Category Archives: Marketing
Color is a form of non-verbal communication and an important part of our daily lives.
Color affects our moods and feelings, and research suggests that it has a physical effect as well, influencing the hormones that control our emotions.
Applying color theory is one of the most powerful methods of creating customer appeal.
This infographic from Logo Company looks at the color choices used by major brands. Do you want your customers to feel that you’re trustworthy and dependable like Facebook, Twitter, and LinkedIn? Blue might be a good choice.
What about giving visitors a sense of youth, excitement, or boldness like Coca-Cola or Virgin ? Red may be for you.
Excellent article regarding Gamification.
I’m fan of this subject and I’m sure this will be the major trend in the coming years.
•Only 10% of consumers trust advertising.
•Between 85% and 90% of consumers don’t trust posts by companies or brands on social networking sites.
•Branded mobile apps are almost worthless in terms of consumer engagement with only 10% to 12% of consumers saying they trust the information given there.
•Emails from companies and brands are only trusted by 11% of Europeans and 18% of Americans.
•Europeans trust all brand communications less than Americans.
Every year the business magazine Trends awards the best marketeer in Belgium the title Marketeer of the Year.This year is the first time that, among the final candidates, a Microsoft colleagues has been nominated. This means that Microsoft products really have become familiar in all households.
David Merzel is the country manager of Microsoft BeLux, responsible for Xbox and hardware products.He has been selected thanks to the way he put the Kinext console for Xbox 360 into the market last year.
One image to summarize this artcile in tne Belgian Business Magzine “Trends Tendance” (Oct 2012) about my journey …
Click on the artilce below to enlarge this article (in French)
I explain also in this article how Karate inspires me so much in Business. You can read more HERE.
The commercial titled HOOVER DAM was done by Leo Burnett advertising agency for Tampax in United States.
Smartphones hardly used for calls
People spend more time using their smartphones for surfing the web, checking social networks or playing games than making phone calls, new research has found.
Windows 8 Release Preview is available! Download it HERE
Read also, here-below, the interesting POST from Steven Sinofsky. Original POST is HERE
Today, Windows 8 Release Preview is available for download in 14 languages. This is our final pre-release, and includes Windows 8, Internet Explorer 10, new Windows 8 apps for connecting to Hotmail, SkyDrive, and Messenger (and many more), and hundreds of new and updated apps in the Windows Store. Since our first preview release last September, millions of people now use the pre-release product on a daily basis and millions more have been taking it through its paces, totaling hundreds of millions of hours of testing. We genuinely appreciate the effort that so many have put into pre-release testing, and of course, we appreciate the feedback too. Direct feedback and feedback through usage contributed to hundreds of visible changes in the product and tens of thousands of under-the-hood changes.
Just nine months ago, we kicked off this blog as a dialog about the design and development of Windows 8. We’ve talked in depth about building Windows 8, including the features, the designs, and the background behind these. We’ve done so in over 70 posts totaling over 500 pages if printed out and 34 videos totaling over 90 minutes, all coming directly from engineers of the product. We’ve had about 18,000 comments from approximately 7,000 people. Over 170 Windows engineers contributed to the dialog, including over 200 comments I posted (though I was out-commented by one other pretty active reader!). Of course, we’ve been carefully watching the telemetry of the millions of tech enthusiasts using the product at each milestone.
Windows is unique in this way. No other product used by so many provides such an inside view of the choices and development of the product as it evolves—and sometimes we forget that we are talking about a product still under active development even while we are discussing the designs and actively using it. The affirmations, debates, and even disagreements play a crucial role in the development of Windows. This has never been truer, as we reimagine Windows from the chipset to the experience—new hardware support, new user interaction models, new scenarios, new APIs and more, are all enabled with Windows 8, while we bring forward and improve the way Windows 7 has been used on over 550 million PCs around the world. Coming soon, we will see a new wave of PCs designed for Windows 8, along with new apps powered by the new Windows 8 platform.
