Customer Listening Blog

Semaine de la Publicité

Les 2 et 3 Février prochains se tient à Paris la semaine de la Publicité, organisée par l'AACC, le thème de cette année est "Réussir la Société de Communication". Thème plus qu'adapté à l'époque tourmentée dans laquelle nous vivons.

J'aurai l'honneur de participer à une table ronde le mardi 3 Février à 11h00 : "Comment se faire entendre dans une société hypercommunicante ?"

Dans une société hyper communicante, les professionnels et les entreprises peuvent se soucier de leur devenir, car avec l'explosion des médias et l'avènement des micromédias que sont les blogs, youtube ou twitter, les marques ont perdu l'exclusivité la diffusion d'informations sur leurs produits. Aujourd'hui tout le monde peut devenir une source valable d'information. Quelles seront les forces qui permettront aux entreprises de maîtriser encore l'efficacité de leur communication? La puissance de l'investissement et des medias? L'émotion des campagnes ? L'intelligence du concept ? Le talent du storytelling ? Enfin, ces possibilités resteront-elles pertinentes en temps de crise ?

Les différents intervenants de cette table ronde sont : Laurent Bliaut, TF1 Publicité, Laurent Florès, crmmetrix, Joêl Pallix, Thierry Mugler Parfums et Couture

L' Animation sera assurée par Damien Givelet, LCI

Pour en savoir plus

 

 

>technorati tags: AACC Semaine de la Publicite Laurent Bliaut TF1 Publicité Laurent Flores crmmetrix Joel Pallix Thierry Mugler Parfums et Couture Damien Givelet LCI
del.icio.us tags: AACC Semaine de la Publicite Laurent Bliaut TF1 Publicité Laurent Flores crmmetrix Joel Pallix Thierry Mugler Parfums et Couture Damien Givelet LCI
icerocket tags: AACC Semaine de la Publicite Laurent Bliaut TF1 Publicité Laurent Flores crmmetrix Joel Pallix Thierry Mugler Parfums et Couture Damien Givelet LCI
keotag tags: AACC Semaine de la Publicite Laurent Bliaut TF1 Publicité Laurent Flores crmmetrix Joel Pallix Thierry Mugler Parfums et Couture Damien Givelet LCI

Crowdsourcing getting traction for NPD

In line with my recent post about the trend of consumer driven advertising, consumer insight lead new product development initiatives get more and more traction. Indeed, marketers now view crowdsourcing as a more effective way of creating new products and services than consulting or internal R&D, according to a survey by the Marketing Executives Networking Group (MENG).

The percentage of respondents who saw crowdsourcing as effective or highly effective for new product and service development shot up from 62% a year ago to 75%, overtaking R&D which fell slightly from 73% to 72%.

The percentage who rated traditional consulting and professional services firms as effective or highly effective fell from 54% to 49%.

In the same period, familiarity with the term ‘crowdsourcing’ – which describes organisations using web 2.0 tools to tap the knowledge of stakeholders and experts through open invitations for help and ideas – rose from 30% to 72%.

Richard Guha, chairman of MENG, said: “Tapping the wisdom of crowds over the internet can be enlightening for an organisation in many ways, providing marketers with valuable insight to expand their brand mind share and market share. However, like any good customer insight, interactive ideation or predictive analysis effort, it’s important to frame the issue, manage the process and carefully assess the value of the collective data.”

The survey was conducted last month in association with online social network Crowd Forum.

technorati tags: crowdsourcing NPD New Product Development Research Community
del.icio.us tags: crowdsourcing NPD New Product Development Research Community
icerocket tags: crowdsourcing NPD New Product Development Research Community
keotag tags: crowdsourcing NPD New Product Development Research Community

Martin Sorrell : "Toward a new ad model based on insights"

I just read that WPP, and Sir Martin Sorrell himself, foresees the future of advertising as "insight driven"... :

"Clients won't move in the future unless they get quantitative justification for what they do," he said. "We may not like it - creative departments of ad agencies certainly don't - but that's the way the world's going." 

below the full article published by warc today :

SORRELL SET TO STEER WPP AWAY FROM TRAD AD MODEL

LONDON: Sir Martin Sorrell (pictured) last week took pause from walking on water to share with lesser mortals his vision for the future of WPP Group.

Addressing an International Advertising Association lunch, he outlined plans to steer WPP toward a more strategic, insight-led approach to advertising. 

In justification he cited recent research from the Internet Advertising Bureau, which probed the reasons why clients value agencies and found that 87% of the sample favoured shops with "strategic consumer insight". 

WPP's new strategy also explains Sorrell's determination to press-gang Taylor Nelson Sofres into his ever-expanding research empire.

"Clients won't move in the future unless they get quantitative justification for what they do," he said. "We may not like it - creative departments of ad agencies certainly don't - but that's the way the world's going."

As to adland's prospects for the year ahead, Sorrell was downbeat about the prospects for western Europe. "I think it's going to be very tough for us here, and for France, Germany, Italy and Spain, unless there is significant political, social and structural change."

