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Paper advertising still effective in 2016
Against all expectations, the paper advertising market remains buoyant despite the breakthrough of digital advertising in recent years. BALmétrie, in collaboration with Ipsos, has published audience figures for this traditional medium. In 2015, every French person read at least one paper advertising document every week.
We are not far from a paradox. While we protest against the advertising that regularly invades our letterboxes, we continue, willy-nilly, to take a look at them, when we are not frankly lingering over them in search of a bargain.
The audience for paper advertising grew by 0.6 points in 2015
The proof is in the results published by BALmétrie, which scrutinise our reading behaviour. In 2015, 93.4% of French people read at least one piece of paper advertising every week. If it wasn't a mailing sent by post (58.1%), it was a leaflet that fell into our hands as we left a shop or dropped in our letterbox (69.8%).
What's more, in a context dominated by the emergence of digital advertising, good old-fashioned advertising has increased its audience by 0.6 points compared to 2014. This dynamism leaves those who thought it was living its last days astonished.
30% of French people install adlockers
This good health reflects consumer behaviour and their use of the various advertising channels. We all agree that advertising is too intrusive and invasive. However, while 30% of Internet users installed an ad blocker in 2015, only 17% put a "stop advertising" sticker on their letterbox.
Even though there were fewer advertising mailshots last year due to the drop in investment, which caused the audience for direct mail to fall by 3.1 points, the French prefer to consult them. In 2016, the read rate for paper advertising remained higher than for its digital equivalents (92% for advertising mail, compared with 83% for email).
Supermarket leaflets still in vogue in 2016
The agri-food sector continues to be the main user of leaflets. 56.4% of French people consult a document published by supermarkets every week. The other major suppliers of leaflets are the furniture and decoration sector (35.3%) and the gardening and DIY sector (31.9%). They remain faithful to the publications that we often leaf through absent-mindedly in search of products or a good deal.
This is what BALmétrie's figures show: we don't mind being 'disturbed' by advertising, but only when we want to be! We are probably more willing to pay attention to a flyer because we decide when and how much we pay attention to it. The world of Web 2.0 and digitisation has undeniably changed consumer behaviour. However, their free will remains intact, and they are still ultimately in control of their choice of advertising channel. They continue to place their trust in paper documents, in line with the global trend in this traditional communications sector.
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Eye tracking, or how to adapt a company's marketing policy using its customers' subconscious!
Eye tracking glasses to better understand customers' buying urges
Web marketing currently provides a wealth of statistical information on the behaviour of Internet users when faced with advertising, the relevance of a shop layout or the need to change a sales strategy. However, it is difficult to gain access to consumers' innate behaviour, since their attitude to packaging or shelving is so subjective. Eye tracking makes it possible to study this unconscious behaviour through the customer's visual attitude. A revolution for companies still looking for relevant and reliable marketing policies?
What is eye tracking and what are the benefits for retailers and businesses?
It goes without saying that the information provided by the habits of Internet-using consumers represents an exceptional goldmine for all marketing professionals in small or large commercial or industrial structures.
However, while customer behaviour can be predicted on the basis of the many statistics available thanks to the digital information they leave behind on their virtual journey, their 'instinctive' behaviour in a shop or in front of a screen is a variable datum that so far cannot really be approached.
This unconscious behaviour is often difficult to express, even for the customer himself. "Why are you more attracted by this product than by another?" or "Which type of shelf do you go to first when you enter a shop?" are questions that have often gone unanswered. Thanks toeye tracking, all these questions can now be answered!
The customer's visual behaviour will be methodically analysed using glasses or sensors placed in direct contact with their eyes.Eye tracking can be used to map out the "hot" areas in a store - the points or products that catch the eye - and the "cold" areas - the shelves or displays that the consumer is not interested in.
Is equipping yourself with innovative, high-tech marketing tools an unnecessary or necessary cost for all businesses?
Thanks to eye tracking, the data provided by the consumer's visual behaviour can be used to rethink shelf displays, packaging that lacks interest or even behaviour on the web. That just goes to show the immense number of possibilities that this new source of marketing information could open up for companies!
