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The Google store in Chelsea (New-York): experiential and different from Apple
Oct22

The Google store in Chelsea (New-York): experiential and different from Apple

Google has its flagship store, and it opened in the Chelsea neighborhood in New York on June 17, 2021. This foray into retail is a first for Google, which had so far only made timid advances, notably through a popup store in SoHo in 2016. Google joins Samsung and especially Apple with its Chelsea store, who have long made retail a cornerstone of their strategy. Thanks to Olivier Delangre, CEO of Amoobi, who visited this store for us,...

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Blogging: my 5 sources of inspiration and my 5 favorite tools
Sep17

Blogging: my 5 sources of inspiration and my 5 favorite tools

How do you come up with ideas to write content that will attract traffic to your website? That’s the $1m question every specialist in inbound marketing asks. After more than 15 years of blogging and 4000 articles, here are my 5 sources of inspiration and the 5 tools I use all the time. Summary Source n°1 : news Source n°2 : sectorial watch Source n°3 : Ahrefs Source n°4 : scientific publications Source n°5 : Google If you only...

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The Spada Gallery: an unusual artistic discovery in Rome
Sep10

The Spada Gallery: an unusual artistic discovery in Rome

Once a year, on the blog, I talk about something other than marketing and market research. My interest in art led me to talk about painting in 2019 (Carlo Crivelli) and 2020 (Lorenzo Lotto). This year I will speak of a hidden architectural wonder that I had the chance to (re)see in Rome. The Spada Gallery is an architectural masterpiece by Francesco Borromini that uses the illusion of forced perspective. The little surprise is that I...

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The 4 most positive things I learned from the Covid crisis
Sep06

The 4 most positive things I learned from the Covid crisis

I thank the Covid crisis for passing through my life. Really. In retrospect, the Covid crisis brought me so many positive things. You could say that Covid changed the course of my life and my family’s life and ultimately left an imprint that I feel is exceptionally positive. Here are 4 positive contributions of the Covid in my life. If you only have 30 seconds The Covid crisis and successive confinements forced me to reinvent...

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Content marketing: stop making excuses!
Mar19

Content marketing: stop making excuses!

Everyone is aware of the importance of content marketing. All the businesses I advise are firmly convinced of the need to attract customers (inbound marketing). Yet, a large majority of them do not produce content. So, what’s the problem? With more than 4000 blog posts to my credit in the last 15 years, I’m looking into the problem. In this article, I put some figures on what a content strategy means in terms of workload....

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Inbound marketing: why your traffic is not an indicator of success
Mar10

Inbound marketing: why your traffic is not an indicator of success

Is your website traffic an indicator of inbound marketing success? Is it necessary to make thousands of views on YouTube to attract customers? In this article, I explain why my most effective content is the one that attracts the least visitors (“long-tail” strategy). I’ll also explain why I think SEO gurus like Brian Dean Neil Patel… are missing the point with their approach to keyword research. Summary...

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Digital transformation: concept, models, and examples
Mar08

Digital transformation: concept, models, and examples

We hear a lot about it, but what is digital transformation all about? The digitalization of businesses and their practices allows us to respond to current challenges: collaboration (with the different entities of the structure, with suppliers, for example) awareness and communication (around the brand, its products, and services) customer or user experience. This article highlights the concepts associated with businesses’...

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PicRights + AFP: a well-established copyright trolling operation
Mar01

PicRights + AFP: a well-established copyright trolling operation

PicRights is a company discussed on the Internet as a copyright troll acting on behalf of AFP (Agence France Presse). In this article, I tell you my experience with PicRights and gives you all the advice you need to avoid falling into their traps. I also make a revelation about the headquarters of PicRights in Switzerland. If you only have 30 seconds PicRights is a “copyright troll” acting in particular on behalf of AFP....

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StopAmazon: a movement that lacks meaning
Jan30

StopAmazon: a movement that lacks meaning

A movement is developing, StopAmazon, in the wake of the Covid-19 crisis, to denounce Amazon’s takeover of the e-commerce. This movement takes different forms, such as calls for boycotts or demonstrations against the establishment of new distribution centers. The #StopAmazon movement is vain, unfounded, and I’m afraid I have to disagree with the arguments put forward by the opponents. Why is this? The opponents of Amazon...

