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April 2015 PART II

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Bêtisier marketing : 66 ratages devenus des cas d’école… et les leçons à en tirer. Il manquait à l’édition française un vrai, un bon petit bouquin sur les loupés du marketing.

Bêtisier marketing : 66 ratages devenus des cas d’école… et les leçons à en tirer

Bonne nouvelle : cette lacune est désormais comblée ! Et il faut en remercier Catherine Heurtebise¹ et les Editions François Bourin, qui ont osé s’atteler à la tâche, compiler et décrypter la crème des mauvaises inspirations et autres bévues mercatiques, pour nous livrer cet instructif « bêtisier »². Instructif ? Oui, parce qu’à la lecture de ces différents cas, plus ou moins connus, j’avoue avoir souvent souri, mais surtout beaucoup appris. Alors je le concède : les puristes trouveront sans doute à redire à cette sélection, forcément incomplète et arbitraire. Afin de ne pas trop déflorer l’ouvrage ni sombrer dans la fiche de lecture, je vous propose ci-dessous une synthèse des cas qui m’ont le plus marqué.

De la petite boulette sans incidence aux « accidents » marketing les plus ruineux… Pourtant, à y regarder d’un peu plus près, on peut distinguer selon moi 4 familles de causes d’échec. LinkedIn pays $1.5B for online educator lynda.com in its biggest acquisition yet. LinkedIn announced its biggest acquisition yet on Thursday, spending $1.5 billion for online education company lynda.com.

LinkedIn pays $1.5B for online educator lynda.com in its biggest acquisition yet

The deal adds a new revenue stream to LinkedIn — lynda.com is reportedly already profitable — as well as a deep slate of web-based learning programs, as the social network looks to provide more utility for users beyond its professional connections. "At LinkedIn, we’ve followed lynda.com for a long time, rooted in the conviction that access to high-quality, skills-based learning-and-development content should be available to every LinkedIn member and a fundamental part of our platform," LinkedIn CEO Jeff Weiner wrote in a post announcing the deal. The deal is 52% cash and 48% LinkedIn stock. Online education companies have recently enjoyed an influx of venture capital money, with almost $2 billion invested in the space in 2014.

Lynda.com appeals to individuals seeking to improve their skill set, but also has a considerable enterprise side. Pernod Ricard. Thanks to the richness of its portfolio of Premium brands, Pernod Ricard benefits from its diverse markets, both in terms of value and geographical opportunities.

Pernod Ricard

The House of Brands brings together the major strategic brands, at international level and on local markets. The House of Brands. See all brands. Pernod Ricard. A range of bitters developed with and for bartenders.

Pernod Ricard

Bitters – a category in utter revival Although they are suggestive of bitterness, you should not confuse bitters with the bitter category.

25 March, 2015

Facebook Introduces Free Friend-To-Friend Payments Through Messages. When you chat with friends about settling debts or splitting the bill, Facebook doesn’t want you to have to open another app like PayPal or Venmo to send them money.

Facebook Introduces Free Friend-To-Friend Payments Through Messages

So today it unveiled a new payments feature for Facebook Messenger that lets you connect your Visa or Mastercard debit card and tap a “$” button to send friends money on iOS, Android, and desktop with zero fees. Facebook Messenger payments will roll out first in the U.S. over the coming months. Facebook And PayPal: Frenemies? Why Does a Body of Specialist Media Pay Dividends for Content Creators?

We all know great content is the hook to entice your readers to participate, contribute and share.

Why Does a Body of Specialist Media Pay Dividends for Content Creators?

Great blogs have many posts, but the world has evolved. It’s not just about your blog. Sharing and reuse have evolved. Génération Z : les enfants qui en savent plus que vous - Think Progress. Comment réaliser une veille d'informatio... McDonald's Takes #ImLovinIt Global With 24-Hour, 24-City, 24-Country Event. M.

McDonald's Takes #ImLovinIt Global With 24-Hour, 24-City, 24-Country Event

Cas d’étude : Pourquoi Lego est-elle une marque aussi puissante sur le Web social. Moribonde au début des années 2000, la marque Lego est aujourd’hui un authentique blockbuster qui rafle immanquablement les suffrages des petits et des grands dans un même élan d’adhésion passionnée.

