E-REPUTATION, STRATEGY & CONSULTING, BRANDING & MARKETING, DIGITAL INFLUENCE

Definition and synonyms e-reputation


E-Reputation

E-reputation, sometimes called web-reputation, cyber-reputation, digital reputation, on the Web, on the Internet or online, is reputation, common opinion (information, opinions, exchanges, comments, rumors ...) on the web of an entity (brand), legal person (company) or physical (individual), real (represented by a name or a pseudonym) or imaginary. It corresponds to the identity of this brand or this person associated with the perception that Internet users have of it.

This digital notoriety, which can constitute a differentiating factor and present a competitive advantage in the case of brands, is shaped by the establishment of positive elements and the monitoring of negative elements. The e-reputation can also designate its management, via a global strategy and thanks to specific tools (activity at the origin of new professions) for the sustainability of the digital identity.

Digital identity (Internet)


Social networks and blogs have caused the proliferation of personal data on the Web. From now on, each user has and must manage 1 a real "digital identity" made up of the information he has entered in his profiles, his contributions (for example in blogs) and the traces he or she leaves on websites. visited ... The use of the virtual world, the evolution of the internet offering more and more services for individuals, businesses and governments, irrevocably brings up the issue of information security and more particularly personal data.

The answers to these problems are multidisciplinary and in particular concern the aspects:

  • Techniques: Technologies to be implemented to manage identity.
  • Legal: Rules and laws governing what you have the right to do.
  • Notoriety and reputation: The image produced online can be a source of indiscretions or can be the subject of harassment, destabilization if not sabotage.
  • Social and societal: Uses and new practices due to the evolution of society.
  • Educational: educate people on how to manage their identity online.

A definition or technical test of digital identity could be written as follows: Digital identity is a technological link between a real entity and a virtual entity.

MAIN VECTORS OF E-REPUTATION

THE E-REPUTATION OF A COMPANY OR A PERSON IS FORGED MORE OR LESSLY DURING, ACCORDING TO SEVERAL SEPARATE SOURCES:



Definition of marketing strategy and strategy consulting


Definition of marketing strategy and strategy consulting

A business marketing strategy is a study and reflection process, the aim of which would be to get as close as possible to supply and demand. ... In fact, it often comes down to the development of a marketing mix whose target is the client.

Strategy consulting is an economic activity aimed at providing business managers with specialized advice for the definition of a business strategy. ... The companies call on consulting companies, which then send consultants to the client company.

Objective of the communication / The stages of a marketing strategy:


Objective of the communication / The stages of a marketing strategy:

A communication objective must be defined according to 3 dimensions: At the cognitive level (making known): it is the level of knowledge. Communication aims to raise awareness, attention, awareness and inform the target audience about a brand, a product, an idea or a company.


The development of a marketing strategy consists of 5 steps:

  • 1/ Analysis of opportunities in your market (existing or to be created)
  • 2/ Targeting your customers.
  • 3/ Positioning of your offer.
  • 4/ Determination of action plans (marketing mix)
  • 5/ Control and review of your offer.

Digital Influence or Influence Marketing


Digital Influence or Influence Marketing

Influence marketing is a type of marketing that uses opinion leaders to promote a product. These leaders can be personalities or reference sites on a given theme. Influence marketing identifies individuals or sites that influence potential buyers, and directs the marketing activities around these influencers.

The influence marketing industry has grown extremely fast in recent years and its overall value. One of the facilitating factors is the development of influence marketing agencies or platforms..

Website design goals


Website design goals

As part of a corporate website, web design is defined according to the objectives set for it:

  • search engine marketing (natural referencing (SEO), commercial links (SEM) and Trusted feed)
  • Corporate website: the primary objective is to develop the visibility of the offer and the brand. The sub-objectives set for web design are the validation of the readability of the identity of the company, the improvement of the quality of traffic (deeper), the facilitation of creation of a relational capital between visitors and the site. web (therefore the company, optimize page response times.
  • E-commerce website: the primary objective is to transform visits into sales. The first KPI assigned to web design is the reduction in the cart abandonment rate (63% on average).
  • Landing page: the objective of a landing is to capture a visitor for various sub-objectives: to supply a database of email suspects, prospects, pre-qualified contact request ... three tasks are assigned to web design : access time, consistency of the message between the one who receives the visitor and that of the landing page with the aim of having a maximum of interested traffic, adaptation of the entry form to the intended target to have a minimum number of abandonment of forms.

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