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50 astonishing statistics about France and the French [Study]
Jan29

50 astonishing statistics about France and the French [Study]

64% of French people are homeowners 8 hours 33 minutes: the average time spent sleeping in France 2100: the number of ATMs eliminated in France in 2019 -78%: the drop in rail passenger traffic in France in 2020 61% of French people have a favorable opinion of the European Union 5 billion euros: potential payment defaults expected in France as a result of government-guaranteed loans 40% of French adults have refused to communicate...

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Walking while working: my experience with a treadmill desk
Jan15

Walking while working: my experience with a treadmill desk

How to stay in shape and walk while working? With a treadmill desk, of course! In this article, I explain how I managed to set up a treadmill desk in a tiny space with a minimum budget and maximum positive effect on my health. Summary Introduction The dangers of sedentarisation The benefits of walking (while working) How I designed a treadmill desk solution What type of treadmill desk mats to choose? The ideal speed for walking while...

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#REDOffreMoiUniPhone : an almost free communication campaign on Twitter
Jan04

#REDOffreMoiUniPhone : an almost free communication campaign on Twitter

Red by SFR offered a free green iPhone on Twitter on 4 January 2021. This guerrilla marketing operation entitled #REDOffreMoiUniPhone was carried out smoothly and ensured the brand the highly envied 1st place in the Twitter trends ranking. A look back at a successful guerrilla marketing operation that should inspire many.   To celebrate the new year Red by SFR waited until 04 January to launch a marketing operation which offered...

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Rakuten advertisement: Francis, the non-existing retailer
Dec16

Rakuten advertisement: Francis, the non-existing retailer

One principle that should guide all advertisers in this world is that what you show your customers must appear to be true. Rakuten’s advertising agency did not quite understand this principle. In its latest advertising campaign, it highlights the retailers on its platform. This is legitimate. Without traders, there is no market place. But on closer inspection, there appears to be a problem. Francis, the man with a thousand lives...

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How to transform a 9m² office into a multifunctional space
Nov25

How to transform a 9m² office into a multifunctional space

How can you transform your office into a multifunctional space? Due to the lock-down, more and more of you are spending more and more time cooped up in your office. And because you can’t move the walls, you have to be creative to do everything you used to do in a much larger space. In this article, I will demonstrate how I managed to transform 9m² into a hyper-connected office, gym, podcast studio, and video studio. And all this...

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Market research in the Netherlands: the 10 best data sources
Nov24

Market research in the Netherlands: the 10 best data sources

This week we list our TOP 10 data sources to help you with your market research in the Netherlands. We have already named several sources to help you conduct your research in Europe (a full list of countries whose data sources have been analysed can be found at the end of this article). Next week we will reveal the data sources for the European Union. As far as the sources for the Netherlands are concerned, a checklist among others,...

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Market research in Portugal: the 10 best data sources
Nov17

Market research in Portugal: the 10 best data sources

Continuing our series on the best data sources, we now detail which sources to use for your market research in Portugal. A checklist is also provided at the end of this article. Summary Official national statistics Companies financial data Consumer protection Customs and border protection Sector data for your market research in Portugal Health The food industry Agriculture Energy Education Innovation Also, worth consulting Official...

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Comparison of pensions across the European Union by country
Nov02

Comparison of pensions across the European Union by country

Pension systems are different in each country: retirement age, minimum years of contributions, amount of pension (or rather: percentage of salary). The rules are different depending on the number of years (or trimesters) accumulated and on whether you have contributed in other countries. Summary The rate of pensions in Europe Retirement ages Get the right information Pension rates as a percentage (Europe) Pension rates differ from...

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Quantitative research: create and test an online questionnaire
Oct30

Quantitative research: create and test an online questionnaire

We have already dealt with the question of quantitative questionnaires, their importance, the risks, and the pitfalls to be avoided. Today, we will help you to create your questionnaire, formulate your questions and improve it overall. Summary Define and understand the subject to be researched Preparing the questions Testing the questionnaire Conclusion Define and understand the subject to be researched Saris et al. (2014) rightly...

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[Podcast] Analysis of the connected car insurance market
Oct05

[Podcast] Analysis of the connected car insurance market

Insurance based on the use you make of your vehicle has been on the market for a long time. Some insurers have even made it their trademark. A new generation of connected insurance is now competing with them. They use a black box or a mobile application to analyse your driving style. It is on this theme that we are going to look at today thanks to the market analysis provided by Geoffrey Laloux, Senior Manager at Initio. Only for our...