Cas d’étude : Pourquoi Lego est-elle une marque aussi puissante sur le Web social

Infographie : Le parcours d'achat des Français - Le Journal du Net : e-Business, Informatique, Economie et Management. How We Transformed Marketing at Electrolux - MaryKay Kopf, and Fred Geyer. By MaryKay Kopf and Fred Geyer | 11:00 AM June 30, 2014 Marketers are racing to create seamless customer experiences that make it easy for consumers to engage at every touchpoint as they navigate the “decision journey” and beyond.

How We Transformed Marketing at Electrolux - MaryKay Kopf, and Fred Geyer

Google and Ogilvy research finds word of mouth had biggest impact on purchase decisions (not media) Consumers are more influenced by word of mouth in buying decisions than by print media, TV and movies, brand websites and even social media.

Google and Ogilvy research finds word of mouth had biggest impact on purchase decisions (not media)

That is the finding from Google, which partnered with TNS and Ogilvy to explore how to engage consumers overloaded with information and technology. The six-month survey of 2,458 recent purchasers of auto vehicles, beauty products and smartphones found that word of mouth topped the influence list. Top ten points of influence: Word of mouth (74%)Retailers and store visits (69%)You Tube – how-to videos, product visualisation, entertainment (64%)Twitter (61%)Company/brand websites (59%)Facebook (56%)Pinterest (56%)Newspapers and magazines (55%)TV and movies (51%)Search (51%)

Country and Place Branding ranking lists: a guide for what really matters for country, region and city brands. We are now half way between our Made In report (released in February) and Country Brand Index report (to be released in Autumn) which together forms our global country of Origin and Country branding studies and it might be an opportune time to recap our thinking around countries and places as well as define what we believe makes a robust methodology for studies and rankings about these topics.

Why We're More Likely To Remember Content With Images And Video (Infographic) If you want someone to remember your message--in a presentation, an article, or a report--tell them a story. Our brains are far more engaged by storytelling than a list of facts--it’s easier for us to remember stories because our brains make little distinction between an experience we are reading about and one that is actually happening. And while we've covered the importance of storytelling before, there is another element that can drive your point home even more--images.

That's because visuals add a component to storytelling that text cannot: speed. According to researched complied by 3M, the corporation behind Post-it Notes, visuals are processed 60,000 times faster than text, which means you can paint a picture for your audience much faster with an actual picture. 3M sur Twitter : "Stop by our LifeLab to see how #LifeWith3M & @Postitproducts can help you keep your chaotic #sxsw schedule together!

Shopper Marketing 2014. When Apple revealed its latest vision for iBeacon, its location-sensing technology, at last month’s Worldwide Developers Conference, the potential of in-store targeting, ad delivery and data collection came one step… Purchasing a gallon of paint doesn’t necessarily require more consideration than other home improvement purchases, but it can certainly seem more involved. Consumers need to know not only about a… Shopper marketing continues to evolve from a world of in-store displays and end caps to one of digital targets and smartphone apps. Here is a sampling of some of the… In the debate of bricks vs. clicks, brands are increasingly realizing that online and mobile marketing efforts can have a profound effect on in-store sales.

Digital coupons are changing how shoppers seek discounts at local grocery, drug and chain stores. L'excellente idée de Darty pour devenir champion de la relation client. Darty a mis l'eau à la bouche des journalistes en annonçant il y a quelques jours une "innovation de proximité étonnante", sans en dire plus, précisant seulement qu'il s'agissait d'un objet connecté. En arrivant dans la salle de conférence de l'Hôtel Royal Monceau le 5 juin, ils ont découvert sur la scène un réfrigérateur massif... avant d'apercevoir, ensuite, aimanté sur sa porte, un petit appareil carré de 7 centimètres de côté aux couleurs de Darty.

C'est lui, le fameux objet connecté, pas le gros appareil électroménager. Le concept est simple: "Vous appuyez dessus, et l'on vous rappelle", résume Régis Schultz, président de Darty et PDG Darty Groupe. Par "on", comprenez l'un des 750 conseillers Darty, qui vous contacte en moins d'une minute après le bouton pressé et ce 24 heures sur 24, 7 jours sur 7.