J'aime pratiquer des sports (voyons, ça fait quelques temps que je n'en pratique pas, mais j'aime quand même). Pourtant, quand on parle de regarder des sports à la télé, je ne suis pas vraiment un passionné. Je préfère être dans l'action.
Depuis mon arrivé au Canada, un tout nouveau monde s'est ouvert devant moi: le baseball, le hockey, le football, le ski, la planche à neige et beaucoup d'autres sports que je ne connaissais pas ou dont je n'avais pas entendu parler au Brésil.
Après ma première année ici, un événement en particulier a attiré mon attention: le Super Bowl. En tant que professionnel du marketing et passionné des annonces publicitaires, j'ai commencé à aimer celles qui sont divulguées au Super Bowl (même si je ne regarde pas le match, je regarde toujours les annonces sur l'internet).
On sait que le coût d'une publicité pendant le Super Bowl est astronomique, mais on doit avouer que les bénéfices sont aussi extraordinaires si la campagne publicitaire est bien fait.
La publicité de Wix, par exemple, est super! Elle est drôle, directe et bien pensée dans le domaine du football. En plus, Wix avait commencé la campagne sur les médias sociaux plusieurs semaines avant le Super Bowl en utilisant Facebook/Twitter et aussi ceux des anciens joueurs qui sont dans l'annonce. On peut dire qu'ils ont réussi à attirer l'attention: la vidéo d'Emmitt Smith avec sa danse en ligne a atteint 1.5 million de visionnements en 24 heures après sa publication.
[youtube=http://youtu.be/P5SB1Ypy1EM]
Une autre publicité qui mérite d'être mentionnée est celle de la compagnie Kia. On peut dire que les annonces de Kia sont toujours excellentes et avec elles savent bien promouvoir leur voitures. L'année passée ils ont utilisé le film Matrix comme base pour annoncer le modèle K900:
[youtube=http://youtu.be/C6Rbn2pk2h8]
Cette année, ils ont utilisé le James Bond Pierce Brosnan pour annoncer le nouveau modèle Sorento. Qui d'entre nous a jamais eu envie d'être James Bond avec une toute nouvelle et performante voiture?
[youtube=http://youtu.be/rSqqCI0LNHs]
À mon avis, ces superbes annonces du Super Bowl atteint toujours leur but: être dans la tête des gens avec une bonne image et un bon positionnement.
Thursday, February 19, 2015
Tuesday, January 6, 2015
CRM for selling
An important tool when we are working with Marketing strategies is CRM (Customer Relationship Management). Since I arrived here in Montreal, I knew that I needed to learn more about local customer and a good way would be to work with CRM.
Sure, to have some study is a start. For that I went to HEC to have a Certificate in Marketing. That helped me a lot. But I could not stop there. So, while I'm not working in the marketing field, I looked for another way to learn more. Therefore, I started to read about Google Analytics and the tools they use.
I started with Digital Analytics, how important is to analyze the quality and the quantity of data from the business and from the environment in order to improve the customer experience. Also the measurement strategy to guide the data analysis and the understanding that the customer has increased the choice and control to decide the purchase at any point of the decision path.
But what can we expect about CRM this year?
Between another things, we can say that the way that sales happens needs always to change, to adapt. Since salespeople don't see the technology empowering them, they use CRM as a management tool and don't put data into the CRM system, for what specialists say. We know that analysis should be more used by sales managers. The improvement of analytics tools accross VoIP, CRM and other tools are trend this year, but the success will depend of how companies will take action with the data that analitycs delivers to improve mobile workforce productivity.
When Microsoft put the Office suite available freemium for IOS (and the launch of the Android version), the option of opening a Word document on a mobile without losing the original format is driving other companies to play more initiatives this year.
Specialists say that IT leaders are ready to make apps available to the customers in a more controlled and secure manner. They also say that Microsoft and Google are challenging the lower mid end of the mobile device management and enterprise mobility management with their Office 365 and Google apps for work to have smaller and more budget organizations starting with a solution they already know instead of overwhelming IT Team support with another new platform.
Well, the year only started and those are only some of the millions of trends that the market is shooting in the middle of this big world The way that we will manage the customer relationship will change a lot and we will need to learn different things everyday, only one thing won't change: the customer will always be the customer, doesn't matter who he is, where he is or what he is doing.
Sure, to have some study is a start. For that I went to HEC to have a Certificate in Marketing. That helped me a lot. But I could not stop there. So, while I'm not working in the marketing field, I looked for another way to learn more. Therefore, I started to read about Google Analytics and the tools they use.
I started with Digital Analytics, how important is to analyze the quality and the quantity of data from the business and from the environment in order to improve the customer experience. Also the measurement strategy to guide the data analysis and the understanding that the customer has increased the choice and control to decide the purchase at any point of the decision path.
But what can we expect about CRM this year?
Between another things, we can say that the way that sales happens needs always to change, to adapt. Since salespeople don't see the technology empowering them, they use CRM as a management tool and don't put data into the CRM system, for what specialists say. We know that analysis should be more used by sales managers. The improvement of analytics tools accross VoIP, CRM and other tools are trend this year, but the success will depend of how companies will take action with the data that analitycs delivers to improve mobile workforce productivity.
When Microsoft put the Office suite available freemium for IOS (and the launch of the Android version), the option of opening a Word document on a mobile without losing the original format is driving other companies to play more initiatives this year.
Specialists say that IT leaders are ready to make apps available to the customers in a more controlled and secure manner. They also say that Microsoft and Google are challenging the lower mid end of the mobile device management and enterprise mobility management with their Office 365 and Google apps for work to have smaller and more budget organizations starting with a solution they already know instead of overwhelming IT Team support with another new platform.
Well, the year only started and those are only some of the millions of trends that the market is shooting in the middle of this big world The way that we will manage the customer relationship will change a lot and we will need to learn different things everyday, only one thing won't change: the customer will always be the customer, doesn't matter who he is, where he is or what he is doing.
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