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 [...].
Market research: breaking out of an overly homogenous environment!
Faced with their responsibilities - and above all their errors of assessment - after the surprise election of Donald Trump, the American media castigated themselves with various and sundry self-criticisms; above all, they had to respond to the questions and reproaches of their readers. "Please come down from your New York skyscraper and join the [...].
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 [...]
Growth Hacking: long live the pirates!
With every start-up now imagining itself as a potential Airbnb, Facebook or Instagram, growth hacking is now very much in vogue: everyone is talking about it, without really knowing what this rather barbaric term means. Wikipedia describes it as "tinkering with growth", but it's more likely to mean "hacking it": computer hackers [...].
Yahoo, the end of a Giant - Interview with Catherine Reichert
Catherine, you're leaving Yahoo after 5 years as Communications Director for Southern Europe: Yahoo was one of the emblematic brands of the New Economy and remains almost mythical to this day... Despite all this, Yahoo has experienced an incredible descent into hell in recent years: why? Yahoo is indeed a [...]
Interview with Christophe Benavent: connected objects seek involved consumers...
While connected objects may appear to many to be a new Eldorado, the market still seems to be struggling to take off. We spoke to Christophe Benavent, Professor at the University of Paris Ouest Nanterre La Défense, and author of platforms: Collaborative sites, marketplaces, social networks... How they influence our choices. Christophe, the market for connected objects [...]
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" [...].
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 with the Vice-President of Adetem Jean-Félix, you are leaving the Essilor Group, where you have spent a large part of your career. How do you see the changes in marketing over the last few years? Marketing has taken on a much broader role: on the one hand, it is much further upstream in projects; on the [...]
The 7 golden rules of successful Design Thinking!
The ability to transform in an ultra-reactive, fast-changing world where the end customer is king is the key to a company's success. Kodak failed to transform itself, but IBM did. The Design Thinking approach offers this capacity for transformation to companies that respect a few rules... but also a few apparent paradoxes: [...]
