mardi 9 octobre 2012

Le m-commerce séduit de plus en plus les consommateurs | L'Atelier: Disruptive innovation

Le m-commerce séduit de plus en plus les consommateurs

shopping mobile

Le m-commerce ne cesse de croitre, puisque de plus en plus de consommateurs font des recherches et finalisent leur achat sur ce support.

Le mobile a aujourd’hui une place prépondérante dans le processus d’achat et ce, quel que soit le canal de vente : en ligne, mobile ou en boutique. Avec le développement d’applications sur smartphones et tablettes, les clients sont devenus les acteurs de leur propre consommation. En effet, puisque le mobile fait partie de leur quotidien, il réinvente leur comportement d’achat avec ses multiples usages, comme la localisation d’une boutique, la recherche de produits, la comparaison de prix et enfin le paiement online. Tradedoubler  a présenté son livre blanc sur le sujet «Les consommateurs mobile & vous». Celui-ci révèle que pour 42% des recherches faites via mobile, c’est la comparaison de prix qui détermine l’acte d’achat.  Elément central de la recherche sur mobile en boutique, la comparaison de prix permet ainsi aux enseignes les plus compétitives d’attirer l’attention des clients. Bien que 71% des utilisateurs de smartphones effectuent leurs recherches de produits directement depuis leurs mobiles pour finaliser leurs achats, ils se redirigent vers un PC (43%), favorisent un passage en boutiques (38%).

Croissance du m-commerce

Toutefois déjà 25% finalisent leurs achats directement sur mobiles et 7% depuis leurs tablettes. En fait les consommateurs mobiles achèteraient plus volontiers si le m-commerce était davantage sécurisé (57%) et si leur numéro de téléphone restait confidentiel (56%). Les consommateurs expriment une demande d’interaction croissante, c’est pourquoi les entreprises ressentent aujourd’hui le besoin de développer des stratégies combinant canaux en ligne et canaux mobiles pour s’adapter aux mutations des comportements d’achats des mobinautes. Instaurer un dialogue avec le client dans la sphère mobile permet d’être plus compétitif et de le suivre à chaque étape de son processus d’achat. Pour ce faire, il faut s’adapter à son nouveau mode de vie en jouant sur l’instantanéité via l’envoi de réductions sur mobiles, l’interaction entre l’entreprise et le client et en proposant des expériences d’achat inédites.

Interaction avec le consommateur

En outre, 19% des utilisateurs de mobiles recherc hent des bons de réduction directement depuis leurs mobiles lors de passages en boutiques. Cette tendance s’élève à 50% pour les détenteurs d’applications type cashback, et touche 41% des utilisateurs d’application Daily Deals. En outre 40% des consommateurs aimeraient utiliser encore plus de QR code et de code-barres pour obtenir des informations, 35% aimeraient avoir accès à plus de coupons de réduction. De plus, 16% seulement des consommateurs reçoivent des offres commerçantes géo-localisées alors que 56% aimeraient en recevoir. En fait, c’est désormais aux marques d’aller vers le client afin d’augmenter la fréquentation et le montant moyen des paniers d’achats.

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Personal branding : généalogie d’une marque à visage humain - Marketing Professionnel

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« Pour réussir dans la vie, il faut savoir se vendre ».
Qui ne s’est jamais vu ainsi conseiller la gestion de sa carrière par cette sentence populaire ? ...
Par Allan Bahroun

Gartner – Secret to Social Commerce Success: Infomercials | Social Commerce Today

lundi 8 octobre 2012

How to optimise LinkedIn's new company pages | Econsultancy

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Posted 08 October 2012 10:41am by Matt Owen with 1 comment

http://assets.econsultancy.com/images/resized/0002/4104/page_overview-blog-half.pngDespite its no-nonsense, all-business remit, LinkedIn isn't afraid of cutting a dash in the office and has updated its image in a number of ways recently.

Unlike the changes we’re seeing on some other social networks, LinkedIn’s have all been genuine improvements which put functionality and community first. 

This week saw major changes to a feature that’s previously been rather frustrating for managers: Company pages. 