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Following in the footsteps of Lorenzo Lotto in the Marche region (Italy)
Sep23

Following in the footsteps of Lorenzo Lotto in the Marche region (Italy)

In some regions, it is still possible to make significant artistic discoveries off the beaten track. This is the case of the Marche region in Italy, whose cultural heritage is intertwined with the history of the Vatican. Lorenzo Lotto awaits you there. The Marche is an ideal hunting ground for lovers of ancient art. After taking you on the trail of Carlo Crivelli in 2019, this year we are going to search for Lorenzo Lotto in the...

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Qualitative research on Chinese tourists undermines stereotypes
Sep16

Qualitative research on Chinese tourists undermines stereotypes

Are the leading museums doing enough to understand the customer experience they offer? In this article, I have looked at the use of Big Data to understand visitor expectations better and increase satisfaction. Even without Big Data, it is possible to have a better understanding of one’s “customers”. Proof of this today with qualitative research on Chinese tourists at the Palace of Versailles. If you only have 30...

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Market research: Tax incentives for electric cars in Europe
Sep04

Market research: Tax incentives for electric cars in Europe

Today, electric vehicles are even more expensive to purchase than internal combustion vehicles. Fortunately, there are tax incentives for the purchase of electric cars in Europe. These incentives are intended to simplify the transition to cleaner mobility. Discover in this article a comparison of the different financial incentives depending on the country.   Summary France Belgium Luxemburg Great Britain Germany In France The...

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Mini-com Course N°12: Nothing is more complicated or important than communication.
Jun05

Mini-com Course N°12: Nothing is more complicated or important than communication.

During the whole period of lockdown, the philosopher and communicator Emmanuel Tourpe kindly shared with us his ” mini-com-courses ” on this blog. Here we are today, with this 12th opus, at the end of this series. Emmanuel’s words have allowed us to discover the specificities of visual and oral communication, the lies of communication, tips for communicating better or the dynamics of crowd manipulation. I can only...

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Mini-com course N°11: Healing communication: when every word becomes hurtful
May29

Mini-com course N°11: Healing communication: when every word becomes hurtful

Philosopher and communication professor Emmanuel Tourpe launched the mini-com’ courses on his Facebook feed during the lockdown. Initially intended for a limited circle, these mini-com’ courses seemed to have their place on the web, for everyone to enjoy. This is now done, and we thank Emmanuel for allowing us to reproduce his texts.   Mini-com course N°11 Healing communication: when every word becomes hurtful Many of...

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Mini-com course n°10: Influencers and the Laws of Imitation by Gabriel Tarde
May22

Mini-com course n°10: Influencers and the Laws of Imitation by Gabriel Tarde

In this mini-com course n°10, Emmanuel Tourpe tackles the phenomenon of influencers using the theories of Gabriel Tarde. This com’ course will also be an opportunity to talk about the construction of communication and in particular, its polymorphism. Communication is innovation, and as such, it is based on what others have said by recombining their words and thoughts. We come back here to the very nature of innovation, which is...

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Mini-com course N°9: Shared humour… the exchange of laughter
May14

Mini-com course N°9: Shared humour… the exchange of laughter

In this 9th episode of the mini-com course series, Emmanuel Tourpe treats us to an analysis of the function of laughter in communication. This analysis calls, of course on the work of Bergson that Emmanuel has the gift to make available to everyone.     Mini-com course N°9 Shared humour… the exchange of laughter Why is laughter communicative – like boredom, for that matter? Everybody has seen the Name of the Rose...

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Mini-com course n°8 : why we love shows on Netflix
May12

Mini-com course n°8 : why we love shows on Netflix

In this ” mini-com course “, Emmanuel Tourpe takes us on a demonstration about why we consume television. In addition to being a well-known thinker, Emmanuel Tourpe is also Arte’s programme director, so he has full authority to decode our consumption habits. This 8th opus of the ” mini-com courses ” was initially published by Emmanuel on his Facebook page, and is now brought to everyone’s attention...

