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 [...]
Advertising investment: cautiousness at every level!
Last week, IREP presented the figures for the advertising market in 2016: zero growth, nothing to be proud of! For 2017, we can hope for... nothing better: election years are not favourable in this respect. Has French industry recovered badly from the 2008 crisis? There's no excuse not to invest! At the end of 2016, [...]
The CDO is dead, long live marketing research!
Once the 'super baron' of every self-respecting large company, the CDO - pronounced Chief Digital Officer - will soon disappear from many organisational charts: what's the point of keeping a digital director when the whole structure has to be digital, as some experts snidely point out? A great organiser, or a great facilitator, [...]
Marketing research: how do you turn insights into business decisions?
Interview with Sylvie Lasoen, CMI Director France & Spain @Unilever, on the challenges of research The question of the operationality of marketing research often arises: how do you turn insights into business decisions? Research results, no matter how relevant, are of no use if they are not translated into business decisions. Hence the importance of putting [...]
Creativity, a matter of method
Vous avez dit créativité… ? Steve Jobs restera certainement comme un des business men les plus charismatiques du 21ème siècle ; il demeurera également comme un de ceux qui auront le plus nui au marketing ! Réel virtuose de la créativité et de l’innovation, il n’a jamais douté un instant du succès de ses produits […]
The evolution of digital mums by Ophélie Morelle
Interview with Ophélie Morelle, Strategic Planner@aufeminin Groupe, on digital mums Ophélie, as part of your Strategic Planning missions at aufeminin.com, you are interested in digital mums: to begin with, what is the purpose of Strategic Planning for a group like aufeminin.com? Strategic planning at aufeminin differs in some respects from the role of planner [...].
Back from Las Vegas!
Every year in early January, the Consumer Electronics Show (CES) is held in Las Vegas. It's a strange show that in the space of a few years has moved from the world of audio-video (= 'consumer electronics') to that of new technologies, while at the same time its organiser, the Consumer Electronics Association, has changed its name to... Consumer Technology Association. A strange show [...]
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 [...].
Don't confuse brand name and domain name
Bien sûr, mieux vaut utiliser son nom de marque comme nom de domaine – même si parfois, c’est compliqué, de nombreux prédateurs pratiquant le cybersquatting ; toutefois, marques et URL répondent à des logiques différentes. Un nom de domaine doit être court, facilement mémorisable ; l’hébergeur OVH indique ici les « 10 règles » d’un […]
Brand and Luxury': interview with Audrey Kabla
Audrey Kabla, Founder of the Epykomène agency and co-chair of Adetem's Luxury Club, has just published Marque et Luxe (Kawa). The first of all the quotes in your book has nothing to do with the commercial world: "My luxury would be to spend 10 minutes with a loved one who has left too [...].