LinkedIn has always concentrated on putting the individual first, so building a unified company presence on the site has had unique challenges in the past. Hopefully this makeover will give companies a chance to give their branding a more dynamic presence.

Having just updated Econsultancy’s LinkedIn page, I thought it would be good to run through the major changes and look at ways to optimise your business page on LinkedIn...

1. Banner images

The first change you’ll spot when you log in to your company page is a request to upload an image.

On closer examination this turns out to be a banner, much like Facebook’s timeline cover image. Here you’ll want something bold and eye-catching. If you aren’t a supermajor with an instantly recognizable logo, then consider adding information including a strapline to your banner.

Here’s one I made earlier for Econsultancy: 

http://assets.econsultancy.com/images/resized/0002/4107/li_banner-blog-full.png

Images should be under 2MB in size, and will be cropped to fit a 646px X 220px space, so make sure you’ve got a rectangular banner to avoid chopping the bottom off your lovingly crafted logo. If you have large blocks of colour, a .PNG file should avoid any flattening. 

As mentioned, this is a great chance to finally get your branding front and centre on LinkedIn. 

2. The news feed

http://assets.econsultancy.com/images/0002/4113/newsfeed.PNG

In the past, company updates on LinkedIn tended to be a rather drab affair, with small images and grey text that was often difficult to read. We currently have a couple of thousand users following us on the network, but it’s always been rather difficult to engage in any meaningful way.

The news feed updates have been given a bright, airy makeover, with room for larger, more attractive images, and new targeting options, meaning we can now update specific groups of followers about events in their area, as well as contacting all of our followers at once with news and content from the blog:

http://assets.econsultancy.com/images/resized/0002/4106/targeting_options-blog-full.png

In addition, about 24 hours after you’ve posted you’ll see some useful post metrics popping up, with clear figures for impressions, clicks and engagement:

http://assets.econsultancy.com/images/resized/0002/4105/post_data-blog-full.png

This is useful as it means you can gauge the effectiveness of your page updates easily, separating them from the homogenous mass of traffic that comes to your site from LinkedIn and optimising accordingly.

Make sure you plan ahead so that content you post here ties in to your wider strategy. We match ours to our Daily Pulse newsletter, highlighting particular stories, events or training accordingly.

Based on current figures, these updates create far more interaction then advertising, so it’s worth spending time tweaking these posts for the best response.

3. Company profile

Scroll to the bottom of your recent updates and you’ll notice that your company profile also appears on the front page:

http://assets.econsultancy.com/images/0002/4108/company_profile.PNG

Make sure you have a quick run through and update any information here as required.

I know that this tends to be the kind of housekeeping task that gets pushed to the bottom of to do lists, but it’s now one of the first things visitors to the company page will see, so make sure it shows you in a good light. 

4. Products, places, careers and more…

All of the information you have previously listed on your page are now far more visible, with sidebar links to your products and services, career information and more:

http://assets.econsultancy.com/images/resized/0002/4109/sidebar-blog-half.png

Make sure you’ve added location information to the sidebar on the right of the page, and if possible update your products and services list with your most popular items – again, they’ll all display on the homepage.

Finally, you can also add employee or recruitment information here. 

What this means for page managers

You now have a genuine opportunity to engage with people following your page in a targeted and far more relevant way. You can offer specific advice, and use optimized content to attract new followers.

LinkedIn has always put an emphasis on the individual, and it’s important that page managers use this as an opportunity to engage on a personal level with followers whenever possible.

LinkedIn is still making tweaks but the platform seems to have been paying close attention to the mistakes of others, with new features that combine some of the best parts of Facebook and Twitter, but with a distinct business focus that could make this especially valuable for B2Bs who may have struggled to make headway on Facebook in the past. 

Matt Owen is Social Media Manager at Econsultancy. You can follow him on Twitter , add him to your circles on Google Plus, or hook up on LinkedIn.

