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The coming era of ‘on-demand’ marketing

The coming era of ‘on-demand’ marketing
Digital marketing is about to enter more challenging territory. Building on the vast increase in consumer power brought on by the digital age, marketing is headed toward being on demand—not just always “on,” but also always relevant, responsive to the consumer’s desire for marketing that cuts through the noise with pinpoint delivery. What’s fueling on-demand marketing is the continued, symbiotic evolution of technology and consumer expectations. Already, search technologies have made product information ubiquitous; social media encourages consumers to share, compare, and rate experiences; and mobile devices add a “wherever” dimension to the digital environment. Executives encounter this empowerment daily when, for example, cable customers push for video programming on any device at any time or travelers expect a few taps on a smartphone app to deliver a full complement of airline services. Remarkably, all this is starting to seem common and routine. But we’re just getting started. 1. 2. Related:  Dissertation 2online Personalised Experience

Réseaux sociaux d’entreprise : le management est-il prêt ? Un rêve qui devient réalité ? À l’heure du numérique, les outils d’échange et de partage des connaissances dans l’entreprise sont en plein développement. Mais pour que leur utilisation devienne maximale, il faudrait que le management fasse, lui aussi, sa révolution. Chats, forums, réseaux sociaux d’entreprise, blogs, réseaux d’échanges réciproques de savoirs (RERS)… Les outils du Web 2.0 semblent ouvrir un champ quasi infini aux échanges entre salariés. Certaines entreprises vont très loin, telles Assystem, groupe d’ingénierie et de conseil qui a opté, dès 2011, pour un réseau social interne, baptisé Assystem Connected, qui réunit 175 communautés. La plupart sont orientés “métiers” et permettent échanger autour de problématiques communes. Majoritairement en libre-service, à l’exception notamment de projets confidentiels, et basées sur le volontariat, les personnes n’y adhérent pas sur demande de leur manager, mais simplement si elles le souhaitent. Décloisonner l’entreprise Mai 2013

Digital manufacturing: The revolution will be virtualized The digital revolution is now breaching the walls of manufacturing as it continues to disrupt media, finance, consumer products, healthcare, and other sectors. Indeed, the explosion in data and new computing capabilities—along with advances in other areas such as artificial intelligence, automation and robotics, additive technology, and human-machine interaction—are unleashing innovations that will change the nature of manufacturing itself. Industry and academic leaders agree that digital-manufacturing technologies will transform every link in the manufacturing value chain, from research and development, supply chain, and factory operations to marketing, sales, and service. Digital connectivity among designers, managers, workers, consumers, and physical industrial assets will unlock enormous value and change the manufacturing landscape forever. Yet while manufacturing generates more data than any other sector of the economy, few companies are harnessing it. About the authors

McKinsey - How B2B companies talk past their customers Although the digital-marketing revolution’s clearest ramifications and earliest impact may have come in the consumer arena, it’s also roiling the world of business-to-business (B2B) brand building. Business customers, like consumers, engage with companies through search, online communities, and Web-based video, so these are potentially powerful tools for delivering B2B brand messages and amplifying their impact. Our research suggests a potential stumbling block, though: a marked apparent divergence between the core messages companies communicate about their brands and the characteristics their customers value most. In our research, we examined publicly available documents of Fortune 500 and DAX 30 companies to develop a list of 13 themes and topic areas that companies use to position their brands. The results were revealing (exhibit). Exhibit The themes that many B2B companies consider important for brand imaging appear to have minimal influence on buyers’ perceptions of brand strength.

Personalization Strategies to Attract and Retain Customers With recent changes in consumer shopping habits, many companies are adopting sales and marketing strategies that reflect a more personalized approach to servicing their customers. This article focuses on personalization and on ways you can gear your business to provide products and services individualized to your customers' tastes and needs. The steps outlined in this discussion are designed to help you increase customer traffic and realize larger profits — whether you operate in the retail sector or in the realm of e-commerce. By citing specific cases, this article reveals how you can establish an individualized approach through marketing strategy and product offerings, and it provides assessments that will help you determine if your company is a good candidate for customization. It also explains how to best handle implementing a strategy, which particular strategy is best for you, and whether your personalization plan is ready for the Internet. I. Think about it. II. Back to Outline

Qui survivra dans la jungle des réseaux sociaux d'entreprise ? Pas une semaine sans qu’une nouvelle solution de réseau social d’entreprise ou apparentée ne fasse son apparition. Les rapports des analystes sur le secteur donnent le vertige quand on voit, malgré le tri effectué, le nombre d’acteurs en présence. Si on élargit le scope et qu’on regarde, en plus des acteurs à la reconnaissance plus ou moins internationale (peu importe leur taille d’ailleurs) ceux qui ont davantage une vocation d’acteurs géographiques locaux ou adressent un marché de niche, on ne parle plus de liste mais d’annuaire ! Sur un marché ou la consolidation a déjà commencé, où les meilleurs pure-players ont déjà réussi leur entrée en bourse ou été rachetés, que va-t-il advenir des centaines d’entreprises présentes sur le marché et qui continuent à y arriver de manière surprenante ou courageuse ? Les réseaux sociaux sont morts. Déjà , tout le monde ne vise pas la même chose. Commençons par les « hégémoniques ». Bien malin celui qui pourra prédire le vainqueur de la course.