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Mini-com course #7: visual and oral communication
May07

Mini-com course #7: visual and oral communication

For the past few weeks, we have become accustomed to opening this blog with an exceptional author. Emmanuel Tourpe, professor of communication and philosophy and director of programming at ARTE, enchants us with his ” mini-com courses ” in which he brilliantly synthesises his knowledge. In the ” mini-com course ” n°7, Emmanuel treats us to a text that takes us back to our sterile habits: worship of the image,...

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Mini-com course #6: to communicate is to LIE
May05

Mini-com course #6: to communicate is to LIE

For several weeks now, we have had the pleasure of having Emmanuel Tourpe give us a reduced-format lecture on communication. Emmanuel has been kind enough to bring his “mini-com courses” from his Facebook feed to our blog so that they can benefit as many people as possible. Because these mini-courses synthesise a complex subject brilliantly and funnily, so, don’t miss anything and be sure to check out the previous...

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Covid19: Why is toilet paper missing from the supermarket shelves?
May01

Covid19: Why is toilet paper missing from the supermarket shelves?

In my analysis of the 9 impacts of Covid19 on the retail sector, I pointed out the irrational behaviour of consumers at the beginning of the confinement phase. We will all remember the rush for the rolls of toilet paper. It is clear that as the weeks go by, the shelves often remain empty. If you want to understand what it takes, I advise you to watch this video. It follows an investigation by a journalist on Medium. What this report...

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Mini-com course n°5 : The top 3 things for a better communication
Apr30

Mini-com course n°5 : The top 3 things for a better communication

“The mini-com classes” were started by Dr Emmanuel Tourpe on his Facebook feed during the coronavirus crisis. His publications met with an inevitable success (dare I say virality?) which led me to propose him the project to make them available to all on our blog. Thanks to him for accepting. Let’s remind you that Emmanuel, as well as being a renowned academic, is also Arte’s director of programming. An...

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Mini-com course n°4 : manipulating without convincing
Apr28

Mini-com course n°4 : manipulating without convincing

As of last week, we have been publishing Dr Emmanuel Tourpe‘s ” Mini-com courses ” twice a week. The confinement due to the coronavirus has at least had the merit of giving Emmanuel the idea to write these mini-courses that he first published on Facebook. The quality of the explanations called for a wider distribution of his thoughts. We would like to thank him for agreeing to publish his “mini-com...

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Mini-com course #3 : mass communication and manipulation
Apr23

Mini-com course #3 : mass communication and manipulation

The series ” Mini-com courses ” was born from the fertile imagination of my friend Emmanuel Tourpe during the coronavirus crisis. Emmanuel is a well-known professor of communication and philosophy; he is also the director of programming at ARTE (hence the reference to this channel in his text). His com mini-courses, originally published on his Facebook profile, deserved to be shared with as many people as possible. I thank...

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mini-com course #2 : Convince without manipulating
Apr21

mini-com course #2 : Convince without manipulating

This series ” The mini-com courses ” was born in the mind of my friend Emmanuel Tourpe during the period of confinement following the coronavirus pandemic. Emmanuel, being a renowned professor of communication and philosophy, is also the director of programming at ARTE, the Franco-German television channel. Initially published on his Facebook feed, these “mini com-courses” as he called them, deserved more...

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Interview of Prof. Damien Ernst on the evolution of the Coronavirus crisis
Mar16

Interview of Prof. Damien Ernst on the evolution of the Coronavirus crisis

Prof. Damien Ernst is a respected scientific authority in his chosen field (energy), but his vision on the Coronavirus crisis is astonishingly lucid. For weeks he has been continuously alerting the authorities to the consequences of this unprecedented crisis and the urgency of the situation. Today, everything he predicted about the Coronavirus crisis has come true. What can we expect in the coming weeks and months? That’s what I...

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Coronavirus et école à distance : tous les sites pour faire réviser vos enfants
Mar15

Coronavirus et école à distance : tous les sites pour faire réviser vos enfants

Comment faire réviser votre enfant en période de Coronavirus ? Vous trouverez dans cet article une liste des sites, ressources, qui vont vous aider à maintenir votre enfant à niveau. J’ai testé personnellement chaque site web. Il ne s’agit donc pas d’une liste à la Prévert avec des tas de sites non fonctionnels, obsolètes ou qui ne sont pas accessibles aux parents. Aidez d’autres parents en partageant cette...

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