6 Free Tools That Will Improve Your Social Media Marketing | Business 2 Community

Social Media Marketing ToolboxThere can be little doubt of the growing importance of social media to the marketing efforts of many businesses, particularly small and medium businesses, who with a little effort and diligence can use it to reach more prospects and grow their business. Even Google considers social signals when ranking a company’s website in search returns.

The good news is that more small and medium business are adopting social media marketing to increase their reach and attract relevant prospects they just could not reach in the past. As good as those numbers are, that still leaves a sizable number of businesses that are not using social media to support their marketing efforts.

Experience tells us there are usually two hurdles that prevent greater use of social media marketing: time and cost.

Time is always a tough challenge. There are plenty of things to do when it comes to running a small business, and the idea of adding another responsibility is a pretty tough sell. What we do know, though, is that as little as 6 hours a week can result in increased sales. Over the course of the workweek, that’s just more than an hour a day. We’ve come up with a 30-minute plan that can help you manage that time so you still have time to manage your business.

When it comes to cost, one of the great things about social media is that you can get most of the tools you want for free. Yes, you can buy some great integrated social media management tools, and they are great. But many of the best tools are free.

We’ve written about some of our favorites beforeHootSuite, Buffer, Social Bro – great tools that can get you going at no-cost other than the time it takes to learn them. Always on the lookout for more great free resources, here are some of our latest finds:

  1. TweetReach – Want to know whose reading your tweets or how often they are being shared? TweetReach gives you a simple analytics tool that helps you capture this information. You can search on keywords, URLs, Tweet text or Twitter handle to see the reach of your efforts.Free Social Media Marketing Tools From Weidert Group
  2. Twitalyzer – Another tool for measuring Twitter effectiveness. There are paid versions of this service that provide a lot of details, but you can use three of the most popular reports they offer for free just by connecting your Twitter account.Free Social Media Marketing Tools from Weidert Group
  3. Facebook Insights – If you already have a Facebook page, you already have access to this dashboard, which gives you some great data for tracking growth and impact. Use the Insights to better understand your followers and reach the right audience.
  4. HowSociable – Measure your brand’s impact online with this tool that provides you with a magnitude score. The score analyzes your level of activity online so that you can determine whether you have enough of a presence. The free version will analyze your presence across 6 social media networks. The paid version will unlock additional networks should you desire it. Free Social Media Tools Weidert Group
  5. Google Analytics Social Reports – If you are using Google Analytics, you have Social Reports, which helps measure how social traffic is directly impacting your conversions. Using an overview of your social networks, this tool allows you to visualize your social traffic so that you know where your time is best spent in the social world.
  6. Topsy – This is a real-time social search engine. Sort through the latest social activity related to your industry, brand, or community and apply that knowledge to future business decisions. We discovered this one while doing a long-term social media monitoring project for a client. We provided Topsy the link we wanted monitored and asked for a regular e-mail update. It was that simple.

There are a lot more of these tools out there. While they might not be as slick as some of the social media suites with integrated dashboards that you can purchase, the price is right and most are very easy to use. If cost is an issue, these are great alternatives.

In the end, regardless of your toolbox, the important thing is to make the most of your limited social media time and resources so you can reach relevant prospects. Learn more about the importance of social media marketing and how it supports your Inbound Marketing strategy with our FREE guide “Turn Your Website Into a Sales Magnet.”

turn_your_website_into_sales_magnet

Author: Sean Johnson     Sean Johnson on the Web Sean Johnson on Facebook Sean Johnson on Twitter Sean Johnson on LinkedIn Sean Johnson RSS Feed

Sean Johnson is a Public Relations and Social Media Specialist for Weidert Group, a full-service marketing agency based in Appleton, Wisconsin. Sean has more than 20 years of experience in media as a journalist, writer, editor and new media advocate with newspapers and magazines in the Midwest. He specializes… View full profile

This article originally appeared on Whole Brain Marketing and has been republished with permission.

Find out how to syndicate your content with Business 2 Community.

