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02:58

What is conversion in digital marketing?

Conversion, essential in digital marketing, refers to a visitor's action in completing a key objective, such as a purchase or registration. Three elements are fundamental to maximizing conversions: an optimized user experience, with a fast and intuitive website like Amazon's; relevant and personalized messaging, supported by clear pages and effective calls to action; and finally, trust, reinforced by customer reviews or guarantees. Examples like Spotify, Booking.com, and Netflix demonstrate how simplifying the customer journey or creating a sense of urgency can transform visitors into loyal customers. Digital tools, such as A/B testing and heatmaps, facilitate these optimizations. With artificial intelligence, companies like Google and IBM Watson further personalize experiences, increasing conversion rates. Conversion, far more than just an indicator, is now a key method for transforming intent into concrete action.

MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |

Management Dictionary
Digital Transformation, Strategic Management

02:31

What is growth hacking?

Growth hacking is a method focused on rapid business growth that combines marketing, innovation, and agile experimentation. Popularized by Sean Ellis in 2010, it is based on five key stages of the customer journey: Acquisition, Activation, Retention, Revenue, and Referrals. Companies like Airbnb, Revolut, and Spotify use this approach to attract, retain, and turn their users into brand ambassadors. With artificial intelligence, growth hacking is evolving, leveraging innovative tools to optimize targeting, automate tasks, and maximize ROI. This creative and data-driven methodology has become essential for companies seeking to accelerate their growth.

MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |

Management Dictionary
Digital Transformation, Entrepreneurship, Management and Big Data, Marketing, Sales and Communication

03:05

What is inbound marketing?

Inbound marketing is a strategy that attracts consumers with relevant and non-intrusive content, rather than soliciting them through aggressive advertising. Popularized by HubSpot in 2006, this method is based on three key steps: attracting visitors with quality content, engaging these visitors through personalized interactions, and building customer loyalty by turning them into brand ambassadors. It uses techniques such as search engine optimization (SEO), email automation, and landing pages. Artificial intelligence enhances its effectiveness by making campaigns more personalized and engaging. This sustainable strategy puts the consumer at the heart of marketing efforts, while providing businesses with a powerful tool for developing strong and lasting relationships.

MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |

Management Dictionary
Digital Transformation, Entrepreneurship, Marketing, Sales and Communication

02:48

What is retail media?

Retail media is a key driver of commerce, projected to represent 25% of digital advertising by 2026 according to BCG. It encompasses advertising strategies deployed by brands on retailers' websites, mobile apps, and physical stores to reach consumers just before or during their purchases. This provides increased visibility for brands and allows retailers to monetize their customer data. Present across all retail sectors, retail media is multi-channel, including formats such as banners, native advertising, and video. Ads can be displayed on the retailer's website (on-site) to drive sales or on partner sites (off-site) for retargeting. The market, dominated by players like Amazon and Alibaba, relies on precise data collection and sophisticated targeting tools.

MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |

Management Dictionary
Digital Transformation, Marketing, Sales and Communication

02:43

What is programmatic advertising?

Programmatic advertising optimizes the buying and selling of online advertising space through software and algorithms. At the heart of this system is real-time bidding (RTB), where ad impressions are auctioned in milliseconds based on user profiles on ad exchanges. Advertisers use demand-side platforms (DSPs) to bid on these impressions, targeting specific audiences, while publishers employ supply-side platforms (SSPs) to maximize their advertising revenue. The process involves specialized agencies or trading desks, and increasingly, advertisers prefer private agreements for better rates and secure environments. Challenges with programmatic advertising include complexity, inventory quality, fraud, and privacy concerns.

MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |

Management Dictionary
Digital Transformation, Information Systems, Management and Big Data, Marketing, Sales and Communication

02:48

What is affiliation?

Affiliate marketing is a model where an advertiser rewards partners for each sale or action generated through the traffic they produce. The key players include advertisers who offer deals, affiliates who promote these deals on their platforms, and affiliate platforms that coordinate the relationship and manage payments. Affiliates use tracking links to drive traffic to advertisers, and commissions are calculated based on specific sales or actions. This model offers several compensation methods, such as cost per sale, per lead, or per click. However, affiliate marketing faces challenges like click fraud, attribution conflicts, and market saturation, while offering the advantage of reducing financial risk for brands and providing monetization for affiliates.

MERCANTI-GUERIN Maria - IAE Paris-Sorbonne Business School |

Management Dictionary
Marketing, Sales and Communication

03:21

What is a bank commitment?

With over €2 trillion in outstanding loans, banks remained the primary providers of credit in 2021, according to the Bank of France. Given the sums involved, they place a borrower's ability to repay their debts at the heart of their concerns. The challenge is indeed to reduce the cost of risk and maintain the highest quality loan portfolio possible. From their perspective, the commitment—the contract by which the client acknowledges their debt and undertakes to repay it—is largely unaffected by risk. It specifies the debtor's repayment schedule as well as the reciprocal rights and obligations of both parties.

MAYMO Vincent - IAE Bordeaux |

Management Dictionary
Corporate and Market Finance

03:13

What is banking delegation?

A bank's ability to grant credit relies on the availability and sharing of objective and subjective information among decision-makers. Delegation, understood as the contract that authorizes a bank employee to make decisions on its behalf, therefore plays a key role in the bank's financial commitment and, more broadly, in the quality of its debt portfolio.

MAYMO Vincent - IAE Bordeaux |

Management Dictionary
Corporate and Market Finance

02:31

What is financial inclusion?

By financial inclusion, we mean a set of practices and commitments by banking institutions aimed at providing access to resources and opportunities for populations who, without such commitments, risk being discriminated against or marginalized. It plays an important role in the inclusion of individuals in society, promotes their recovery, and contributes more broadly to the economic and social development of communities.

MAYMO Vincent - IAE Bordeaux |

Management Dictionary
Corporate and Market Finance, Sustainable Development and CSR

02:53

What is the option in finance?

An option is the right to buy (call) or sell (put) an underlying asset at a predetermined expiration date and price, known as the strike price. The underlying asset can be a commodity, currency, interest rate, stock, or bond. The expiration date is the date on which the option is exercised. Options can be used as hedging tools or to speculate on whether the price of an underlying asset will rise or fall.

LEGROS Benjamin - EM Normandie |

Management Dictionary
Corporate and Market Finance

01:42

What is managerialism?

Managerialism is the concentration of power in the hands of managers, at the expense of other stakeholders within an organization. It thrives on a weakening of the professional authority of those who carry out the mission of their company or administration, which is replaced by the power of those who believe they know best and decide everything accordingly. Managers are tasked with setting collective objectives and deciding on the means to achieve them. Resisting managerialism, therefore, means restoring the authority of those who can explain and justify the why and how of what they do or propose to do.

JOULLIÉ Jean-Étienne - EMLV |

Management Dictionary
Governance, History of Management, Human Resources Management

02:50

What is the synthetic-analytic distinction?

Little known in France, the analytic-synthetic distinction is one of the cornerstones of empiricism in general and the scientific method in particular. Indeed, it translates, into everyday language, the fact that scientific knowledge derives either from experience (that is, from observation) or from logic applied to experience. The origins of the distinction date back to the fourteenth century and William of Ockham, but it was David Hume and then Immanuel Kant who gave it its definitive expression.

JOULLIÉ Jean-Étienne - EMLV |

Management Dictionary
Governance, Strategic Management