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Remarketing: definition, advantages, and strategies [Guide 2023]
Jan30

Remarketing: definition, advantages, and strategies [Guide 2023]

Remarketing promotes customer conversion by encouraging brands to review their marketing practices. It is different from other marketing strategies because it pushes for personalized targeting. In this sense, it is similar to account-based marketing because of its propensity to segment as much as possible. In any case, this marketing process has many advantages linked to brand awareness and benefits. At the end of this article, we...

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Account-based marketing: 3 advantages and 3 strategies to adopt
Jan27

Account-based marketing: 3 advantages and 3 strategies to adopt

Account-based marketing is an alternative way of targeting customers. Rather than designing campaigns for the majority, it prefers to base itself on key customers. Thus, it is a process that takes the personalization of the marketing message to the extreme. This has several advantages: prospects are more easily converted and feel fully understood and satisfied. But how to implement a good account-based marketing strategy? At the end...

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Visit and analysis of the Lacoste flasghip store on the Champs-Elysées
Jan26

Visit and analysis of the Lacoste flasghip store on the Champs-Elysées

The Lacoste flagship store opened in spring 2022 at 50 Avenue des Champs-Élysées in Paris. Lacoste occupies a commercial corner space that extends over 1600m². The whole universe of the crocodile brand has been reinvented with some interesting marketing innovations. The opening of this flagship store is part of the brand’s development plan since its acquisition in 2012 by MF Brands. Follow us for an analysis of this unique...

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M&M’s and wokism: analysis of the disappearance of the mascots
Jan25

M&M’s and wokism: analysis of the disappearance of the mascots

M&M’s has just announced that it will withdraw its famous characters indefinitely. Accused of wokism by the American conservative right (Fox News), it is an important part of the “storytelling” of M&M’s that disappears. These little characters that made the brand’s success and humanized it are now part of the past. In this article, I briefly go back over this affair and give you my analysis. It is an...

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Marketing automation: definition, advantages, and platforms [Guide 2023]
Jan23

Marketing automation: definition, advantages, and platforms [Guide 2023]

Marketing automation simplifies the life of brands. Its ability to relieve and strengthen companies’ marketing and sales teams makes this process a must in sales prospecting. You need to use the right marketing automation platforms to implement it properly. MailChimp and GetResponse are two good examples. This article aims to define the boundaries of the concept before explaining its 3 main advantages. Contact us to measure the...

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Expert opinion: the 4 main shortcomings of the Social Selling Index
Jan20

Expert opinion: the 4 main shortcomings of the Social Selling Index

The Social Selling Index is a score developed by the platform to improve the performance of its users. It aims to increase their awareness, establish more professional relationships, or embellish their branding. However, it has often been questioned by the most attentive network members. We contacted and talked to 4 of them to better understand the source of the problem. They detected 4 major problems with this Index: its nature, its...

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Shrinkflation and rationalization: the two sides of the same coin
Jan19

Shrinkflation and rationalization: the two sides of the same coin

Shrinkflation is a phenomenon that has reappeared since the boom in inflation. A reduction in the quantity of products for the same price. But shrinkflation can also be more “sneaky.” Some manufacturers change the recipes of their products and replace ingredients with cheaper ones. In the end, all this is only the manifestation of a more global trend: the rationalization of a plethoric offer under the pressure of...

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Street marketing: 3 tips and 3 famous campaigns
Jan18

Street marketing: 3 tips and 3 famous campaigns

Through street marketing, brands take over public space to promote their offer. Fundamentally open to everyone’s creativity, this discipline has several fields of application. Examples are numerous to illustrate this. This article delimits the contours of this practice before providing 3 key tips for successful campaigns. Here are the best applications of the concept via the marketing operations of McDonald’s, Coca-Cola,...

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Data marketing: advantages, strategy, and examples [Guide 2023]
Jan16

Data marketing: advantages, strategy, and examples [Guide 2023]

Data marketing is a discipline that is becoming more and more important in companies. It provides a better understanding of the real motivations of users, but also of their consumption patterns. The data analysis it offers improves marketing strategies and creates competitive advantages. To better understand the challenges of this process, we will review its main advantages and present useful strategic advice. Finally, we will see how...

