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  • 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!

  • French Marketing en Allemagne

    French Marketing en Allemagne

    Nous avons reçu une question d’un lecteur récemment concernant le potentiel du marketing en français en allemagne.

    Recherche French Marketing Allemagne

    Nous avons donc effectué une recherche en ligne afin de découvrir la demande réelle pour plusieurs mots-clés reliés à French Marketing et l’emploi.

    Il faut cependant noter que la recherche “Marketing in Französisc” ou “Marketing Französisc” ne représente que 10% de la recherche totale.

    Nous avons dû séparer notre recherche en fonction de l’intérêt marketing et emploi en français. Il y a peu de recherche pour ces termes mais nous avons pu établir une saisonnalité durant la période de juillet à octobre qui nous laisse croire que cet intérêt survient lors de la saison du tourisme.

    Recherche French Marketing par villes en Allemagne

    Nous supposons que la recherche pour ces mots-clés et la demande du segment emploi est liée au tourisme surtout quand nous comparons les villes d’où provient la recherche en Allemagne.

    • Berlin 22%
    • München 16%
    • Hamburg 16%
    • Düsseldorf 11%
    • Köln 9%
    • Baden-Württemberg 7%
    • Frankfurt am Main 7%
    • Stuttgart 7%
    • Mannheim 3%

    Vous travaillez en marketing français en Allemagne ?

    Contactez-nous ! Il nous ferait plaisir d’échanger avec vous au sujet de votre travail et du marketing en français.

  • Why did I lose my French Accents on an HTML Web Page?

    Why did I lose my French Accents on an HTML Web Page?

    The top 5 reasons why your French Accents may disappear from your web page

    All the French Accents no longer show up on HTML web page, what happened?

    1. Using the wrong character set in your meta can prevent French Accents

    You may have included the wrong charset in your meta, declaring the incorrect content-type. Ensure it is indeed listed as UTF-8 meta http-equiv=”content-type” content=”text/html; charset=UTF-8″.

    2. Using the wrong DTD can prevent HTML French Accents

    The document type in HTML, listed as “DOCTYPE” is declared to inform the validator which version of HTML to use as it loads the web page in a browser. Using an incorrect version may not support French Accents.

    3. Storing the wrong text type in the Database will not show French Accents

    If you store your text as ANSI in a Database there is a good chance that it will never render the French Accents – because it can’t!

    4. Editing an HTML file using the Control Panel without Saving as UTF-8

    Many hosting plans allow you direct access to your code in a Control Panel (CPanel), it is fast to edit files however don’t forget to save French files as UTF-8.

    5. Editing an HTML file with NotePad or Text Editor without Saving as UTF-8

    By far this is one of the oldest mistakes in coding HTML for French Web Pages. The reason the French accents disappear is that Text Editors tend to revert back to ANSI files before being saved. Therefore, when you save your HTML file ensure you save it while also encoding it as UTF-8.

    Bonus reason to use UTF-8 encoding for French Accents is that both HTML 4 and HTML 5 processors support UTF-8

    French Accents on Web Page require UTF-8
    French Accents will not show up on Web Page unless saved as UTF-8
  • SEO Lie #1

    SEO Lie #1

    Note: Article originally published by us on LinkedIn in January 2017

    You can find it here https://www.linkedin.com/pulse/some-seo-people-lie-marketing-professionals-here-what-thomas-hormaza/

    The Problem with SEO

    There are good SEO people and some are not so good. The problem is that SEO is misunderstood and open to a thousand definitions. But the reality is that there is only one true definition of SEO – it works or it does not.

    My SEO pet peeve (and an embarrassment to our profession)

    When SEO people willfully exploit misunderstanding.

    Unfortunately, it is easy to fool some Marketing people if they don’t understand SEO.

    The worse of the worse SEO

    I am sad when I see an SEO person fake their credibility by telling you they rank #1 on Google for USELESS keywords. Some keywords turn out to be useless because NO ONE searches for those words, therefore worthless to you.

    Let’s say you sell cars.

    Would you be impressed if an SEO ranks #1 for “Cars for sale”, yes you should be.

    Should you be impressed if an SEO ranks #1 for “Cars with one blue door for sale”, NO!

    You see the problem, you instinctively know that NO ONE searches for “Cars with one blue door for sale”. Therefore, the fact that a so-called SEO Pro ranks #1 on Google for that keyword does not mean anything.

    How some SEO people exploit this

    Some SEO people will deliberately work to reach rank #1 on associated keywords that appear to be very close to your business.

    However what they are really doing is ranking on keywords that are related to your category, industry, product WITHOUT using the right words or combination that actual people search.

    There is NO search volume. It is in fact like ranking for “unicorn with blue horn” – Useless to you and your Brand.

    How to know for sure you are being told the truth about SEO

    Please ask your SEO person to PROVE the value of keywords by using these free tools:

    • https://adwords.google.com (Keyword Planner Tool)
    • https://www.google.ca/trends/ (it even shows the related searches by geography)

    The truth about SEO people

    What you need to know.

    The vast majority of us only care about good performance, we have worked hard to gain our knowledge we therefore wish to apply it.

    In general, we only wish for all clients to succeed.

    Unfortunately we do need to warn you that not all SEO people care about you or your Brand. Sometimes they even lie.

    Please be careful!

  • 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.

    If you agree join us on LinkeIn