Vers un nouveau marketing...(Towards a new marketing approach...)


Lundi 24 Janvier 2011


Dimanche 23 Janvier 2011
Two years ago, we were all talking about StackOverflow which was THE new startup for Questions and answers. Since few months, we hear only about Quora. It is the new trend but in term of functionalities it is nothing more than a Q&A site, nothing specially innovative or exciting from a product perspective compared to what other sites are doing.
Quora, the new StackOverflow

So why so much buzz? It got fundings, it is created by ex-facebookers and it is the new thing in the Silicon Valley. In marketing we always say that what is new attract. It is easier to buzz about new companies than about others more known on the market.

Let’s see what this one is going to become. After the flow of novelty, it will become less appealing. I am always annoyed to see how much people can be so crazy about new things even if they have nothing new or better than others existing. Just because it is new it is better. Everybody is talking about Quora but was is their real differentiator compared to Stack Overflow from a product perspective? A different interface, questions appearing as a feed similar to Facebook, but the results are the same: to a question there is an answer.

Let’s see the real value behind the innovations rather than the buzz that is made around. Some start ups really created a difference and these are the ones that will stay in the longer run. Quora might be one of them but for now she is doing a great buzz, let’s now see what really innovative she will develop.

Samedi 22 Janvier 2011

Towards a closed society…is it what we want?
These last days my head is swinging between the idea of closed network and the idea of open network. I see all these plugins in all the sites where we plug Facebook friends here and Facebook friends there and Facebook friends for ever.

Therefore, we are with our friends everywhere and we never get to know much of other people than our friends. This does not really go towards much of openness. Of course, we say that recommendations coming from people we know have more value than others. I would say that studies show so and it is a fact that nobody can really challenge anymore. However, in this new world where we want to stick our friends for all contexts, what kind of door do we leave open to discovery and to novelty?

Seeing my friends everywhere will start to bore me quickly, especially because my friends will never be able to be expert in everything. Moreover, if we consider the Dunbar number and certainly the fact that the true recommendation are coming from less than 30 people on average, all this does not make much sense. My 30 friends cannot have reviewed all the products in the world, read all the books, played all the games or tried on all the clothes. We are in a reality that is no longer meaningful.

Again, let’s compare the online network with what happens in real life. If I go to the mall with my girlfriend, I might ask her opinion about this dress. If I now buy a book, if she never read it, she will have no opinion, I might ask others. If I buy a TV, not sure what my girlfriend who is not very techy will know about which TV is better than the other. I’d rather ask the seller to get more information about the TV. So now why would it be different online? Why my friends would be better at everything? My friends might have opinions on certain things but they are certainly not my reference when it comes to buying most of the products. b[I do care about experts who know what they are talking about and who can recommend me the best product for me.


Also I will never stop saying that my friends on Facebook are not relevant for everything. I might be partying with them or talking about kids during the week-end but it does not mean that I rely on my friends for everything. I have my opinions, I might consult them but it does not mean that I do all what my friends recommend. They will influence…certainly but in order to forge my opinion, I look at many more sources.

Do we want a closed society? Is the real life closed? No! So why would we want to make the internet become so? I am afraid that lately the notions of networks and especially the understanding companies have of the networks is guiding us to a closer system. Being with friends all the time without welcoming foreigners is preventing from moving forward. Richness comes from diversity and openness.

Mardi 18 Janvier 2011
Vendredi 14 Janvier 2011
Xbox in the heart of houses
The Xbox is becoming more and more a central tool. It started a year ago with the games but it became quickly THE TOOL.

I do not have TV at home. Comcast and DirectTV are not part of the tools I am using. If I am not consuming content on my computer, I do it via the Xbox. Movies from Netflix can be downloaded directly on the Xbox, ESPN sports events are available real time. Now also is music. Last.fm is now available on Xbox.

With the Kinect your true virtual universe is also available. They also introduced Video Kinect for video chat, however I think we are one step away when skype will be available via Xbox.

Also, I can bet that soon Xbox will become much more than only our entertainment media. We will be able to buy products and do shopping directly there as shopping programs are doing. Now TV sets allow you to connect directly to the internet and make your TV be your new screen.

TV programs will go away soon the same way magazines do. The revolution is starting for TV. They will be free and will be consumed via the Internet network directly. Land lines are also disappearing slowly and people have more and more mobile phones replacing the traditional phone at home. Internet is reorganizing our world and certainly areas that were institutions in our life for the past 50 years like TV, phone and magazines.

Jeudi 13 Janvier 2011
After e-commerce, m-commerce, here is the f-commerce. Selling on Facebook is the new way of selling. Brands sell on Facebook (1-800 flowers), retailers find new sales types (Carrefour), customers sell on Facebook (Yardsellr).
The f-commerce

Facebook is a new sales channel for customers and brands to buy and sell. Indeed, the platform offers people and traffic so it is naturally that people consider selling on Facebook.

Is the platform a good one? Some say there is not big traction and for example 1-800 flowers, as the pioneer of the f-commerce, explained some time ago that they were not getting the expected results. Other keep going, because this is the place to be…for the moment. Being on Facebook, even if it does not generate many revenues, it is still a place to have his store front. Same as you will open a store in the 5th Avenue, you have to get one on Facebook when you are a famous brand. Facebook is also a large marketplace with its more than 500 million active users. Where there are people, there is always business to do.

