportunity to talk about innovation with a Google insider, Arnaud de Terline. From a marketing point of view, innovation often leads to new ways to interact with our customers. While Arnaud focused on mobile innovation, he mentioned several times Google’s recent theory called “Micro-moments”.

I already knew this concept, but his vision made me understood further that I really underestimated its impact on digital marketing. Folks, these micro-moments are really changing the way businesses should work on mobile. Let’s see how!

What are these Google’s “Micro-moments”?

In Sept. 2015, Google started to talk about “micro-moments” on his think tank blog “Think with google“. A short video started to spread over the web, introducing the concept.

The concept is simple: Time isn’t lived in years anymore, or days or even hours. We live our life in moments. Our lives are a sum of really short moments. Like looking for information. Or making pancakes. Or reading. Or running. Or watching our kid doing something new. Perhaps 100+ per day.

And thanks to technology, we can now share each of these moments with the whole world, we can talk about it with friends, we can find help online when we need it, as we can shop 24/7. During each of these moments, we can definitely have the leading role.

What’s new about that?

Technology allows us to react more quickly. When I look 15 years back, I was doing a lot of things too, but at the end of the day, I was sharing 1 or 2 things with my relatives. Not everything. Or I was waiting to be at my desktop to do my research. I was not online all the time.

Nowadays, with our devices, we can ask or share everything, anytime, and from almost anywhere.

Want a figure? 91% of smartphone users could look up information on their smartphone in the middle of a task*. Right in the middle of a task! This is a big shift due to our digital activity through the day.

What are the consequences for companies?

As businesses, we cannot wait for customer’s project anymore. They are not going to come to your office to talk about their needs. Well, really less than before. They have smartphones, all the time, and this will be the starting point of many news ideas. And we have to guide them along their purchase decision journey.

Google calls it the “moments”. Imagine short movies from your daily lives. 2 minutes long. You’re concentrate on 1 thing, and you need to solve your problem. Quickly, because in 2 more minutes, you will be focused on something else.

Here are examples of micro-moments:

  • “Buy new shoes moments”: I have a specific need and I will go shopping online now
  • “Starting new sport moments”: I want to take care of my body from now on, so I will download a sport app for beginners immediately
  • “Making recipe moments”: I want to make a cake, don’t know exactly how to do it, so I will watch a video on Youtube to help me
  • “Fixing things moments”: I have an issue with my hair dryer for example, I will watch for hints online to repair it (or change it)
  • Etc.

These moments fractured your customer’s day into hundreds of real-time decision, and opportunities.

This is happening with daily issues, but the most amazing part is that mobiles are becoming such fellows that we even start life changing projects on mobile. “Starting new life moments” could mean moving to another city, looking for a new home, a new job, even a new husband. Mobile is not about the little needs anymore. It’s about almost every need that we have.

And it can be done anytime: in the waiting line, on the bus, at home. “anytime, anywhere” is the new rule.

That means that every market should handle these micro-moments. Even the HR websites, even the real estate websites. Even the “very expensive world tour tickets” website. Our next customer can start anytime to look for us.

How should marketers handle these micro-moments?

Basically, micro-moments tell us that our mobile website should not be a “mobile version of our website” anymore. This sounds obvious, but most of us are still doing it.

As marketers, we should first define the micro-moments of our business. When will the customer need me on mobile? What will he look for? On which platform?

We can list the micro-moments, and define each. Then we should create the right answer for each of these micro-moments.

For example, in the real estate field, customers using mobile are able to:

  • Look for the nearest agency
  • Look for an apartment near their current location
  • Seek information to start a new life changing project
  • Look for a specific information, on one of our products
  • Look for customer reviews

There is no need to show the whole menu to the customer. He surely needs one thing. Because he’s in one of his micro-moment.

As Google says to sum up: “be there, be useful, be quick“. That’s the next big challenge.

————

Want to know more about micro-moments:

Guide to Winning the Shift to Mobile

Micro-moment website, with case studies

*As featured on Thinkwithgoogle.com