- Instant Messages: Twitter has based its success on the ability to provide information that happens right now. The best Tweets might be far in your thread, but actually what really matters, is the information that has been posted within the last few hours. What happens at the moment matter more than the actual value of the information.
- The First moment of truth: Advertisement on the point of sales is very important. Because a customer make his decision making process in front of the aisle, it is important your product stands out, and that you provide the accurate information at the right time.
- This is the same thing for CRM: What really matters is when you are able to provide the information. I like the VRM concept. The Vendor Relationship Management is somehow a reverse CRM. A customer exposes his needs for a product, and the brand gets in contact with him to provide the accurate information, via social media or its website. This is the reason why community management is getting so huge.
Sunday, January 31, 2010
Friday, January 29, 2010
Steve Jobs presentation
It has been once more outstanding. Recently Steve Jobs has been named the best CEO of the decade due to its fantastic results with Apple. But I believe he has been able to perform so well mainly due to his exceptional skills to present and create enthousiasm. He knows how to perform in such presentations. He has been able to introduce his product clearly, creating a whole show around it.
The name Ipad.
I don’t know if the name has been properly picked. I mean, pads could have some different meanings and could create tons of plays of words. I understand that Steve Jobs didn’t want to call it tablet, because he has the will to be different and to create a brand new type of products that won’t be able to be comparable to other products. But Ipad, I am not sure.
The product by itself.
The Ipad is pretty nice. But the main critic is it could be better. It is not 3 Gs, this isn’t sure if there are automatic synchronisation, if it is bluetooth empowered, and so on.Also One of the main weakness is for sure the fact it is not multi tasking, while this is necessary as people switch very easily from applications.
The product might be nice to consult and read, but what about interacting, writing notes for example?
A lot of questions remain unsolved about the Ipad’s market. Indeed, the tablet market is going in limbo. The Amazon’s Kindle seems to have promising sales, and remain alone in the competition. That was important for mac users to propose a solution. Now it remains to see how Apple will market its online library. The challenge is to transform its media users of Itunes in book downloaders. I don’t know if the target is the same, but that would be interesting to see.
The future of Ipad
I don’t see the Ipad as a revolution. A revolution is something that stands out of ordinary, and the Ipad might do. But I see in a near future some new technologies that would be 10 times better than this one. I especially think about Nokia’s Morpheus project. I believe that instead of owning such a large pad, it would be better to have something you can fold or that would be retractable. It would be easier to use as this pad is not really a mobile device.
I don’t think we can expect the same kind of success than the Iphone. The Iphone was responding to an actual demand and the product was at the top of the line of technology. The Ipad remains a large Iphone, with not even the same deep range of uses, as it is not a 3G device.
And you what do you think about it?
Monday, January 25, 2010
Pour accompagner son développement rapide, iKomobi recherche plusieurs profils pour renforcer le pôle marketing dans le cadre d’un stage.
Sous la responsabilité du Directeur Marketing, vous serez amené à travailler sur les sujets suivants :
- Veille concurrentielle du marché des applications mobiles et de l’achat d’espace mobile en France et à l’international
- Mise en forme de recommandations sur-mesure pour les prospects et clients de la société
- Brainstorming et formalisation d’idées d’applications et de fonctions innovantes dans un but marketing
- Formalisation de plans médias mobile/web pour les annonceurs
- Gestion/reporting/optimisation des campagnes de marketing online et sur mobile
Les missions proposées sont susceptibles d’évolution en fonction de vos compétences et de votre implication.
Profil recherché :
De formation Ecole de commerce, Maîtrise spécialisée dans le Marketing Online, e-commerce, nouvelles technologies…
Vous aimez surfer sur Internet et avez un réel sens du marketing sur les supports web et mobile.
Vous êtes curieux(se) de nature, et aimez trouver des idées nouvelles.
Vous pratiquez la veille online et êtes à l’aise avec les flux RSS, blogs et médias sociaux
Vous êtes familier des Smartphones nouvelle génération (iPhone, Blackberry, Android), et en êtes idéalement utilisateur.
Vous avez une bonne maîtrise de l´anglais opérationnel.
Vous aimez l’autonomie, la prise de responsabilités et avez envie d’intégrer une structure innovante.
Cette expérience peut déboucher sur une embauche.
Si l’aventure vous tente, merci d´adresser votre candidature et CV à l´adresse e-mail : firstname.lastname@example.org en précisant «Stage Marketing» dans l´objet de votre message.
Date de début : A pourvoir immédiatement
Durée : 3 mois minimum
Type de contrat : Stage conventionné
Rémunération : Selon profil
Lieu de travail : Parc de la Haute Borne, Villeneuve d’Ascq
Saturday, January 23, 2010
En effet, les produits de marque distributeur possède bien souvent intrinsèquement plus d'intérêt que ceux des marques, en terme de rentabilité. C'est pour cela que les fournisseurs pensent et établissent de plus en plus des stratégies de relation client.
Ils se confrontent néanmoins à un mur: comment entrer en contact directement avec ses consommateurs, et surtout établir une relation à long terme avec ses consommateurs, alors qu'ils ne peuvent absolument pas avoir un fichier client complet: Les statistiques clients sont détenus par la grande distribution, qui eux peuvent comptabiliser les passages en caisse.
Cependant, les marques possèdent trois vecteurs de communication, dont un qui a le formidable potentiel de permettre ses mesures:
- La publicité: Les marques ont réussi à établir leurs crédibilités et leurs performances commerciales grâce aux publicités, qu'elles soit télévisées, ou bien en affichage par exemple. Ce savoir faire est extrêmement important
- Le packaging: Les emballages deviennent de plus en plus un outil marketing principal sur le point de vente, comme j'en avais déjà parlé sur ce blog. Et oui, il peut être utilisé à des fins CRM.
