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You will discover the dynamics of inbound marketing and learn how to design a campaign to turn your visitors into prospects, into qualified leads, then into customers. This training is targeted on the necessary measurement of the performance of communication on the web. On the program: the choice of indicators, the development of dashboards, the selection of tools and the learning of web analysis terminology. If you prefer more substantial training, you can opt for this 8-month training course offered by IFOCOP. It “prepares participants for strategic analysis, marketing / sales management of projects and financial management of actions. It incorporates a digital dimension to evolve into e-commerce manager positions ” . The creation of a neighboring right for the press will not have had the effect expected by some.
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Google will not pay publishers a dime and articles will have reduced visibility in search results. The outcome of this battle led by some was nevertheless obvious. Last spring, the European Union adopted a directive introducing a neighboring right for the press. Objective: to oblige the platforms which reference press articles, by posting elements from these articles, to remunerate the press titles concerned. France was the first country to transpose this European directive into national law. Cock-a-doodle Doo ! The law n ° 2019-775 of 24 July 2019 “to establish a similar right in favor of the news agencies and press publishers” enter into force at the end of the month, forcing platforms to remunerate the press (or not). Google is clearly targeted and its response was concise: rather than paying the press, Google will no longer display extracts from press articles .
Only the title will remain visible, images and words from the body of the article will not be included. An application to the letter of the law. Search results are affected, as are Google News or Discover. On the other hand, press titles can add a code to their site to specify that they accept extracts or photos to be used free of charge by Google. Lack of digital culture or political subterfuge? The reaction of the press was not long in coming. More precisely: some titles, resistant to this change, hoped to obtain a nest egg from the American giant. They wanted the butter, the organic traffic they got through Google, and the butter money, or rather that of Google. This press, which saw its advertising revenues of yesteryear pass into the hands of Google and Facebook, thought it would succeed and finally reverse the current paradigm.
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It did not happen. The company, like any business, compared the pros and cons of different scenarios, and found that checking out to reference news articles was not the most cost-effective solution. In this fight, this press was quickly joined by political leaders, happy to be able to surf this wave of protest. Through their decisions at European and national level, they held a conquering speech, giving rise to the hope of finally overturning the paradigm of an almighty Google which collects most of the advertising manna, for that of a giant finally forced to pay the press at its fair value. The mechanism chosen by Google not to be affected was obvious and simple to set up, the deputies therefore voted for a European directive and a French law which will have no beneficial consequences for press titles.
Did they do it for lack of digital culture, lack of seriousness or full awareness, believing that this smokescreen offered to fellow citizens would allow them to more easily point the finger at the ugly duckling of Mountain View? Whatever the reason, it is bad. The international exchanges which will perhaps lead to a global taxation of GAFA seem much more able to answer the problem of the sharing of value than these laws disconnected from reality. Finally limited collateral damage Some press will believe that she has lost a battle. But in this case, the entire press sector could have faltered. Google made a clear decision, but this decision remains measured. On the one hand, newspaper titles that want to remain fully visible can do so, by simply adding a line of code to their web pages.