High Tech

Programmatic – a new reality in Digital advertising for luxury brands.

Programmatic – a new reality in Digital advertising for luxury brands.

Reading Time: 8 minutesWhen you work as a digital marketer, one of the most important topic is Audience. Technology is evolving so fast that we can control the entire user online journey by working with tools like Sequential targeting, remarketing or more recently Programmatic. Brands see a tremendous potential in targeting the right people at the right time with the right message. Here is a focus on programmatic, a forbidden topic so far for many luxury houses. Programmatic, what? In digital marketing, when you plan a campaign by using programmatic, you basically set an automation protocol to trigger your brand message based on certain events and according a set of rules pre-programmed. The entire process managed by a software and some pretty clever algorithms. So there is a lot of machines talking to machines but initially there is a mandatory human input, especially to set the rules of the game. There are several…

Lab/Life, science at all levels. Musée de la Main, Lausanne.

Lab/Life, science at all levels. Musée de la Main, Lausanne.

Reading Time: 3 minutesThe Musée de la Main in Lausanne is a very interesting place . It offers original and quite unique exhibitions and until February 22nd 2015, you will be able to attend to Lab/Life. Two exhibition around Living things: One is about Life Exploration (Exploration du Vivant) and another one is about Stem Cells, the origins of life (Cellules Souches, l’origine de la vie). This weekend, we got to visit the first one. You can discover the life in a scientific lab, different modern techniques to explore, observe, analyse and understand Life. Musée de la Main in Lausanne: because Science does matter. As we know, Science and health are two very important components in life. Claude Verdan Foundation, the University of Lausanne and the CHUV (Lausanne Public hospital) have joined forces since 1997. The result is a flexible and interesting place they called Musée de la Main. The Museum explores themes…

Friday Chronicle #12: Instagram brings Sexy back.

Friday Chronicle #12: Instagram brings Sexy back.

Reading Time: 7 minutesInstagram is today the perfect challenger for Facebook, Twitter and Tumblr. With more than 300 million monthly active users, it has became the strongest alternative to the mainstream social networks. Of course we all know it belongs now to Facebook, which is always a big deal (like WhatsApp) but we can see a true community sharing over millions of images every day. One interesting fact is that Instagram is bringing sexy back. Here is how. From Self-Portrait to Selfies, a new way of self-expression The usage of photographs in the internet and the democratization of photography through smartphones and digital cameras, have developed new ways of self-expression. The first of them are the (in)famous Selfies. The first time the word “Selfie” was used is 2005 by Photographer Jim Krause. When MySpace was popular, a new kind of photos appeared, most of them during music concerts and festivals. It was an…

Pinterest Promoted Pins, at last!

Pinterest Promoted Pins, at last!

Reading Time: 7 minutesLast year Pinterest released a Beta testing for selected advertisers to try paid marketing on the Pinterest platform. According to Pinterest Business teams, the test was so successful that since Christmas it is available to everyone. Pinterest, the clever Facebook? The birth of a new social network is always an event. When a new sparkle shines in the skyline of Social Media, we are full of hope that we are going to see the next big thing. Unfortunately it is not always the case as we feel that Facebook is overwhelming everything. Since the launch of Facebook in 2004, social media was a true revolution in how people would connect, communicate, share, play and engage with brands and individuals. Since then, hundreds of new social networks were born and almost died as fast as they were created. In the past 10 years, there are social networks which made a solid…

4 trends for 2015 in which Millennials are already on

4 trends for 2015 in which Millennials are already on

Reading Time: 6 minutesThe 14 to 34 years old have developed a great capability of self-expression. While marketers tend to place them under the same umbrella, Generation Y is probably the one since the last 3 generations with a strong will of differentiation. They also tend to believe that one should accept how and who you are rather than following any kind of reference. At the same time, we understand that the 4 big institutions of modern society have simply lost its identity builder factor: Family, State, Military and Religion. Without references given by society, the young generations need to create their own and choose to build their identities by themselves. Here are 5 main trends for 2015 that will blow your mind, unless you are under 35 years old. Zombie Walks and how to get a bite With the huge success of the TV series “The Walking Dead”, being a Zombie is probably…

Why should luxury brands embrace e-Business?

