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Les 10 règles de la nouvelle grammaire collaborative, ou comment mobiliser clients, influenceurs et salariés… – The brandnewsblog l Le blog des marques et du branding. Au fil du temps, dans des environnements incertains et soumis à d’importantes mutations, cela devient de plus en plus évident : les vieilles recettes et les anciens modes de fonctionnement qui ont assuré pendant des années le succès de certaines entreprises ne garantissent plus désormais leur survie… Et après avoir si longtemps confiné la réflexion stratégique au sommet de leur hiérarchie et l’innovation au sein de départements dédiés, nombreuses sont les organisations à avoir enfin compris l’intérêt d’associer leurs salariés, mais également les clients et tout leur écosystème, à leur création de valeur.

Quelles leçons tirer de ces échecs et, au-delà des spécificités propres à chaque démarche et aux parties prenantes associées, comment engager efficacement collaborateurs, clients et influenceurs ? Si tant est qu’ils existent, quels grands principes ou règles communes fondent cette nouvelle « grammaire collaborative » que toute entreprise rêve aujourd’hui de maîtriser ? WordPress: Share. Share. Add an animated GIF to a slide. Add an animated GIF to a slide. Alibaba is building a brick-and-mortar mall. Why an omnichannel CX needs to be a retailer’s top priority - Salesforce Australia & NZ Blog. The practice of ‘owning’ shoppers in separate channels – and even worse, competing internally for their dollars – is fast proving detrimental for retailers. Savvy retailers – like Amazon and Shoes of Prey – have caught on, creating easy, omnichannel experiences that set the benchmark. And customers are expecting that brilliant CX everywhere. In the eyes of the shopper, a retailer is one brand, not a series of separate channels.

Their loyalty, if earned, is to the brand not to the channel. Putting the customer at the centre In recent times, there's been a real power shift. Any retailer that isn’t operating with a completely customer-centric view has failed to recognise this subtle shift in power. Customer-centricity in retail is definitely not a new concept. Customer-centricity starts with an omnichannel CX Historically, the path to purchase has always been quite linear and easy to track. 3 key steps to successful omnichannel transformation Tips to help make the omnichannel change. It’s the End of Retail As We Know It: How Can Marketers Adapt?

“There’s very little expertise and experience within the executive ranks of these retailers because they’re still trying to compete against Amazon with existing resources,” Solis says. “Even when they acquire new companies, they’re still operating within a culture that doesn’t necessarily understand innovation, risk-taking and all of the elements that make innovations so compelling.” As consumers get younger and become more technology-driven, retailers must understand how to innovate and meet their needs. Kelsie Marian, principal research analyst with Gartner, says Generation Z—or those born between the mid-1990s to the mid-2000s—will “drive unavoidable changes” in retail sooner than most retailers think. “[Generation Z] has grown up in an unpredictable world in which technology plays a significant role in helping them to be at ease with what’s happening around them,” she says. One way to become like Generation Z—or at least know how they shop—is to study micro-moments.

Provide top customer experiences with agile customer care - Marketing Week. Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape. From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide. Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader. Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs. Having problems? Provide top customer experiences with agile customer care - Marketing Week.

It's not the End of Retail, It’s the End of Retail As We Know It. Retail, like every industry, faces digital Darwinism as technology and markets evolve and disrupt. This isn’t new. But what is clear, executives are not prioritizing bold strategies and investments that save them from their “Kodak Moment,” that moment when consumer behaviors and values evolve beyond brand recognition. If you read about the state of retail today, you’ll see dramatic descriptors such as “apocalypse,” “the end…,” “dying,” you get the picture. While doom and gloom and disruption is inherent in every industry, not everything is lost or hopeless. Those who recognize the gap between today’s value proposition and the evolution of what consumers value and why, will learn exactly how to not only close it but also ways to innovate and introduce new value. I recently spent time with Hal Conick of the AMA (American Marketing Association) to explore the state and future of retail.

I hope it helps you… The Mobile Revolution The Experience when Business meets Design About Brian. What's the ROI of influencer marketing? - Marketing Week. Influencer marketing is fast becoming brands’ go-to option for speaking to consumers in an authentic way at scale. It is seen by many as the perfect way to boost reach and relevance, but in the highly measurable world of digital, it often fails to offer the directly attributable ROI of programmatic or paid social. In fact, 38% of marketers say they are unable to tell whether influencer activity actually drives sales while 86% are unsure how influencers calculate their fees, according to a survey of 200 marketers conducted by Rakuten Marketing.

