Free returns on the way out, despite their benefits
Free returns are becoming the exception rather than the rule in e-commerce. Yet scientific research reveals that their impact on sales and customer loyalty is enormous.
Content strategy: how to differentiate yourself from ChatGPT?
At the time of ChatGPT, we must question our content creation strategy to differentiate ourselves. It is no longer possible to produce mundane content. It is imperative to create value for the reader at the risk of not having an audience at all. Inbound marketing will become more difficult than ever, and only exceptional websites will survive. In this article, I share with you my thoughts and 6 types of content that I believe are immune to the risks...
Bing and GPT4: 6 suggestions to protect your inbound marketing
ChatGPT and other conversational agents powered by generative AI present a risk for SEO and inbound marketing. This risk is that your website will be less visited because users will turn away from Google. Even if I don’t believe in Microsoft’s predictions, the risk exists, especially since the release of GPT-4 and its immediate integration into Bing. I share with you in the following paragraphs the 6 actions I have started to implement to protect my inbound marketing. Contact...
chatGPT plugins: disruptive to the future of tech
Expedia just announced on Twitter the launch of a plugin powered by chatGPT’s generative AI. At the same time, a “hacker” revealed the “secret” list of plugins available on chatGPT. Contrary to popular opinion, this will not challenge Google search as we know it. However, it could change the whole tech ecosystem. The chatGPT plugin ecosystem may well map out the future of LLM (Large Language Models) usage. The danger for Google does not come from chatGPT itself but...
Air transport: market consolidation in sight
During the Covid crisis, we published an analysis of the airline industry’s future. At that time, we predicted a market consolidation due to the disappearance and takeover of “small” airlines. This consolidation is underway, and 2023 will be the year it will materialize. Statistics on the airline market in 2022-2023 791m: Lufthansa profits in 2022 728m: Air France-KLM profits in 2022 431m: IAG profits in 2022 142m: EasyJet profits in 2022 after a loss of €193m in 2021...
![Cross-media: definition, strategy, and examples [Guide 2023]](https://www.intotheminds.com/blog/app/uploads/cross-media-240x240.jpg)
Cross-media: definition, strategy, and examples [Guide 2023]
Cross-media campaigns are becoming the norm for brand communication! This process consists of promoting a product/service on several media simultaneously. This way, companies combine their design efforts into a single thought process to promote customer conversion. This article helps you understand the concept behind cross-media. We also explain how a good cross-media strategy works with two concrete cases! Contact us to carry out your market research Summary 5 key figures on cross-media What is cross-media? Its 3 best practices Determining which...
5 effective strategies to increase your user engagement!
User engagement is a section of the customer experience. It comprises marketing practices that push customers to extend their use of a digital platform. We rely on verified scientific sources to properly apply its principles to present 5 good user engagement strategies. But first, we’ll go over the exact definition of the concept of user engagement. Contact us to research your customer engagement Summary What is user engagement? 5 drivers of user engagement Generating positive emotions...
Lead scoring: its 4 benefits on sales performance
Lead scoring proposes a different approach to customer acquisition. This method detects the proximity of a brand’s prospects to the act of buying. It focuses on the “best” potential customers: this classification greatly simplifies lead management. Thanks to recognized scientific sources, we clearly define lead scoring. We also explain the 4 reasons why this concept boosts your sales performance. Contact us for your B2B market research Summary What is lead scoring? The inextricable links between lead...
Shrinkflation: 4 strategies for brands to increase their profit margins
The current period of inflation has anchored a word in the minds of all customers: Shrinkflation. Our analysis shows that 4 distinct tactics are followed by brands wanting to increase their prices without losing customers (the 3rd one is incredible). Because the whole point of a shrinkflation strategy is this: leave prices unchanged and give the illusion of status quo so as not to break the loyalty circle. Summary Strategy 1: Reduce the size of the...
I kicked out a prestigious prospect, it was the right thing to do.
