Have you ever seen an appartment that had been abandoned for decades and opened again only recently? What does it look like to see austronauts from inside a bubble? Which brands are most influential on social media? Some of this month’s links will give you answers to these questions. The others are little bit more serious and mostly related to (localized) marketing, (crowdsourced) design or creativity. Here are 9 links from November. Don’t hesitate to share yours in the comments! Continue reading →
Tag / marketing
Using Culturally Diverse Crowds To Source Global Ideas – My @BAQMAR Presentation
Click to see presentation on Slideshare
Crowdsourcing has been used for many things since the mid 2000’s and businesses are using it on an almost industrial scale. When it comes to marketing and innovation, the world’s biggest brands use crowdsourcing – asking the global crowd for creative, innovative and/or insightful ideas through online competitions – and use this diverse output to innovate faster or advertise better. Continue reading →
Call For Papers: 13th E-Marketing Research Conference (Sorbonne) in September 2014
The Amphithéâtre Oury (or “Amphi de Gestion”) where the conference takes place
Would you like to come to the Sorbonne? Are you teaching and/or research topics related to web-marketing, digital marketing, internet consumption, consumer behavior, or other related topics? On September 12th 2014, the Interdisciplinary Management Research Lab (PRISM) of the University Paris 1 Panthéon Sorbonne (where I am PhD student) organizes a research conference with the support of the French Marketing Association (AFM) and ESSCA Ecole de Management. Here’s the call for papers. Continue reading →
Getting Consumers’ Attention Becomes More Expensive (#Advertising #Research)
Consumers are looking at more screens. One of many reasons that explain the rise of consumer attention (photo via cisco.com)
The quality of consumer attention has been falling for decades, and consumers find product informations on the web rather than on TV these days. That what’s Thales Texeira, assistant professor in Harvard Business School’s Marketing Unit, explain sin a recent working paper. What can marketers do about that? Beefing up advertising or setting up price promotions can have negative effects on current profits and future revenues. Hence, Texeira says that marketers should focus on reducing cost (create & distribute advertising for less money, using crowdsourcing, for example) or on increasing quality (create better ads and tailoring them to increase conversion). Continue reading →
Crowdsourcing As A Way to Get Creative Ideas and Content – #SEMPL15
Any Slovenian-speaking readers of this blog? If yes, the click on the image left to read “Množičenje kot način pridobivanja kreativnih idej in vsebin,” which could be translated into “Crowdsourcing as a way to get creative ideas and content,” published in the Slovenian Marketing Magazin before SEMPL15, where I’ll speak about crowdsourcing in video advertising at the end of this month.
Simona Kruhar Gaberšček told me that crowdsourcing doesn’t have a translation in Slovenian, and that they chose to call it množičenje, a word that is almost unknown by Google Search, even though Google Translate tells me it’s close to the Slovenian for Dowel. Anyway. For those of you who don’t talk Slovenian, here’s the translation of the interview (links have been added by myself). Continue reading →
Interview of @ChrisKuech (Frito-Lay) About Crash The Super Bowl VIII
In 2011, PRweekUS.com cited Chris Kuechenmeister as one of “40 under 40” to watch in public relations
A week ago, PepsiCo launched the 8th edition of the Crash The Super Bowl contest, probably the world’s most famous, open-to-all video advertising competition. For the eight year, PepsiCo invites individuals to compete to have their own Doritos ads air in front of millions during Super Bowl XLVIII, the pinnacle of television advertising. What’s new this year? Doritos is opening Crash The Super Bowl (CTSB) up to the whole world, or at least to any of the 46 countries where Doritos are sold.
To talk about this latest evolution, but also about the general strategy of relying on consumers for the production of advertising content, I had the great pleasure to talk to Chris Kuechenmeister, Senior Director of Public Relations at Frito-Lay North America (which is part of PepsiCo). He kindly replied to my tweet and we had a very interesting chat on Monday. Here’s his insider perspective on this pioneering crowdsourcing initiative. One question a day. Continue reading →
My Review of “How Emerging Market Brands Will Go Global”
In October 2009, I covered the publication of the Best Global Brands ranking, underlining that none of the 100 brands came from emerging market countries in 2009. In one part of the report, called “Tomorrow’s Brand Leaders, Up-and-Coming Global Brands,” Interbrand China’s Jonathan Chajet nevertheless listed a couple of brands that could become global in a near future, like companies from China (Lenovo, Haier, Tsingtao), India (Tata, Reliance, ArcelorMittal), Russia (Kaspersky Lab, Aeroflot, Gazprom), South Africa (MTN, Anglo-American, SABMiller) and Brazil (Itaù, Vale, Natura). You can see some of them in my post (even if it’s written in German).
Some of these brands, like Lenovo, Haier, or Natura, are presented in a fascinating book called Brand Breakout: How Emerging Market Brands Will Go Global, by N. Kumar (London Business School) and J-B. Steenkamp (University of North Carolina), which I just finished reading. Based on extensive field and desk research, the authors present 8 strategies that brands are taking to go global (the Brand Aquisition Route for Lenovo, the Asian Tortoise Route for Haier or the Natural Resources Route for Natura, for example).
