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
La problématique de l’innovation déchire ingénieurs et marketers depuis des décennies, une guéguerre intestine avec une seule perdante : l’entreprise. Les premiers ont longtemps imposé leur domination, notamment aux plus beaux jours des Trente Glorieuses, quand la France se reconstruisait et que les consommateurs s’équipaient de tous les nouveaux objets du confort moderne : lave-linge, […]
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!
Du 18 au 21 septembre dernier, se déroulait le congrès annuel d’Esomar, l’association mondiale des études de marché, à la Nouvelle Orléans. Des études de marché ? Plus vraiment, même si le site proclame encore qu’Esomar est « l’organisation essentielle pour encourager, faire avancer et élever les études de marché dans le monde entier » […]
Numbers, buzz and quality
Figures circulate at a frightening speed these days on social media, especially as they make for sumptuous infographics: in other words, figures make the buzz. Then there's the question of their relevance: when a magnificent diagram aggregates figures from multiple sources, these sources quickly disappear behind the curator, [...].
Marketing trends, by Jean-Félix Biosse Duplan
Interview avec le Vice-Président de l’Adetem Jean-Félix, tu quittes le groupe Essilor où tu as passé une part importante de ta carrière : quel regard portes-tu sur les évolutions qu’a connu le marketing ces dernières années ? Le marketing occupe une place plus large : d’une part, il remonte nettement plus en amont dans les projets ; […]