This lack of clarity means the potential for fraud is high. In August, influencer marketing agency Mediakix revealed it had conducted an investigation that lured four brands into deals with fake Instagram accounts, populated with stock photography and followed by users bought for $3-$8 per 1,000. “No one really quite knows what the best route to measure the impact of influencer marketing is,” she says. Brand first, sales second Price hike. Livre Blanc 20 KPIs essentiels pour votre ROI Social Media. When you realize it's the first Friday of the month! □□□  #HelloSeptember #FridayFeeling. When you realize it's the first Friday of the month! □□□  #HelloSeptember #FridayFeeling. Amazon. It’s the End of Retail As We Know It: How Can Marketers Adapt? Luxury Daily. Fragrance and personal care August 29, 2017 Dior Love Chain features brand ambassadors.

Image credit: Dior By Jen King French fashion house Christian Dior is asking its social community what it would do for love through a charitable act of kindness. Share your thoughts. Campaignlive.co. The activation called "Cone-tactless" has been developed after its research found that 40% of Brits were put off buying ice cream because of long queues. Barclaycard's self-service ice cream van aims to modernise the ice cream experience by introducing contactless payments to a typically cash-only service. Consumers can choose their ice cream using the contactless cones touchscreen, before using their contactless card to pay and enjoying their treat.

Barclaycard is trialling the service to celebrate the 10th anniversary of the brand's contactless payments. The van allows for two separate queues; allowing people who just want a simple vanilla cone to receive it in less than 60 seconds. More: Last month, Wall's launched an emoji-themed ince cream van in south London. Earlier this month, Intu unveiled a mini ice cream van in its UK shopping centres. Follow @HannahLEllison1 Comment below to let us know what you think.

Campaignlive.co. SAN FRANCISCO: When the hashtag was first conceived on Twitter 10 years ago, brands were merely using it to punctuate content. Today, if a brand creates a hashtag, it is used in all media and formats as an integral part of a comms and marketing strategy. "We see brands of all categories and industries using hashtags," said Twitter’s head of global brand strategy, Alex Josephson.

"The hashtag has been a gateway for Twitter to become an integral part of a comms plan, versus just an add-on thing you throw on a tweet when you publish it. " Josephson explained that brands continue to innovate how they use hashtags, but several clear lessons and tips have come out of hashtag usage over the past decade. The first, says Josephson, is that brands must be true to their values with every hashtag they use. "Credibly participate in conversations and have an opinion on topics where you have a right to speak on a specific topic," he says.

Hashtag stats. Airbnb teams up with Danny Glover in bid to reach out to people of colour. The freedom that Airbnb grants to hosts to control their own bookings has led to some instances of hosts refusing to accept or cancelling a booking due to the race or ethnicity of the guest. Critics of Airbnb have also suggested that it is existing property owners that stand to gain most from the "sharing economy" system it uses, who in many countries and regions, are more likely to be white.

Glover announced his work with the brand in a blog post on Medium, in which he discussed his thoughts on the potential of the platform and why he sees it as a positive thing for people of colour in the US. He wrote: "Airbnb also allows communities traditionally underserved by the tourism industry to reap the financial rewards of travel, with the share of Airbnb bookings in communities of color in some major cities exceeding the share of local hotel rooms that can be found in them.

" Airbnb announced a new set of rules last September to tackle racial discrimination. The real reason Carlsberg used holography to put its dead founder on stage. Jacobsen, portrayed by an actor who had studied the mannerisms of the brewing pioneer, was projected on to the stage during a TEDx talk. It was achieved using a technique known called Pepper’s Ghost, in which an ordinary image or video feed is projected onto a transparent material, creating the effect of a 3D person or object.

The idea was created by Belgian agency Happiness, which is part-owned by FCB and an affiliate of the Interpublic network. According to Geoffrey Hantson, chief creative officer at Happiness, the idea to use holography only came about because it made sense within the context of the story they wanted to tell. Happiness, which works with Carlsberg in Belgium, was originally tasked with creating an idea that would communicate authenticity and help the brand compete in a country where it is up against countless local brands with centuries of history.

