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Post by account_disabled on Dec 3, 2023 6:04:02 GMT
Publication date :August 28, 2020 Flipboard Reddit Pinterest WhatsApp E-mail What if the crisis we have just experienced was an opportunity to take a new – and critical – look at our operating methods? To question ourselves about practices that have become reflexes, which nevertheless deserve to be questioned? Starting with the measurement of our campaigns that we entrust blindly to the very people who sell us their audiences. GAFAs, essential media supports, both judges and parties Imagine the following scene in a court: a lawyer, after having delivered a fiery argument to defend his client, takes off his black robe to Country Email List quickly put on the judge's red robe and deliver his verdict. In your opinion, who will the judge rule in favor of? To his client, of course. This seems absurd to you. You are right, we cannot imagine, in any situation, being both judge and party. Let's now return to our subject, that of communication and media spending. This is exactly what we accept… or almost. The digitalization of customer relations has increased the number of points of contact with the consumer, greatly complicating customer tracking. However, investments have been concentrated on an extremely small number of players: Google and Facebook in this case, a duopoly which captures 56% of the global online advertising market according to the Warc institute . These few players have such control that marketers accept this state of affairs, while being aware of the limits of the system.
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