Véronique Lacroix, Director of the Center for Integration and Expertise in User Experience Technology (Photo: courtesy)
MARKETING. Since the advent of digital marketing in the 2000s, several Quebec companies have managed to establish themselves in a market dominated by American applications. The new generation is now trying to find its place, in a context where needs are becoming more refined and complex.
Véronique Lacroix, Director of the Center for Integration and Expertise in Customer Experience Technology (CIETECH), welcomes the pioneers of LeadFox in Sherbrooke, which offers all-in-one automated marketing software for SMEs, DashThis, of Quebec, with its performance consolidation platform social media, Cyberimpact, of Terrebonne, which developed the email marketing app, and Lightspeed, a Montreal-based e-commerce platform that is now listed.
However, the expert points out that it is increasingly difficult for domestic software developers to compete with GAFAMs of this world and other American applications, such as Mailchimp, HubSpot, WordPress or Wix, which often offer a basic package.
“Quebec entrepreneurs have an advantage in offering complementary solutions rather than different choices over existing platforms,” says Véronique Lacroix. As an example, he cites the digital marketing agency Bridge Media, Repentigny, which developed the Bridge Connect application. “CIETECH is with him at the very beginning of marketing,” she said. The agency has created an application that synchronizes the stock from the website with those from social media platforms. This allows companies to promote the right products, the ones they have in stock, at the right time. ”
Customer experience in the spotlight
At the beginning of the pandemic, companies rushed to create transaction pages. “They now need to improve their user experience,” warns Véronique Lacroix.
Several Quebec products stand out in this regard, most notably InputKit software, developed in Longueuil, which measures the quality of the user experience by testing all of the company’s digital platforms. “He assesses each point of contact by measuring the speed of response, the quality of the information transmitted and the satisfaction of the users, and then formulates recommendations,” summarizes the director of CIETECH.
For its part, Beehivr, of Repentigny, has developed mobile solutions aimed at “standardizing the online and in-store shopping experience”.
As for the DFSA customer experience management company, founded in Montreal by Daniel Fournier, it has developed a new type of glasses capable of assessing the emotional response of a person exposed to marketing content. “We are in pure innovation,” says Véronique Lacroix. DFSA glasses measure brain activity, eye movements and facial muscle response in real time, enabling extremely accurate diagnosis of the user experience. ” Developed in partnership with RE-AK Technologies, the device can be used to test the attractiveness of an advertising campaign, website ergonomics or the concept of physical commerce.
A new tool for placing ads
Since January, a new tool for placing “made in Quebec” advertisements has enabled the diversification of marketing initiatives. M32 Connect has officially launched a platform for purchasing media for small and medium enterprises called the Advertising Center. Described as a “self-service counter”, this platform allows companies to create and manage advertising campaigns in local media.
Basically, the Montreal-based M32 Connect is an adtech that supports Quebec web publishers in monetizing their content. “Given the popularity of large international platforms, we wondered how we could improve the user experience on the advertiser side, to persuade companies to reinvest their marketing budget in the local economy and local media,” Stéphane explains. Campana, its vice president of business development and partner.
The Ad Center interface offers the same type of functionality as the main digital advertising platforms: the user places an ad or creates an ad directly on the platform, chooses a medium between 43 websites and five publishers (including one of Deals) registered, indicates the daily budget and time of broadcast. After that, he will be able to consult his campaign reports.
“The company does business directly with the publisher, claims Stéphane Campana. Therefore, it is more transparent and accessible than going through software marketing platforms used by advertising agencies to buy media. ”