Why should luxury brands embrace e-Business?

Reading Time: 9 minutesIn 2013, there were 330 million luxury consumers in the world. By 2020, they will be 400 million. This represents an increase of 20% in less than 10 years, placing the Luxury industry among one of the fast growing markets. With the increase of internet, there is also an increase of the luxury online customer. Should a Luxury brand embrace e-Business? Well, it depends. A luxury brand should embrace their customers way of life. Not the other way around. The time that Luxury brands would not listen to their customers and just operate the way they wanted is over. Probably that was the case 20 years ago. Now, all businesses models are customer-centric. Otherwise Globalization will kill your brand. In deed, your competitors are not necessary just around the corner. They are all over the world and the internet helped the access to these brands. The same customer who goes…

Savelli Genève, when grace and technology meet, it reveals a secret garden.

Savelli Genève, when grace and technology meet, it reveals a secret garden.

Reading Time: 7 minutesThe smartphone business is a huge market in which strong players are fighting for their market shares. When you are a company competing in such intense environment you have 2 choices. Either you go for the fight and try to get a piece of the cake from the big players, or you innovate and you take a different approach. And this is the case of Savelli Genève. Their approach of the smartphone business is based on ultimate luxury and poetry in the palm of your hand. Going away from technologic gadgets, Savelli Genève proposes a beautiful and well thought collection of smartphones in which you can have a high-level of of customization. Each phone is a jewel that every woman would dream to have. More than a phone, it is a Savelli phone. And for that it is our company of the month. When you ask Savelli why did they…

Mobile Apps segmentation, 2 apps are better than 1… Really?

Mobile Apps segmentation, 2 apps are better than 1… Really?

Reading Time: 7 minutesThere is a trend in which several smartphone apps are splitting into 2 distinctive apps. Facebook with messanger and Foursquare with Swarm. Why are they segmenting the offer and why now users need to swift from one app to another in order to use the platforms? It is all about apps The world is evolving around apps. There is an app for almost everything. In average each smartphone user has 30 apps installed. And they use between 3 to 6 of them everyday. Rom your favorite news to weather forecast, social media, email or preferred chat app, our lives are shaped on thr usage of apps. And we can see the exponential usage of apps by looking into the number of downloads from the different app stores. According to statista.com, Apple’s App store got in 2013 40 billion downloads. This means that every second, the IOS app store gets 1’200…

Friday Chronicles #7: From Mobility to Mobile, the Jack Sparrow syndrome.

Friday Chronicles #7: From Mobility to Mobile, the Jack Sparrow syndrome.

Reading Time: 6 minutesIn the 80’s and the 90’s we used to say that the most important thing in someone’s resume would be the fact he has mobility. This would mean that this person would be flexible enough to move geographically for a new job. Some people would even add “International mobility”, meaning: “if I get the job I am ready to live in any place around the world”. And that’s how international careers were built. Some people would not hesitate to change from one continent to another every 4 to 5 years. And then the internet arrived and the World Wide Web changed the way things were. Rather than people reallocating themselves to the best places in the world where they could find a job, now it is the job which “reallocates” to the places where the best people live. And this is possible because the world went from mobility to mobile,…

Friday Chronicles #6: iWatch, Dances with wolves?

Friday Chronicles #6: iWatch, Dances with wolves?

Reading Time: 6 minutesIt is amazing how people suddenly got passionate about Apple iWatch. For the past 10 years brands like Suunto or even Nike have proposed “smart watches” that would measure your health and give you something more than time. Then, when Peeble was launched, there was more buzz about the way it was financed than the product itself. And lately, all the Samsung and many Android gear got most of the time slapped by the press. You can read our full review about it here. In any case nobody really dared to compare a Rolex, Omega and Patek with those electronic gadgets. And suddenly, Apple decides to launch its iWatch and everybody started to fire up. The feeling of excitement that this incoming product delivers is basically the same as Kevin Costner’s character in Dances with Wolves, when he discovered the “wild west landscapes. So we are all Lt. John J….