However, cutting-edge technology comes at a cost that cannot currently be considered negligible. The new version of the famous Tobii Pro Glasses dedicated to eye tracking, soon to be on the market, will feature a wide-angle sensor to create an HD video, as well as a gyroscope, accelerometer and even the possibility of sound. A jewel of marketing technology that comes at a price: €22,000 excluding VAT or an average of €800 excluding VAT per month to hire.
Eye tracking is currently a major expense for a company's marketing policy, especially as this sum does not include the research that needs to be carried out once all the customer information has been obtained. Although there is every chance that this cost will decrease in the future, it would seem more appropriate to consider eye tracking as a marketing tool that complements our current webmarketing statistical tools.
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The current challenges of digital marketing for businesses
A day with a digital theme
On 10 May 2016, at the Pavillon Wagram in Paris, from 8.30am to 5pm, Viuz will be holding its fourth series of conferences on digital marketing.
Viuz, the leading daily newspaper on the subject, whose two co-founders, Patrick Kervern and Andrès Menajovsky, will be present as speakers, is organising this event entitled "The new frontiers of digital marketing". The day will provide an opportunity to discuss a wide range of topics relating to current issues in marketing communications.
From keynotes to round tables, prestigious speakers will share their experience and their original vision of the changes taking place today. Marketing experts, digital leaders and Marketing Directors from leading companies (Axa, Coca-Cola France, Google France, Le Bon Coin, Waze... among many others) will be joining the audience to discuss the major challenges of today and tomorrow.
New challenges for businesses
The spectacular acceleration in the pace of technological change, and the resulting new consumer behaviours (purchasing patterns, alternating loyalty, etc.), have led to an extraordinary increase in the complexity of marketing and communications professions. The multi-channel explosion (consumers are constantly switching from one screen to another - smartphone, tablet, laptop or desktop - looking for product information, price comparisons, 'good deals' via social networks, websites, search engines, etc.) and the dizzying growth of Big Data must lead to the deployment of new cross-channel strategies, while ensuring consistency in the different messages, and upstream control of the consequences generated - data silos, etc. - by the use of new technologies.
The very position of the marketing team within the company can no longer be conceived on the same basis as before this (r)evolution.
In fact, the need to design a new communications architecture must lead to innovative strategies and linkages, for which hybridization is the guarantor: a cross-fertilization of the talents of the different players in the company, optimized collaboration, and a new vision of coordination seem essential.
Today, companies are being pushed to the limits of their ability to adapt, and their survival may well depend on how they respond to this new challenge.
On the programme for this meeting
This tremendous opportunity for innovation must lead to a reinvention of the contours of digital marketing, and this will be the focus of the day's discussions:
- How are new consumer trends affecting marketing?
- How can digital be used to cover the physical world?
- What are the most advanced practices in terms of mobile marketing?
- What are the emerging opportunities for brands on messaging apps?
- How will social media evolve in 2016, and what are the new logics of owned paid earned media?
- What impact will this have on brand organisations and content?
- What is the role of strategic marketing in an enlarged organisation?
- How can we prepare now to adapt our digital strategies?
Join us on 10 May 2016 at 8.30 a.m. at 47, avenue de Wagram, 75017 Paris to discuss these new frontiers and their future. Online registration is open via the lesnouvellesfrontieresbyviuz website.
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Print publishing returns to growth in 2016
After a number of lean years, the print publishing market is picking up again, much to the relief of the industry. After plummeting internationally from $165 billion to $145 billion between 2011 and 2014, print publishing is now growing again. This trend is also being followed in France.
For a long time, it was thought that digital would supplant paper publishing, and a few years of decline vindicated the doomsayers who predicted the end of the book. Against all expectations, 2015 saw this trend reversed. A reversal due to consumer habits.
Publishing in France grew by 2% in 2015
Book readers love paper. They have an almost visceral attachment to it. Touching and feeling it is part of their reading ritual. Digital technology is becoming a complementary rather than a substitute for paper. In 2016, the e-book is no longer a threat to books; the two media now coexist. Readers are moving back and forth between the two. This is also true of trade magazines and print advertising.