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Lead management: definition, advantages and strategy
Jan11

Lead management: definition, advantages and strategy

Among the different facets of marketing, lead management is an ideal solution to improve your conversion rate. It is based on “leads,” i.e., potential customers, thanks to 3 main fields of action. With lead management, we accumulate leads, classify them, and then we try to maintain good relationships with the most prolific ones. In the end, there are 3 advantages to this practice: better customer experience, higher...

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B2B2C: its 5 main advantages and 5 concrete examples
Jan09

B2B2C: its 5 main advantages and 5 concrete examples

The B2B2C approach of companies consists in bringing together companies and customers. It combines B2B and B2C players to develop marketing operations with multiple advantages. Brands use this method to create value, increase their notoriety or carry out economies of scale. For this reason, many companies have already adopted B2B2C to reach a larger audience and increase their profits. This article aims to explain how this marketing...

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Relationship marketing: advantages, advice, and examples [Guide 2023]
Dec16

Relationship marketing: advantages, advice, and examples [Guide 2023]

Relationship marketing puts the customer before the product. It differs from the so-called “traditional” marketing. Indeed, it is composed of many good practices to get closer to the consumer. It is based on a human relationship between brands and people. It is a good practice on several points: financial, satisfaction, and customer loyalty. How to maintain good relations with its customers? What are the examples of brands...

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Growth marketing: definition and practical advice
Dec14

Growth marketing: definition and practical advice

Growth marketing includes many tactics to increase business activity. These methods are mainly about increasing the number of customers. This marketing branch is interesting because it includes many priceless consumer data to grow your company. It follows a complete customer conversion tunnel: the AARRR funnel. This funnel extends from acquisition to customer recommendation. Here we explain the details of this model before discussing...

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Trade marketing: advantages and strategic advice
Dec09

Trade marketing: advantages and strategic advice

Trade marketing aims to build a relationship of trust between manufacturers and distributors. This practice has many benefits for companies, but also the consumer. Indeed, it encourages brands to design a better offer and propose a better customer experience. How to set up a good trade marketing strategy? What are the best practices to adopt? We propose 2 examples of marketing operations to develop for good use of this trading tactic....

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Likert scale: 3 marketing advantages and 6 concrete examples
Dec08

Likert scale: 3 marketing advantages and 6 concrete examples

The Likert scale is a methodology proposed by psychologist Rensis Likert. It consists of surveying a group of respondents according to a unidimensional system. In other words, we are trying to find out the opinion of a marketing target according to its degree of satisfaction, for example. This tool is essential to better question consumers since it covers all customer experience segments. When should it be used? What are its main...

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Christmas 2022: the trend towards savings [Survey]
Dec06

Christmas 2022: the trend towards savings [Survey]

Christmas 2022 will be marked by inflation and savings. Households are planning to change some habits to cope with inflation and uncertainty. The surveys show 2 main changes: reduction of the “Christmas meal” budget (36% of French households) reduction of the “gifts” budget for 8% (Germany) to 73% (UK) of households depending on the country. In this article, we share some concrete predictions for Christmas...

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Astroturfing: definition and examples of opinion manipulation
Dec02

Astroturfing: definition and examples of opinion manipulation

Astroturfing campaigns are attempts to influence public opinion. First practiced in the physical world, they now find a second life thanks to the Internet. The objectives of this process are simple: to harm the competition while promoting themselves. To do this, its practitioners do not skimp on the means. Some even employ thousands of people to conduct these operations online. However, resorting to this practice risks increasing...

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Representative sample: criteria, size, pitfalls to avoid [Guide 2023]
Nov29

Representative sample: criteria, size, pitfalls to avoid [Guide 2023]

Defining a representative sample is a key success factor in any market research. For B2C market research, particularly the sample’s representativeness directly conditions the results’ accuracy. However, do not think a large sample is necessarily synonymous with quality. Smaller, well-stratified samples can yield much more accurate results than large random samples. This article discusses key issues such as...

