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🌈 Silver lining - How and Why - Issue #25

Laura Bokobza
Laura Bokobza
👩🏻‍💻 I am Laura Bokobza. You’re receiving this email because you signed up to How and Why, a weekly curation newsletter (1 email a week, every Monday at 7:30am (CET), to make sense of the marketing, tech, and innovation news from the prior week, just before going into the next one.). Thank you !
👉 If you enjoy this newsletter, please forward it to someone who might enjoy it as well. And if this email was forwarded to you, get your own !

Hello !
🐦 Last week on Twitter : Spotify creeps up the value chain in music and wants its name big on Camp Nou, Pinterest opens up to other platforms, Netflix tries to motivate fraudsters to pay, email is (still) not dead.
  • French ads market
  • Getting lost in Wikipedia
  • Metaverse turns 19
  • 106 cognitive biases useful in UX
🤵‍♀️ And of course the lady of the week.
Don’t hesitate to reply to this email and let me know what you liked or didn’t like, it’s always and still a work-in-progress !
The big one
😜 We needed some good news, right? The traditional BUMP - Baromètre Unifié du Marché Publicitaire - has published its latest figures 🇫🇷 for 2021, and they are rather encouraging.
The numbers:
  • Net advertising revenues across all media amount to nearly €16 billion, up strongly by +18.3% compared to 2020 (and even +2.2% vs. 2019, a “normal” reference year). Driven by digital, what else, while cinema is struggling to catch up after months of closure.
  • The number of advertisers increased by 2%, and 68% of them are present on digital media.
  • TV remains the major medium for awareness and is growing by 17.3% compared to 2020, even exceeding its 2019 level by 4.3%.
  • As for comm as a whole, the channels Direct Marketing, directory, promos and POS, sponsorship / patronage, trade fair and PR are still down.
The letters:
  • Lidl takes the first place to E. Leclerc, and 5 advertisers in the top 10 are retailers, including Amazon in 6th place.
  • CSR comm (which represents 11% of investments) is analyzed in depth, by channel, advertiser, etc. Read in detail if you are interested in the subject.
  • The Health & Beauty, Tourism, Transport/Automotive, and Culture & Leisure sectors are still down compared to 2019.
  • 2022 should see a return to pre-Covid investments. That they say.
🍪 2022 should mostly be the year of testing alternatives to third-party cookies, while they still exist. Some are pushing affiliate marketing as an interesting channel. Publishers are trying their hand at Data Clean Rooms. To be continued…
Food for thought
🧾 The SaaS to help other SaaS ?
↕️ Going vertical
🧞‍♀️ Genie back in the bottle
1️⃣9️⃣ books
Token of appreciation
🎁 A completely unnecessary but absolutely essential thing from the depths of the Internet.
Interesting Button
If you like this newsletter, forward it to 3 friends ? Pretty please ?
💨 Seasonal
💪 Best Practices
💰 Business
📊 Trends
📚 History
🛠 Resources
  • 📇 Too many connexions in too many platforms ? Clay wants to help with that and centralise your entire network. For a steep $20 a month so I haven’t tried it yet.
  • 📝 The specialists of cartoon UX study have created a cheat sheet which lists 106 cognitive biases.
Every week, a woman whose Twitter antics makes my TL better, funnier, sunnier…
Former PM, currently VC, Leigh Marie (she insists we use both) has a truly social TL on Twitter, sharing tips, job opportunities, places to go and meet…
"Leigh Marie" Braswell
Did you like this issue ? Help me improve !
Who am I ?
Sparring partner, business coach, part-time COO or CMO… What I do has been called many names, but I have one goal : to help you accelerate, structure, or transform your business ! Oh, and I’m a Board member.
Want more ? You can follow me on Twitter or LinkedIn, reply to this email (I respond to each and every email), or subscribe to this newsletter if someone forwarded it to you.
For a meet and greet, or if you’d like to brief me on a working opportunity (consulting or MC'ing events), or even book a 1h sparring partner consult, my availabilities are up-to-date.
If you’d like to thank me for this issue, you could forward this newsletter to your friends and colleagues, or even buy me a coffee.
Why "How and Why" ?
Keeping abreast of everything that is published today is exhausting. There is too much to read, and as we’re too scared to not read (FOMI, anyone ?), we spend a lot of our waking - and sometimes not working - hours trying to stay afloat.
As I do it anyway (both out of need for my clients and out of sheer curiosity for, well, everything), why not share with you what I’ve thought useful ? On top of my posts on Twitter and LinkedIn, I’ll share with you every week what has inspired me, surprised me, what I found insightful, or sometimes just funny.
Curator is the new creator. I didn’t come up with that, Marie did, and I have utter faith in her trendspotting.
Want the French version ? Right here.
Did you enjoy this issue? Yes No
Laura Bokobza
Laura Bokobza @lbokobza

Used to be 1 email a week, every Monday at 7:30am (CET), to make sense of the marketing, tech, and innovation news from the prior week, just before going into the next one.

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