The team has the deepest respect for, and is always humbled by the responses on the blog and in the stories about the posts. Thank you!
Our next milestone is traditionally called RTM, Release to Manufacturing, and from today until RTM, we will still be changing Windows 8, as we have done in past releases of Windows. We thought it would be a good idea to outline the kinds of feedback we are acting on as millions download and use the Windows 8 Release Preview.
Our focus from now until RTM is on continuing to maintain a quality level higher than Windows 7 in all the measures we focus on, including reliability over time; security to the core; PC, software, and peripheral compatibility; and resource utilization. We will rely heavily on the telemetry built into the product from setup through usage to inform us of the real world experience over time of the Release Preview. In addition, we carefully monitor our forums for reproducible reports relative to PC, software, and peripheral compatibility. We’ll be looking hard at every aspect of Windows 8 as we complete the work on the product, but we want to highlight the following:
- Installation– We have significant telemetry in the setup process and also significant logging. Of course, if you can’t set up Windows 8 at all, that is something we are interested in, and the same holds for upgrades from Windows 7. Please note the specifics regarding installation requirements and cautions found on the download page.
- Security and privacy– Obviously, any vulnerability is a something we would want to address. We will use the same criteria to address these issues as we would for any in-market product.
- Reliability and responsiveness – We are monitoring the “crash” reports for issues that impact broad sets of people. These could be caused by Windows code, Microsoft or third-party drivers, or third-party apps. Information about crashes streams in “real time” to Microsoft, and we watch it very carefully. We also have a lot of new data coming on the hundreds of new apps in the Windows Store.
- Device installation and compatibility– When you download a driver from Windows Update or install a driver via a manufacturer’s setup program, we collect data about that download via the Plug and Play (PnP) ID program. We’ve seen millions of unique PnP IDs through the Consumer Preview. We also receive the IDs for devices that failed to locate drivers. We are constantly updating the Plug and Play web service with pointers to information about each device (driver availability, instructions, etc.) We actively monitor the use of the compatibility modes required when the first installation of a Windows 7 based product does not succeed.
- Software compatibility– Similar to device compatibility, we are also monitoring the installation process for software, and noting programs that do not install successfully. Again, we have the mechanism to help move that forward, and/or introduce compatibility work in the RTM milestone. Here too, we actively monitor the use of compatibility modes required when the first installation of a Windows 7-based product does not succeed. We have tested thousands of complex commercial products from around the world in preparation for the Release Preview.
- Servicing– We will continue to test the servicing of Windows 8 so everyone should expect updates to be made available via Windows Update. This will include new drivers and updates to Windows 8, some arriving very soon as part of a planned rollout. Test updates will be labeled as such. We might also fix any significant issue with new code. All of this effort serves to validate the servicing pipeline, and to maintain the quality of the Release Preview.
- New hardware – Perhaps the most important category for potential fixes comes from making sure that we work with all the new hardware being made as we all use build 8400. Our PC manufacturing partners and hardware partners are engineering new PCs, and these include hardware combinations that are new to the market and new to the OS. We’re working together to make sure Windows 8 has great support for these new PCs and hardware.
In fact, as some have noted, the RP itself was compiled over a week ago (build 8400). It takes time to complete the localized builds, validate the download images and process, as well as gear up all along the network edge for a fairly significant download event.
The path to RTM is well defined and critical to the careful and high quality landing of Windows 8 for our PC manufacturing partners. The changes we make to the product from RP to RTM are all carefully considered and deliberate, including some specific feature changes we plan on making to the user experience (as we talked about in previous posts). This is a routine part of the late stages of bringing a complex product like Windows to market. Throughout this process, every change to the code is looked at by many people across development and test, and across many different teams. We have a lot of engineers changing a very little bit of code. We often say that shipping a major product means “slowing everything down.” Right now we’re being very deliberate with every change we make and ensuring our quality is higher than ever as we progress towards RTM. The product is final when it is loaded on new PCs or broadly available for purchase.