In terms of figures, this change in the market is reflected in the traditional book sector in France, where turnover rose by 2% in 2015, while digital book sales are marking time. While 35% of Americans consume digital books, compared with 10% of the French, e-book sales fell by 12.7% for the first time in 2015 in the United States.
Digital versus paper: the book war will not happen
This coexistence can also be seen in the trade press. Circulation of corporate and institutional magazines is growing every year. At Havas, the corporate newspaper sector is growing by 10% a year, despite the cost of publication.
In the age of social networking, these newspapers continue to attract readers thanks to the quality of their content and the reliability of their information, whereas the content conveyed by intranet is considered cold and impersonal.
An otherness has been established between these two universes, which we thought were doomed to oppose each other. Of course, it is impossible to think of the development of the paper publishing sector in isolation from the Internet, but all communication campaigns now take into account the credibility accorded to traditional media.
The trustworthiness of paper never dethroned
Studies show that paper advertising attracts more attention than its digital equivalents (92% for advertising mail compared with 83% for email). Despite all the innovations deployed by programmatic advertising, the paper flyer continues to find favour in the eyes of readers, who refer to it before surfing the sites it advertises.
The same applies to digital advertising as to information disseminated via intranet or social networks, or to reading an e-book compared to reading a book. Paper supports digital media. Paper publishing is constantly reinventing itself. Whatever its field of application, it holds its own against the digital medium, benefiting from an emotional capital and trust that has never been equalled by the internet. There's a saying that goes: "words fly away, but the written word remains". Paper publishing has taken the digital medium at its word.
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Visual communication media and packaging: the paper industry is constantly on the lookout for new innovations!
The visual communications sector is constantly coming up with new products for corporate communications.
Web communication may have taken over, but it is not the only vector for corporate communication and marketing. The world of paper also has new words to invent and innovative, creative media to offer companies. Visual communication remains one of the best vectors for marketing solutions, let's face it!
So why does the paper and packaging industry have to keep coming up with new ways of communicating with companies?
It goes without saying that the worlds of marketing and communication have been turned upside down by the advent of the web and its multiple advertising vectors. However, companies have managed to retain traditional communication methods, which have long since proved their effectiveness. Today, visual communication is still considered to be a sure-fire marketing technique for any business, but it needs to offer a host of innovations if it is to remain as fast and effective as web marketing solutions.
The paper industries are therefore constantly renewing their range of visual communication products to offer all their customers new products that are as durable as they are effective.
"Innovation is part of our DNA, and as a distributor, we have a duty to select products that are truly creative revelations," says Alexis Dormoy, Sales and Marketing Operations Director at Inapa France.
Three major innovations in communication paper and packaging products: the constantly evolving world of visual marketing
To showcase the many innovations in packaging, visual marketing and communications, paper industry professionals present their new products every year at Inapa's "Révélations créatives". Held every year, the show offers marketing professionals the latest in creative visual communication.
At a previous event, the spotlight was on three new products that are particularly promising in terms of both their many possibilities and their manufacturing methods: the ' MultiLoft ' or sandwich product, the 'Crush' range of papers and the 'Remake' range of papers.
The 'Multiloft' or sandwich product enables packaging to be put together to suit all the needs and creative desires of companies by offering original structures combining product thickness and edge colour. The 'Multiloft' technique of assembling sheets and pre-adhesive inserts makes it possible to achieve record weights and thicknesses that were previously impossible to achieve in this way.
Favini's two new paper manufacturing techniques, 'Crush' and 'Remake', are based on new recycling and waste recovery processes. "Crush", a new range of papers made from agro-industrial waste, is composed of 15% waste, 55% virgin fibre and 30% recycled fibre, and is manufactured using 100% green electricity. The 'Remake' range of papers is made from co-products of the Italian leather industry and is chrome-free. The Remake range is made up of 25% co-products, 30% recycled fibres and 45% virgin fibres.
Industries and professionals in marketing and visual communication, the paper and packaging industry will continue to amaze and surprise you!
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Businesses: adopt the most effective marketing and advertising strategies to attract Generation Y
The focus of all attention, this "Y" generation target group is a priority for many companies. These new-style consumers are difficult to reach and, above all, to retain.
What are the latest marketing strategies being used to build brand awareness? What are the best ways of getting consumers to buy into the brand? What are the best marketing tools for building consumer loyalty?