Since 2021, the market research firm I manage has also proposed inbound marketing services. In the summer of 2021, we were approached by a well-known European institution as part of an even more well-known scientific program. The project’s purpose was to carry out a series of monthly podcasts. After a series of exchanges and despite the pre-selection of our offer in the leading tandem, I decided to withdraw our offer. Here’s why. I’ll be honest with...
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 simplistic marketing recipes. More variety does not necessarily...
![Lead generation: company practices in 2023 [Research]](https://www.intotheminds.com/blog/app/uploads/marketing-megaphone-banner-240x240.jpg)
Lead generation: company practices in 2023 [Research]
Lead generation is one of the keys to business development. There are many ways to generate leads, and we wanted to understand what companies are doing in this area. We interviewed 500 managers in Europe and the US via a CAWI survey. Some of the results surprised us and even shocked us. We discovered that 71% of companies respond to only some of the requests they receive from prospects and that LinkedIn was not a lead...
![Content marketing: benefits and strategic advice [Guide 2023]](https://www.intotheminds.com/blog/app/uploads/content-marketing-240x240.jpg)
Content marketing: benefits and strategic advice [Guide 2023]
Content marketing is a major element of inbound marketing strategies. It allows brands to assert their online presence through frequent and impactful publications. Adaptable to your target audience, this type of marketing has many advantages. We list 4 of them below. Finally, you will find at the end of the article 4 fundamental aspects of a good strategy in this field. But first, let’s look at the definition of content marketing. Let’s work together on your...
Omnichannel Marketing: why local retailers need to get on board
Just before New Year’s Eve, a well-known pastry chef with an excellent reputation had prepared a catalog of his productions. They were all more tempting than the others. However, this catalog shocked me and allowed me to publish a plea to develop omnichannel marketing for local retailers. It’s not the pictures of the delicious Yule logs that shocked me, their descriptions, or their ingredients with impeccable origins. What shocked me was the first page of this...
6 B2B trends to succeed in 2023 despite uncertainty
What will be the key B2B trends in 2023? The year 2022 was a tough one, but 2023 is likely to be even tougher. In this article, I share my concerns and hopes to stay the course in a storm that some call “perfect.” In particular, I reflect on strategies to go after B2B customers and to catch competitors off guard. Anticipate your market trends with our market research If you only have 30 seconds We...
Netflix Preview Club: a private panel for Netflix market research
The Wall Street Journal just revealed that Netflix may increase the size of its “Netflix Preview Club” to tens of thousands of test customers from 2,000 today. These privileged customers see the movies in preview. Their scores help to improve them substantially, like market research that would be conducted on a product still in the prototype stage. This research aims to be as close as possible to subscribers’ expectations in a market where huge budgets ($14...
Trends 2023: 7 markets that are suffering post-Covid
We would have almost forgotten it. Yet Covid will have changed our habits and the economy. Some Covid winners are now the losers of 2022. The 2023 trends show that the situation will stay the same. The crises we are going through (Covid, energy, war in Ukraine) are all jolts that destabilize consumers and disrupt economic ecosystems. We have identified 7 industries in the eye of the storm in 2022. Contact our market research firm Figures...
The food industry: less innovation, more streamlining
The energy crisis and the inflation of raw materials are upsetting the food industry. Manufacturers are forced to review their strategies and streamline their offers. In supermarkets, 80% of the shelves have lost references, which rises to 89% in e-commerce. In other words, the choice is decreasing. More seriously, innovation is decreased. By sacrificing it on the altar of sobriety, manufacturers risk cutting themselves off from some of their consumers. Contact us for your market research...
DIONE: What does a good internationalization strategy look like?
During our coverage of SIAL, we met several entrepreneurs who are redoubling their ingenuity in their internationalization strategy. Lithuanian ice cream producer DIONE is a shining example! First, the family-owned company developed largely on its territory before embarking on an inspiring international expansion. Today, the manufacturer can boast of being recognized all over the world. Europe, Middle East, Maghreb, East Asia: DIONE ice creams are traveling the world thanks to an efficient marketing mix. Here we reveal the keys to the success...