RTM itself is a product development phase, rather than a moment in time. We continue to roll out Windows 8 in over 100 different languages and we are preparing final products for different markets around the world. As that process concludes, we are done changing the code and are officially “servicing” Windows 8. That means any subsequent changes are delivered as fixes (KB articles) or subsequent servicing via Windows Update. Obviously, our ability to deliver fixes via Windows Update has substantially changed the way we release to manufacturing, and so it is not unreasonable to expect updates soon after the product is complete, as occurred for Windows 7. There are no surprises here, but we’re making sure readers of this blog know what is coming down the road.
Once we have entered the RTM stage, our partners will begin making their final images and manufacturing PCs, and hardware and software vendors will ready their Windows 8 support and new products. We will also begin to manufacture retail boxes for shipment around the world. We will continue to work with our enterprise customers as well, as we ensure availability of the volume license tools and products.
Remember, if you buy a new PC running Windows 7 today, with the great support from our PC partners, you will be ready for Windows 8.
Delivering the highest quality Windows 8 is the most important criteria for us at this point—quality in every dimension. The RTM process is designed to be deliberate and maintain the overall engineering integrity of the system.
Ultimately, our partners will determine when their PCs are available in market. If the feedback and telemetry on Windows 8 and Windows RT match our expectations, then we will enter the final phases of the RTM process in about 2 months. If we are successful in that, then we are tracking to our shared goal of having PCs with Windows 8 and Windows RT available for the holidays.
On behalf of the Windows team,
PS: Please be sure to check the download page for system requirements, release notes, upgrade instructions, and other details on how to install and use the Release Preview
We’ve seen QR codes come in all shapes and sizes over the last couple of years and just when you thought the medium was wearing thin, along comes a brilliant new creative idea from Guinness.
It’s a simple code printed on to the side of a Guinness glass, but the real beauty is that it only works when you fill it up with beer. Not just any beer either because as the creative says if you fill it with a normal larger or any other inferior product, it just won’t scan.
Try and scan it when the glass is empty and it won’t work either. The code itself takes you through to special Guinness content on Facebook and Twitter, giving you the ability to download vouchers and to invite your friends along to the bar where you are at.
Don’t expect QR codes to start taking off in a big way just because of this campaign, but it is refreshing to see a campaign where the product is put at the very center of the marketing. If you want to see how it works have a look at the handy chart that Guinness have produced for you here although we are not sure what Guinness drinking purists here in Ireland will think about this new design.
Yesterday, I had the chance to meet SKWAK at FNAC Brussels – Toison d’Or (picture here-above).
SKWAK is a French artist specialized in illustration, characters design and graphic design.
He created his own graphic world populated by creatures with an exagerated look, fed with absurd : the “Maniac World”. His universe is perpetually evolving, getting richer, and finds its place, its codes.. It’s a huge playground completly crazy, polluted, coloured and laidback. ” His world is constantly changing and extends in various fields like music, computers (computer mice, QR codes, Social Media, …). Discover his Universe HERE.
Exemples of creations
- TRUCK DESIGN for COOKIES ‘N’ CREAM
- Art Commission for Le Centre Pompidou, Workshop Area Young public.
Skwak composed specially for Fnac, a dozen works displayed in the forum of FNAC Brussels (Toison d’Or) throughout the month of May 2012. His Exhibition will be held at Fnac Brussels (Toison d’Or), from May 4, 2012 to Thursday, May 31, 2012 from 11:00 to 18:00. Adress : 17, Avenue de la Toison d’Or - 1050 Brussels – Belgium. See details for this event HERE.
Look at exhibition Microsoft @ Fnac HERE. See one exemple here-below.
Yesterday, I’ve attended a workshop at Fnac where Skwak has developped a work directly with public participation. The work has been printed and distributed to participants.