People also now see a way to leverage their networks. They build it couple of years ago, now it is time it gets helpful either in a pull or push transaction, for money or for interest but the user needs to get something out of it. It is not enough anymore to invest time in the tool, it needs to generate value.

Outfitbuilders: the fun way to approach fashion
Fashion is always looking for new ways to differentiate and attract customers. Fashion is fashion and it needs to be fancy and fun.

Fashion victims read people magazines, read about new trends and are very much influenced by what this magazine or this other one is featuring and recommending for the season. The fact that Eva Longoria or Drew Barrymore wear this design or this other one, influences the customer’s choices.

Google surfed on this wave and launched Boutiques.com featuring celebrities’ outfits.

Customers are now following this wave and as magazines are featuring the top 10 items that Drew loves wearing, they can now do their own. Create, design, build outfits and get fun. By playing and creating customer is discovering, getting seduced and is buying.

Form the easy builder from My Shape, to the more sophisticated one from Polyvore offering canvas, you get what you want.

Customer can create, recommend and become fashion journalist.

Mardi 11 Janvier 2011
Towards a narrowed network, really?
Networking is reorganizing itself. Networks are becoming smarter and connections are narrowing towards true interest. The time of ‘’friending’’ everybody and nobody is over. Is this true?

I believe that people are simply introducing more layers to their network. Within their network they will always have friends and family but also people they met at a conference or a person they do not know but whom they are interested to follow because interesting to them.

We are reorganizing our networks. We are living the same phenomena as when mailboxes introduced folders. With each level we have different interactions. Having everybody following you for the picture you are posting about your kid does not make any sense. Only your family and friends would be interested about it. Having people who you do not know follow you for your writing has a different purpose.

We are organizing ourselves. Sometimes we are claiming this as being privacy of data, this is simply maturity of the network. Indeed you will invite only your best friends to stop by at any time. Other friends will come home by invitation. Others will come exceptionally. Others will only be met at some events or during parties happening at some other friend’s house. THIS IS THE SAME! We are always making a big deal about what is happening in the online world but in reality, nothing different is happening than what would happen in life. Online is a simple duplication of our real lives. You want to know what will happen next year, think about your personal relationships and how you manage them and you will know.

Also, over the time, some people we met disappear from our circle, others become closer, others get introduced. This is what is happening to the network right now. We are not unfriending people, we are just cleaning our address book.

Dimanche 9 Janvier 2011
Shop it to me is an easy way to find product based on brands. You enter you preferred brands and the tool will return you the results that it will scan across the web. Basically it does the work for you.
Shop it to me: a brand finder…simply

Each time, no need to reenter your criteria, just log in and you will see immediately your results. It is simple, certainly not a big functionality innovation but it works nicely and helps the customer navigate within the internet ocean. Indeed what is striking the customer the most today is the amount of offers and content he has access to. You do not want to spend hours finding interesting stuff, you do not want shopping to become a headache. In the book The paradoxe of choice: more is less, we learn that the more choices the customer has, the most difficult it is for him to purchase. Basically, since the customer has all these choices, we, as brands, have introduced stress in their purchasing process, as well we have reduced the pleasure the customer used to experience while purchasing.

More is the enemy of buying. There is a clear threshold where the customer will stop buying. This is clear in the offline but I would say that it is even worst for the online. Indeed the online universe is becoming every day more and more complicated. What should I get, where should I get it, oh here is an offer, what about this other site, is the offer better, what about waiting another week, is the offer going to be better? At the end of the day, we spend our time running after the offer, without really understanding what it means and how to get it.

Some sites help in the process of aggregating our interests and returning the products we might be interested in but all this to me is still very early and limited. When is the true personalization of the experience going to happen? When is the brand really going to understand what the customer is looking for?

Samedi 30 Octobre 2010
The rise of social commerce

Voilà une présentation faite à la conférence The Rise of Social Commerce. Il est intéressant de voir la corrélation entre social media et ventes, les nouvelles tendances du social commerce qui inclut fortement les t éléphones portables, des examples d’applications réussies dans le domaine.

the_rise_of_social_commerce.pdf The rise of social commerce.pdf  (6.31 Mo)


Samedi 30 Octobre 2010
The Science of Social Media
View more presentations from Dan Zarrella.

Dimanche 19 Septembre 2010
Les runners ont la côte et les applications pour les aider à augmenter leurs performances ne cessent de se développer. Je vous présentais en 2008 Jiwok mais voilà que bien d’autres se sont créées depuis qui vont encore plus loin.
Apps pour runners

C’est le cas de Runkeeper qui permet, sur son mobile, de suivre son parcours, ses ameliorations et tout cela de façon sociale bien sûr. D’autres comme mapmyrun donnent les entraînements, les parcours, les conseils de la communauté, les évènements et permet de suivre tout ça sur mobile (dans la même catégorie, MapMyFitness.com, MapMyRide.com, MapMyTri.com, MapMyWalk.com, MapMyHike.com et MapMyMountain.com). Bref le bien être est bien en vogue pour le plus grand Bonheur d’internet.

Samedi 18 Septembre 2010

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