How to connect with your audience in a privacy first world

As Safari, Firefox, and now Chrome phase out third-party cookies, a significant portion of the internet goes cookieless. Despite this, many brands still rely on these diminishing targeting options. 

The pressing question arises: What’s the next step? 

In the post-cookie landscape, brands turn to contextual AI advertising for solutions, shifting from traditional demographic targeting to a nuanced understanding of audience interests. This transformative approach allows brands to deliver relevant campaigns, fostering an authentic connection with their audience in a privacy-conscious era. Contextual advertising emerges as a strategic guide for brands navigating the complexities of the evolving digital advertising landscape.

E-commerce is constantly evolving, adapting its form and practices to meet the changing needs of the world. It is a driving force in moments of crisis: it reinvents itself during a pandemic, rethinks its operations in the event of a geopolitical crisis, juggles between rapid growth and sudden slowdowns.

At the same time, the impact of the ecological transition is major and requires a transformation of models and greater transparency. Retailers must deal with environmental issues and adopt the right tools to remain innovative and competitive. Creativity is essential to stand out from the crowd and meet conflicting customer needs.

Ultimately, e-commerce is subject to constant pressure between rationality and creativity, which pushes it to improve. It is an inspiring and innovative market, its players have the responsibility to support it in its evolution.

If you are a Product Manager or involved in e-commerce, then creating engaging, content-rich, comprehensive, and consistent product experiences across different touch-points is undoubtedly one of your goals.

This experience does not end with your online showcase; there is an entire process of product and content creation to address before the final sales step. This includes managing shooting processes, correctly collecting and aggregating information and data on product sheets, multimedia enrichment, translations, adapting data according to destinations, approval/organization flows, and finally, catalog publication.

When companies rely on different applications for each of these phases, the risk is greater fragmentation of processes, leading to misalignment of brand and product content across channels, and the need for functional integration between systems.

Therefore, an effective product catalog management strategy starts from the need to keep all sources and workflows leading to the finalization of product catalogs synchronized in a single centralized environment. This means automatic updating for multi-channel publication, ensuring consistent information and efficiency in processes.

Having a modern Product Experience Management platform means having a system of connectors for transforming incoming and outgoing data, a unified dashboard to maintain control of catalog completion, and a simple and intuitive User Interface (UI).

Moreover, the introduction of generative AI technologies and NLP interfaces now allows for the partial or complete automation of back-end processes, significantly improving operational efficiency and content quality.

This rapidly growing revolution is at the center of attention for Marketers and Retailers, with surprising innovative potential.

For example, think of the ability to automatically classify products simply based on a free-text marketing description or the interpretation of an image, or the possibility of using advanced tools for automatic translation, generating promotional videos/images and marketing, automatic creation of social posts, or generating up-selling and cross-selling relationships, conversational and image search systems, etc.

Fashion industry companies are at the forefront in exploring the opportunities AI offers to stay competitive, improve the experience, and optimize product catalog management.

Artificial Intelligence can be used to automatically classify products into specific categories and subcategories. Machine learning algorithms can analyze images, descriptions, and other information to automatically assign tags and categories to products.

The generative capacity of AI can be exploited to automatically create more accurate product descriptions, multimedia content such as images and videos for advertising and social media, or even develop writing styles consistent with the brand.

Furthermore, by analyzing data from touch-points, AI can help identify the latest fashion trends and adapt the catalog accordingly, or suggest product correlations, etc.

The imperative, therefore, is to equip oneself with future-proof platforms, open to integration with customized or third-party artificial intelligence solutions, bringing increased speed, reduced operational costs, and deep and powerful processing of product data to processes from production to sales, for the benefit of the market and consumers.

DISCOVERY REPLY

The retail industry is facing a major turning point in its catalog and promotional communication.
Used to distribute print catalogs and leaflets for decades, paper inflation and OuiPub experimentation oblige retailers to look for different marketing solutions. 
Most of all, interest in promotions has never been stronger, and digital becomes the first media to get informed of.

It is time to reinvent and digitize the catalog.
But how to proceed when a hundred solutions pretend to be the most effective ? what key performance indicator will be the most relevant while the digital advertising industry is struggling to reach and engage its audience ? 

The adtech Factor Eleven connects shoppers and brands locally by creating a very new digital brochure experience. 
The biggest ad placement of the digital market, dozens of interactive components to customize and modernize the brochure reading and effectiveness, scalable from one to thousands stores thanks to a proprietary platform, and a unique business model : you only for users who see your catalog, not might. That means, you do not pay for impressions, but only for people who interact with the brochure and spend at least 30s within the ad.

Between the major French and international multinationals, the integrated branches of large groups and independent agencies, we are among more than 18,000 communications agencies in France, in a market worth 32 billion euros.

For independent players, there comes a time when growth can be synonymous with loss of control, and therefore change. Success is all very well, but how far can we grow, how can we develop without getting bogged down, without losing our agility, authenticity and curiosity?

That’s the challenge Josiane has taken up with her international venture: to keep her model on a human scale (40 people in Paris), but to make it exist beyond her borders. Offices in Amsterdam, London, Montreal, Los Angeles… this is the beginning of the “smallest multinational” in the advertising industry.