Emerging as an experiment fifteen years ago, personalization has become today a central feature of e-commerce, whether in the form of customization of products, the boom of made-to-measure or the personalization of customer relationships using customer relationship management tools. But do we know how consumers feel about it? In 2004, Ahlem Abidi-Barthe led the first scientific investigations on the subject. What has changed since then?
For quite sometime now, genetically modified (GM) food has been a subject of heated debates all around the world. In India, media have reported tensions between farmers, domestic seed companies, and large multinational seed firms. One also hears controversies about approval or otherwise of field trials for new GM crops. But what do we know about the Indian consumers’ perspective?
Behind the proliferation of Uber stories hitting the headlines in many countries, the emergence of a sharing economy fascinates, and sometimes worries us, especially because of its blurry boundaries. From the perspective of an economist, it can be described as a market expansion. Exchanges that previously fell within the scope of informal economy are now an integral part of formal economy. It that good news? Yes it is. But this rapid and incomplete transition also raises many problems.
From the perspective of an economist, the sharing economy can be described as a market expansion. Among the downsides, which are now well identified, competition is stronger: but is it still fair competition? And don't the marketplaces that organize this competition find themselves in a situation of monopoly?
The proven limits of individual efforts and the difficulty of managing collective dynamics make energy transition an extremely challenging task when approached through consumption. Fortunately, technologies can change the game: smart consumption is on the rise. But whose smartness is it: machines', electricity suppliers', or ours?
As noted in a previous article, the very notion of a responsible consumer faces certain limits. The truth is, significant changes in the energy mix cannot be achieved through the goodwill (or conversely, the guilty conscience) of individuals. Does that leave us with no other choice than following decisions from above or waiting for technological solutions from daring entrepreneurs like Elon Musk? If we wish a new, more sober way of life to emerge, we should also trust social imagination, based on the dynamics of sharing and pooling.
Connected goods will lead to 5 transformations in retail: digital shopping in brick-and-mortar stores, perfect trade promotions, optimal consumer engagement, drastic reductions in counterfeiting and food waste. All this by 2025? The biggest obstacle is the cost of change: technology is already mostly out there.
Who exactly will be the actors of a coming energy transition? Industry and the major power operators will naturally, of course, be prime contributors but the end-consumers themselves will also have a role to play. The question is: can the latter really tip the balance?
Digital media is evolving rapidly and requires more than traditional marketing. Suzie Reider, Google's managing director for brand solutions, and Gopi Kallayil, Google's chief evangelist for brand solutions, highlight six common traps that new-age marketers must avoid.
The sharing economy has wind in its sails. Its proponents are growing in numbers and the utopian narrative disseminated by its promoters is currently in vogue. But there is another side to the coin.
Granted marketers no longer exercise the leverage they once did, it is a delusion to assume it has been transferred to consumers; especially in an increasingly complex world where the very notion of control is, itself, becoming a myth.
In the past, Hilton Worldwide, which has 4,200 hotels in 90 countries, used to look at individual consumers and decide who was a Hilton customer. It used that determination in its marketing: Hampton Inn people were targeted one way, while those who fit the profile of the Waldorf Astoria were approached in another. Then the company had an a-ha moment.
Faced with consumers who can search for information, form groups and publicly express their opinion through electronic media and social networking, goods producers and services providers will inevitably have to step down from their comfortable heights and start thinking in terms of coproduction with a customer who will become a prosumer.
Come year 2030, what will business enterprises look like? Almost every qualified answer points in the same direction, or at least provides a foreseeable trend: if as predicted instability becomes the rule and not the exception, and in a context of an entirely new ecosystem stemming from pervasive digital technologies, business enterprises will have to evolve quite considerably if they wish to remain efficient, sustainable and resilient. What factors come to bear here?
A short distribution channel is defined either by direct sale from producer to consumer or by the indirect sale, provided that there is only one intermediary. Long confined to activist circles, this alternative model is now moving out of the margins. What are its prospects? Can it prove a game changer?
Enterprises are now able to collect all kind of real-time information about the needs of each consumer. They can provide innovative products that are neither goods nor services but something else, in between, that could be called solutions. Around these solutions we are witnessing the emergence of original business models, and more generally, of a new economy.
Shrouded in the secrecy of marketing services, at the heart of the manufacturing industry, innovation has today established itself as the ultimate solution, illustrated by insolent successes despite a challenging environment. Sometimes defined as the encounter between an invention and a market segment, innovation seems to generate alternatives, growth drivers, and even crisis products that allow companies to bounce or to renew themselves. So how are the necessary opportunities to be found? Is there a recipe for large FMCG companies? A recipe? Certainly not. But some methods, yes. And also plenty of flawed strategies.
Planned obsolescence has an infamous reputation: some denounce a crime against the environment, others, a swindle. A careful examination, however, shows that this business model is not all bad - and it even came to perform, during the Great Depression, as a miracle cure against the crisis!
Social relations, buzz, leadership, popularity, reputation... at first sight, marketing and social media seem to speak the same language. But the actual value of marketing 2.0 is difficult to assess. Can social marketing become a real growth driver?
Vendor relationship management is on the rise. Though for the last ten years a powerful trend has driven marketers to trap consumers and collect their personal data in order to anticipate their wishes to the point the very idea of choice was questioned, disruptive ways of managing this relationship are emerging. Will consumers recover their freedom?