The Mark Zuckerberg of his day Authenticity is a rare currency "I refused to continue to do work on that founder," he said. Jeff Bezos was the richest person in the world, for half a day. For half a day, Jeff Bezos was the richest man in the world, then the bottom fell out from under Amazon.com Inc.’s stock. Easy come, easy go. Shares of the e-commerce giant AMZN, -2.48% that Bezos founded surged as much as 2.9% to an all-time intraday high of $1,083.31, propelling Bezos’s worth past Microsoft’s Bill Gates become the world’s richest person, according to both the Bloomberg Billionaires Index and Forbes’s real-time ranking of the world’s billionaires. That rally gave Bezos a net worth approaching $91 billion, versus a little over $90 billion for Gates, according to Forbes. Then just after noon ET, the Amazon’s stock reversed course, tracking the broader market’s pullback from record highs.

The stock was down 0.7% in afternoon trade. That brought Bezos worth back down to about $88.5 billion, below Gates worth of about $89.7 billion, according to Forbes. Read: All the companies in Jeff Bezos’s empire, in one (large) chart. Influencing Influencers: 5 Questions With Executive Branding Coach and Author Mark Schaefer.

Mark W. Schaefer is a globally-recognized executive branding coach, author, speaker, podcaster, and business consultant who blogs at {grow}—one of the top five marketing blogs of the world. He teaches graduate marketing classes at Rutgers University and has written six best-selling books including The Tao of Twitter, The Content Code, and his new book KNOWN: Building and Unleashing Your Personal Brand in the Digital Age. Mark has worked with brands including Pfizer, Cisco, Dell, Adidas, and the US Air Force. Schaefer recently co-authored a white paper with Traackr, delving into the rise of influencer marketing in “The Rise of Influencer Marketing in B2B Technology Organizations.”

We had the chance to sit down with Mark and ask him about the fundamental changes going on in the world of influencer marketing, and how B2B specifically can take advantage of these new opportunities. What about B2B tech makes the category a fundamentally different scenario for influencers? This is true. Share. Costco Ordered to Pay Tiffany Millions Over Ring Claims - WSJ. Sketch #8: Scrum vs Kanban vs Scrumban – Agile Wheel. Micro-moments evolve with on-demand consumer behavior - Think with Google. Two years ago, Google introduced the concept of micro-moments.

We put a name to a behavior that, thanks to mobile, was becoming pervasive. People had started to expect an immediate answer in the moments they wanted to know, go, do, and buy. The concept of micro-moments was perhaps as truthful, observable, and relatable a consumer behavior trend as any marketer could wish for. Illuminating this behavior and the associated consumer expectations proved to be really useful for marketers.

In many ways, the micro-moments conversation has provided a reset and a roadmap for companies who sought a simple mental model for how to approach the otherwise daunting force that is mobile. It helped marketers think about which moments mattered most, and it created urgency. Now, midway through 2017, it’s clear that the centrality of micro-moments—for consumers and marketers alike—is as important as ever. Micro-moments have been accelerating consumer expectations for “right here, right now” experiences. Reinventing Retail for the Experience Economy – The Estée Lauder Companies Inc. For years there’s been a lot of talk around “bricks versus clicks” in the retail world.

How consumers spend their money and their time is changing, and the competition for both is on the rise. As a result, we are witnessing the biggest retail landscape shift we’ve seen in a decade – one that is driven by the consumer. In my role as Vice President, Retail, U.K & Ireland, I couldn’t be more excited about the innovation this new reality is sparking for us as a company, and for beauty retail as a whole. In actuality, we are talking about the ‘experience economy,’ which means a more participatory and less transactional consumer journey.

There is high consumer interest in a blend of products and services, in workshops, collaborations and classes that ultimately create an emotional connection with a brand. The design of retail environments and in-store merchandising must also account for an expectation of a constant feed of visual information, and opportunities for insta-moments. Yves Saint Laurent releases $2,600 roller skates STILETTOS. Marion DARNET on LinkedIn: "Le design thinking en passe… Working Out — in a Museum - The New York Times. Is Retail Dying or is it Time for a Renaissance? Comparing Data Usage Habits on Instagram and Snapchat - DMN. Introduction to Project Management Principles and Practices. Product management - Wikipedia. Home - Product School. Blog » A la découverte du rôle de Product Owner.