ROI Analysis for Curation and Content Marketing with the B2B ContentEngine: Part 1 - B2B Content Engine

The 5 Models Of Content Curation | Influential Marketing Blog

The 5 Models Of Content Curation

March 31, 2011 | http://localhost/rohitbhargava.com/site/?p=110">20 Comments

IMB_ArtGallery

Curation has always been an underrated form of creation. The Getty Center in Los Angeles is one of the most frequently visited museums in America – and started as a private art collection from one man (J. Paul Getty) who had a passion for art. Aside from a few well known examples like this one, however, the term curation has rarely been used outside of the world of art … until now.

One of the hottest trends in social media right now is content curation – thanks in no small part to the leading efforts of several thought leaders actively promoting the idea. Joe Pulizzi is a "content marketing evangelist" who speaks and writes often about content marketing publishes a list of the best content marketing blogs across the web. Steve Rosenbaum just published a book called Curation Nation looking at the rise of content curation in the business world – and a recent post on the Psychology Today blog even declared that "content curation is the new black."

What Is Content Curation?

Back in 2009 I published a blog post called the "Manifesto For The Content Curator" which predicted that this role would be one of the fastest growing and most important jobs of the future. I would stand by this prediction today, but also in the post I shared one potential definition for content curation:

Content Curation is a term that describes the act of finding, grouping, organizing or sharing the best and most relevant content on a specific issue.

It is such a powerful idea because curation does NOT focus on adding more content/noise to the chaotic information overload of social media, and instead focuses on helping any one of us to make sense of this information by bringing together what is most important.

The 5 Models Of Content Curation

Over time, the idea of content curation has felt like more and more of a catchphrase that is really encompassing many smaller activities that are adding structure and insight to the cacophony of information being published online. What if we could define not just content curation as a macro activity, but look at how curation might be applied in very specific situations? The rest of this post shares 5 potential models for content curation as a starting point for discussion:

  1. Aggregation - There is a flood of information online and Google can only give you a best guess at the most relevant, but there are millions and millions of pages returned for any search result. Aggregation is the act of curating the most relevant information about a particular topic into a single location. Often taking the form of catalog style blog posts which list "27 Great Resources For Small Business" (or similar aggregations), this is the most common form of content curation. Volume is not typically an issue when it comes to aggregation, so in this case you still may have hundreds of pieces of source material – but just the fact that it is in a single location and not millions of pieces of information has a high value for people interested in a particular topic.
  2. Distillation - The idea behind distillation is that adding a layer of simplicity is one of the most valuable activities that someone can undertake. Distillation is the act of curating information into a more simplistic format where only the most important or relevant ideas are shared. As a result, there may be quite a bit of additional content that is lost for the sake of simplicity – however the value comes from the fact that anyone digesting this content no longer has to contend with a high volume of content and can instead consume a more focused view of information.
  3. Elevation - The smaller ideas that are often shared online in 140 character bursts or pithy mobile phone images may point to a larger societal trend or shift. Elevation refers to curation with a mission of identifying a larger trend or insight from smaller daily musings posted online. Encompassing much of what many trend-focused websites do, this can be one of the hardest forms of content curation because it requires more expertise and analytical ability on the part of the person or organization during the curating. The benefit is that it can also be the most powerful in terms of sharing new ideas as well.
  4. Mashup - A term often used in the context of music to describe the growing trend of taking two or more pieces of music and fusing them together – there is a wider implication for mashups in relation to information. Mashups are unique curated justapositions where merging existing content is used to create a new point of view. Taking multiple points of view on a particular issue and sharing it in a single location would be one example of this type of behaviour – and could be used to describe the sort of activity that takes place every day on Wikipedia. More broadly, mashups can offer a way of creating something new while still using content curation as a basis for it because you are building on existing content.
  5. Chronology - One of the most interesting ways of looking at the evolution of information is over time – and how concepts or our understanding of topics has changed over time. Creating a Chronology is a form of curation that brings together historical information organized based on time to show an evolving understanding of a particular topic. Most useful when it comes to topics where understanding has shifted over time, this can be a powerful way of retelling history through informational artifacts that exist over time to prove how experiences and understandings have changed.

