Post on 12-Sep-2018
TECHBIZDIGITALMARKETINGPAR HUBERT KRATIROFF8 NOVEMBRE 2017
marketing
engineering
sales
support
product
corporatetechnologyevangelist
marketing
engineering
sales
support
product
corporate
hubert@kratiroff.com@kratiroff
technology evangelist
full stack marketerCDDOlearn marketing et professeurcoding et programingentrepreneurconsultant
toutsurlemarketing.com/techbiz
Lexique
Lexique : les acronymes du marketing
Toute spécialité a son jargon, en attendant un vrai lexique, voici 220 acronymes – pas tous pertinents - du marketing digital…
AAA : Average active sessions AARRR : Acquisition, Activation, Retention, Referral, Revenue ABC : Always Be Closing ABM : Account Based Marketing ACSEL : Association pour commerce et services en ligne (Association de l’économie numérique) ADEX : Ad Exchange plateform AdTech : Advertising Technology (voir MarTech) ADX : Google DoubleClic Ad Exchange plateform AMP : Accelerated Mobile Pages API : Application program interface (voir MtoM) AR : Augmented Reality ARPU : Average revenue per user ARR : average recurring revenu (or annual) ASO : App Store Optimization (voir Search) ASP : Application service provider AtAwAd : Anytime Anywhere Anydevice ATF : Above the fold ATL : above the line (voir media) AWD : Adaptive web design BAT : Baidu Alibaba Tencent BMG : Business Model Generation BOB : Best of Breed BOFU : Bottom Of Funnel BPM : Business Process Management BR : bounce rate BTF : Below the fold BTL : below the line (voir hors media)
BtoG : business to Government BtoR : Business to Retail BYOD : Bring your own device CAC : Customer Acquisition Cost CAD : communication audiovisuelle dynamique (DOOH) CCO : Chief Customer Officer CDC : Cahier des Charges CDJ : customer digital Journey CDO : Chief Digital Officer CEM : Customer Experience Management CLV : Customer lifetime value CM : Community Manager CMI : Communication Marketing intégrée (IMC) CMO: Chief Marketing Officer CMS : Content management system COOC : Corporate Open Online Course COS : Cost Of Sale CPA : collective performance et acquisition CPA : Cost per acquisition / action CPC : Cost per click (Cost-per-Customer) CPCV : Cost per completed view (CPCV = Cost ÷ Completed Views) CPL : Cost per lead CPM : Cost per thousand CPT : Cost-per-Transaction CPV : Cost per view (see also PPV) CR : Conversion rate CRM : Customer relationship management
DIGITAL TOOLSBY HUBERTKRATIROFF
hubert@kratiroff.com@kratiroff
TOOLS
FTPSketch3 / iDraw
CanvaCloud SAAS PAAS
AWS / OVHbunkR / Prezi
TRELLO / ScrumblrGoogleDrive (Gantter)
HadoopDoodle
SalesForceMerkato
NODE ANGULAR D3js
Mail Chimp (ESP)SurveyMonkey
PPT (masque / master)Word (style)
xMindGanttUnitagXcode
Excel (TCD)GoogleTrendsTXT sublime
Browser (Chrome)HTML CSS JS
ON-LINEHTML5 + CSS3 + JS (via NotePad+ Sublime)CMS : Content Management System
(WordPress, Prestashop, Moodle, Drupal)Google : AdWords & AnalyticsOVH : registrar tools + WhoIsFTP : File Transfert Protocol
OFF-LINEMindMap : XmindGantt : OpenProjQrCode : UnitagDOC : Word(style)Présentation : PPT (masque)Tableur : XLS (budget, TCD, pivot)PDF : édition et formulaire
Tools
This glider is the hacker/coder emblem
AGILE
Fail early, Fail fast, Fail cheap
Test and Learn
FAIL : First Attempt In Learning
AGILE MARKETING 70:20:10
Please read it at: agilemanifesto.org
TL;DR
USERUSER
USERUSER
Born to code
PizzaTeam = -9
Let’s Start
PERSONA
USER STORY / USE CASE
Personas / UserStoryPersonasfictional characters created to represent the different user types that might use a product
UserStory / UseCaselist of actions or event steps, typically defining the interactions between a role and a system, to achieve a goal.
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Revenus
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Ville
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Fréquences
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Niveau Technique
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Usage mobile
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Know How
John
Description: funder of an IOT company9 employees7 millions euros turnover29 clients with 650 shops
« QUOTE : happy to be an entrepreneur in IOT »
Name JOHNAge 36Live ParisWith Jeanne
no kidsEducation sup
Resumé GEM+DBS master
Company FUN IOT funded in 2012
Products: iBeacons for retail
MUST SHOULD COULDuser stories / use cases
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TAXINOMIEÉvolutions
Digital Marketing1. web management2. référencement (SEO SEA ASO SMO SXO)3. e-marketing4. e-commerce5. e-publicité6. m-marketing
2010xMind.net
2017
2010
Tableau Périodique
QrCode
Linkanalogique/physique
digital
QrCode
Cours de marketing 2016 kratiroff
1UNITAG
pour encoder
avec action
2UNITAG
pour lire sur mobile
Cours de marketing 2016 kratiroff
URLshortener
SEARCH
openSource MédiaMindData
inlink:The Best Link Is
No Link (all inside)
OOOOut Of Office messages
LiveChatLiveChatAppZenDeskintercom.com
If you’re not on Google,
You don’t exist
If you’re not on Google,
You don’t exist
How to choose a domain name ?
ALEXAWorld
ALEXA FR
Domain = URL
Exact match Domain (EMD)
TLD
website.comwebsite.frwebsite.xyz
How to choose a domain name ?
subdomain
abc.website.com
alltop.comgouv.fr
Directory
website.com/xyz=website.com/xyz/=website.com/xyz/index.html
Directory
website.com/0/ : demo
website.com/1/ for group1website.com/2/…website.com/9/
IP adresseFTP connexion by FileZillaWordPress installationOther CMS installation
DNS ZONE
SSH acces to a server
ssh root@5.196.23.99password*
Terminal on macOS
CMD (command prompt) on Windows
html5up.net
zerotheme.comfreehtml5.cohtml5webtemplates.co.ukpixelarity.com
HTML TEMPLATE
MOBILE
mobile first à mobile ONLY
If you don’t have an APP,
You don’t exist
HK
EmailingESP : email service provider
MailChimp
https://mailchimp.com/
SurveyNPS: net promoter score
MonkeySurvey
https://fr.surveymonkey.com/
ChatBotFaceBook Page
Messenger
dashboard.chatfuel.com/#/bots
NPSNet Promoter Score
NPS (Net Promoter Score) développé par Fred Reichfeld (Bain & Co)
2003 Harvard Business Review
Ce qu’il faut retenir / Key takeaway1/ Calcul : (9+10) – (0 à 6) (sans 7 et 8)2/ Question décalée : conseillerez-vous ?3/ Fréquence : trimestrielle
Logo Creation
Photoshop cloneORfreelogoservices.com (screen shot)designmantic.com (screen shot)
Pixlr.com
Find the best icone for your UI:
thenounproject.comiconfinder.com
Icone
Canva.comSocial Media PostInfographic
Moke up (devices)placeit.net
Alternative: infogr.am
Marketing material
Invisionapp.com
www.fluidui.com
Alternative: proto.io
Prototype
- gifcreator.me- gifmaker.me
4 to 10 images Same size in pixel
Animated GIF
ESP securityESP stats
MailChimp.com
ESP
SurveyMonkey.comSurvey