What exactly is generation Y?
It's the population aged 15-25. The term was coined in 1993 by Advertising Age magazine. It is also known as "Digital Natives" or "GenY".
In France, there are around 13 million of them, i.e. around 21% of the French population (source: INSEE).
A high-potential target
They represent the most powerful target in terms ofmarketing and advertising investment, i.e. around 500% more than all other consumers.
New marketing and sales strategies
Generation Y is looking for differentiation, self-assertion and belonging to a group with which it can identify.
The latest development: digital proximity or the new company-customer relationship.
The advent of digital technology means that we can get even closer to these consumers by invading their daily lives. Some brands and companies have understood this and are focusing their strategy on creating links and proximity in everyday life.
There are three main trends in digital proximity:
- The Big Family company
The company addresses its consumers as if they were friends. The vocabulary is emotional and empathetic.
An example is the Mama Shelter hotel and restaurant chain. This is an in-house hotel with all the hallmarks of a home from home. It's a friendly place that meets all the criteria sought after by the "Y" generation: a festive, relaxed atmosphere, group games (pig pong table), central bar, good music, etc.
- The brand that takes care of you "show you care
The company is concerned about its consumers or users. For example, during the Paris attacks, Airbnb put out a call to all its users in the capital to find out how they were doing. The message was sent via social networks and smartphone applications.
- The company with a "not so serious" tone
Like the hotel chain Okka Hotel, whose Tumblr features its team illustrated with animated GIFS. It's an offbeat blog full of humour, and the tone is set from the very first lines: "a very unserious blog from the very serious OKKA Hotels team".
Very human marketing that removes the brakes on the prestige of luxury hotels.
The most frequently used levers
- Social networks
This 'Y' generation is the most connected (75% of 11-24 year-olds are present on at least one social network), with two major leaders: Facebook and Twitter. Companies are stepping up their engagement marketing strategies to boost their fan base and build consumer loyalty.
Companies can rely on conversational marketing strategies. They create dialogue and involvement between the consumer and the brand. If Internet users are involved, they will be more inclined to buy the brand. One example is Haribo, which launched a vote among its subscribers to decide on the colour of the next Dragibus.
- A single watchword on the web: humour
Serious talk is for school or at home. On the web, 15-25 year olds want to relax and have fun. Brands are banking on humour and connivance to stand out from the crowd.
- Co-branding: a must
Partnering with a brand that is emblematic of the generation in question is a winning strategy. Swarovski and Sephora are two examples. Their respective partnerships with the Hello Kitty character attracted a target audience of teenage girls and young women.
Opinion-forming
This is an approach based on connivance. By being present at the events that bring them together - festivals, student evenings, trade fairs - the company demonstrates its understanding of the target audience.
Whatever the marketing strategy used and whatever the medium employed, certain criteria remain inseparable from the success or failure of your campaign. The quality of the product, its innovation and its ecological dimension are all criteria that make or break a brand.
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Maintaining your company's image through communication: networking
Use networking to boost your company's marketing operations
You've heard or seen this term many times over the last few years: networking. Very often used but rarely defined, networking is undoubtedly a tool that you already use on a daily basis as a company director. How do you define it and, above all, how can you make the most of it for your company?
Networking: a new communication tool for one of the oldest marketing tools!
Communication has always been the key to selling a product or good. From the town crier in the streets of old Paris to sponsored video advertising on social networks, the means have changed but the principle remains the same: communicate and exchange.
Networking is based on a principle that has been recognised for centuries by all managers: the importance of maintaining a network of acquaintances. However, networking is much more than just conversations between business leaders, and thanks to the Internet, it offers lasting and truly profitable connections. As long as you know where and how to use them.
As a result, many business associations and specialist events companies have jumped on the networking bandwagon. The aim is to respond to an obvious need for communication in the face of the loneliness of the "power" of the company director, but also to find viable and time-saving solutions for maintaining a network of relations, and sometimes even professional friends.
Knowing how to maintain long-term professional relationships, or how to make networking "profitable"?
