Light Case Of Genial Warts

Why marketing research can not prove anything? After

Despite the avalanche of figures and data generated by our surveys, it is very rare (and difficult) to prove a phenomenon and talk about causality in research and marketing. If we put aside the launch of new products (that did not at time zero and for which marketing efforts have a more direct impact), multiple reasons why we can not demonstrate such a marketing investment has boosted sales.

Indeed, there are three main requirements to be able to talk about causation. The first relates to the variation concomitant . In simple terms, this means that there is a strong association between an action and its result (a high budget and high sales for example). It is often Can we measure in research, but it is not causation and it is from the correlation. In everyday language, these two terms are often interchangeable, but causality is much more demanding.

We tend to think that this is the communications budget that influence sales. I could however argue that the opposite is true and that often the communication budget is derived from the sale (often a percentage of it). Causality therefore requires event A occurs before B . This requirement apparently trivial, is not so easy to follow. In the automotive industry, some manufacturers have budgets to advertising per vehicle sold. We sell more cars of brand X over its advertising budget increases!

But the third condition that makes so rare to demonstrate causality. Causality pure demand effect that there is no external variables q ui have influenced the outcome. Take the example of product placement in a film that supposedly multiplied the sales of a model car. Is this really the investment as as people who have influenced or rather the intense media coverage (viral or traditional media) associated with it that cause the phenomenon?

To secure a survey result is meaningful (not to be confused with significant), we try to validate our results through different sources (observation, surveys and qualitative studies classics).

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credit rating, here is the dawn side of social influence!

credit rating occupies a special role in the economic life of an individual. This score is somehow a judgment on its financial health and reveals his risk for lenders, compared to other consumers.

tell you now that this is a matter of time before everyone of us will dress up to see another side to be probably more used: the symbol of social influence. Several firms are obviously in line to offer their version (and possibly monetize monetize their services or course!).

But why time Are m Urs for an index of social influence?

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1 - There is now a critical mass of users who participate in social networks (at least in Western countries in general and in North America). Some Studies have even shown that social networks now capture the majority of time spent online.

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2 - Although there are a myriad of social networks, we are now witnessing the establishment certain brands and the relative concentration of traffic on some sites, namely Facebook (general practitioner), Twitter (the wire universal) and Lin Kedin (the Network Business).

3-3 - Rapid recognition of a standard, and still in development imperfect: Klout.com . This index, based on an algorithm incorporating 35 variables is available and the only input required is your Twitter username. It currently considers the activities on Twitter and Facebook and LinkedIn and YouTube integration is in the cards.

How will this index be used?

Already some sites of integration of social networks like Hootsuite (where it is possible to manage Facebook, Linkedin and Twitter from one screen) use the index to Klout can sort or filter the Information sent to us. So you can choose to be exposed only letters Klout people with a greater than 40 for example. Considering the huge amount of information circulating on Twitter, this innovation can be beneficial because it will require us to develop strategies to quickly be able to digest everything in it publishes.

Without going into science fiction, it is conceivable to devise communication strategies or brands will want to first seduce or convince the people most influential in their turn can rally their friends, relatives or contacts on the web. In fact, the biggest U.S. brands have already started using the index in their Web strategies.

Unlike your credit score, your score of social influence will be very easy to obtain and report the public domain. Thus, software makers will invite influencers to test beta versions of their products, ensuring at the same time their collaboration during the launch. The pricing strategies may also reflect the symbol of social influence of an individual and it would not be prohibited for several brands to give their products to certain users in the hope they share their experiences (positive they hoped) with the mass.

The challenge for companies is not too much 'push their luck, with major influencers (even the vocabulary will be created) because it must be remembered that the influence can be positive but that the reverse is even more formidable!

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Talk for good, talk bad ... Francois

but talk! I am always amazed at the number of people or communicators, who espouse this position. I guess it is related to the difficulty for a brand to get some attention in a world saturated with commercial incentives.

There is not that the point

Whether an advertising campaign, a press event or initiative on viral the web, it is clear that the recall is one of the most important variables in communication because if people can not remember an event, it is unlikely to be effective. This suggests that the popular saying, however, is that all means are good for attention, even sacrificing the appreciation or understanding. Pushing the reasoning extreme, it also notes that it holds up.

effect rather than efficacy

In seeking the recall at all costs, it indirectly encourages effect at the expense of efficiency. For an act to become profitable for a brand, but it must cause multiple effects, both on the reputation, brand image or perception of value.

On the other hand, although some less popular initiatives are working, we see that the commercials to successfully obtain such approval rating well above the other s.

Long term

Proponents of the simplistic philosophy of "Talk" often fail to consider long-term impacts and indelible marking of a pseudo-fleeting glory. In addition, poor initial impression may be long and costly to reverse (especially in the digital o ù memory is rather long ...).

Of exceptions

If a trademark agrees to segment the market and to address only one of these subgroups, then it can capitalize on the polarization of opinions to succeed. I think of the products to teenagers (Couche-Tard for example) that can be searched just because they dislike adults.

The other exception is the unknown products that could never get the visibility they had not created the controversy. I may be idealistic, but I find it hard to accept that with the new range of tools (including social networks) available to us, it is impossible for a brand to demonstrate the creativity needed to break of anonymity.
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Descarie in hot water

Barely a month after leaving Ipsos and strategies based substance, Francis adds some Descarie and becomes active shareholder and officer Boiling, a Quebec firm specializing in compliance, the creation and animation of communities through social networks.

"I am pleased to join Frederick, Anne Sophie (all partners) who were pioneers in launching Boiling in Quebec. Positioning Boiling is unique in the market in part by the neutrality and impartiality of the services and the quality and depth of strategic information drawn from the ecosystem web clients. The phenomenon of social networks is fascinating and I am ambitious to make a strategic contribution and marketing for brands and organizations here, "said Francis Descarie.

Frederic Allard adds: "We are very pleased to welcome Francis to boiling, so as to accelerate our development to enhance our service offering. We aspire to become the reference in the Quebec area and the arrival of Francis follows this approach. "

For more information:

Fred Allard, Associate

514 (730-8538)

ebullition.ca