What influences the CMO?
The challenge facing so many in the professional services industry is how to best reach the elusive CMO. That's the individual who we all...
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Hotwire Insights Archive
- November 2018 (13)
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unknownx500
Applying Poker Theory to Business
The fundamental theorem of poker states...
"Every time you play a hand differently from the way you would have played it if you could see...
unknownx500
Fines are farcical when it comes to social media
It appears that the stance against social media organisations is becoming increasingly more aggressive, especially when it comes to...
unknownx500
Co-working, co-living... tendance sociétale ou enjeux marketing ?
Des "co-" fleurissent un peu partout dans les médias et les réseaux sociaux. Mais le "vivre" ou "faire ensemble" ne seraient-ils pas un...
unknownx500
Say Bot now?!
As the kids would say, I have become *next-level obsessed* by Bots.
I admit that it has been going on for a while and has been fueled by...
unknownx500
The internet ruins everything
The internet ruins everything. Especially well intentioned, but poorly thought our marketing campaigns. Like this latest gem from Walkers -
unknownx500
GDPR - is insight led comms about to get a kick in the teeth?
A year from today GDPR, the new EU wide framework for managing private data, will come into effect.
While many will be welcoming the...
unknownx500
thedescrier
Google, Not the Government, Is Building the Future
In other words,the tech giants that are building the future would like some help changing the world. We would be wise to chip in - or -...
unknownx500
Carrot or stick asks Stephen Waddington on AVE question
I welcome Stephen's comments about the CIPR's decision to crack down on PR firms that continue to use AVEs as a method of measurement. He...
unknownx500
United Airlines doesn't have a PR problem, it has a broken business
I can't help but laugh every time I read an article that refers to United Airline's PR woes. As if any sort of crisis communications plan...
unknownx500
Yes, Google Will Know Everything
Google's relentless drive to track our every move continues with its latest AI developments. The impact of its continuing innovation will...
unknownx500
FindYourSearch
On the importance of understanding your audience: Stop hacking algorithms and start hacking people
A few weeks ago, I had a Road to Damascus moment over fish and chips on Brighton seafront. I was at the quite brilliant Brighton SEO...
unknownx500
Contenu vidéo : vers une ère d'authenticité, de réalisme et d'immersion
Nous sommes plus que jamais à l’ère de la vidéo. Les réseaux sociaux ont favorisé le développement de ce format et jouent aujourd’hui un...
unknownx500
La révolte des premiers de la classe, le premier livre sur les bullshit jobs
De plus en plus de pros à haut potentiel se détournent de ce qu'on appelle les "bullshit jobs". Dans son livre, Jean-Laurent Cassely...
unknownx500
Facebook part en guerre contre le clickbait
Le réseaux social, de plus en plus épinglé pour avoir laissé passer des fake news, met à jour son algorithme. Entre les fake news ou les...
unknownx500
Retail : il va falloir apprendre à mieux écouter le consommateur citoyen
La transformation digitale est en marche dans le retail, ce n'est pas nouveau.
Mais cette révolution technologique est-bien en phase avec...
unknownx500
La mutation de la relation citoyen, moteur de la transformation du secteur public
L’année 2016 à été capitale pour le secteur public. Avec les élections présidentielles, les administrations ont été chamboulées. Mais ...
unknownx500
Why is influencer marketing so hard?
I have a lot of conversations about influencer marketing. Generally, I'm helping enterprise marketing leaders figure out how to get...
unknownx500
How much is your corporate reputation worth?
Communications professionals are often asked to put a value on their contribution to the businesses that they work for. The latest report...
unknownx500
CMOs: Ready To Go Big On Corporate Boards
MediaLink's Wenda Harris Millard has it right. More CMOs are needed in corporate board positions.
CMOs today are the growth engine and...
The real challenge of tackling fake news
Mark Twain famously said in 1921 that "a lie can travel around the world and back again while the truth is lacing up its boots".
Nearly...
unknownx500
L'importance des données (et des humains) pour le machine learning
La semaine dernière à Londres se tenait le Marketing Summit organisé par Adobe. Une édition 2017 résolument tournée vers le machine...
unknownx500
In the world of B2B, it's time to say goodbye to leads and hello to demand units...
SiriusDecisions is well known for it's Demand Waterfall, a best-in-class framework for a systematic, organized approach to lead...
unknownx500
Image-based targeting for digital marketing - crossing "the freaky line"?
"The freaky line" is an idea which Robert Scoble first coined in 2011 to describe the limit at which people will stop sharing information...
unknownx500
It is no longer B2B but B2Human
This is at least the 3rd time in the last week I have heard someone say that it is no longer B2B marketing but B2Human and I couldn't...
unknownx500
IA et trading de matières premières, la révolution
IA et trading de matières premières, la révolution.
