On June 13, 2023, for its sixth edition, the IMF 2023 (Inbound Marketing France) event brought together digital marketing experts to discuss the challenges and opportunities related to the evolution of digital advertising, customer experience, and the integration of AI into CRM strategies. Stéphane Couleaud, CEO of Webmecanik, for his part shared the stage with Olivia Luneau, marketing manager at SFR Business and unveiled the five pillars of marketing automation when you are a large enterprise. Here is what we took away from this colorful edition.
Is the end of digital advertising near?
Creating memorable customer experiences
Marketing automation for large enterprises: the 5 pillars of success
Is the end of digital advertising near?
Conference: the end of third-party cookies: what future for digital advertising?
Speaker: Mykim Chikli – Weborama
Just before lunch, we attended a workshop led by PPC, master of ceremonies and podcaster renowned for his digital expertise, and Mykim Chikli, Director of Operations at Weborama, who shared her international experience in the digital industry with us. Highly anticipated, this conference addressed the implications of the end of third-party cookies for the future of digital advertising. Indeed, Chrome has announced the end of third-party cookies, following in the footsteps of Safari and Firefox.
What came out of this discussion? The importance of working on a more sovereign ecosystem, by implementing effective French and European solutions, such as Webmecanik Automation.
Mykim outlines the major decisions that digital players should make to offer an ethical environment for everyone. In short:
- Semantic contextual targeting
- Open web tools
- Proper cloud location, in France or in the European Union
- Collecting first-party data (information collected directly from your audience or customer base)
Ethics and commercial performance were also discussed. Although advertising reach is limited, effectiveness has been proven. Transparency and data collaboration via “clean rooms” were presented as ways to reconcile ethics and performance. The use of an ID graph based on first-party data was considered the Holy Grail in this context. In addition, the GDPR has favored digital giants (GAFA), which has created disadvantages for smaller players. It is therefore essential to put models in place now to determine the origin of data.
CRM and AI: the new Chrome extension that enriches and completes your CRM’s contact and company records in real time
Conference: B2B marketers and salespeople: you are going to love your CRM with GetQuanty + Kompass + Artificial Intelligence (AI)
Speakers: Xavier Paulik (GetQuanty) and Gilles Tyssier (Kompass)
This conference announced the commercial partnership between the two players GetQuanty and Kompass, and unveiled their new vision of CRM when this solution is integrated with artificial intelligence.
The opportunities offered by integrating AI into CRM (Customer Relationship Management) strategies: for example, AI can help improve customer data analysis, personalize offers, and automate marketing processes. The combination of advanced CRM tools and AI algorithms can provide valuable insights for a better understanding of customer needs and behaviors, thus enabling more effective and targeted marketing strategies. The result of this partnership? The new Chrome extension that enriches and completes your CRM’s contact and company records in real time.
Creating memorable customer experiences
Conference: The “WoW” effect in your customer journey: creating memorable experiences
Speaker: Frédéric Canevet
98% of Webmecanik customers say they are satisfied with customer support. As part of this approach, we continuously seek to discover best practices for delivering an impeccable customer experience. It was therefore an obvious choice for us to attend this conference, led by Frédéric Canevet, product manager at Eloquant.com.
The following four points were covered during this conference:
- Why the current economic context requires rethinking Customer Experience more than ever
- The levers to activate to turn a customer from simply “satisfied” into a fan
- The different strategies for encouraging spontaneous or planned WoW effects.
- A dozen concrete examples of companies that have made the WoW effect a differentiating element in their market
So how do you create the “WoW” effect in the customer experience? Emotional interactions and the element of surprise can play a key role in customer loyalty and upselling, as the speaker pointed out. The “WoW” effect occurs when customer expectations are exceeded through personalized gestures or actions. Moments of truth and key moments in the customer journey were identified as opportunities to create this memorable effect.
A few practical examples, such as spontaneous unplanned gestures made by employees, personalized mailings, and conversations on specific topics, can be implemented to strengthen the bond. Note: the “WoW” effect depends on company culture, the ability to create unique moments, and employee commitment.
Marketing automation for large enterprises: the 5 pillars of success
On our side, we were also fortunate enough to take part in a conference on our favorite topic, marketing automation.
Webmecanik conference with SFR: marketing automation for large enterprises: the 5 pillars of success
Speakers: Stéphane Couleaud and Olivia Luneau, marketing manager at SFR Business
During this Masterclass, we discussed the impact of marketing automation on the marketing strategy of large enterprises such as SFR Business. Setting up welcome campaigns, the quality of support for the Webmecanik Automation solution, customer data management and security, design… Discover here the main points that shaped this discussion:
- Database management
- Marketing automation campaigns
- Security and legal
- Support and guidance
- Creative materials
And to discover our article on this conference, go here
Watch the full masterclass here.
In short, this edition of Inbound Marketing France 2023 once again inspired us to go even further in the field of digital marketing.?
Top-tier speakers explored various key topics that drive us. We are leaving with new perspectives on how to approach the future of digital marketing, optimize the daily work of sales and marketing directors, and stand by their side to help them achieve their goals despite all the changes coming our way. These masterclasses revealed the current trends and the challenges companies face in an ever-evolving digital landscape.
