Facebook and the TF1 syndrome
In days gone by - let's say the last quarter of the 20th century, before the Web and social media - the leader in advertising in France was TF1: in 1977, its audience share exceeded 50%! The price of this hegemony was that, while the channel made it possible to reach large numbers of viewers quickly, it did not [...]
Brands in turmoil
European tourists travelling to Sri Lanka or Bangladesh will be astonished to discover televisions, washing machines and fridges bearing the Singer brand name: for them, Singer means sewing machines, and only sewing machines; an old brand, certainly robust, but one that nobody expects in the high-tech sector! Singer Sri Lanka claims [...]
What research is being done on brands in the digital age?
How can we renew our approach to brand research? At a time when brands have an omnichannel presence, on the web, in-store and on social networks, new digital monitoring tools and evaluation techniques that reflect the reality of customer journeys and targets already exist. The challenge is to learn from them. [...]
A look back at the Printemps des Études
Printemps des Études 2017 This year's Printemps des Études was a rather quiet, if not almost wait-and-see affair: no earth-shattering announcements, no earth-shattering innovations. At the very most, we noted the arrival of virtual reality headsets on several stands, but no doubt we'll have to wait until consumers have really adopted them in everyday life before we can include them in [...].
Interview with Guillaume Doki-Thonon: the relationship between brands and influencers
At the Salon e-marketing, we met Guillaume Doki-Thonon, founder of Reech, an influencer marketing start-up. - You have a community of 7,500 passionate influencers: what is an "influencer" on social media today, and what's more, a "passionate influencer"? An influencer is someone who creates [...]
Satisfaction at all costs
You've just been to your insurer [your garage mechanic, your banker, etc] and you receive an email asking you to assess the quality of the service you received and the information you were given: how satisfied are you? You've just had a DM conversation about [...].
Interview with Virginie FEMERY and Souhad BALLOUK, managers of MGEN's VIVOPTIM programme
Before we talk about this programme, a few words about MGEN and its special features in the world of social protection in the field of health With almost 3.8 million people covered, the MGEN group is a major player in social protection. It is a founding member of the Istya group, the leading mutual insurance group in France.
Engineers and marketers: the need for dialogue
The issue of innovation has been tearing engineers and marketers apart for decades, an internecine war with only one loser: the company. For a long time, the former imposed their domination, particularly in the heyday of the "Trente Glorieuses", when France was being rebuilt and consumers were equipping themselves with all the new objects of modern comfort: washing machines, [...], [...], [...], [...], [...], [...], [...], [...] and [...].
Customer experience is everywhere, all the time
These days, everything is done via social media... so much so that all too often, marketers forget the basics! The customer experience involves ALL the contact points where consumers and brands meet - and not just Twitter or Facebook. Of course, you'll be told that the buyer who has a spat with [...]
Market research: the reinvention of the profession is underway!
The annual conference of Esomar, the global market research association, was held in New Orleans from 18 to 21 September. Market research? Not really, although the website still proclaims that Esomar is "the essential organisation for encouraging, advancing and elevating market research worldwide" [...].