Certaines entreprises commencent à utiliser des outils IA pour trader des matières...
unknownx500
Lessons on Humanity; What Jewel Can Teach B2B Marketers
SiriusDecisions Summit 2017 kicked off today with a decidedly more human opening keynote than the typical B2B marketing conference. Raw...
unknownx500
Vision : RP & Engagement
L’engagement en RP, qu’est-ce que c’est ?
L’engagement est incontournable. Il est de nos jours, notamment avec la multiplication des...
unknownx500
Beware the tanks on the lawn - the threat from the big boys
The threat to the communications industry from the likes of Accenture, IBM and other large consultancies as well as from tech firms such...
unknownx500
Retailers Run To Launch Tech Incubators and Accelerators In The Hunt for Innovation
Big news for women in business and the advancement of tech into non-tech big industry as Walmart hires Jennifer Fleiss of Rent the Runway...
unknownx500
Quand les chatbots et l’intelligence artificielle se mettent au service de la relation client..
Quand les chatbots et l’intelligence artificielle se mettent au service de la relation client..
L’automatisation des échanges clients est...
unknownx500
BAT is "becoming a tech company" - real innovation, or smoke and mirrors?
"Motivation. Motivation, Motivation. The three Ms. That's what football is all about", said football manager Alan Latchley, the quite...
unknownx500
I speak ALL languanges
That is the title of my latest LinkedIn blog. Language barriers are about to fall, and quickly.
Google was first to add machine learning...
unknownx500
Marketing : Faire du profit est-il devenu ringard ?
La dernière publicité Heineken a beaucoup fait parlé d'elle. Inclusive et tournée vers une expérience positive, elle relance le débat...
unknownx500
Let's take the time to listen
Hyper atomising communities is the way to maintain engagement in a world where stories are in constant motion.
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So, what does this mean for a brand’s communications team whose role it is to seek out and engage with existing and potential customers...…
unknownx500
Ecouter, c'est communiquer !
Là où l'on pensait que communiquer, c'est savoir bien parler, l'on se rend compte de plus en plus que communiquer, c'est d'abord avoir...
unknownx500
Linking marketing activity to sales: the Holy Grail for marketers
In a deal not dissimilar to the "Sales Impact" arrangement between Facebook and Dunnhumby last year, Twitter has signed a deal with the...
unknownx500
Your launch doesn't matter as much as you think it does
Launches are overrated. The idea of a launch does more to service the egos of those involved than it does for the actual brand it...
unknownx500
We never think alone...
It was in an electrical goods store in Heathrow Airport where I realised just how much of my decision-making I've ceded to Google. Having...
unknownx500
How to gain the Keys to Marketing's Hall of Fame
Staying at the top of your game in the marketing profession is an ambition we all share. In a rapidly changing world, it’s hard enough...
¿Es la IA una nueva burbuja? ¿Es fundado el miedo que le tiene gran parte de la sociedad?
Recibo la newsletter "Ideas" de @Pwc_Spain y, en seguida, me llama la atención el artículo dedicado a Inteligencia Artificial, tema que...
unknownx500
GDPR to boost the power of earned media?
A report published by Gartner earlier this week stated that by the end of 2018, more than 50% of companies affected by the EU's new...
unknownx500
Jeunesse et contestation - la com' lève le poing en 2017
Quand les marques transforment les luttes sociales en axes de communication, le faux pas n'est pas loin.
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On sent monter un vent de contestation dans la com’. Elle se veut plus militante, revendicative, elle fait des roues arrières sur les...…
unknownx500
Comment repenser les transports de demain ?
Désenclaver les territoires, permettre à l' "accès à" (au travail, aux loisirs, aux commerces, aux...) implique de questionner notre...
unknownx500
Why the Internet of Health Things is the sector to watch
Over hyped, revolutionary technologies have been around since man started talking big and sharing news. But every once in a while,...
unknownx500
The importance of Service Design
The way organisations have been evolving and transforming themselves during the last 5 years it is amazing. Really looking forward to...
A bas le slut shaming
Comment un quotidien Brésilien a pris la question du sexisme à bras le corps
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Au Brésil 1 homme sur 3 pense que si une femme est victime d’agression sexuelle, c’est « qu’elle l’a cherché ». Le quotidien Estadao a...…
unknownx500
Qui pourrait se passer d’une IA ?
Le futur de l’humanité passera inévitablement par l’Intelligence Artificielle. Elle n’est plus réservée aux gourous de la ...
unknownx500
TV and Twitter
If you'd asked me a couple of years ago what I thought of Twitter I'd have quipped that I thought it was a 'nice idea but people have...
unknownx500
University Was Fine But Community College (Trade School) Gave Me My Career
Twenty years ago I received a letter that I thought would change my life. It was an acceptance to my choice university and with that I...
unknownx500
Sometimes, the best strategy is to say nothing at all
As communications professionals our instinct is to always have something to say - it's how we get attention for our clients.
It's a fine...
unknownx500
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