![Pricing: strategies, techniques, examples [Guide 2022]](https://www.intotheminds.com/blog/app/uploads/pricing-240x240.jpg)
Pricing: strategies, techniques, examples [Guide 2022]
Pricing is the exercise of determining the right price, i.e., the one that will maximize your sales and your margin. It is a complicated exercise because a price that is too high could decrease demand, and a price that is too low will decrease the margin. You can find pricing in the 4Ps of marketing, but it has some specificities. If the first 3 “P’s” (Product, Promotion, Place) allow us to plant the seeds of success, pricing allows us to...
![How much does a branded podcast cost? [Guide 2022]](https://www.intotheminds.com/blog/app/uploads/podcast-240x240.jpg)
How much does a branded podcast cost? [Guide 2022]
Branded podcasts are a great way to do inbound marketing. They generate traffic that you can then convert. But how much does a branded podcast cost? How much money should you budget if your company wants to launch a podcast? And most importantly, what are the mistakes to avoid to maximize your chances of success while minimizing your podcast budget? These are some of the questions we address in full transparency in this article. We share our experience as a...
Growth hacking: 3 techniques that have driven me crazy (+ 1 bonus)
Are you looking for additional customers at a low cost? Outbound marketing is the answer. At least … that’s the theory sold to you by the self-proclaimed “growth hacking” specialists. Growth hacking, adopted by everyone and especially by amateurs, also leads to real disasters. I can’t resist sharing with you 3 examples of bad growth hacking techniques (#3 is surprising). The techniques used are quite diverse, but all had the same effect: bugging me. You will also find a bonus...
Business model by subscription: 11 examples analyzed
Subscription is a business model that has been adopted in many industries. Companies have realized that they can earn more revenue in the long term and increase their profitability. Subscription models often use specific pricing techniques to reduce the perceived price paid. The subscription business model is so profitable that it leads some companies to abuse it to prevent you from terminating (e.g., Amazon Prime). In this article, we analyze 11 strategies based on subscription. Only...
Market research and surveys: beware of the Cloud Act
The Cloud Act poses a real legal problem for European companies. Unfortunately, they pay too little attention to it. In this article, we present the solution we have developed so that the surveys we realize are both GDPR compliant and protected from the abuses of the American Cloud Act. If you only have 30 seconds The Cloud Act represents a potential danger for all European companies that store their data with AWS, Google, or Microsoft Particular attention is needed...
Impact of the manufacturing recession on IT development
The current situation in the European markets shows negative trends in most sectors. The IT market is also affected, especially for companies working for industrial customers. In this article, we analyze past and future situations and discuss the actions IT development companies can take to minimize their losses and become more resilient. Summary The 4 impacts suffered by the IT development market Temporary recession or technological crisis? How to prepare your company for the recession? Conclusion If...
Content calendar: 5 steps to succeed and boost your SEO
The content calendar (or publication calendar) is a very useful tool to gain regularity and efficiency in your online publications. In this article, you will find practical advice from our experience on the following topics: why it is recommended to use a content calendar how to create your content calendar in 5 steps an example of a content calendar (ours!) Introduction After each summer, I ask myself the same question: what will I publish on the blog in the fall? This question...
Preparing for the recession: 9 concrete steps for your company
For those still in doubt, a major recession will hit the world. It could well turn into a depression worse than the one in 1929. Preparing for a recession is a matter of survival for companies. This article proposes 9 concrete actions to prepare for the recession. Far from being a theoretical article, this guide combines the actions we are already implementing at IntoTheMinds. Contact us if you have any questions Summary The 3 main principles of survival in a recession...
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 contents, and the different influence marketing techniques used. 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...
Car market 2021: sales down but profits up
Is the automobile market really in crisis? Sales have collapsed in the wake of Covid, inflation, and telecommuting. But paradoxically, car manufacturers’ profits have never been higher. For example, Stellantis’ sales fell 12% in volume between 2020 and 2021, but its profits rose 12%. How can we explain that car manufacturers’ profit margins have exploded between 2020 and 2021? The Automobile Market Statistics 2021 -14%: the decline in new vehicle sales between 2019 and 2020 +5%: the increase in new...
