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| Consumer Data Manager FullSIX |
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 e were talking about it some time ago: in a downturn (more than ever), brands should "talk truth" in order to regain or keep their consumers' trust. |
| Brands and consumers have been continuing to evolve for weeks within a system in mourning, where the effects of change are still difficult to see. In this context, all players seem to look for new ways to change and consumers / citizens are expecting companies to provide a real reason to trust them. |
| This lack of confidence in big companies has never been a serious threat in the past. The Pasternak Margerit/ Ipsos barometer about "big French companies" (released on February 2009), shows how the index of brand image in all market fields fell. For example, in the large-scale retail trade, only 50% of French people have a good perception of the market's brands; automotive suffered a drop of 13 points, with one-in-three French people maintaining a positive feeling about market brands. |
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| Let's not even mention banking, where the situation is even worse. On the contrary, Public Service companies (such as EDF, who became the most preferred French company), seem to be spared, probably due to their "ethical" approach making them more reassuring in the current context. |
| If a brand's primary role is to meet the expectations of its consumers, then certain companies have already chosen to "stop the fairytales", speaking only the truth to consumers. |
| It's important to highlight the characteristics of those brands already proving their transparency and authenticity, relating it to both their faults and to their actions. |
- A True-brand can use its past failures to highlight its future successes
- A True-brand can say its "mea culpa" in order to keep the trust of its audience
- A true-brand can be transparent about its actions |
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 side from searching for information, e-mail has long been the most popular activity online. But no more. |
| According to Nielsen Online, more people in the US and other leading digital countries worldwide are using social networks and blogs than e-mail. |
| While search and destination sites remain the most popular online activities, social network and blog use exceeded that of e-mail, increasing their reach by 5.4 percentage points. |
| In addition, time spent on social networks and blogging sites is growing at over three times the rate of overall Internet growth. |
| Regardless, marketers should use caution before abandoning simpler media such as e-mail or search for social network advertising. |
| A 2008 study performed by IDC found that 43% of social network users never clicked on ads, and only 11% of those who did actually purchased anything. Compare that to nonusers, 80% of whom clicked on ads at least once per year; 23% of those who did click bought something. |
| Online retailers surveyed in an Econsultancy and R.O.EYE study found e-mail marketing to be very cost-effective in terms of customer acquisition, with affiliate marketing and paid search not far behind. |
| There is a lot of untapped potential in the social media space. But in a recession, when expenditures are shrinking, e-mail budgets are relatively safe. Shrewd marketers will not stop doing the things that are proven to make their clients money. |
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| SXSW hosts on its stage a debate lead by all 3 industries of film, music and internet business revolved around the "freemium" business model coined by venture capitalist Fred Wilson in March 2006, yet so powerful today. |
Given the steady drumbeat of news about climate change, water shortages, food riots and high oil prices, many of internet users are pretty well-versed in the basics of protecting the environment.
Here are some online actions you can take to "plug in greener". |
| Apple announced Tuesday a host of new features for the next version of its mobile operating system, iPhone 3.0. "Right now there's a [smartphone] platform war and Apple just heated it up again", said tech analyst Michael Gartenberg. |
| How can one product use the user's opinion directly and succeed on adapting a classic into a new classic? Let's think about Street Fighter IV, a videogame that does not need presentation either. |
| Since November, Facebook members have been able to sign in to Citysearch using their Facebook log-ins via Facebook Connect. This meant changing Citysearch's concept of itself from a stand-alone site to a service that publishes content all over the Web. |
| Twitter is far simpler than a Social Network, but has something completely different: it can work as an add-on to other tools online and better yet, it can work towards a company's objectives. |
| Nintendo has released a new model for the DS named DSi (wow, another i product...). While retaining most of the same features that the previous model had, the DSi incorporates new features that will appeal to gamers and non-gamers. |
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| Open day at FullSIX for the Perfect STORM Sessions: a weekly meeting to share ideas with clients talk about solutions and tools of marketing in recession. |
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| FullSIX realized the new release of the Trendwatch: the panorama of latest, most up to date creations. Dedicated to creative and media solutions, this time it has been focused on case studies applying effective solutions to face this recession. |
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| FullSIX New York and Seven created a video in response to the Blackberry Apple one. In one day it entered the most viewed selection on Youtube. |
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| The survey about French attachement to national brands is now available for free download on the blog nepasubir.com. |
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| FullSIX US does not stop optimizing Pleasefixtheiphone, to make iPhone lovers have a more and more engaging user experience. |
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| Since the introduction of the Facebook Public Profiles you can get the Trendwatch updates directly in your NewsFeed in becoming a fan of the blog. |
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FullSIX China implemented the push on line for the upgrade of the Graphic Charter of L'Oreal Professionnel International websites in New Zealand, Thailand and China. |
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FullSIX China launched March VIP Newsletter minisite for Etam, announcing the new spokeswoman for the brand, its new release and 2009 campaign. |
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FullSIX China launched the minisite of Beauty Adviser Recruitment. More than 150 candidates submitted their resume through it within a few days after launch. |
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FullSIX China has launched for Biotherm Homme the minisite of Men's Anti-Hair loss product "Regenetic", which provides effective Anti-hair loss solutions for men. |
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FullSIX France realized the Inauguration of the first phase of the Prospect Relationship Management strategy. |
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In partnership with the Association SMS+, FullSIX France realized the official interface dedicated to the struggle against Spam via SMS. |
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