to help my customers
• practical experience and recent academic research
• a constant survey of current digital marketing trends to keep up to date in online marketing.
• Consumer behaviour must be a main subject of any marketing strategy.
• Recent research in behavioural economics, the science that studies human decision making, has brought new insights about our behaviour.
• Very often, even small details in a marketing strategy can have a sizeable impact on its results.
• These insights are particularly important in the digital world where the attention span of the consumer is extremely short.
• Curiosity and open-mindedness
Behavioural economics derives from several sciences such as economics, psychology, neurosciences, and anthropology. In order to be able to understand human behaviour and its complex decision processes, we have to keep an open mind and show a permanent curiosity about different fields from the one we are specialized in.
Clarity, transparency and simplicity in communication and in the consumer interface are key to a successful and lasting strategy.
My long experience and my connections with the academic world have contributed to developing solid skills in my field. In order to maintain a high level of competence, the learning process must be constant in order to keep up to date with the rapid evolution of marketing.
It is important to know our limits. For this reason, whenever necessary for a project, I will take expert advice in any field I am not specialized in.
My Service Offer
Your digital marketing strategy does not replicate your overall strategy,
but it derives from it.
As a specialist in online consumer behaviour,
I can help you in developing your digital strategy:
• Definition of your digital objectives
• Choice of adapted media
• Creation of content that is adapted to the behaviour of your customers.
– A shop? – A small or medium company? – A large corporation?
I offer consulting in digital strategy.
With a focus on consumer behaviour, I help you to create an online customer experience that is adapted to your business.
• I can help you in defining your online strategy by answering the following questions:
What are my online objectives?
What information and what functionalities do I want to offer online?
Which supports should I use?
• In order to ensure a perfect coherence of your strategy, I can assist you in your relationship with experts such as graphic artists, programmers, referencing specialists or communication agencies which will help you in:
Daily feed of website and social media
I offer custom-made training in Marketing:
• Digital Marketing
• Consumer Behaviour
• Sales and Commercial Management
Taylor-made, length and scope defined together with the customer.
I offer training in 3 different fields:
• Web 2.0
Know your online customer (online consumer behaviour)
Marketing Web 2.0
Online communication channels
Know your customer (consumer behaviour)
Marketing in the service sector
• Sales and commerce
The Marketing Chronicle #10
by KYC Marketing
Welcome to the 10th edition of my
Marketing Chronicle !
Brexit … a brand?
Just another article on Brexit you may think.
You’re right, since the British vote, Brexit and its consequences have been
analyzed all over the news. But, as the objective of this blog is to present interesting
marketing news, I did not want to hide from you the most recent discussions
linking Brexit to a brand strategy.
When you vote, you will vote for a candidate or
a party and their ideas. When you participate in a referendum, you will answer
to a generally binary yes or no question.
Similarly, when you buy a product, you tend to
buy a brand, the image of which corresponds to a set of subjective values that
your mind associates with it.
Transferring to the context of the British
referendum however, the simple fact to reduce such a complex question to one
single word, Brexit, is equivalent to the creation of brand representing the
concept of Great Britain leaving the EU. This has happened quite naturally, without
any deliberate intention from anybody. According to Wikipedia (a source which,
as usual, has to be considered with great care), the word Brexit has been used
since 2012 and results from Grexit, used at the time to decribe a possible
Greek defection from the Euro zone.
When thinking about the brand Brexit, two
comments come to my mind:
First, if someone had deliberately sought to
create a brand for this referendum, he could not have come out with a better
word. Brexit is an excellent brand as it works in all languages and is easy to
remember. All the required conditions to create an effective brand from a
marketing point of view are met.
Second, though, in the present case, the use of
a brand, even involuntary, seems particularly dangerous. Summarizing a question
with such enormous consequences for a country into a simple brand name risks
biasing the citizens’ opinion and making the EU leave seem more abstract and
trivial. Citizens will associate a set of values to Brexit (more savings for
the country or increasing economic risks e.g.) just like they do for any
product brand and their image about Brexit will hardly evolve over time. Brexit
risks to be reduced to a sort of product that people can decide to purchase or
not by voting yes or no. This is probably one of the reasons why the number of
persons interviewed after Brexit, and, by then, regretting their vote seemed
particularly high. These people had not realized the importance and the
consequences of their vote. The word Brexit seems less risky than speaking
about leaving the EU and closing the country’ borders.
Therefore, the use of a brand to summarize a
political option seems to have been counter-productive in the Brexit case. It
is important to render political ideas easier to understand for the population,
but they should not be over-simplified.
These comments reflect my personal analysis, no
scientific basis involved.
Against racism in
Several French institutions just launched a new
advertising campaign against racism in sports. The intention is highly
commendable and their timing perfect in these times of the football Euro cup,
Tour de France, and Olympic Games. (Click here to see the campaign).