Content curation is certainly an emerging space and one where more and more thought leaders will continue to share their voices. This is simply a contribution to the curated universe of discussion on this topic – as well as an option invitation to others who have thought deeply about content curation to share their own visions for what the future may look like.

I'll look forward to eventually reading the "Chronological Curation" of this discussion one day in the future where this post may be included among many others to spark a longer and deeper conversation about a topic that has the potential to transform how each of us sees the world around us.

Interested in learning more about content curation?  target="_blank">Click here to learn how to book Rohit to speak at your next event >>

Additional Posts About Content Curation:

 

Writing Original Content Versus Sharing Other People’s Content (Content Curation) | Business 2 Community

Passing-along-contentWhen I read the title of Roger Parker’s post, “Writing Versus Content Curation for Personal Branding Success” on Dan Schwabel’s Personal Branding blog, my immediate reply was “Both, of course.” As I read the article, I discovered that Roger had come to a similar conclusion.

I do disagree with one point – that in order to succeed with original content you cannot delegate the task. As a ghostwriter, I have helped dozens of business owners create their own original content.

Roger points out the many benefits of creating original content for your blog, such as increased credibility, thought leadership and the ability to re-purpose your blog post content into other forms such as books, presentations or courses.

The secret to keeping your blog and website fresh with new content

And as I also reminded people recently at my Business Blogathon in Barrie, Ontario, you don’t have to write a full-length (i.e., 500 words) feature article every week in order to keep your blog fresh.

You can alternate your feature articles with shorter posts (i.e., 250-500 words), what I call “connective content.” Connective content might be your own personal reflections on the topic of your feature article, a case study of a client, or recommended resources. These “in between” posts could also be your own comments about related content that you’ve found on other blogs or via social media.

What is content curation?

The formal term for sharing other people’s content is content curation. Though you may not realize it, if you’re active on social media you’re likely already using content curation as part of your online marketing strategy. Have you ever re-tweeted or “liked” someone else’s link on social media? That’s content curation – that’s you saying, “Here is some content that I find valuable, and I’m sharing it with you because you might not have seen it otherwise.”

All of a sudden you’re taking on a whole new role for that person. You’re sifting through all the noise on the Internet and finding the best, most interesting and most important content in your particular topic area. When you pair that with creating your own original content, your value as an expert rises significantly!

Sharing other people’s content on your blog

If you’re already doing this type of content sharing on social media, you may wonder why you would bother doing it on your blog. Here are three reasons to consider:

  1. Your blog is your home – your name is on the door, you decide how things are displayed and you own 100% of your content.
  2. You can find it later – by organizing, categorizing and storing your curated content on your own blog, both you and your readers can easily find it later so it will continue to be of value.
  3. Sharing other people’s content boosts your blog’s credibility with both readers (most importantly) and search engines – by curating and commenting on other people’s content, you enhance your own position as an expert in that area.

Of course once you’ve published the content on your blog you should also widely promote your blog post on social media.

Please be sure to give proper attribution when you’re sharing someone else’s content. For more information, check out my blog post, “How to Share Great Content Without Plagiarizing.”

Also, as Greg Bardwell of B2B Content Engine writes in his e-book, Curation for B2B Content Marketing, you should always read through whatever you’re recommending. “Just because a blog has a great title and you know the author or source does not make it worth curating.” Be sure you’re not inadvertently compromising your readers’ trust by sending them to a site or post that doesn’t share your values.

Sharing other people’s content is truly a win-win-win proposition. Your readers win because they have access to information they didn’t have to find on their own. The other expert wins because their content is seen by a new audience. And you win because you’re increasing your visibility, credibility and consistency.

Author: Linda Dessau     Linda Dessau on the Web Linda Dessau RSS Feed

Linda Dessau is the author of Write Your Way to More Clients Online. She has helped dozens of small business owners connect with new clients online, and has guided hundreds more with the free advice on her blog, ContentMasteryGuide.com.

Linda is a certified coach (CPCC) and… View full profile

This article originally appeared on Content Mastery Guide and has been republished with permission.