Microsoft recently announced its latest series of “artist” mice. SKWAK designed the artwork for this wireless mobile mouse 3500. New BlueTrack technology means it can be used “even on a rough park bench or your living room carpet” and this is very cool … You can buy it at Fnac in Belgium …
Yesterday, I’ve given a presentation to STIMA (Stichting Marketing) at Microsoft Office in Balgium.
Coming from an FMCG company (11 years at Unilever) and working now at Microsoft for 5 years, I’ve a good feeling of what’s important for the consumers (their needs) while I observe how the consumers are consuming new technologies & media now and how it could change in the Future.
In 1960, a concept was introduced by E. Jerome McCarthy that identified the four basic tenants of marketing as Product, Price, Place, and Promotion or, as it is more commonly known, the 4 Ps.
Based on that, I can confirm you that the world is changing fast and that the world won’t never been the same.
While the 4 P’s offer a good basic framework for understanding the all encompassing nature of marketing, They are missing one key ingredient that has been made apparent by the consumer revolution – the consumer’s involvement in the process.
So, Old Marketing is dead.
While the way consumers adopt new technologies and consume media, is changing, I can personally observe that many marketers have not changed. The consumer is now in the driving seat ! This has a huge impact on the way we should interact with them as the consumer becomes a medium itself.
There are some decision takers and marketers who are declaring the 4 P’s dead, or at least no longer relevant. They, and I’m part of them , dare to say that the four P’s are DEAD ! There are other marketers who don’t change and continue to apply old principles.
But what are the main drivers for change ?
The age of interactive information has turned the four P’s on its head. Indeed, the adoption of new technologies has never been so fast : 38 years to get the first 50 Millions users of TV while it took only 9 months for the first 100 Millions users on Facebook. See following slides showing how fast is the adoption of new technologies.
This adoption of new technologies is driven by the digitalization of everything (music, picture, movie,…) The consumers want to consume this content on every devices (PC, TV, Smart Phone, Slate, …) while the content in is the CLOUD. This is the vision of Microsoft.
The speed of transactions is faster, more dynamic and happening real time. The world is moving into a more demand-based view. Customers are exposed to large amounts of ads every day. So how do you make your product stand out and above the rest?
On-top of that, as you can see here-below, the world of advertising has changed since advertising’s glory days in E. Jerome McCarthy’s 1960s, in the way we should interact / dialogue with the consumers. We can observe following evolution (from broadcast / mass marketing to interactive / targeted marketing) as you can see on my slide here-below.
As Seith Godin would say, there is an evolution from interruption marketing to permission marketing.
What’s interruption marketing ? Imagine it’s later in the day at the same airport. You’re late for your flight, and someone asks you the same question. Will you give him the same attention? Finally, a third scenario: You’re late for the flight, the airport is crowded, and this is the fourth person to ask you the same question. What are the chances you will pay any attention at all? You’re probably going to even develop a strategy for avoiding further interruptions –not making eye contact, brushing them off, refusing to help.
What’s permission marketing ? Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.
It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.
Real permission works like this: if you stop showing up, people complain, they ask where you went.
So, it’s time to review the 4P’s
There are many marketers who have even added more P’s to the mix, such as people, process, physical presence, or (as the word-of-mouth/social media crowd like to say) participation.
So, Long Live to New Marketing.
I personally like the 4 C’s concept that I found HERE
The principle is that you need to customize your product and/or your story telling to suit each customer’s needs. As the consumer is the MEDIUM thru social Media, your value proposition and your story telling should be Unique & Simple so that they will be your best Ambassadors.
So what are the 4 C’s:
From Product to Co-created solutions and experiences. Work with the customer to captivate and engage them.
From Promotion to Communication with communities. Customers want interconnected. interactions with like-minded people not just information. Social communities are the new-age promotion channel.