Despite its important objective, I am however
afraid that this campaign will have no effect.
It consists in stating some typical racist
statements (like: “there are no French in the French football team”), to cross
them out and to use a slogan which translates as ‘stop racist prejudices’.
What will people think when seeing this
campaign? Non-racists will see their opinion confirmed. No problem here because
these people are convinced non-racists anyway and not targeted in the first place.
However, people with racist or xenophobic tendencies, well used to the kind of
statements shown in the ads, may laugh at the campaign. These people have
strong beliefs, and it’s not the weak slogan used here that will make them
change their mind.
I know, it is much easier to criticize than to
try and do better. Nevertheless, it seems to me that communication agencies
should test the impact created by their campaign before having their customers invest
important sums. There are statistical tools and techniques that permit to
effectively test a campaign before its launch.
Unfortunately, very often, campaigns
broadcasted by public institutions are not very effective. In many countries,
several campaigns in favour of road security have failed. These campaigns do
not need to preach among the convinced, but they have to make people whose
behaviour endangers other road users change their way of driving. To do so, a
campaign must retain the target’s attention by being shocking or spectacular.
Facebook just announced modified news thread
algorithms. A higher priority will be given to the news of your friends, less
priority to company news, which will appear much lower in your thread.
Short term, this may seem risky for Facebook,
as firms could decide to invest less in Facebook communication. Long term,
Facebook tries to stop a decrease in users irritated by the fact that they are
not able to see all their friends’ news among a growing flow of company news. A
decrease in Facebook users means a decrease of advertising spending by
companies. So, in the long run, Facebook will benefit from this new algorithm.
Welcome to the 9th edition of my
Marketing Chronicle !
Retail must rethink
A recent article by ‘Ad Age’ (link
to the article) announced a decrease in sales of the American clothing
company ‘Gap’. With a minus of 6% in total group sales for the first quarter of
2016 (compared to the same period in 2015), the ‘Gap’ company has seen a
decrease in turnover for all its brands (-5% for Gap-branded stores, -11% for
Banana Republic and -6% for Old Navy).
However, the group seems to have found the
solution to improve its results. It intends to increasingly abandon traditional
marketing methods by, among others, giving less importance to store showcases and
rather concentrate its efforts on social media, thus permitting cheaper, but at
the same time more personalized communication with its prospective customers.
One could argue that ‘Gap’ has been a latecomer
in digital transformation, and that an earlier resort to digital techniques
might have helped avoiding the current losses. Hard to say, although in my
opinion, it is certain, that digital marketing will not kill the physical
retail business, but more so, it can help it to increase its sales.
Digital marketing methods are relatively cheap
and enable a company to reach a wider, less local target and improve customer
loyalty by communicating more precisely on subjects of interest to a particular
customer instead of promoting the brand in a more generic and vague manner as
seen in traditional techniques. In order not to disappear, retail business must
use digital marketing. If this is done well, it will see its position
reinforced. So, retailers, use your computers and tablets now!
Very often described as big polluters, large
corporations like to represent themselves in their communication as model
citizens, using part of their resources to improve ecology and our collective
Sometimes, this type of communication is very effective
and the supported causes well chosen. A few years ago, Colgate has launched an
advertisement encouraging people not to waste water when washing their teeth (click here to see the ad).
This short movie is well made and promotes a cause that is perfectly linked to
the firm’s product and its usage.
In Brazil, a country prone to severe draughts,
Colgate has just launched sink liners, (i.e. a sort of mats that are put in
hotels’ sinks) representing a child collecting water. This campaign is supposed
to encourage guests to save water (click
here to see a short spot describing this campaign).
The picture of the child is particularly well
chosen. In general, it has been proven that people’s faces, and in particular
children’s faces, are most effective in promotional communication. This is especially
true for fund-raising or humanitarian action campaigns.
E Viva Mexico !
Among many other scandalous declarations, the
American presidential candidate Donald Trump has largely shocked the world’s
population with his proposition to erect a wall at the border between the USA
and Mexico in order to solve the illegal immigration problem.
As an answer, Aeromexico just launched a well
made humanitarian, anti-border and pro-freedom advertisement (click here to see the ad).
Should the wall be built (let’s hope this will not be the case), Aeromexico
airplanes will still be able to bypass it through the air.
A firm’s communication can be very effective if
based on recent news, this is especially true if, like Aeromexico, it is done
in a subtle and ironic manner, opposed to Trump’s general aggressiveness. This
ad will attract people’s sympathy (except of course that of Trump supporters) and,
at the same time, positively influence Aeromexico’s brand image.
Nevertheless, news-based advertising is not necessarily
always a good solution for a company. An advertising spot is very cost-intensive,
and, if the news is short-lived, the ad cannot be aired for a long time span, at
the risk for the brand of being perceived as unreactive. In Aeromexico’s case,
the advertising spot can however be aired at least up to the American