EMAC 2019: 5 research avenues for targeted advertising
At this year’s EMAC conference in Hamburg, I had been invited by Prof. Bernd Skiera and Prof. Klaus Miller (both affiliated with the University of Frankfort, Germany) to give a talk about online advertising research in the era of privacy. In today’s article I’m making my slides available and am developing my thoughts in the hope that they will help academics find new interesting paths for their future studies. Online advertising: a lot has been going...
EMAC conference 2019 : 5 marketing researches you need to know
The European Marketing Academy Conference (EMAC) is the number 1 marketing conference in Europe for academics. It’s a well attended (more than 1000 visitors) 3-day conference with up to 10 parallel tracks and hundreds of highly challenging presentations. This year I’ve chosen to present you the results of my 5 preferred research works. I tried to summarize the research as concisely as possible and highlighted the results in bold. In this selection you’ll find results that...
EMAC 2013 : a lesson of humility
For an academic in the field of marketing research, the EMAC conference is the place to be to meet his/her pairs. I work each year towards this goal but this year the odds have decided I would not present my ideas and my results. My two papers got rejected and this result, although difficult to accept, has positive aspects but brings also questions along. Is there a strategy to increase the odds of being accepted?...
EMAC 2011: 40th edition in Slovenia
The EMAC 2011 is the European Marketing Academics Conference and is held once a year. Its purpose is to bring together all marketing scientists (about 1000 members) to present the current status of their research. This year it was hosted by the Faculty of Economics of Ljubljana in Slovenia and we were about 750 to attend. And as usual, no professional marketers attended (excepted McKinsey and … IntoTheMinds). I still not understand why practitioners do not...
Market research: the booming craft beer market
In this article, you’ll discover the latest figures on the beer market in general, followed by a focus on the microbrewery segment. We will focus on the British, Italian, French, Belgian and German markets.
Most CRM strategies are obsolete. Yours too?
The functionality of CRM software determines CRM strategies. In this article, I explain why many companies are following strategies that have become obsolete.
The downside of participative marketing
Co-creation can be an interesting marketing approach for strengthening ties with customers. However, it is important to consider the possible negative effects of such a project. The example analyzed in this article demonstrates this.
Net Promoter Score (NPS): a reliable measure of customer satisfaction?
The Net Promoter Score (NPS) is universally used to measure customer satisfaction. However, it was created for another purpose. Find out in this article whether the NPS is dependable and its limitations.
Market Research: Mobile operators on the Internet
Being the market leader doesn’t necessarily mean that you dominate Google searches. For example, our research shows that in 14 European countries, the market leader is not the leader in online searches. We also show that the French are the ones who get the most information about mobile operators, which is probably a sign of hyper-competition. If you only have 30 seconds Being the market leader in mobile telephony does not necessarily guarantee to be the...
![Positioning in marketing: definition, challenges, examples [guide 2021].](https://www.intotheminds.com/blog/app/uploads/marketing-positioning-240x240.jpg)
Positioning in marketing: definition, challenges, examples [guide 2021].
Positioning in marketing is the set of elements that will allow your company to distinguish itself on the market, to be perceived uniquely by your customers. By analyzing your market and adopting a specific marketing positioning, you can differentiate yourself from your competitors. Marketing positioning can concern an entire company or a particular product when different product lines are proposed. In this article, we will first lay down some theoretical foundations on marketing positioning. We will then...
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[Podcast] The end of third-party cookies is fast approaching
In this podcast, we interview Alban Peltier, CEO of AntVoice, about cookies, their evolution, and primarily suppressing third-party cookies by 2022. What will be the consequences for digital advertising, and what solutions are proposed so far? Only for our subscribers: exclusive analyses and marketing advice Email address * Subscribe By signing up, you agree to our Terms of use and privacy policy. "I thought the blog was good. But the newsletter is even better!" Esteban Hendrickx,...
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Customer experience: definition, measurement, analysis [Guide, 2021]
The customer experience has become an almost magical expression that is synonymous with marketing success and brand differentiation. But what is the reality behind the customer experience? While most non-specialists confuse customer experience with customer satisfaction, this guide takes stock of a concept evolving steadily since its invention nearly 40 years ago. Summary Definition of the customer experience Customer experience: more than 40 years of history Understand the foundations of the customer experience Impact of customer experience on marketing practices Retail and...
Marketing research: the influence of privacy perception on customer loyalty
What does privacy mean in the age of robots, articifial intelligence and omnipresent algorithms? How do users percive privacy and how is it traded off against other benefits (personalization for instance)? Those are still emerging questions that a team of marketing researchers from the University of Toulouse (France) tried to answer at the 2018 EMAC conference that was helf in Glasgow. More specifically the study looked at the factors influencing the “sharing frequency” as a dependent...
Customer experience : finally a scientific scale to measure it
How to measure customer experience? This question has led many researchers on the path to developing scales to quantify something that is highly subjective by nature. Read also Yet most customer experience scales were until now limited to one particular domain or one particular moment of the customer experience (to get an overview of those moments please read our article on the subject). At the EMAC 2018 conference one research attempted to resolve this problem. A...
