Astroturfing: definition and examples of opinion manipulation
By Pierre-Nicolas Schwab •
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…
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…
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…
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…
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…
What is cybersquatting, and how to protect against it?
By Pierre-Nicolas Schwab •
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…
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…
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?…
Streaming: the danger of price increases
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).…
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)…
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…
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…
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…
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…
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…
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…
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…
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%).…
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…
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!…
Le Bon Marché is 170 years old: how are department stores changing?
Le Bon Marché is 170 years old. For this occasion, the ancestor of "department stores" adopts a very "energetic" decoration on all floors. A recent visit to this shopping temple also allows me to reflect on what the department stores have…
Amazon Prime: complicated unsubscription in 7 steps … it’s done on purpose
Amazon has announced a drastic price increase for its Amazon Prime subscription. The increase varies from 25.3% in the UK to 42.6% in France. Anticipating cancellations, "dark patterns" type mechanisms (from nudge marketing) have been implemented to prevent unsubscribing from…
Succeed in your marketing mix, and follow Lego’s example!
The marketing mix of each company must be carefully defined. Indeed, it is the concrete application of the structure's marketing positioning. The right mix is the one that ensures an effective differentiation from your competitors! We propose here, an example…
YouTube marketing: The 7 channels you must follow!
What are the most popular marketing channels on YouTube? What is their focus, and how did they grow the way they did? You must go to North America to find the answer to these questions. Here is the list of…
Pedemontana: the worst user experience in the world
User experience (or UX) has become a discipline in its own right with the digitalization of our lives. But it does not only apply to online environments. The Italian highway A36, also called "Pedemontana," offers an example of a catastrophic user…
Richard Mille RM UP-01: marketing analysis of a €1.86m watch
Richard Mille has just released the RM UP-01, a watch designed in partnership with Ferrari. This ultra-thin watch (1.75 mm) has an unprecedented selling price: 1.86 million Euros. Beyond the technological prowess (see video below), this watch marks a marketing turning…
E-commerce: will the crisis mark the end of free returns?
Free returns have been a driving force in the development of e-commerce and customer loyalty. It is estimated that the average return rate (1 product out of 4) in e-commerce is 25% compared to 8% in physical commerce. Yet returns have a cost: financial and environmental.…
Pricing: 6 techniques to influence consumers
Pricing is the technique that aims to set the best price for the company. The ideal pricing maximizes the company's profits while minimizing the risk that the customer perceives it as too high. It is, therefore, a subtle balance that…
Communication strategy: the brilliant example of La Casa de Papel
How to analyze a communication strategy? In this article, we propose an example of communication strategy analysis from A to Z, that of Netflix for its flagship series "Casa del Papel." You will find the analysis of the digital communication strategy, the…
Customer satisfaction: an example of NPS misuse
The Net Promoter Score (NPS) is a simple method to measure customer satisfaction globally. But you must apply it correctly. We regularly discover, through the customer satisfaction audits we do, that the results are distorted by incorrect use of the software. The example we are…
Patrick Roger: stores and an exceptional customer experience
I am a big fan of Patrick Roger's chocolate stores, and I have explained here their marketing power. For Mother's Day, I had the opportunity to organize a photo shoot in 4 of the brand's most beautiful Parisian sales outlets: Rennes, Saint-Sulpice,…
Luxury watches for men: analysis of a market in full swing
In times of war, only two things retain their value: a Rolex and gold. This famous adage has been illustrated in recent months by the explosion in the price of luxury watches for men. It's pretty simple: there is nothing left to…
7 factors that influence the response rate of a telephone survey
Telephone surveys are one of the most common methods used to collect data for market research. Telephone surveys are particularly well suited to the B2B context but present several difficulties that impact the response rate and the budget. In this article, we take a…
B2B telephone survey: budget, approach, difficulties, solutions
In B2B market research, telephone surveys are still a popular methodology. Indeed, there are no sizeable B2B panels to conduct an online survey as in B2C. Therefore, a sufficient number of responses can often only be obtained via telephone calls. However, this approach presents…
Luxury product packaging: an incredible parallel market
Vuitton paper bags that sell for a few euros, empty Hermès boxes for a few dozen euros, luxury watch cases without their precious watch for several hundred dollars. Classified websites are full of this type of offer. How can we explain…
This Heineken pop-up store is hidden in a fake supermarket
The Heineken pop-up store created the event by proposing a concept never seen before. It took the form of a fake supermarket behind which was hidden a bar. Located at 43 rue Notre Dame de Nazareth in Paris, this supermarket will have been…
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