Inbound Marketing: interview with Stéphane Truphème
Stéphane, you're passionate about digital marketing and co-founded the Kinoa agency in June 2000, which specialises in digital marketing. You were one of the very first to introduce inbound marketing in France. 1. Inbound marketing is all the rage: what is it, in a nutshell? First and foremost, it's a methodology that enables [...]
The brand, between image and reputation
Marketing has long mastered the concept of brand image: communications agencies build it up with a great deal of advertising investment, and research institutes regularly evaluate it through barometers and trackings; to get to the bottom of it, qualitative techniques are used, mainly group meetings with batteries of projective tests. [...]
In fact, what was the purpose of a brand?
It's probably a bit provocative, but it's a question that many young marketers have been asking themselves - and are still asking themselves - with the rise of the Web and the social Web: why create powerful brands - except in the luxury sector, and even then - when they're all just a phone call away?
Interview with Stéphanie Perrin
Printemps des Études recently celebrated its 5th year: this is no ordinary trade fair, it was born out of close collaboration with research institutes? In fact, the Communication/ Marketing/ Opinion sector wanted to be able to represent itself in a different way from the traditional trade fair medium. The Re-Création collective, which was set up on LinkedIn and now includes [...]
Interview with Laurent Morel
Laurent Morel is Head of Editorial & Press at AG2R's Communications Department. Laurent, you created the Association Française des Brand Managers: why a new association when there are so many in the small world of marketing and communications? There are a number of associations [...].
An advertising executive in marketing research
The 5th Printemps des Etudes was held on 14 and 15 April, with Sir Martin Sorrell, Chairman of WPP, the world's leading advertising group, as the opening keynote speaker. What many people don't know is what these 3 letters stand for: WPP. They are not the initials of the group's founders - if they were, [...]
Don't confuse influence with intelligence on social networks
Jean-Marc (Goachet), you're Social Media Manager at MINES ParisTech (= for those who don't know: École des Mines de Paris); you helped write "Social Media explained to my boss"; you're also Co-Chairman of Adetem's Marketing 2.0 Club. 1. In your various roles, you are [...]
AlphaGo and global domination made in Google
In March 2016, with 4 wins to 1, AlphaGo beat Lee Sedol, the reigning Korean Go world champion A small but important detail: AlphaGo is not a human being, but an artificial intelligence programme developed by Google DeepMind. This domination of machines over humans is not [...].
Delphine Duran-Lesecq, Co-Chair of the Adetem Innovation Club
- Delphine, you're co-chair of Adetem's innovation club, but you're also an expert in marketing research after a career in research institutes (Millward Brown) and with advertisers (Thomson, Newell Rubbermaid). Nowadays, no-one calls themselves a research director: they talk about Consumer Insight Manager, marketing intelligence... Why this change? - Research is one of [...]
Social Selling is on the rise
Sylvie, you're Sales Education Lead, Social Selling evangelist at SAP: what's your job? My job is to make sales teams more effective. I create and deploy training programmes, workshops and coaching sessions. On the subject of Social Selling, I make sure that [...]