He was in less pontifical mode regarding the USA, declaring that  "the jury is out" on how America might perform under the trusteeship of President Obama.

Turning to the media sector, Sorrell warned that it continues to be "disintermediated" [Sorrell-speak for "split"] by low-cost business models. "The painful thing for old media is it will never be the same again," he said. "it will never be as profitable as it has been."

In evidence he pointed to the UK's receding ad market, which WPP's GroupM predicts will fall 5.8% in 2008 and 6% in 2009.  "ITV and Michael Grade continually say [TV airtime] is as cheap as it's ever been and impacts are up, so why aren't [advertisers] buying?"

According to the adland knight, WPP still hopes to achieve a flat year in 2009, thanks mainly to bullish market prospects in Asia, Latin America, Africa, Middle East and Central and Eastern Europe.

 

technorati tags: martin sorrell wpp insight based ad model
del.icio.us tags: martin sorrell wpp insight based ad model
icerocket tags: martin sorrell wpp insight based ad model
keotag tags: martin sorrell wpp insight based ad model

Offres de Stage Crmmetrix

STAGIAIRES

ETUDES ET CONSEIL MARKETING SUR INTERNET

LEVALLOIS PERRET

Crmmetrix est une société d’étude innovante en fort développement créée par des professionnels reconnus des études de marchés en 2001 aux Etats-Unis et en 2002 en Europe. Nous comptons plus de 40 collaborateurs à New York, Cincinnati, Bombay, Singapour et Paris. Spécialistes dans le développement de solutions d’études sur Internet, nous sommes en pointe pour mesurer les nouvelles relations entre les marques et les consommateurs.

Nos clients sont de grands groupes internationaux tels que Danone, Procter & Gamble, L’Oréal, Unilever, GdfSuez, Total,…Plus de la moitié des sociétés du CAC 40 sont clientes de crmmetrix.

En mai 2006, crmmetrix a remporté les Trophées Marketing de l’Innovation, dans la Catégorie Études, seule récompense annuelle sur le marché des études.

Nous sommes à la recherche de 1 à 2 stagiaires pour nous accompagner dans notre développement. Ces postes de stages pourront éventuellement être transformés en emploi en fin de période de stage en fonction de l’évolution de notre activité.

Votre mission : participer pleinement au développement d’un portefeuille de clients parmi les plus prestigieux dans le domaine de la grande consommation sur les solutions d’études crmmetrix, sous la responsabilité » d’un Consultant Senior et d’un Directeur de Clientèle.

•Vous êtes une personne motivée pour travailler dans un environnement innovant sur des problématiques marketing nouvelles

•Vous vous intéressez fortement à Internet, les nouvelles technologies et leur application dans l’univers des études et du marketing

• Autonome, doté(e) d’un esprit d’équipe, vous avez la volonté de réussir et vous disposez de qualité d’analyse et de synthèse propres aux métiers des études, avec un sens commercial et de la relation client

•Vous maîtrisez les études quantitatives et connaissez les études on-line

•Vous savez vous servir des outils statistiques comme Spad ou SPSS

•Vous avez une pratique régulière de la langue anglaise

Merci d’envoyer votre CV ainsi qu’une lettre de motivation à cteyssonnier@crmmetrix.com. Nous organiserons des entretiens à Paris.

 

technorati tags: offre de stage marketing internet etudes crmmetrix
del.icio.us tags: offre de stage marketing internet etudes crmmetrix
icerocket tags: offre de stage marketing internet etudes crmmetrix
keotag tags: offre de stage marketing internet etudes crmmetrix

Happy New Year... for Web Analytics...

Web Analytics Market Set to Defy Recession

January 9 2009

In the US, a survey conducted by the Web Analytics Association (WAA) has found that more than 96% of respondents plan to increase or maintain current spending on web analytics during the year. While the survey of more than 650 marketing and analytics professionals highlighted that more than 40% of respondents see funding as their biggest challenge, WAA says that the investment outlook is positive. Around 8 in 10 (81%) plan to invest in consulting and staffing to help make the most out of their existing analytics tools, and take action on the data they provide to improve web site performance. Also, 41% say they will be investing in add-on tools, such as those for behavioral targeting and paid search. Results also reveal a demand to have business decisions driven by analytics, with 65% of respondents claiming this as their top web analytics initiative in 2009. Other top priorities identified include best practices implementation, KPI development, process development and getting executive management awareness and support on web analytics. Both WAA members and non-members took part in the survey, and respondents represented a wide range of job functions from the US, Canada, Europe, the Middle East, Africa, Latin America and Asia Pacific. The full results are available at: www.webanalyticsassociation.org .

technorati tags: web analytics SiteCRM crmmetrix WAA
del.icio.us tags: web analytics SiteCRM crmmetrix WAA
icerocket tags: web analytics SiteCRM crmmetrix WAA
keotag tags: web analytics SiteCRM crmmetrix WAA