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Tiburce Quentin Interview (e-TF1)

Customer Manager for e-TF1, Quentin Tiburce agreed to answer some questions about the market for affiliation and the role of account manager. So there is no confusion, specify that it exists in TF1 two business entities selling advertising space on the Web.

- TF1 Publicité , related agencies media buying and communications agencies, is in charge of selling formats (IAB standard formats published by the International Association dedicated to the optimization and promotion of interactive advertising) and Rich Media to all types of advertisers.

- Shopping E-TF1 device that sells a packaged solution to advertisers and e-tailers e-tour: Part Shopping but also mini-shops built into every page of TF1.fr.

Douard Olivier: Hi Quentin. As head of customer e-commerce TF1.fr, how you would judge the sector affiliation? Conversely, what are the advantages of one model to display CPM (Cost Per Thousand)

Tiburce Quentin: Hello Olivier. The affiliation is part of the 3 models used by advertisers (Affiliates / CPC / CPM) as I'm concerned, it does not compete with the model that we practice, because, aside editor, the choice of economic model of a site depends on many variables and in particular the ratio of cost of production of the content / audience.

Membership is restricted to sites of small or medium in which the content does not cost expensive to produce. Most media sites of significant size are CPM or CPC (There are certainly examples that contradict this decision, but I do not mind).

Anecdotally, the operative shopping e-TF1 has been almost 7 years and is sold per thousand since its inception. In 2003 (yes, that date!) We conducted a one month trial with the affiliate program on one of our 30 advertisers: the results were somewhat encouraging as time consuming and inflexible. However, working simultaneously with thirty advertisers e-tailers, we can not know precisely promotions and seasonality of each. Advertisers knowing them, that's why we trust them and they can through the back office to change their bids in real time.

Our current economic model is the CPM. The CPM is virtuous for the advertiser because it guarantees a volume display, so visibility ensured. In return for this model prompts the advertiser to optimize their designs and work its offer if it wants to achieve good returns. It is a model that rewards creativity (agency or the advertiser) and, ultimately, is more profitable than short-term vision.

With CMP, value creation is not only the price variable but on the broader marketing, brand, reputation. I am convinced that, in a rather sneaky, affiliation allows for branding cheap for some advertisers e-tailers. It hurts to end the image of the advertiser because it loses control and support sites that disseminate its message or its offerings, it can be picked up on sites / blogs / forums that distort its initial marketing strategy. On

TF1.fr and other media sites, the content is quality. For example for the info: There are journalists who publish 24 h/24, 7 days / 7 new papers, videos, podcasts ( LCI.fr ), editorial content is constantly updated, that is why users keep coming back and rely on large sites. Associate its brand with a strong editorial site TF1.fr as a cost, but long-term benefits are far greater than can be generated by those operations of the type affiliation.

OD: Can you describe the process of shopping for an advertising partnership portal TF1.fr? How much time can elapse between the first contact and on-line?

QT: The process partnership e-commerce is relatively short: it's actually a classic sales cycle. This is called "partnership" because some of those prospects into customers satisfied and loyal, contracts last for several months and then run over several years. We offer a value-added advice because over time we see further than on targets in the short term.

Below the description of the partnership process: When a prospect is interested in our solution, we negotiate with him three variables: the volume display, the duration of the operation and finally the segmentation chains / Products / target.

Then we ask for simple items to be delivered (at a minimum of 50 characters text and video) it only takes 30 minutes to create the account for that customer, to provide access to back office stats / Modification of Bids and upload . It is flexible, simple and fast.

OD: Is it possible to draw a profile of clients wishing to communicate over e-TF1 Shopping?

QT: The criteria for segmenting our customers are: They are all e-tailers B to C. Firm size is not significant, there is everything, because even a small budget provides significant visibility buys if it is segmented. This even with a lower share of voice. I'll

illustrated by an example: this winter, a small e-retailer has made a very successful operation by being present for 3 months on a small portion of the site of Star Academy but with products tailored to the internautat of this site (young fashion). He then capitalized on this experience by optimizing the device much shopping on other targets once the star ac completed, fetching of other targets in line with its brand on the site (weather, etc. plurielles.fr ...). In

our clients so there are small companies from two or three small traders on niche markets in this case, the partners are both managers of companies or associated technical side.

