Marketing 2.0 Un article de Wikipédia, l'encyclopédie libre. L’idée de Marketing 2.0 se réfère à une nouvelle génération de concepts marketing émergents de l’ère Internet. L’expression a été popularisée en 2005 lorsque plusieurs experts parlaient également du Web 2.0. L'Adetem, l'association du marketing, y consacra en octobre 2007 ses Journées Nationales[1]. Toutefois, le vocable de Marketing 2.0 recouvre au moins deux acceptions plutôt différentes aujourd'hui : la première correspond à l'adaptation des outils Web 2.0 au marketing ; la seconde à l'élaboration d'un nouveau marketing qui dépasse le cadre du seul Internet. §Marketing 2.0 / Exploitation des outils Web 2.0 dans les actions marketing[modifier | modifier le code] L’expression fait partie du vocabulaire commun d’une nouvelle génération d’experts en marketing utilisant l’Internet comme principal outil de travail. Les plus grandes sociétés au monde ont déjà commencé à créer des campagnes de marketing 2.0. Les marques et institutions peuvent soit:
What Is Inbound Marketing? The proven methodology for the digital age Since 2006, inbound marketing has been the most effective marketing method for doing business online. Instead of the old outbound marketing methods of buying ads, buying email lists, and praying for leads, inbound marketing focuses on creating quality content that pulls people toward your company and product, where they naturally want to be. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time. How to interpret the graphic Along the top are the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, customers, and promoters. Inbound marketing is about using marketing to bring potential customers to you, rather than having your marketing efforts fight for their attention. Major themes: Make marketing people love. Attract Blogging- Inbound marketing starts with blogging. Convert Close
Social media Diagram depicting the many different types of social media Social media are computer-mediated tools that allow people to create, share or exchange information, ideas, and pictures/videos in virtual communities and networks. Social media is defined as "a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content."[1] Furthermore, social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive changes to communication between businesses,organizations, communities, and individuals.[2] These changes are the focus of the emerging field of technoself studies. §Classification of social media[edit] §Virality[edit] Mobile social media refers to the combination of mobile devices and social media.
Yield management Definition[edit] Yield management has become part of mainstream business theory and practice over the last fifteen to twenty years. Whether an emerging discipline or a new management science (it has been called both), yield management is a set of yield maximization strategies and tactics meant to improve the profitability of certain businesses that focus on yield. It is complex because it involves several aspects of management control, including rate management, revenue streams management, and distribution channel management, just to name a few of them. Yield management is multidisciplinary because it blends elements of marketing, operations, and financial management into a highly successful new approach. Yield management strategists frequently must work with one or more other departments when designing and implementing yield management strategies.[3] History[edit] Yield management spread to other travel and transportation companies in the early 1990s. Use by industry[edit] Airlines[edit]
Social networking service A social networking service (also social networking site or SNS) is a platform to build social networks or social relations among people who share interests, activities, backgrounds or real-life connections. A social network service consists of a representation of each user (often a profile), his or her social links, and a variety of additional services. Social network sites are web-based services that allow individuals to create a public profile, to create a list of users with whom to share connections, and view and cross the connections within the system.[1] Most social network services are web-based and provide means for users to interact over the Internet, such as e-mail and instant messaging. §History[edit] The most popular social networking sites by country Early social networking on the World Wide Web began in the form of generalized online communities such as Theglobe.com (1995),[15] Geocities (1994) and Tripod.com (1995). §Social impact[edit] §Features[edit] §Emerging trends[edit]
Twitscoop Twitscoop is a web-based Twitter client which uses the Twitter API to allow users to send and receive tweets, and do multiple real-time searches at the same time. Twitter client[edit] Twitscoop is a Twitter client and a real-time visualisation tool which enables users to mine the tweet stream.[2] Twitscoop's algorithm identifies tags and keywords in the Twitter stream and then ranks them by how frequently they appear versus normal usage. Twitscoop detects growing trends in real-time, identifies breaking news and then monitors specific keywords along with graphs that display the activity for any given word on Twitter. History[edit] Twitscoop was used by a number of publications to support articles related to buzz propagation on Twitter: Buzz created by the Telegraph around MP's expenses in the UK.[4]Analysis by Techcrunch about the great Google outage on May 14, 2009.[5]Study of the social media role in breaking news by the Telegraph.[6] See also[edit] Wikipediavision References[edit]