70% Of Consumers Want More Personalized Shopping Experiences With the busiest ecommerce period of the year now upon us, brands should look to collect the data necessary to better understand their consumers, with a view to delivering personalized experiences in the near future. Increasingly, research is showing that this is what consumers are coming to expect from brands. The modern marketer faces many challenges. For ecommerce retailers, often months of planning, strategy, and preparations will hinge on the results of seasonal marketing performance. The seasonal shopping period is crucial because success breeds success. Above all, data allows brands to create personalized, unique and optimized experiences for consumers – finely tuned for each individual preference. However, recent research has shown that increasingly, consumers feel ready for personalized experiences and are willing to divulge a little data if it means making their lives easier. Consumers Expect Personalized Experiences What Personalization Really Means

Lyst - Your World of Fashion Reseau sociaux d'entreprise, Livre Blanc Tome 31 | talkSpirit Conditions d'utilisation Cet accord a été révisé le 20 mars 2013. Bienvenue sur talkSpirit Communities, un site Web et les servics en ligne associés qui sont détenus et exploités par talkSpirit («talkSpirit» ou «nous»). Cette page explique les modalités selon lesquelles vous pouvez utiliser notre service. En accédant ou en utilisant les services de talkSpirit, le site web de talkSpirit, les applications de talkSpirit ou les logiciels fournis par ou en relation avec le service, y compris par le biais d'un appareil mobile ("le service"), vous signifiez que vous avez lu, compris et accepté d'être lié par les présentes conditions générales d'utilisation ("accord"), que vous soyez un utilisateur enregistré de notre service ou pas. Les modalités relatives à notre entente avec des entreprises ou des particuliers qui ont contracté une plateforme ou un service communautaire sont énoncées sur ou dans un accord séparé (collectivement, les «conditions générales d'utilisation »).

Q&A: Augmented Reality and its Prospects - Euromonitor International Blog Reality as we know it is becoming blurred by the introduction of new technologies, which are set to reshape the way consumers interact with devices and their surroundings. Augmented reality, an amalgamation of virtual reality and real life, is the latest technology to provide an immersion environment that can be controlled without traditional physical button-pressing techniques. Its potential applications on a business and consumer level are numerous, despite its relative infancy. What are the differences between virtual (VR) and augmented reality (AR)? What are the differences between virtual and augmented reality? VR was an earlier concept that has long been held as the peak of technological progress, romanticised as it was by science fiction. In what industries does augmented reality offer practical applications? AR has the capability to utilise sophisticated motion-sensing cameras to help devices create a convincing model or image. Is augmented reality a natural fit for wearable tech?

Role Call | Miyon Im, Head of Product - The Business of Fashion There are few sectors of the economy that offer as wide and interesting a range of career opportunities as fashion. In our continuing series to correspond with the launch of BoF Careers, the global marketplace for fashion talent, we highlight some of the industry’s most interesting jobs and the talented people who do them. LONDON, United Kingdom — After working at Net-a-Porter and Nokia, Miyon Im became head of product at Lyst, a fashion-tech start-up founded in 2010 by Chris Morton that enables users to build a customised shopping experience driven by personalised product feeds from brands and retailers. BoF: Please describe your current role. MI: As head of product, my job is to make Lyst the best experience for our shoppers and come up with ways that will make people want to come back again and again. It’s a very multi-disciplinary role, which makes it challenging and exciting. BoF: What attracted you to the role? BoF: What is the most exciting project or initiative you have worked on?

The Disintermediation of the "Agency" Business 10 ways how augmented reality can help retailers January 29, 2014 Daria Gaioshko is product marketing manager at Augmented Pixels By Daria Gaioshko Innovation trends nowadays influence significantly the brand’s marketing strategy. Not surprisingly, mobile devices have become a vital element of the sales process, especially in decision-making. Following the trend, augmented reality has emerged as an innovative tool that allows brands to interact with consumers on their mobile devices. Integration of augmented reality in marketing efforts aims to build consumer relationship, boost sales and add value to the shopper experience. Here are top ten ways that augmented reality can help retailers with videos to showcase: 1. Increased online conversion rate and reduced returns led to improved company profitability. 2. Augmented reality can improve navigation around warehouse territory when big spaces and many inventory items are involved. 3. 4. 5. 6. 7. 8. 9. 10.

Retail Roundup: Selfridges invests £40m in digital offering; Radley banks on personalisation to boost international e-commerce; and why supermarkets need to stop emulating Aldi to succeed Handbag and accessories brand Radley is hoping that a plan to tailor its e-commerce offering will help boost its growing international reach. The retailer has experienced a successful uplift in e-commerce sales since it embarked on a push over two years ago, and is touting the Radley website as an opportunity to expand its portfolio outside a relatively small bricks and mortar offering of 33 stores. Speaking to The Drum Rowan Luckie, head of e-commerce at the brand, which has recently inked a deal with cloud-based testing and targeting company Monetate, said it is looking to add “the next dimension” to its e-commerce offering. “We recognise that there is growing demand from overseas markets but we’re still a relatively small team within the business, so in terms of making sure we optimise the resources that we have, we can’t build new websites for every territory. Monetate will help us tailor our content in terms of seeing where customers have come from.” Selon la société d'études Gartner, alors que les technologies de réseautage social sont employées par 70 % des entreprises, seuls 10 % parviennent à les utiliser correctement, la plupart ayant plus une approche « je livre et je prie pour que tout se passe bien ». Gartner a passé au crible les initiatives de collaboration sociale engagées par 1 000 entreprises dans le monde. Selon le cabinet d'études, seuls 10 % des projets sont bien menés. « Sans une stratégie bien pensée et pertinente, les initiatives autour des médias sociaux ne pourront pas rapporter de valeur commerciale à l'entreprise», a déclaré Anthony Bradley, analyste chez Gartner. « L'approche « je livre et je prie pour que tout se passe bien » revient à dire que l'on met la technologie de collaboration sociale à disposition et l'on prie pour que quelque chose de bien en sorte, comme si les interactions communautaires devaient engendrer automatiquement de la valeur aux entreprises ».