The 2011/05/30 at 10:11
As a consequence of hasty decisions springing from the monitoring of competition or a tendency to subject oneself to fashion phenomena, these choices may prove to be problematic. A better approach would be to initially consult reference works on the different commercial roles created by and for Internet. Éditions PUF has recently published a little guide on web marketing; its authors, Stéphane Bodier and Jocelyne Kauffmann, are respectively the Chairman of Mediabrands and the Managing Director of MRM Paris. This guide is useful for employees considering career changes or business school students. For the two specialists present the bases of the discipline, supporting their comments with many examples: referencing methods and Web visibility, the use of social networks and blogs, mobile phone marketing mobile… Cybernauts irritated by the intrusion of advertising while surfing may also find this book interesting reading as it reveals the marketing methods used by brands.
For example, behavioural targeting “is based on the principle that as soon as a cybernaut switches on, the computer memorises everything that he or she does, thanks to the embedding of tags installed by advertising sales houses on the web sites of their networks. All this information is then collected and classified in the form of lists managed and resold by the sales houses depending on the clientele types sought after.” One of the pluses of this book is its lexicon, allowing readers to avoid getting lost in the commercial terminology that is sometimes used. Also appreciable is that towards the end, Stéphane Bodier and Jocelyne Kauffmann linger over the prospects of web marketing, whose fate is related to the coming digitisation of society. Citing extracts of a prospective analysis produced by the Union des Entreprises de Conseil et Achat Média (Union of Media Consultancy and Purchasing Enterprises), they notably point towards the “conversational universe of cybernauts and the tribes it encompasses”, who will be increasingly set apart by the brands they represent, and also note the role that consumers themselves will play in the development of advertainment. Cybernauts, on your marks – or rather mousepads.
Le Web marketing (Web Marketing)
By Stéphane Bodier and Jocelyne Kauffmann,
Presses Universitaires de France (April 2011), “ Que Sais-Je ? ” collection. 128 pages, 9 €