The Marketing Director's collection
What strategy to adopt to address new customer expectations? How to distinguish yourself with innovative offerings and excellent customer service? The 20 most relevant Manageris synopses on this topic.
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Our selection of 20 synopses
The new era of analytical marketing
The recent technological disruptions have deeply modified the value creation methods in businesses. What are the growth opportunities deriving from analytical marketing, and how can you organize to succeed in this transition?
The future of marketing
The Internet has dramatically changed the way consumers make buying decisions. In the age of the web consumer, what are the new influence drivers marketing can use?
Big Data: Making the most of the revolution
Beyond the capacity to process gigantic volumes of data, Big Data creates opportunities that are still largely untapped. How can you take advantage of this huge field of innovation?
Creating value in an interconnected world
In an unpredictable environment, the key to agility is not necessarily possessing proprietary resources, but being able to mobilize those required when needed.
Keeping up with the Times
In addition to specific shifts in customer expectations, technology, etc., how to integrate cultural shifts that affect the company's strategic environment?
Really know your customers
Surveys conducted by companies to know their customers better often result in failures in launching or improving their products and services. How can you make customer surveys more reliable?
Rather than trying to respond to clearly identified customer needs, companies may do better by working to become part of their routine.
Subconscious roots of purchasing decisions
We are used to see humans as rational beings. Yet, most human behavior is managed automatically by the brain, without mobilizing reason. Can this be used to reinforce the effectiveness of your marketing efforts?
Use collective common sense to make more accurate forecasts
The “wisdom of crowds” turns out to be infinitely more reliable than individual common sense, and even than expert predictions. How to gather and capitalize on employees’ collective perception of the company's challenges?
Differentiate yourself in saturated markets
On saturated markets, competitors generally fight on commercial presence and price. Yet, there are other ways for businesses to differentiate themselves. How can you play on services and positioning to gain a competitive edge?
Strengthen the appeal of your new products
Convincing consumers to change their routine and try something new is not easy! Yet, some new products and services manage to become blockbusters. What fixations guide those who have accomplished this feat?
Adopting innovations developed outside your organization
Innovation is subject to fashion trends. Lucidity, strategic thinking and rigorous analysis are valuable assets to avoid wasting a lot of energy.
Innovate through experimentation
Experimentation is a powerful innovation accelerator which, thanks to the digital revolution, is much more accessible than before. Yet it remains under-utilized. How can you prompt people to acquire the reflex to experiment with their ideas?
Take inspiration from agile project management methods
Well-suited to complex environments, so-called “agile” project management methods are increasingly popular. What are the conditions required to reap the full benefits of the agile approach?
What is the best approach to using social networks?
Social networks offer new perspectives in marketing approaches. How to fully tap these opportunities to really get value from them?
Create buzz around your offering
Buzz has always existed, but this phenomenon is amplified today due to social networks. In light of recent studies, what are the key actions to support word of mouth around an offering?
The art of the pitch
The ability to sell your ideas and projects is a key success factor. But how can you capture the attention of your audience? Beyond the mastery of argumentation, discover the fundamentals of effective pitches.
Collaborate with your customers
While the digital revolution has given consumers the possibility to involve themselves in the life of companies, very few businesses actually take advantage of this opportunity. How can you transform your consumers into privileged partners?
Support customer orientation in the field
The least qualified employees are often the ones in direct contact with customers—with a major impact on the perceived quality of service. How can you develop customer satisfaction through the engagement of your front-line employees?
Turn your customers into brand ambassadors
Some firms manage to rely on service excellence to turn their customers into ambassadors for their products and services. How to make customer experience a key success factor?