Find out how to syndicate your content with Business 2 Community.

dimanche 7 octobre 2012

The Ultimate Guide To Video Strategy Creation -

The Ultimate Guide To Creating A Video Strategy

Written by Jeff Fissel on October 7th, 2012 | no comments

Many of us already utilize video for our businesses and for good reason: Video is one of the most used mediums on the Internet. In fact, so far this year, video eclipsed all other data as the majority of consumer Internet traffic for the first time.

The Ultimate Guide To Video Strategy Creation

As such, video is increasingly becoming a tool that many businesses are using to connect their workforce and their consumers. From new employee on-boarding to customer marketing, video can be a huge asset to any organization.

However, are you blindly posting videos on the Internet or do you have a solid strategy in place? Particularly when it comes to garnering the right audience, many businesses agree there’s always room for improvement in their video strategy.

The key is to do some thorough planning before you hit record. Here’s what any business can do to make their video strategy even better:

Step 1: Have a Goal in Mind

It’s important to figure out your goals for each video program beforehand, since the way the video content will be recorded and distributed may depend on what you want to accomplish with your program. Ask yourself the following questions to help determine your goals:

  • What am I trying to accomplish with this video program? Do I want to train employees on how to use our product? Reduce costs? Reach more people? Increase brand awareness/trust? Reduce face-to-face interactions?
  • Who am I targeting? Customers, employees, those previously unaware of our brand?
  • What sorts of things will I need to include to effectively convey my message? Do I need customer testimonials, interviews with top management, tips and advice, or product demonstrations?

For example, internal eLearning videos may need accompanying materials such as PDF documents or PowerPoint presentations, while consumer-focused content may not.

Additionally, your customer base may view videos on their smartphones or tablets, so be sure you use a delivery method that supports both Flash and HTML5 so they can view it on any device. When you know the goal of each video program, you’ll be able to record, upload, and distribute the content in the right way.

Step 2: Establish Video Content Guidelines

Every video needs to be produced with content guidelines in mind. These guidelines can help you produce videos that accomplish your goals. Ask yourself these questions:

  • Who can create the video?
  • Who needs to approve the content?
  • Do you need to have the same introduction in every video? Custom branded materials?
  • How often does the video need to be reviewed and updated?
  • What is the budget for the video?

Content YouTube

The list can go on. However, be aware of this fact: If one team creates a video that produces one type of message, and another creates a video that’s not in line with the established strategy and guidelines, the way they execute that content will ultimately be different.

You want to make sure everyone is on the same page. Establishing content guidelines ensures this happens.

Step 3: Upload into the Right Platform

Platforms like YouTube and Vimeo can only provide so much. More advanced video platforms can give your content greater impact, such as collaboration tools, discussion features, increased security, search options, and mobile capabilities.

Be sure to outline your requirements and choose a platform that can grow with your needs. For instance:

  • What do I want out of a hosting platform?
  • What features would I like my video to have?
  • What is the upload and distribution process like?
  • What if I want to change my video in the future? Does the platform make it easy to update the content?
  • What security is needed?

Step 4: Integrate into Enterprise Software

Many popular enterprise software systems allow for video integration. SharePoint, Jive, Salesforce, Blackboard, SuccessFactors, etc. all welcome video.

Integrating into these systems allows your videos to be easily seen by the right teams, exactly when they need it.

For example, users can post a relevant video within SharePoint and then interact with their peers within the video.

This keeps everyone informed, allows the conversation to stay in one place, all while using a tool that encourages collaboration. It ends up benefiting the organization and the employee.

Step 5: Marketing

Once you’ve created your video, you’ll need to market it to your audience properly. Promoting your video can vary by audience. Internally, you may want to consider marketing the video through your enterprise software system, company newsletter, email, team meetings, or the company intranet.

Marketing

Externally, you could reach consumers through social networks, the company website, blogs, customer newsletters, etc.

For both, be sure to tailor your marketing plan to each audience so it has the best chance at getting viewed. Again, think about the following:

  • What audience am I marketing to?
  • Where does my audience frequent? And at what times?
  • Do I need to adjust my videos based on my audience?
  • Should I include accompanying materials to help them learn better and garner interest in my video content?