- L'Internet: L'Internet reste l'outil le plus facilement utilisable pour entretenir un fichier client viable, car il est accessible par une majorité de la population et donc de vos clients.
- Etablir un programme CRM: C'est certainement l'exercice le plus difficile, et bien qu'ayant vu quelques exemples, je ne suis pas sûr d'en avoir un réellement sortant du lot. L'idée est d'établir un programme à point, ou en tout cas offrant une promesse forte, qui va convaincre le consommateur de participer sur le long terme. Cela peut ainsi être un programme objectif, avec des points et des valeurs de lots clairement défini au moment de l'inscription, mais cela peut aussi être un programme offrant plus de souplesse pour la marque, mais qui doit s'attacher à être dynamique en offrant fréquemment des promotions diverses.
- Réaliser des jeux concours: Ses jeux concours sont certainement la manière la plus simple de recruter des clients, du moment où les dotations sont attrayantes. Néanmoins, je ne vois pas sur le long terme comment cette politique peut devenir une relation client forte.
Tuesday, January 19, 2010
What do you think? What are the reasons why he succeeded so much?
Saturday, January 16, 2010
Monday, January 11, 2010
Auchan has been for the longest time an innovator on the hypermarket business. They have been the first ones to launche a drive thru concept where you shop your groceries on line and then pick it up at the store direct in your trunk. They also have been the first one to opt for a self scanning system, where customers get a scanner at the entrance of the store and scan products while shopping.
Auchan has clearly understand the importance of mobile devide in the customer relationship management process, providing an improved customer experience.
Sunday, January 10, 2010
- Subway: Subway’s Twitter presence, , attracted more than 6,000 followers in less than six months. The sandwich shop franchise uses Twitter to interact with Subway fans two ways: sending out product and promotional news and monitoring Twitter for buzz about its brand.
- McDonald’s: McDonald’s operates two main Twitter handles. , which has more than 4,700 followers, is used for brand news and information as well as customer service. (Internal research shows that the company is mentioned every 10 to 20 seconds on Twitter.) promotes the company’s line of specialty coffees.
- 7-Eleven: Convenience-store giant 7-Eleven launched its first Twitter campaign at in September, when it created an online game to promote its Brazilian Bold coffee to 18- to 34-year-olds. A few weeks in, the game has scored about 100 followers and counting, but it has also generated a wave of buzz online and will be followed by more promotions.
- H&R Block: H&R Block uses , launched in November 2007, as a customer-care and question-and-answer tool more than a marketing vehicle. Although the company posts info about tax law changes or company news, it more frequently answers tax questions, solves log-in issues and helps connect its more than 3,600 followers with the expertise they need to get their taxes filed.
- Dunkin’ Donuts: In a little more than a year, scored more than 38,000 followers by creating a place where people can share their Dunkin’ Donuts experiences. The company focuses on creating a place where people can talk about how much they love Dunkin’ Donuts products.
- Customer service: providing information about how to use products, or what to do in case you have a problem.
- Coupons/discounts advertising: Sending coupons online thanks to Twitter to your community
- Information/branding: Providing information about you and your mission statement, but also providing information that defines your positionning.
Thursday, January 07, 2010
As with anything vaguely interesting or popular that grabs the public imagination, it's never long before Big Business is eyeing the prize and desperately trying to turn a buck. Twitter spam - should that be 'twam', or maybe 'spitter'? - is already clogging up the Internet and every corporation with a PR department worth its salt is tripping over itself to jump on the tweeting bandwagon.
A recent report on the übercapitalist website Bloomberg crows about PC box builder Dell clocking up $6.5 million worth of sales directly attributable to corporate tweets sent to the 1.5 million followers of its 35 channels. Even though that's a tiny fraction of the company's $61 billion in revenue last year, it's still a worrying development for Twitter and its waning street credibility.
The simple fact of the matter is that, once the corporate world gets its claws into the kind of social phenomenon that Twitter has rapidly become, those in the know will rapidly move onto the next new thing, one which has yet to be mired in intrusive advertising and corporate nagging.
Could Dell have signed the death knell for Twitter? Only time will tell, but we'll certainly be looking elsewhere for our celebrity-sourced chit-chat fix sooner rather than later.
So there is two main things about this article I would like to comment.
First, about the fact that $6.5 millions is worthless compared to the large $61 million sales Dell has accomplished in overall.There is no doubt about that. Now Twitter is young, and Dell's participation in it is even more recent. Twitter world is brand new, and brands need to create their own territory and use of the tool. This is 0.1%. But beyond figures, what has been shown is that Twitter can become a retail channel. Foremost, what I would like to see is how profitable this channel could be. Indeed, is it costly? I don't think it requires a large bandwidth and a lot of server capacity like a ecommerce website would, since it is hosted by Twitter. I'd like to know:
- The staff that takes care of these Twitter account. 35 people? I don't think so, but I'd like to know how qualify and how numerous the staff is.
- I believe they did not create new CRM/ sales software, and might use the very same one they use for their call center.
Wednesday, January 06, 2010
Tuesday, January 05, 2010
Sunday, January 03, 2010
- Customers may now pick up their products at the company's warehouses. For a national chain like Best Buy, it is very interesting to provide this service, as they may own several warehouses across country. Pick up at the warehouse may also decrease the logistic costs, as some part of the merchandise will not need to transit through the stores. The consumer electronics retailer also is letting customers pick up purchases directly from its warehouses to avoid delivery charges and scheduling conflicts for large items such as appliances, or to save time on orders that must be shipped to a store.
- Thanks to a top of the line supply chain information system, they are able to tell to customers to pick up some of their orders 45 minutes after having ordered them online.