Conversely we also work with actors' heavy weights and / or historical "distance selling and e-commerce. In this case, the partners are highly specialized marketing managers on the acquisition, ROI, keywords, etc.. there is often the council agencies.

A big thank you for your questions, I hope I was clear enough.

OD: It is I who thank you for taking the Quentin time to answer my questions! See you soon!

Webmarketing Blog, E-commerce and SEO by Olivier Douard.

Hyperglycemia More Condition_symptoms

10 reasons not to choose that SEO agency

An interesting post on the blog of agency Relaction highlights 10 major reasons why an advertiser should be wary of discourse referencing agency who offers his services. Small translation:

1) "This is our first page pack warranty! The agency SEO (Search Engine Optimization) presents a pack 100% guaranteed. Even more serious, and fortunately increasingly rare, according to the staggered billing guaranteed positioning.

2) "We do not doorway pages, they are landing pages (input). The blacklisting of BMW in 2006 due to spamdexing example is the most newsworthy.

3) "SEO is a matter of a few meta tags." The third reason seems to be quite rare. This shows an ignorance on the part of the agency of the main criteria of optimization.

4) "We recommend that you spend 95% of your budget on pay-per-click. It is unreasonable summarize the SEM (Search Engine Marketing) sponsored links. The complementarity of natural search and sponsored links is real, do not put all your eggs in one basket.

5) "sponsored links to pay-per-click are 100% controllable." Despite a traditional auction system, ad sponsored links take into account other criteria than the mere listing (including click-through rate). As for SEO, it is difficult to guarantee an exact position for the sponsored links. Detailed item on the blog The Dating good.

6) "With us, you will be well positioned in 15 days! . The SEO does not allow this kind of affirmation. We must then ask the right questions: The agency does speak of major search engines? Queries on what the agency is committed? These queries are they really strategic?

7) "We deal as research tools. Once the visitor on your site, it is no longer our responsibility. " A quality SEO agency will offer advice beyond optimization in search engines to build a more coherent overall strategy including entry pages have effective and relevant in connection with queries.

8) "Yes we are a web agency but if you want we can take care of your optimization. SEO is a full-time job that requires expertise. Any agency can not be improvised Web SEO.

9) "You'll need to do any work on your website." Obviously false. The optimization passes (large) part of the site itself. In both the website structure and content relevance.

10) Relaction appealed to everyone to complete the 10th item. For my part, I would insist on monitoring, not mentioned in the first 9 points. SEO is a constant work, the SEO agency should not settle for optimizing a time without taking into account T T +1. Information clear and transparent monitoring allows the advertiser to better take into account the SEO in its budget decisions.

Webmarketing Blog, E-commerce and SEO by Olivier Douard.

Butterfly Sayings Weddings

"Enter gift"

Lentschener Philip, chairman of the Publicis network France, on Monday gave a very interesting discussion at Figaro. In conjunction with the publication of his book "The Journey of the price," Philippe Lentschener back on the "phenomenology of Price" and its direct impact on marketing and communication. "The concept of price has become difficult to read" begins there, taking for example the rise of low cost and discount stores, causes a profound change in the relationship between product and consumer. "In this relationship to brands, the price is a key component." It is undeniable that today, hard discount is present in most sectors. Lentschener the link between the development of discount and the web by the fact that consumers are increasingly informed and qu'aujourdhui, as can be read more often, it takes power.

Article takes an interest when Philip Lentschener discusses the role of marketing in the fight against this escalation of low cost. "Going into the gift," he recommends, like the telephone industry was resigned to trivialize the gift of the phone to accept the lump-raising. Relatively rare, the gift is indeed a good way to change the relationship of the brand with consumers. The gift here is a powerful example to show that brands need to innovate in terms of relationship with their customers. "Brands need to understand that they are engaged in a long journey. They must do take the relationship with their consumers, they enrich it. "

Like Philip Lentschener, Echoes take the example of luxury to image integration to the product of a culture and investment in the brand image. A set that allows this sector does not see its price be challenged and to be one of the least competition from the low cost. Strong margins and loyalty to the rendezvous.

Webmarketing Blog, E-commerce and SEO by Olivier Douard.