Step 6: Evaluate

Detailed metrics can help you understand more about who’s viewing your videos. Several video hosting platforms allow you to view hits for each video, as well as detailed metrics for an individual user’s activity.

You can also ask for user feedback to figure out what content they need or would like to see. This data can determine how you create future videos, as well as if you have to change things up in order to generate more views.

Creating a company video strategy isn’t a difficult task if you take the above steps into account. Most importantly, though, understand the impact video can have on your organization, internally and externally. It takes average content and transforms it into something compelling.

 

What do you think? What are some other steps to take when creating a company video strategy?

 

Jeff Fissel is the co-founder and Vice President of Solutions at KZO Innovations, a video software company that provides an on-demand video platform for small to large enterprise and government customers. Connect with Jeff and KZO Innovations on Facebook, Twitter and LinkedIn.

 

Main picture, “business man push fast forward button” from Shutterstock.com

Follow us on Twitter, like us on Facebook, sign up for our weekly e-mail or watch the ViralTracker social video metrics demo.



Le grand magasin du futur ? Fragmenté et sur tous les canaux | L'Atelier: Disruptive innovation

Le grand magasin du futur ? Fragmenté et sur tous les canaux

RETAIL

Face à des consommateurs connectés et globaux, les chaînes ont tout intérêt à ne plus penser en terme de grande implantation de référence, mais plutôt en une succession de petites échoppes physiques et en ligne, adaptées à tous.

La généralisation de la vente en ligne et via des appareils mobiles (téléphone, tablette...), signe t-elle la disparition des réseaux de grande distribution tels qu'ils existent aujourd'hui ? En règle générale, les acteurs ont intégré l'importance du web et du mobile et se lancent de plus en plus dans uns stratégie cross-canal qui prend en compte tous ces supports pour communiquer et vendre. Mais pour PwC US et Kantar Retail, qui publient le rapport Retailing 2020, la transformation à cette date sera encore plus radicale. Selon eux, l'industrie de la distribution devrait se diriger vers une plus grande fragmentation, qui devrait résulter en la croissance d'enseignes en ligne de plus en plus performantes et en la disparition des gros complexes au profit de multiples échoppes très sectorisées et correspondant à des besoins spécifiques. Soit un démantèlement des enseignes "de masse" et la prolifération de magasins plus petits, urbains, et dont la nature (physique ou en ligne) ne définit pas la marque. Le rapport évoque aussi une polarisation de la consommation : avec la croissance des pays émergents, les consommateurs devraient provenir du monde entier et redéfinir les dynamiques du commerce. Ce qui implique la nécessité d'apprendre à répondre à des besoins locaux.

Un monde à la fois polarisé et éclaté

"Nous entrons dans un univers de la distribution de plus en plus complexe, dans lequel les pressions concurrentielles et les options d'achat en ligne vont être de plus en plus fortes", souligne Susan McPartlin, responsable du département Retail and Consumer Industry chez PwC. "Les détaillants doivent se préparer à un environnement qui ne se définit plus par des espaces physiques, dans lequel les clients souhaiteront avoir une expérience de qualité à la fois en ligne, dans le monde réel et sur tous les supports multimédia", ajoute t-elle. Le rapport souligne également que cette transformation va être amenée en raison du profil des consommateurs. Sans surprise, les consommateurs plus âgés, devraient être plus réticents à migrer vers ces nouveaux modes d'achat. L'étude parle ainsi de la cristallisation de ce qu'elle appelle deux "méga-cohortes" de consommateurs, aux habitudes radicalement différentes : ceux de plus de 50 ans, et ceux de moins de 30 ans. Résultat : cette segmentation dans les profils des individus, en termes de démographie et de revenus, obligera les détaillants à proposer diverses expériences d'achat. D'où la nécessité de multiplier les canaux d'interaction avec le consommateur, dans le monde physique et en ligne, pour répondre plus efficacement à l'ensemble des demandes et besoins.