Market research : the combined effect of music and light in the retail sector
Sensory market research has focused mostly on the effects on consumer behavior of specific cues: light, scent, temperature, … Some of those cues are always present in a retail setting (light, temperature) and past studies have therefore investigated the effects of the variations of those cues (higher/lower temperature, more or less light) Company industry atmospherics charcateristics purpose abercrombie & fitch clothing loud music, dark light targets young customers victoria secrets clothing soothing music facilitate conversation between...
This artist uses market research techniques for a stunning visual result
While on business trip in Glasgow a few weeks ago (for the EMAC marketing conference), I visited the Glasgow Museum of Modern Art and discovered the Mitch Miller’s work. Mitch Miller is a Glasgow-based artist who has invented the concept of dialectograms, which he describes as follows : Take a dash of cartography, a pinch of architecture and a fair bit of ethnography and you have the dialectogram, graphic art that depicts place from the ground...
Advertising : limiting cookie lifetime will destroy value
Preliminary information : there are two competing rules for setting up maximal cookie lifetime. The European Commission (based a.o. on a proposal by CNIL) suggests to limit lifetime to 360 days whereas Google proposes 720 days. One year vs. two years is basically what you have to chose from. In no case it should be more than that. Yet, as Miller and Skiera explained at the 2017 EMAC conference, lifetimes of up to 8000 years have...
How Big Data will influence the future of advertising
“What is the impact of Big Data on online advertising” is the question I was asked to answer on the occasion of an EGTA ((European Group of Television Advertising) workshop that took place on 29 and 30 June 2017 in Brussels (my thanks to Yuri Loburets for his kind invitation to speak). Rather than repeating the same clichés about Big Data again and again I chose to put advertising and Big Data back in a historical perspective....
Ugly vegetables look more natural and give stores a better image
Consumers perceive “ugly”, misshappen vegetables, as more natural. Moreover communication campaigns promoting these “abnormal” products benefit also the stores , such campaign convey indeed a positive image in the minds of the customers. Those are the results of a study by Mia Birau and Corine Faure (University of Grenoble) which was presented at the latest EMAC 2017 conference in Groningen (The Netherlands). Market research on ugly products It all started with “ugly” vegetables, vegetables that were...
The single most loyal customer American Airlines wanted to get rid of
Some customers are better than others and need to be very well taken care off. But not Steve Rothstein. For American Airlines this customer was the one to get rid of and American Airlines did spend a lot of efforts to kick that customer out after he had flown 10,000 flights in first class with the airline. Discover this amazing story below. Probably the single most loyal customer Rothstein bought a lifetime AAirpass in 1987 for...
Is the Net Promoter Score a reliable measure of customer satisfaction ?
The Net Promoter Score (NPS) is a 1-question scale introduced by Reichheld in 2003 that aims at measuring the propensity of customers to recommend a company (the famous word-of-mouth, also called WOM). This scale has encountered a fantastic success … because it’s extremely simple and quick to apply. Imagine how wonderful this customer satisfaction measurement instrument is: you ask just one question and you know directly whether your customers are satisfied or not. Too good to...
Find your audience: how to position your research work
As I explained in an earlier post, I was very disappointed to see my research work rejected at this year’s EMAC conference. Fortunately the very same research work was accepted and presented at the 5th International Conference on Rhetoric and Narratives in Management Research. This conference, though more limited in size than the EMAC and its hundreds of participants, gave me a great boost of energy … and hope. I was finally able to find people...
How design contributes to the overall customer experience
The design of your point of sales is of utmost importance. It not only attracts people in the store, but it also keeps them in the store. this is something that Silvera has understood very well. A winner of the 2012 Paris Shop & Design contest, Silvera sells design objects and furniture and has crafted its salespoint as a design object itself. Why should you keep people in the store To buy! Believe it or...
Open innovation initiatives fail
One of EMAC 2011 participants (from the University of Amsterdam) presented yesterday some facts about platforms of open innovation like MyStarbucksidea and Dell’s Ideastorm. MyStarbucksIdea received some 74000+ suggestions out of which about 300 were actually converted. A mere 0.4%. You can wonder therefore what the value of such platforms really is. Well, I see some positive points: firms using such platforms actually do communicate in some way with customers firms can get suggestions and improve...
Experiential sensory marketing at IKEA
One of the amazing researches presented this year at EMAC was authored by Bertil Hulten (University of Linneaus, Sweden). This research, entitled « The Influence of Smell and Vision upon Touch » was carried out at IKEA in Sweden and aimed at studying the behaviour of consumers (especially their purchase patterns) when their senses were triggered. Bertil started explaining the difficulties he faced when trying to convince IKEA to accept the idea of this experiment. The Swedish...
Getting rid of unprofitable customers? Not a bad idea
This is the logical conclusion of a piece of research presented by Michael Haenlein (ESCP Europe) at the EMAC2010. The idea is actually not new and makes a lot of sense from an accounting point of view (do you remember your ABC Costing lessons?). The idea is based on the principle that some customers are more profitable than others (for instance because of their purchase frequency) and that companies should let the less profitable customers go...
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