From Price to Customisable personal value. Give each individual customer something that they want and suits them.
From Place to Choice and convenience. Make sure your product can reach your customers. Use the internet and be online 24/7.
Here-below, great tips from on how to apply these 4 C’s
Work with customers to create products that they want.
Go online and create a group on a social network site about your product or business.
Give the customer more choices of your product whether it be colour, shape or size.
Get you business operating 24/7 worldwide – make a website where customers can buy your products.
Build your products so customers can customise it to suit their budget.
The customer is no longer the object of a sale, selling a service, or the subject of some department loyalty scheme. You as a business owner must capture what is important to the customer and understand the shift from the 4 P’s to the 4 C’s.
I also believe you have to dare to create something unique and remarkable. In his book called “Purple Cow”, Seth Godin explains how Transform Your Business by Being Remarkable.
In this book, Godin urges you to emulate companies that are consistently remarkable in everything they do, which drives explosive word of mouth.
Some take-away of this book :
- Every day, consumers ignore a lot of brown cows (if you are on the highway) but you can bet they won’t ignore a purple cow.
- If you were driving down a road and saw a purple cow in a field, would you stop to take a look? Most likely you would, as spotting a purple cow would be pretty rare and unique. In fact, you would probably not notice most of the other cows grazing in the field, as you would be fixated on the purple cow.
- So how does this apply to the business world ? To be a purple cow makes you stand out, and if you have a business or service to offer, potential customers and clients would take notice, and if you are looking for a job, being a purple cow would cause potential employers to take another look. You have to be inherently purple or no one will talk about you.
- In the old days, marketers targeted consumers. Today, the opposite is true. It’s the consumers who choose. They choose whether you are listened to or ignored. So, you need to invest in the Purple Cow. So, you need to develop products, services that the market will actually seek out.
- We have always the choice between distinct and extinct. The only route to healthy grow is a remarkable product.
- It’s not bout being weird. It’s about being irresistible to a tiny group of easily reached people (sneezers =early adopters) who will communicate on this and will convince larger group to adopt the product. Irresistible isn’t the same as ridiculous. Irresistible (for the right niche) is just remarkable.
- “Being safe is risky, and being risky is safe.” And if you’re out there creating something on the edge, someone’s going to hate it. If someone doesn’t really hate your product, it’s mediocre.” And mediocre is where you SO do not want to go.
- A slogan that accurately conveys the essence of your Purple Cow is a script. A script for a sneezer to use when she / he talks to her/his friends. The script guarantees that the word of mouth is passed on properly.
- The leaning tower of Pisa sees 6 millions of visitors every year. The positioning and message are simple and unique. Put a picture on a T-shirt and the message is easily send a received. The purity of the message makes it even more remarkable.
- The power of storytelling shouldn’t be underestimated! I’ve heard it said that great entrepreneurs are also often great storytellers. Both Seth Godin and Brad Sugars told many great Entrepreneurial stories at their recent talks. A good story allows the teller to effectively capture the attention of an audience and leaves a memorable underlying message. Of course, storytelling is nothing new. That’s what probably makes it so powerful. But what makes a great entrepreneurial story?
- Seth Godin believes that a ‘Wow’ product and great story is vital for a business to succeed. However real stories can’t simply be made up, they have to be lived. Only then can the storyteller be passionate and real. To have an great story an entrepreneur most embark on a difficult and challenging business adventure.
Here-below, the first video explains this purple cow concept.
Today, I had the chance to participate to a conference organized by STIMA (Stichting Marketing) : Tweet your Career !
Take a look at the slide share here-below with 9 basics steps for your Personal Branding.
So, are you are a white belt or black belt in Personal Branding ?
Watch how future technology will help people make better use of their time, focus their attention, and strengthen relationships while getting things done at work, home, and on the go.
This video features key scenarios that will be common place over the next 5 – 10 years.
Following Video is an extract from “Tout s’explique” from RTL.