La Poste acquires CyberCité, a SEO and social specialist

La Poste acquires CyberCité, a SEO and social specialist

The takeover is intended to make the digital subsidiary of the postal group, the agency Isoskèle, a heavyweight in digital marketing with sales of more than 91 million euros in 2021.

La Poste wants to weigh a little more in digital marketing. The group has just formalized its second acquisition in the sector in a year. After TimeOne Group last June, it’s CyberCité’s turn, an agency specializing in search engine marketing and social media, to join Isoskèle, the group’s digital subsidiary. “This acquisition makes Isoskèle a major player in the sector, which, just two days after its creation, has a turnover of more than 91 million euros and 430 employees,” welcomes the company’s CEO, Manuela Pacaud. The group does not disclose the amount of the transaction.

“Cybercité allows us to understand what motivates a given goal before imagining marketing and media devices dedicated to it.”

Founded in 1999 by David Bonnamour and Nicolas Claraz, CyberCité quickly established itself as a major player in SEO, a practice that now accounts for two-thirds of its gross margin. The agency has a territorial network in line with the proximity strategy dear to the La Poste Group. It has offices in Paris, Lyon, Chambéry, Nantes, Rennes and Sophia Antipolis for a total of more than 700 customers. It has been able to enrich its search expertise by opening up to new advertising platforms, be it Facebook, Amazon or LinkedIn. “The agency has a very good knowledge of the web audience,” explains Manuela Pacaud. This allows us to understand what motivates a given goal before imagining marketing and media devices dedicated to that goal.”

“We have developed a set of tools that we can use to do SERPology,” explains David Bonnamour. By analyzing Internet users’ queries, we can identify opportunities for keywords or topics related to the One Brand issue. Enough to allow him to adapt his content marketing strategy to seasonality or the evolution of his audience’s behavior. “It’s not a luxury when the corona virus has changed a lot,” observes David Bonnamour.

“The aim is to be among the top 3 agencies for digital communication within two years”

It is up to CyberCité to generate a large audience from search engines and social networks. And instructs Isoskèle to understand these target groups in order to turn them into lasting customers. “Isoskèle’s CRM expertise will allow us to go one step further than generating traffic by becoming a business provider,” says Nicolas Claraz. La Poste’s digital subsidiary has real expertise in everything to do with animating the customer journey to increase its lifetime value. “We are able to design customized journeys, with scoring for each incoming customer, a reception process and trigger marketing, i.e. triggering actions at specific times.” For example, a push email with an interesting promotion for you Customer who we believe is likely to leave the brand. Isoskèle can integrate the main marketing automation solutions on the market such as Salesforce on behalf of its customers or equip them with its own Customer Data Platform (CDP) technology. Just like the group did for Nice Cote d’Azur Airport.

“The goal is to be among the top 3 agencies for digital communication within two years,” confirms Manuela Pacaud. A podium that will be accessible when, according to the guide’s calculations, the group has reached 100 million euros in turnover.

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