1. Customer-centric approach: definition and 3 strategic axes

   By Pierre-Nicolas Schwab • 20 february 2023

   Customer-centric approaches put the customer at the center of all business decisions. This means designing activities and processes to achieve maximum customer satisfaction in marketing. These strategies proved particularly successful for brands: our B2C statistics support this. In this article,…

   

2. Content curation: 6 key figures and 3 indispensable tools in 2023!

   17/02/23

   Content curation consists in sorting, selecting, then sharing digital resources. Its objective is simple: to allow curators and creators to gain visibility. Its ability to synthesize and personalize information makes it essential for digital marketing. This article proposes to go…

   

3. Customer Lifetime Value: definition, calculation, and an example

   10/02/23

   The Customer Lifetime Value (or CLV) is one of the best indicators to determine the value of a customer. It is very interesting to find the most profitable elements of its customer base. Nevertheless, the definitions of the concept differ…

   

4. Sensory marketing: definition, advantages and use [Guide 2023]

   09/02/23

   Sensory marketing is about customer behavior. For advertisers, it stimulates customers' brain activity to generate positive feelings towards a product. It is a fascinating subject, as it teaches us so much about the psychology and meaning of advertising messages. In…

   

5. Referral marketing: definition, advantages, and strategic guidelines

   08/02/23

   Referral marketing relies on a brand's existing customer base to increase its number of prospects. Companies identify their best "referrers" and encourage them to spread positive messages about their offer. This practice of word-of-mouth, under the influence of brands, is…

   

6. Stream your cooking with the Samsung connected oven: so useless

   By Pierre-Nicolas Schwab • 7 february 2023

   Samsung introduced a connected oven poetically named Bespoke AI™ Oven at CES in Las Vegas in 2023. Equipped with a camera, it allows you, among other things, to broadcast live the cooking of your favorite dishes. This innovation forces me…

   

7. 7 examples of viral marketing that have made the rounds on the web!

   03/02/23

   Viral marketing is based on the massive propagation of content produced by a brand. It is a method that lends itself well to sporting events, just like ambush marketing. Moreover, it effectively promotes consumer goods and strengthens branding. But what…

   

8. Direct marketing: definition, advantages, and strategic objectives

   01/02/23

   Direct marketing aims at getting as close as possible to the customers. It solicits them to obtain immediate answers to a given situation. This process relies heavily on target marketing since its purpose is to deliver personalized messages. Its advantages…

   

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

   30/01/23

   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…

   

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

    27/01/23

    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.…

    

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

    26/01/23

    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.…

    

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

    25/01/23

    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…

    

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

    23/01/23

    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…

    

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

    20/01/23

    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…

    

15. Shrinkflation and rationalization: the two sides of the same coin

    19/01/23

    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…

    

16. Street marketing: 3 tips and 3 famous campaigns

    18/01/23

    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…

    

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

    16/01/23

    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…

    

18. Lead management: definition, advantages and strategy

    11/01/23

    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,…

    

19. B2B2C: its 5 main advantages and 5 concrete examples

    09/01/23

    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…

    

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

    16/12/22

    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.…

    

21. Growth marketing: definition and practical advice

    14/12/22

    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…

    

22. Trade marketing: advantages and strategic advice

    09/12/22

    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…

    

23. Likert scale: 3 marketing advantages and 6 concrete examples

    08/12/22

    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…

    

24. Christmas 2022: the trend towards savings [Survey]

    06/12/22

    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…

    

25. Astroturfing: definition and examples of opinion manipulation

    02/12/22

    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…

    

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

    29/11/22

    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…

    

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

    25/11/22

    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…

    

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

    24/11/22

    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…

    

29. What is ambush marketing? Is it really worth it?

    23/11/22

    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…

    

30. What is cybersquatting, and how to protect against it?

    21/11/22

    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…

    

31. Marketing 4.0: origins, advantages and advice

    18/11/22

    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…

    

32. Activation marketing: definition, advice, and examples

    16/11/22

    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?…

    

33. Streaming: the danger of price increases

    15/11/22

    Inflation is not just about food and energy. Streaming services are also taking advantage of the period to raise their prices. Apple is the latest company to announce an increase in its streaming services (Apple TV+, Apple Music, Apple One).…

    

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

    14/11/22

    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)…

    

35. Advocacy marketing: definition and examples

    10/11/22

    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…

    

36. Food: marketing in search of “free”

    02/11/22

    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…