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

   By Pierre-Nicolas Schwab • 19 january 2023

   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…

   

2. 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…

   

3. 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…

   

4. 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,…

   

5. 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…

   

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

   By Pierre-Nicolas Schwab • 16 december 2022

   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.…

   

7. 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…

   

8. 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…

   

9. 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…

   

10. 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…

    

11. 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…

    

12. 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…

    

13. 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…

    

14. 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…

    

15. 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…

    

16. 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…

    

17. 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…

    

18. 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?…

    

19. 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).…

    

20. 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)…

    

21. 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…

    

22. 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…

    

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

    28/10/22

    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…

    

24. Here are the 6 best affiliation platforms in 2022

    26/10/22

    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…

    

25. Balsamic vinegar in cocktails [new features SIAL 2022]

    24/10/22

    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…

    

26. Market research questionnaire: examples and complete guide

    17/10/22

    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…

    

27. Conducting market research: 9 comparative methods for B2B

    14/10/22

    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…

    

28. Organic market: Europe has two speeds [Market research]

    05/10/22

    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%).…

    

29. No crisis for the luxury car market

    28/09/22

    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…

    

30. 8 ideas for innovative packaging

    27/09/22

    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!…

    

31. Le Bon Marché is 170 years old: how are department stores changing?

    21/09/22

    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…

    

32. Amazon Prime: complicated unsubscription in 7 steps … it’s done on purpose

    15/09/22

    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…

    

33. Succeed in your marketing mix, and follow Lego’s example!

    08/09/22

    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…

    

34. YouTube marketing: The 7 channels you must follow!

    06/09/22

    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…

    

35. Pedemontana: the worst user experience in the world

    18/08/22

    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…

    

36. Richard Mille RM UP-01: marketing analysis of a €1.86m watch

    03/08/22

    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…