The social networks of tomorrow
Twitter has just inaugurated its new offices in the heart of Paris, near the Opéra... not far from Google's old offices - and a stone's throw from the new ones. Politicians flock to the gates for these events (Valls succeeding Sarkozy), and one might wonder about the significance of these ceremonies where operators [...].
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 [...]
Creads: the 1st participative design platform
Julien, you are one of the co-founders of Creads (creads.fr): in a few words, can you tell us what makes this start-up special? Creads connects a community of 50,000 international creatives with all the brands looking for creativity (SMEs, major accounts and agencies). We design logos and brand names as well as [...]
What is a flat society?
A few weeks ago, I overheard a teacher friend complaining to his colleagues: "I don't know how to deal with these students, they pretend to engage in discussion without respecting my status as a teacher: they would like to be able to discuss things with me on an almost equal footing, it's unacceptable". Unacceptable ... but inevitable [...]
Dominique Desjeux: "innovative environments
Adwise: Dominique, you're an anthropologist and sociologist, and you're interested in cultural practices and innovations in Western societies. You use the term 'innovative environment', borrowed from geography and territories. What do you think are the most innovative environments historically? DD: Historically, there have been 3 main innovative environments: first of all, industry, with its [...]
Cognitive science and marketing research
Cognitive science and neuroscience are very much in vogue these days in the small world of marketing and market research: but what can we really expect from them? Some people are proposing to replicate experiments carried out in university laboratories in our own field: using MRI, for example, we can see which areas of the brain are [...]
