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