KYC Marketing
KYC Marketing, Expert in consumer behavior
KYC Marketing, Win the race with the best digital strategy
KYC Marketing uses the most recent academic research
KYC Marketing can help you to better serve your customer
KYC Marketing, Specialist in digital strategy
New blog:
KYC Marketing expert in consumer behaviour | Specialist in digital strategy

How often do you stumble upon poor websites, badly designed and overloaded with information?


Only a good understanding of consumer choice and decision processes will lead to an effective marketing strategy with tangible results.

Online consumer behaviour is different from that in the real world:

• Different sense of time

• Information overload.

Replicating your overall marketing strategy online may not generate the expected results.

My belief: Combine our experience with academic research findings to keep up to date with online marketing trends.


I can help you to better serve your customer

The Company

KYC – “Know Your Consumer”


Marc Gloesener



Observing and trying to understand human behaviour has always fascinated me.

Holding a PhD in Business Administration, specialized in Marketing, I know the academic world well with its teaching, research, and publications.

Having spent more than 16 years in commercial managing positions in large Luxembourgish companies, I have gained a solid experience in the behaviour of both individual and institutional consumers.

Passionate about new technologies, I more particularly follow the trends in the digital world and the online consumer behaviour.

More details on my LinkedIn profile

Web profile


Experience and
academic research
to help my customers



My belief:

To combine
• 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



• 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.

• Simplicity:

Clarity, transparency and simplicity in communication and in the consumer interface are key to a successful and lasting strategy.

• Competence:

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.

• Network:

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

Strategic consulting

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.



Are you:

– 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?
What content?

• 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:

Website development
Website referencing
Online promotion
Daily feed of website and social media


I offer custom-made training in Marketing:

• Digital Marketing

• Consumer Behaviour

• Communication

• 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

• Marketing

Know your customer (consumer behaviour)
Marketing in the service sector
Marketing communication
Strategic Marketing

• Sales and commerce

Sales techniques
Salesforce management

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  • 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 sports

    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 friends

    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.


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    Have a nice week!

            Marc Gloesener

            July 4thrd, 2016


  • The Marketing Chronicle #9

    by KYC Marketing

    Welcome to the 9th edition of my Marketing Chronicle !

    Retail must rethink its business

    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!

    Good citizens

    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 well-being.

    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 presidential elections.

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    Have a nice week!

             Marc Gloesener

            June 3rd, 2016


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