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Trigger marketing: definition, advantages and strategy [Guide 2023]
Nov25

Trigger marketing: definition, advantages and strategy [Guide 2023]

Trigger marketing is a branch of automated marketing. It follows the customer experience from A to Z, with messages designed to attract, convert and retain customers. It has many benefits, as it encourages purchases and amplifies brand notoriety. What are its advantages? How to set up a trigger marketing strategy? This article aims to clarify any grey area around this theme, which is essential to online retailers.   Contact us to...

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Qualitative research: definition, techniques, examples [Guide 2023].
Nov24

Qualitative research: definition, techniques, examples [Guide 2023].

Qualitative research is a generic term that refers to several techniques (individual interviews, focus groups, observations) that aim to discover the factors that may influence behavior. We have created this guide to be as complete and concise as possible. We have focused on the most important topics related to quantitative research. You will find answers to practical questions with many real-life examples from our experience as a...

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What is ambush marketing? Is it really worth it?
Nov23

What is ambush marketing? Is it really worth it?

Ambush marketing is based on the virality caused by a major event. The principle is to capture customers’ attention for the sponsors of such an event. And brands are having a field day with it: even Pepsi, Audi, and Samsung have already tested it. However, everyone has their method: opt for a direct, frontal, and explicit approach, or choose the subtle and indirect way. So, what are the mechanics of this marketing technique, and...

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What is cybersquatting, and how to protect against it?
Nov21

What is cybersquatting, and how to protect against it?

Cybersquatting is a widespread practice on the Internet. It aims at taking advantage of a brand or a person’s notoriety to attract users to its page. It is a process based on typos found in the URLs of the websites of the targeted domains. There are different types of cybersquatting, all with different objectives and more or less severe legal consequences. Among the companies targeted by this practice, we find names like...

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Marketing 4.0: origins, advantages and advice
Nov18

Marketing 4.0: origins, advantages and advice

Marketing 4.0 is a new marketing vision: more inclusive, personalized, and effective. This type of marketing is a formidable asset in your inbound marketing strategy. Author Philip Kotler first used the term in 2017. This new digital marketing era follows 3 generations of processes from marketing 1.0 to 3.0. Here, the four objectives are to define and contextualize marketing 4.0 before presenting its advantages and advice.  ...

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Activation marketing: definition, advice, and examples
Nov16

Activation marketing: definition, advice, and examples

Activation marketing is the perfect tool to increase brand awareness. This set of operational campaigns calls on everyone’s creativity. It aims to create authentic, immersive, personal experiences for your marketing targets. But basically, how to make this process work perfectly? What are the tricks you must know absolutely? What are the examples that prove the truth of this advice? You will find all the answers to these...

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Wild posting: definition, analysis, examples [Guide 2022]
Nov14

Wild posting: definition, analysis, examples [Guide 2022]

Wild posting is a marketing practice that is part of outdoor advertising. We see it every day in large urban centers. We find it on electric poles, traffic lights, or stairwells. It’s a way to transmit your commercial (or political) message outside social networks. It has many advantages and disadvantages that we present in a summary table. This article explains the ins and outs of this bold communication strategy before giving...

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Advocacy marketing: definition and examples
Nov10

Advocacy marketing: definition and examples

Advocacy marketing is about turning your customers into sales agents to spread positive messages about your brand. Thanks to a strategy based on four key points, this article reveals the workings of this marketing technique. How can you improve the customer experience and the targeting of your most dedicated customers? All the answers are below, with 3 examples of successful advocacy marketing campaigns. Contact us for your marketing...

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Food: marketing in search of “free”
Nov02

Food: marketing in search of “free”

SIAL is an indispensable event for all professionals interested in food trends (see our report on the plant-based meat mega-trend). In 2022 I was particularly surprised to see the evolution of food marketing. Inflation is no longer just in our wallets but also in words on the packaging. It’s quite simple; I had the impression that marketers had passed the word to each other to make the “free” mentions flourish:...