Big Data et nouveaux métiers

Pour faciliter cette transformation, PwC estime que les marchands devraient augmenter leur utilisation de solutions de Big Data pour mieux comprendre leurs clients. Ils devraient aussi affiner leur compréhension de l'utilisation et de la circulation des produits, notamment en recourant à des dispositifs de type RFID. Plus important, en interne, les détaillants devront réfléchir à la création de nouveaux métiers comme des "ecosystem managers", capables de comprendre chaque marché et chaque enjeu de manière localisée et personnalisée. Evidemment, cette évolution devrait être très progressive, juge l'étude, qui estime qu'aux abords de 2020, il ne devrait plus y avoir de croissance dans le secteur des grandes chaînes physiques. Au contraire, la vente sans échoppe physique, dominée aujourd'hui par le web, et bientôt par le mobile et les tablettes, devrait constituer le principal canal de croissance. Pour cette année, un tiers de la croissance de ces grands magasins devrait provenir des ventes en ligne.

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10 examples of QR code madness | Econsultancy

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Posted 05 October 2012 11:20am by Graham Charlton with 6 comments

QR codes can be useful, and there are some great examples of QR campaigns that worked well.

However, there are many more examples of dubious uses as marketers fail to consider the placement of QR codes. 

Here are ten examples of QR codes that are either impossible, very difficult or even dangerous to scan...

For a QR campaign to have a chance of being effective, it should match the following criteria: 

  1. The code should be easy to scan. I.e. somewhere where people can reach, and have the time and an internet connection. 
  2. It should give people a reason to scan it. Curiousity is not enough. Let people know what they can expect when they scan, or even offer a reward.  
  3. It should lead to a mobile-optimised landing page. People are scanning QR codes on mobile, so they need to view the web page, video or voucher on mobile. Sounds simple enough, but it's a common mistake. 

On a side note, did you know that QR codes were originally developed by Toyota subsidiary Denso-Wave in 1994 to track automobile parts? You do now. 

The following ten examples fail at the first hurdle....

QR madness on the motorway

Not only it is dangerous to scan, but it doesn't really give you any reason to. Rather than wasting this space on  giant QR code, the company could have just put a URL there.. 

(HT:@rhodri)

Please don't try to scan this one

Crazy... 

(via Grapple blog)

Towed by airplane

Tricky... 

(via WTFQRcodes)

On a billboard, high above the freeway

Impossible, and dangerous. 

(via Antony Juliano)

Spinning QR code

Only scannable by giants...

(via creativeguerillamarketing)

Urinals

Not the kind of place you want to get your camera phone out... 

(via Tnooz

How is anyone going to scan this? 

Try to put QR codes where someone can scan them without breaking their neck...

(via themobilisits)

On a coach

At least the lorry had a code big enough to scan.

(via jlwatsonconsulting)

On the inside of a beer bottle

It might have worked on the outside.. 

(via bopuc on Flickr)

On airport luggage coneyor belt

Bonkers. 

(via copyranter)

QR codes aren't all bad though. Here are eight creative and useful QR campaigns, while we discuss ther pros and cons of QR here. 

Graham Charlton is Editor at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

Has “Green” Failed As A Business Model? | Business Pundit

Filed in archive Bad Business, Environment by Ryan on October 5, 2012 | No Comments

Has “Green” Failed As A Business Model?

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I’m not a very big fan of schemes against reality. You know, propaganda that causes grave error. At the same time, I understand the importance of trying to get better as a society, and I fully embrace the desire to preserve the environment.

There’s no question that the green movement has been full of false promises and blatant propaganda. But there’s also no question that we have a responsibility to the Earth. The 1 million dollar question is how to do we honor the reality of human nature and business and everything else, and still make progress? Well, to start answering that question, we have to recognize where the Green movement has gone wrong and aim to make it more responsible to business fundamentals. This graphic from Master-of-Engineering.org is a great place to begin the conversation.

The Green Fail


Source: Master of Engineering Degrees

So what do you think? Has the green movement led us completely down the wrong path or is it a redeemable enterprise?

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