Networking takes on different forms, but always with the same aim: to bring together managers or marketing directors from different professional backgrounds and orientations to create encounters that are as enriching from a human point of view as they are from a marketing point of view.
Entrepreneurial lunches or aperitifs, meetings on major communication or webmarketing topics, and seminars are all on the up and are increasingly popular with many managers. These meetings are generally organised in a friendly and relatively calm atmosphere, despite the importance of the issues at stake for everyone involved.
However, to limit your presence to areas that are conducive to inter-professional meetings would be to miss out on an absolutely essential part of networking. So it's a question of keeping in touch using the many professional interfaces such as Linkedin, Viadeo and others, but also of getting in touch regularly to exchange address books and potential customers. Not forgetting, if possible, to include the email address of your new contact in your direct mail campaigns or among the subscribers to your Facebook pages, for example.
Networking is therefore defined as the work of communicating in networks around different events, supported by a constant and seamless web exchange. For the entrepreneur, this means being able and knowing how to devote time to these exchanges so as not only to project a positive and dynamic image of their company through certain external interventions, but also to exchange views with other entrepreneurs on the trials and tribulations of business life. Who understands a business owner better than another business owner?
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Business and marketing: offering quality advertising content to win back web users
The importance of offering personalised, optimised advertising to promote your brand
Netmarketing is one of the essential vectors of communication and marketing for any company, whether a small SME or a multinational. Video content is one of the most widely used communication techniques, and a key asset in any advertising campaign. However, internet users, tired of a profusion of videos constantly interrupting their connection, are increasingly blocking advertising content with software. Companies therefore need to reinvent new ways of communicating...
Adapting advertising content to the desires of Internet users: the new communications challenge for companies
While video advertising content remains one of the most effective ways of communicating and selling services or products on the web, Internet users have organised their response by increasingly installing ad-blocking software. With advertising being undermined by this widespread practice, web marketing specialists are proposing that, as was the case for written content, advertising approaches should be rethought in qualitative rather than quantitative terms.
They see ad-blocking software as " an opportunity to evolve and reinvigorate the advertising-based web browsing experience through better content, and thus achieve better results".
Various new strategies for delivering advertising content are currently being tested, but generally speaking they are all aimed at improving the quality of messages and content, as well as making it possible to personalise advertising messages.
Internet users could therefore choose their advertising content and even interact with the advertising. On the one hand, this would obviously be of much greater interest to the recipients of the advertising, but it would also create much more informative data about the Internet user for the company delivering the personalised advertising. Two major new advantages for both the web user and the web marketing specialist.
Adapting ad formats to make them easier to read on the web
Among the many arguments put forward by Internet users using ad blocking software, the time it takes to load a video is an argument that is almost systematically used to refuse to view it. The aim is to make the video more attractive and personalised, as we have already mentioned, but also less heavy in terms of loading and buffering.
According to Sophie Rayers, Director of Maketing EMEA and LATAM at Brightcove: "Brands therefore need to offer them a more fluid, TV-quality advertising experience with faster loading times, whether the video is three or thirty seconds long". For example, she advises including the video stream in a cloud, which will reduce the loading time for the user.
While ad-blocking software is a concern for webmarketing companies, there are many ways around this obstacle. Just like written content, video content needs to be better and better if it is to remain of interest to the public, which in the end may also be an exemplary way of highlighting content with high added value in the face of competitors who may not have had the same concern for quality...
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Battle of the media: paper advertising resists digital advertising
In 2016, digital advertising revenues will grow three times faster than other media. Yet while the internet continues to reinvent advertising, the redistribution of media plans does not sound the death knell for paper-based advertising.
Digital advertising is continuing to make inroads, and it shouldn't be long before it dethrones television advertising from first place. With growth of 4.7% for the coming year, it is being boosted by advertising on social networks, online video and paid search. With a turnover of 463 million euros last year, programmatic advertising grew by 61%, a figure that remains lower than those recorded in neighbouring countries for the same period.
New directions in digital advertising
This strong growth proves that digital advertising is continuing to evolve in line with new media and user behaviour. The trend towards mobile and video is continuing, and there will be three types of innovation in this area.