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Target marketing: definition, methods, examples [Guide 2022]
Oct28

Target marketing: definition, methods, examples [Guide 2022]

Target marketing aims to identify the most promising market segments for the company. It must be carried out before the launch of a new product/service. It requires dividing the market into targets or segments according to customer needs. The marketing strategy (in the form of a marketing mix) will depend on the targeting. Target marketing implies realizing one or more prior research to understand current and future needs. Finally, it...

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Here are the 6 best affiliation platforms in 2022
Oct26

Here are the 6 best affiliation platforms in 2022

Affiliation is one of the best ways to make your blog’s natural referencing profitable. And in this field, affiliation platforms are excellent intermediaries to carry out this commercial process. Each player has advantages: commission, advice, expertise, and so on. This article aims to remind the principles of affiliation before presenting the 6 best affiliation websites. Summary Why use affiliation platforms? 6 popular...

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Balsamic vinegar in cocktails [new features SIAL 2022]
Oct24

Balsamic vinegar in cocktails [new features SIAL 2022]

Balsamic vinegar was in the spotlight in France’s 2022 edition of the World Food Fair (SIAL). Two products, in particular, caught our attention: the “balsamic gin” from Leonardi (Italy) and the Cocktail Spark from Daregal (France). These two innovative products based on balsamic vinegar show that this category can be renewed and has very good days ahead. The innovations of the 2018 edition did not represent this very...

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Plant based meat: basic trends and increasing offers
Oct21

Plant based meat: basic trends and increasing offers

Plant based meat has become a major trend in 2022. Never before have plant based alternatives been so prominent. This trend was particularly visible at SIAL, the world’s leading food trade fair held every two years in Paris. It is quite simple; it seems that plant based meat is such a massive consumption trend that even the producers of classic meat are forced to get involved. Contact us for your research on the food sector...

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Market research questionnaire: examples and complete guide
Oct17

Market research questionnaire: examples and complete guide

How to make a market research questionnaire? What questions to ask? When you do market research, the questionnaire is a must. So much so that questionnaires and market research are often used interchangeably. However, it is only one step in a complete process that allows you to get closer to the truth of the market. In this article, we address all these issues and propose complete examples in B2B and B2C to download. For more...

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Conducting market research: 9 comparative methods for B2B
Oct14

Conducting market research: 9 comparative methods for B2B

This article on B2B market research methods completes the guide we have already published on the subject. We wanted to offer you an overview of the different techniques applicable to B2B. Market research in B2B differs substantially from that in B2C. In addition to the classic techniques (telephone survey, documentary research), some are much less known. No. 7 is particularly effective and yet rarely used for market research. If you...

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Organic market: Europe has two speeds [Market research]
Oct05

Organic market: Europe has two speeds [Market research]

The organic market is undergoing a profound change. After rapid growth during the Covid, some markets experienced a slight contraction in 2021. However, not all European countries are in the same boat. Strong growth has been recorded in Germany (+5.9%), Austria (+15.2%), and Spain (+8.9%). Discover in this article the 2-speed dynamics of the organic market in Europe. 7 statistics on the organic market in Europe Austria has the highest...

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No crisis for the luxury car market
Sep28

No crisis for the luxury car market

The impending crisis will not affect all sectors in the same way. In particular, the luxury sector may come out on top. At least, that is what the economic indicators for the luxury car industry suggest. While the major automotive groups have taken advantage of the component crisis to move upmarket and increase their margins, it is in the ultra-luxury sector that the progress is most spectacular. The annual progression of cars costing...

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8 ideas for innovative packaging
Sep27

8 ideas for innovative packaging

There are many ways to distinguish yourself from the competition. Among them, innovative packaging is a definite competitive advantage. Today, most of these innovations revolve around eco-responsibility and improving the customer experience. Special packaging can sometimes even cause the emergence of parallel markets! In this article, we present 8 original packaging ideas. Summary Notpla’s edible plastic, an innovative and...

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