Friday Chronicles #4: Smart watches, episode one?

Friday Chronicles #4: Smart watches, episode one?

Reading Time: 6 minutesIn less than a week time, Apple will old its famous WWDC or keynote. June and September are moments in which Tim Cook get the scepter and the crown of a living god to bring the holy message of the new products. Generally, the expectations are high as the spirit of Steve Jobs seems to fly over the centre stage. Really. So everybody expects a new iPhone, a new iPod and the most desired launch of all: the iWatch. Unfortunately the iWatch might not be for this time. People say that Tim Cook will reveal the iPhone 6 and the iWatch will come in September’s conference. What do we miss from Steve Job’s era? The secrecy. In deed when they launched the iPhone 1, we were so mind blowed that we felt like if we have made contact with Aliens. The iPhone 1 surprised the entire world. And when you…

Will Netflix make Switzerland to see red?

Will Netflix make Switzerland to see red?

Reading Time: 8 minutesThe giant Netflix arrives in Switzerland this fall. Not sure that everybody see it with a positive eye. When you are in a market like the USA with 2’218 tv channels, probably Netflix represents only another alternative. Market segmentation is already super high so one more or one less would not change a thing. 20 years ago, the Cosby show was the biggest show in terms of audience in the USA. Every time, the popular TV show would gather 27 million people. Today, the most popular show in the USA is American Idol and it gathers “only” 9 million viewers. So Netflix just answers to a cluster need and TV channels are enough powerful to basically just keep doing what they know to do best. So Netflix will be a giant among Titans. What will happen with a small country like Switzerland? Netflix, the Millennial hero? If you think that…

Friday Chronicles #3: Advertainment, Desperately seeking Susan.

Friday Chronicles #3: Advertainment, Desperately seeking Susan.

Reading Time: 5 minutesThe press in most of western countries have their freedom of expression. And for many years, the public opinion has always be careful about how politicians influence journalists… Or not. So we know that in France, former President François Mitterrand had the entire press on the palm of his hand. Or that Silvio Berlusconi literally owns half of the media in Italy. I am not even wondering what Vladimir Poutine does in Russia. What everybody forget is that the biggest lobby in the press is advertising. How can you stay today free in your editorial guideline when hundreds of international brands pay millions to advertise on your newspaper, magazine and website? Complex matter. And the more things go digital the more complex things get when you need to identify what is really editorial and what is paid editorial, commonly called advertorial. The Banner days are over, native ads content became…

Facebook unpublished posts – next level of advertising.

Facebook unpublished posts – next level of advertising.

Reading Time: 9 minutesSince Facebook realized that monetization was a crucial and key factor to survive (specially since its stock market entrance), Mark Zuckerberg teams have developed many ways to succeed. The main one is allowing companies to generate revenue through advertising. In deed, Social media becomes purely media now. Check our complete review about Facebook ad tools here and generally about Social media here. In term of best practice for Facebook advertising, the state of the art are the Unpublished posts. Targeting is everything Since Facebook allowed companies to talk to non-yet-fans about its pages, companies realized 2 things. The first one is that investments can be quite high and the second thing is that targeting is key. In deed, if you pay to engage with new people you better reach the right one, or let’s say the ones that interest your business. And Facebook became the king of targeting thanks to people’s Facebook…

Swiss Luxury brands digital strategies

Swiss Luxury brands digital strategies

Reading Time: 8 minutesSwitzerland has a strong respect for traditions. It is an amazing country in which several companies have been here for centuries. And the most outstanding thing is that they are all more and more embracing the digital era, more than never. Here is our digital review in what Switzerland is doing at its best in terms of Luxury Digital strategies. Swiss digital landscape, some key figures Switzerland is definitely a small country with a very high level of competence and strong added-value services. Digital took a while to start but now the digital engine is pushing the gearbox further. Several companies are embracing the digital channel as an important part of their communication strategies. This is just the beginning, so digital has a strong future in Switzerland. If we have a look on the top 10 biggest media groups in Switzerland, 5 of them have a strong digital section. Google,…

3 of 9
123456789