Customer acquisition: 3 ways to reduce your online advertising expenses
Online advertising is tempting. 26% of SMEs use it. However, the monopoly of Google, Meta, and Amazon makes any company that relies on online advertising to find its customers run a considerable risk: dependency. Deprived of TV or radio exposure, SMEs find an accessible media field on the Internet. This article presents the ideal mix for customer acquisition and 3 working axes to reduce your advertising dependencies and increase your profits. The Figures of Disproportionality: Google, Meta, Amazon $209.5 billion: Google’s advertising...
![Nudge marketing: examples, definitions, detailed analysis [Guide 2022]](https://www.intotheminds.com/blog/app/uploads/nudge-marketing-240x240.jpg)
Nudge marketing: examples, definitions, detailed analysis [Guide 2022]
Nudge marketing is the set of techniques that allow us to push human beings to adopt certain behaviors for marketing purposes. Useful in the context of social marketing, we can also use nudge marketing to encourage behaviors that are detrimental to the person’s interests. These are called “dark patterns,” legion in mobile applications and video games. This article will review the origin of the word nudge, the definition of nudge marketing, and then offer you many commented examples of...
B2B marketing: 10 actions to take advantage of the next recession
The recession is knocking on our doors. With 70% of GDP, the B2B sector will be the first to feel the effects. How can you use the upcoming recession as a growth lever? Investing at a time when all your competitors are giving up and leaving the field open to you. Thanks to a few simple actions between 2020 and 2022, we have increased our audience by 180%. If we have done it, you can do it too....
![The contribution of a pop-up store to the marketing strategy [Analysis]](https://www.intotheminds.com/blog/app/uploads/popup-store-pulco-paris-13-240x240.jpg)
The contribution of a pop-up store to the marketing strategy [Analysis]
The pop-up store launched by Pulco in Paris is an excellent example of how an ephemeral store is an exciting marketing strategy for a brand. Pulco faces particular challenges (awareness, image) to which this pop-up store aims to provide solutions. It becomes an essential element of the marketing mix because it allows reinforcing specific messages to consumers. In this article, we analyze 3 strategic and tactical objectives to which the pop-up store answers. Description of the Pulco pop-up store The Pulco pop-up store...
![Physical commerce: free fall in store traffic [Research]](https://www.intotheminds.com/blog/app/uploads/magasin_physique-240x240.jpg)
Physical commerce: free fall in store traffic [Research]
While the frequentation of “physical” stores is in free fall (-40% in 8 years, with a further decline of 30% since 2022), we can reasonably wonder about the evolution of the following years. The Covid crisis has caused an actual drop in traditional trade, and 2022 looks bad (inflation, war in Ukraine). Our analyses allow us to identify 3 strong trends which will determine the evolution of the frequentation in the following years: digitalization of food shopping and the...
![What if business travel disappeared? [Analysis]](https://www.intotheminds.com/blog/app/uploads/business-travel-voyage-affaires-240x240.jpg)
What if business travel disappeared? [Analysis]
The Covid crisis will change the business travel market forever. Business travel will become increasingly rare despite the limits of remote working and the return to face-to-face work. Current statistics show a decline of unprecedented magnitude, which questions the very existence of specific economic sectors. Business travel: post-Covid statistics 50%: the structural decline in business travel according to Bill Gates 63%: the decline in weekly ticket sales to U.S. companies compared to 2019 (figures as of 01/23/22) 75%: decline in the...
How to expand at 30% per year for 20 years: Translated did it
How can you achieve 30% growth each year and repeat this feat for 20 years? This is the challenge successfully met by Translated, a company run by Isabelle Andrieu and her husband. By striving for efficiency at all company levels, Isabelle Andrieu and her husband have built Translated into a translation giant. The company provides its services to all types of customers: from the most influential groups (Google, Airbnb) to individuals and small and medium-sized businesses. Isabelle Andrieu looks...