The omnipotent use of the mobile phone favours the vertical format over the horizontal format imposed by television and cinema. The time spent by the screen generation watching videos on a mobile phone will soon equal that spent on a computer, and videos will be used for programmatic advertising. Finally, the ever-increasing use and recommendation of social networks means that advertisers are obliged to be present, given the impact they generate.
Advertising tailored to social networks
Social networks are emerging as essential platforms for exchange and information. Offering an ever-increasing range of functions, they have become essential marketing tools for companies and advertisers.
Today, there isn't a company that doesn't have a Tweeter or Facebook account. These indispensable channels are the first choice of consumers when it comes to communicating with companies. It's clear that social networks have taken over customer relations and, through their power, are lending credibility to the brand image of companies in the eyes of Internet users. A survey of French people revealed that they trust the products and services offered by social networks. 46% of them are ready to buy an entertainment product after comments left on their favourite network.
This figure is not lost on advertisers, who are ready to design personalised advertising messages to attract new customers.
An indestructible paper medium
Faced with such an onslaught from digital advertising, which is ready to comply with the data imposed by the new media, we have every right to doubt the future of paper-based advertising. While it is now impossible to exclude digital advertising from a media plan, the mistake would be to ignore paper as part of a multi-media communication strategy.
Here too, the figures speak for themselves. Paper has a higher read rate than its digital equivalents (92% for advertising mail compared with 83% for email). This has been confirmed in the food, retail and furniture sectors.
The advertising leaflet is not about to disappear from our very real letterboxes. Better still, it introduces and supports digital advertising. Whether we like it or not, paper determines our confidence. No doubt because it's easier to believe what you touch. In 2016, paper continues to shape its future.
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The world of business and digital marketing meet at e-Marketing Paris
Corporate communications and the advent of digital marketing
The Paris e-Marketing trade show will be held from 12 to 14 April 2016. This event has become a must-attend for company and communications department managers, as well as for digital marketing service providers. We'll be taking a closer look at the reasons for this success, as well as the absolute necessity for every company to keep abreast of all the latest developments in web marketing.
The e-Marketing Paris trade show: the must-attend event for all communications and marketing professionals
Last year's e-Marketing Paris attracted a record 15,200 visitors, including 2,100 VIPs. This success is probably due to the quality of the service providers invited, and the many conferences and round-table discussions covering technical subjects as well as the day-to-day digital marketing issues facing companies of all kinds.
This year, the e-Marketing show will be expanding its programme of conferences and debates around three major themes: optimising programmatic buying, improving customer conversion and adapting digital marketing techniques to the massive use of smartphones by customers.
In addition, a new space dedicated to start-ups, the "starting blocks 2016" session, will enable ten young innovative companies to share their experience and know-how in web marketing, content creation, customer acquisition, etc. with visitors and exhibitors alike.
Of course, the Venus trophies, awarded for innovations in marketing and customer relations, will once again be presented by an audience of well-informed professionals.
Digital marketing at the heart of communication between companies and their customers
Once again this year, the e-Marketing Paris trade show will appeal to an ever-growing variety of professional categories looking for answers and information.
Last year, the e-Marketing Paris organisers were able to gather valuable data on the professions of their visitors:
- 37% Directors/Marketing Managers
- 20% CEOs / Managing Directors / General Managers,
- 13% Communication Managers,
- 11% Sales Managers,
- 9% IT managers,
- 8% Consultants,
- 2% Others.
What's more, the figures from the 2015 show highlight the vital importance for any company, whatever its size, of learning to be a complete master and autonomous when it comes to digital marketing. The majority of visitors in 2015, 67%, worked in companies with fewer than 100 employees, a majority that is highly symbolic of the importance of the web marketing phenomenon.
Digital marketing, until recently the preserve of a relatively small audience, has now acquired its credentials. All company directors seem to have realised that without a well-constructed, pragmatic presence on the web, customer relations - and converting them into sales - become problematic.
More than ever, web marketing and communication are at the heart of many business leaders' preoccupations. However, new techniques and tools require increased and continuous information. The e-Marketing show is therefore the ideal opportunity for everyone to find out more, exchange ideas and assess their company 's digital marketing practices, as well as meeting the biggest players in the sector, such as Google, which will be present at the show for the first time this year.
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