HootSuite Additional integrations are available via Hootsuite’s App Directory, including Instagram, MailChimp, Reddit, Storify, Tumblr, Vimeo and YouTube.[8] Based in Vancouver, British Columbia, Canada, Hootsuite has over 500 staff located in Vancouver, San Francisco, New York, Hong Kong, London, Sydney, Singapore, and other countries. The company operates on a freemium model and has over 10 million users in more than 175 countries.[5] §History[edit] In 2008, Holmes needed a tool to manage multiple social media networks at his digital services agency, Invoke Media.[9] Finding that there was no product in the market offering all the features he sought, Holmes, along with Dario Meli, David Tedman, and the Invoke team, chose instead to develop a platform of their own that would be able to organize their many social media accounts and networks.[10] The first iteration of this social media management system launched on November 28, 2008 in the form of a Twitter dashboard called BrightKit.[11]
Goodreads Goodreads is an Amazon company and "social cataloging" website founded in December 2006 and launched in January 2007 by Otis Chandler, a software engineer and entrepreneur, and Elizabeth Chandler.[2][3] The website allows individuals to freely search Goodreads' extensive user-populated database of books, annotations, and reviews. Users can sign up and register books to generate library catalogs and reading lists. They can also create their own groups of book suggestions and discussions. In December 2007, the site had over 650,000 members[4] and over 10,000,000 books had been added.[5] As of July 2012, the site reported 10 million members, 20 million monthly visits, and 30 employees.[6] On July 23, 2013, it was announced on their website that the user base had grown to 20 million members, doubling in close to 11 months.[7] The website's offices are in San Francisco.[8] On March 28, 2013, Amazon announced its acquisition of Goodreads for an undisclosed amount.[9] §History[edit] §[edit]
LibraryThing LibraryThing is a social cataloging web application for storing and sharing book catalogs and various types of book metadata. It is used by authors, individuals, libraries, and publishers. Based in Portland, Maine,[2] LibraryThing was developed by Tim Spalding and went live on August 29, 2005. As of January 2015, it has over 1,900,000 users and nearly 95 million books catalogued.[3] §Features[edit] The primary feature of LibraryThing ("LT") is the cataloging of books by importing data from libraries through Z39.50 connections and from six Amazon.com stores. §Social features[edit] LibraryThing's social features have been compared to bookmark manager Del.icio.us[6] and the collaborative music service Last.fm.[7] Similar book cataloging sites include aNobii, BookLikes, BookJetty, Goodreads, Shelfari, and weRead.[8] §Ownership[edit] §Publicity[edit] §See also[edit] Competitors §References[edit] §Further reading[edit] Wenzler, J. §External links[edit] LibraryThing
Email marketing Email marketing is the act of sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Marketing emails can be sent to a purchased lead list or a current customer database. History[edit] Email marketing has evolved rapidly alongside the technological growth of the 21st century. Historically, it has been difficult to measure the effectiveness of marketing campaigns because target markets cannot be adequately defined. Types[edit] Email marketing can be carried out through different types of emails: Transactional emails[edit] Transactional emails are usually triggered based on a customer's action with a company. Direct emails[edit] Mobile email marketing[edit] Comparison to traditional mail[edit]
Content marketing §History[edit] 10g Backin package (1902) Advertising has long used content to disseminate information about a brand, and build a brand's reputation. In 1895, John Deere launched the magazine The Furrow, providing information to farmers on how to become more profitable. Michelin developed the Michelin Guide in 1900, offering drivers information on auto maintenance, accommodations, and other travel tips. 35,000 copies were distributed for free in this first edition.[5] Jell-O salesmen went door-to-door, distributing their cookbook for free in 1904. The phrase "content marketing" was used as early as 1996,[7] when John F. Recently, content marketing has become more prominent, especially where digital and online marketing is concerned. §See also[edit] §References[edit]
Publicité mobile Un article de Wikipédia, l'encyclopédie libre. L'apparition et la popularité des téléphones mobiles a permis l'essor de la publicité par téléphone mobile. §Enjeux de la publicité par mobile[modifier | modifier le code] Le téléphone mobile acquiert rapidement de plus en plus de fonctions et pourrait prendre la place de la télévision en tant que média principal[réf. nécessaire], pour les entreprises qui souhaiteraient atteindre leurs consommateurs. Cette piste est confirmée par Omnicom, un réseau d'agence publicitaires[réf. nécessaire]. Selon userADgents[1], la publicité mobile devrait atteindre de 3 milliards de dollars en 2008 à 11 milliards en 2012[Où ?] En Chine, qui est le marché bénéficiant de la plus forte croissance mondiale sur le secteur de la téléphonie mobile[réf. nécessaire], 61 % des personnes interrogées[Par qui ?] La promotion de services mobiles devient de plus en plus importante pour les entreprises. Le mobile est devenu un instrument de marketing.