Advertising and marketing and promoting: the battle of knowledge, Advertising and marketing and promoting ?: the battle of knowledge

Dynamism to take advantage of
Dynamism to take advantage of

Tell him with the perfume: – 25% perfume and care until February 13 in the store or on… “,” three days until the shooting, – 20% supplements­“Psst… We miss you”, “Buy a jersey before stocks last! » Brands are doubling their inventiveness, resources and channels to tickle curiosity, create desire and turn a click into a visit, into a physical or electronic store, and initiate a purchase.

Harvest cookies

It’s hard to resist these messages received on a computer or smartphone. They are increasingly personalized thanks to data. Those we agree to leave to companies are calling first page data, and others, those left more or less voluntarily every time you visit a website or during a search, and which companies buy from large partners, user data, or third-party cookies (small computer files shared between computers or phones and websites) . Data that is everywhere and above all at the heart of commerce and digital marketing. “Data-marketing, digital advertising, a common point is the need for data: I use knowledge about customers to better target them, sell products and services, and then advertise and contact them. Data is the fuel of the market. Today, data is also used to segment and measure the effects of campaigns, ” recalls Emmanuel Amiot, partner at Oliver Wyman, responsible for the communications, media and technology sectors. And advertising is increasingly digital. “Digital advertising has doubled in five years and is an ultra-dynamic market. It goes hand in hand with a digit­whether­economic downturn, accelerated by health crisis “, underlines the partner. The good news is that the market has recovered: + 22% last year for global advertising and + 31% for digital, which today accounts for two-thirds of the market.


Faced with this, “Techno-marketing has taken over. The data scientists i data analysts they are at the crossroads of trade and technology­logic ”, writes Qwamplify on his page. But being in the digital world is not necessarily easy. “Traditional agencies and outlets that have gathered content or audiences to sell them have experienced that their market has been absorbed by major American players because of purchases by­speakers are now direct and automatic­in software. They are trying to compensate with advice, but there has been a transfer of value. “ believes Bertrand Bathelot, associate professor of marketing, creator of

In its semi-annual report for 2021, Makheia (Digital Marketing and Communications Agency) writes as well “The French communications market has suffered several years of tensions with the advent of digital technology and the reorganization of the traditional competitive landscape of agencies. The health crisis of 2020 completed these changes, with a historic drop in the gross margin of agencies and the disappearance of several small players. It is estimated that almost 25% of “small” agencies disappeared during the crisis. Today, the sector is in the recovery phase and behind the scenes­of which international, a dozen independent international sizes­middle (between 10 and 100 million euros gross margin), including Makheiu, are invited to reconsider their strategy and concentrate ».

Traditional players, but also “native digital” players had to adapt with more or less success, depending on the case. The outward sign of their strategy, for many of them, is a name change (10 of the 15 presented), already a few years ago, like Bilendi 2014 (former Maximiles) or, more recently, Dekuple (former ADL partner) and NFTY (formerly Adthink Media). Especially since digital requires technology and investment. “Some French players are doing pretty well because the market is growing globally. But size is important for cushioning the dice­think in technology. High ­platforms, Amazon or Google, are investing heavily in IT and the cloud. This requires skills­quoted that, for example, it receives advertising inventories and tools for real-time advertising optimization on various distribution channels ”, insists Emmanuel Amiot. The king of digital advertising, Google-Alphabet, made $ 76 billion in profits last year and $ 140 billion in cash, enough to develop platforms and artificial intelligence to make better use of data.

However, owning funds is sometimes not enough, as shown by the failures of the former French star of targeted advertising, Critea (listed on Nasdaq), who also had to rethink himself after being deprived of Apple cookies. , its privileged status on Facebook, and soon Google cookies, for now without credibility.

New Shocks

Because another turnaround is underway in the sector: access to easy data purchased from third-party cookie makers, Gaffe and their browsers, operating systems and others is becoming increasingly complicated. For regulatory reasons, but not only. Apple has already restricted access to cookies for users of its equipment, and Alphabet-Google should do so by mid-2023. Certainly, not everyone will or will be affected. “There are still places for French players, but they prefer, for example, in consulting or influencer marketing, such as Decouple, an activity that doesn’t mind the cookie problem. On the other hand, influencers have partially taken the place of the media. There has been a transfer of value in budgets with new players. “ according to Bertrand Bathelot. New limitations that bring new opportunities for those who know how to use them.

Here we present fifteen small and nano cap companies listed in Paris – large ones, such as Publicis Groupe, TF1 or M6, not treated – to monitor the digital marketing market, according to subjective ranking.

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