French Marketing Articles Québec

Category: Digital Marketing

  • French Display Networks in Quebec – 1/2 CPM Pricing for French?

    French Display Networks in Quebec – 1/2 CPM Pricing for French?

    The challenges in French Quebec Display Networks

    Should Quebec have a 1/2 CPM Pricing for French?

    The short answer is No. Obviously you still get a total of 1000 impressions for your Ad bid investment but the exposure and reach is halved in some cases.

    Of course Quebec should not have a 1/2 CPM Pricing but as explained in earlier articles, Quebec represents a challenge in French Marketing because the audience is smaller. That does not mean you have to tolerate getting less than your money’s worth. The purpose of this article is to explain that there are display networks that can provide low CPM but think about it carefully because Quality may suffer.

    French Marketing recommends seeking out high quality premium display networks in French for Quebec.

    Let’s face it if you only use discounted display inventory there is a risk that you may end up with half the value for your CPM campaigns.

    When two big boxes 300X250, or any same Ad format for that matter unless willfully and purposefully taking over the page, appear side by side you are not getting what you paid for even if the Ads appear above the fold.

    Lost in translation in Quebec Display

    Consider that the failure is not only the Ads being displayed two times at once, the bigger problem is targeting. Notice that these Ads appear in French however the page was configured for an English viewer. Even worse, the context of this search is for a translation from Russian to English. How did French Ads end up here? The wrong settings have been used in retargeting.

    Gain better ROI from French Quebec Display

    Below is a quick list of best-practices in French Display Campaigns for the Quebec Market:

    • Unless it is a sponsorship or page takeover, insist on one (1) Impression
    • Don’t just decide based on CPM cost, consider Quality
    • Review the Networks and where your Ads appear
    • Ensure Content Quality and activate exclusion lists when necessary
    • Ensure Ads are above the fold

    Contact us for more details about Display Campaigns in Quebec!

  • 5 reasons why Digital Marketing Exists

    5 reasons why Digital Marketing Exists

    Using a Digital Marketing Title

    Integrated Marketing Communications (IMC) is a smart aspiration of unifying all Marketing fields, titles and activities. Have you ever encountered any IMC department in a Company or a University made up of only one person? It has become popular to deny that Digital Marketing exists as a field or Title.

    The notion that Digital Marketing does not exist, and should be avoided as a Title, is tempting yet false for various reasons.

    1) Digital Marketing is Difficult to Explain

    So you stopped using the Title Digital Marketing because it allows the simplification of the term “Digital Marketing” by positioning it under the broader term “Marketing” to aid comprehension. Even your grandma and grandpa can understand when you say “I work in Marketing”. But seriously, this is not a valid reason to deny Digital Marketing as a field simply because you fail in explaining your job to family members.

    2) I heard someone saying Digital Marketing is like saying Electrical VP

    Relying on historical events to compare the field such as the moment of mainstream consumer adoption of motor vehicles or electricity. No one called themselves an Electricity VP or a Motorized VP to define their field, right? Wrong. They did, look at Wikipedia you will find historical newspaper documents that prove otherwise. The funniest part of this claim is that some professionals even today have those titles – look it up on LinkedIn!

    3) There is no Digital Marketing there is only Marketing

    Purists feel justified in stating that no other field feels the need to compartmentalize sub-activities into a Title. Quite the contrary, the only difference is that in Marketing we seem to make a big deal out of it! There are few Doctors that will insist that Nuclear Medicine is simply Medicine. Few Stockbrokers that will deny that Derivatives Trader is just a sub-activity of Stockbroker. How many Lawyers would you say will waste time denying that Constitutional Law as a field exists – can you really imagine any lawyer saying: “No, it’s all just Law”. Ever heard of a Physicist that would deny the title “Quantum” to a fellow Physicist?

    4) Will I sound smarter by saying NO to Digital Marketing?

    I agree this is a good tactic these days, it may make you sound smart, trendy. It is very popular in Digital Marketing to be counterculture and state that you know everything, that is what creates demand for you as an employee or consultant. Perception is reality today especially in Digital Marketing. The epitome of sounding good at something would it not be to deny its very existence and reduce it to a singular notion? That shows that you are the real deal in Digital Marketing, right? Wrong. Let us illustrate by using Analytics. How much notice would you pay to someone stating there are no Analytics, it is all statistics. When we speak of Google Analytics and Performance Dashboards we are really just talking about statistics. Would you be impressed, would that really sound like thought leadership? If so, why? If not, you get the point. Denying that Analytics exist as a profession is similar to state that Digital Marketing does not exist – it is all Marketing simply does not give justice to what Digital is.

    5) No one in Marketing uses the Term Digital Marketing

    Competing services in the industry don’t see a difference. Why is Digital Marketing so special? We finally get to the main argument of this article. Few smart Digital Marketing Professionals will objectively tell you that Print Marketing, TV Marketing, OOH Marketing, Radio Marketing do not exist. Are there Digital activities in each of those Marketing fields? Yes! Are each of those fields embracing Digital as a method to advance and complement their offering? Yes! Now why do they need to balance their workforce to infuse some Digital and why are they hiring some Digital people? BECAUSE Digital Marketing exists!

    Final few words on Digital

    The notion that Digital Marketing does not exist is biased and simply ridiculous.

    As a final example let’s travel back in time to 1885. You are the owner in a Canadian Candle Production factory. Public street electrical lighting has been introduced in many Canadian Cities. You see what electricity is doing to your sales. You see the adoption of electricity by consumers to light their homes. You may not want to admit it but can you sincerely state that electricity does not exist as a highly specialized threat to your business? If so, it is plausible that you could easily be tempted to let emotions and self-interest take over thereby denying the legitimacy of your neighbor’s title – VP of Electricity at New Factory Inc.

    In conclusion, if Lawyers, Doctors, Physicists, Stockbrokers and many other professionals can agree that there exist sub-specializations in their field, all members in the diverse Marketing family should be able to admit the same – without sounding like they do not understand Digital Marketing.

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