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Après avoir travaillé dans des agences à Toronto, Ottawa et Montréal pendant les quelque dix premières années de sa carrière, Mark s’est aventuré à s’établir dans la recherche et l’analyse des médias sociaux, puis a lancé 10|20 Marketing quelques années plus tard. Mark explique : « J’ai commencé par me concentrer sur les études de marché en utilisant des plateformes d’écoute des médias sociaux et en fournissant des services de conseil pour aider les marques à savoir ce que le public dit d’elles. Le fait de fournir ces services et de rédiger des rapports m’a amené à travailler avec certaines grandes entreprises, comme Ford Canada et Air Transat. Depuis, j’ai commencé à utiliser une autre plateforme qui a aidé de plus petites entreprises à obtenir l’avis des consommateurs par le biais d’avis en ligne. »
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Le public a plus de pouvoir. La création de créateurs de contenu et d’influenceurs a explosé à elle seule au cours de la dernière décennie. Rien qu’en 2017, 12,9 millions de marques ont sponsorisé des posts d’influenceurs. Par conséquent, le marketing et la publicité ont changé, et 10|20 Marketing s’y est adapté.
« En fin de compte, la chose à laquelle les gens font le plus confiance, c’est lorsqu’ils voient des personnes comme eux approuver un produit ou une entreprise. Le consommateur veut savoir que le produit qu’il va utiliser tient ses promesses. Notre travail consiste à aider les entreprises à comprendre le pouvoir de la voix individuelle. Tout d’abord, nous faisons en sorte qu’elles soient trouvées en ligne, puis nous nous efforçons de convertir davantage de personnes en fonction de ce qu’elles trouvent. Et souvent, cela commence par l’écoute de ce que les gens disent de votre entreprise. »
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