marketing

Marketing Canvas - Budget

Marketing Canvas - Budget

Customer Retention is important component of any viable marketing strategy. Getting new customers is a must do (certainly for a growing business) yet if you loose all these customers (they stop to purchase or subscribe) rapidly, your business won’t be sustainable because your customer base will not grow and you will spend all your acquisition budget for nearly nothing. So, do you know the lifetime of your users/customers? Are you able to influence it?

Marketing Canvas - Lifetime

Marketing Canvas - Lifetime

Customer Retention is important component of any viable marketing strategy. Getting new customers is a must do (certainly for a growing business) yet if you loose all these customers (they stop to purchase or subscribe) rapidly, your business won’t be sustainable because your customer base will not grow and you will spend all your acquisition budget for nearly nothing. So, do you know the lifetime of your users/customers? Are you able to influence it?

Marketing Canvas - ARPU

Marketing Canvas - ARPU

Do you know the ARPU of your business activity? Do you know the contribution of each value proposition in this ARPU? Do you know how to increase the number of paid transactions made by your users on a yearly and monthly basis? More cross-sell? More up-sell? Do you know how to protect/increase the average paid price for each transaction ? more premium products? less promotions/discounts ?

Marketing Canvas - Acquisition

Marketing Canvas - Acquisition

Getting your new customers has a price (Customer Acquisition Cost) and could take time (Customer Acquisition Rate). If your customer acquisition is cheap and easy it will most probably play for you while if it takes time and/or it is expensive it will play against you when building your marketing strategy. These metrics are important to measure and pilot for your Marketing Strategy.

Marketing Canvas - Influencers

Marketing Canvas - Influencers

People are trusting People. Influencer marketing campaigns can help reach a more targeted audience, thus leading to more impactful results. In your Marketing Strategy, you should definitely consider influencer marketing and define whether or not if it could help you achieve your goals.

Marketing Canvas - Media

Marketing Canvas - Media

Monologues are no longer working for engaging users with your brand. Content is the new currency and Storytelling is the process of using fact and narrative to communicate something to your audience. Stories help solidify abstract concepts and simplify complex messages. A solid Marketing Strategy should use these 2 concepts massively and carefully. Don’t forget, we don’t talk about carpet bombing but about crafting dialogues.

Marketing Canvas - Content and Stories

Marketing Canvas - Content and Stories

Monologues are no longer working for engaging users with your brand. Content is the new currency and Storytelling is the process of using fact and narrative to communicate something to your audience. Stories help solidify abstract concepts and simplify complex messages. A solid Marketing Strategy should use these 2 concepts massively and carefully. Don’t forget, we don’t talk about carpet bombing but about crafting dialogues.

Marketing Canvas - Positioning

Marketing Canvas - Positioning

How to address your category will help you make choices and clarify how to stand out from the competition. Are you a leader (power player setting the standards), are you a challenger (playing the leader game but challenging it) or are you a game changer (redefining the game)? Can you leverage your positioning further (be more leader, challenger or game changer)? Not knowing this or answering no means that you need to revisit your current positioning for creating value.

Marketing Canvas - Pains and Gains

Marketing Canvas - Pains and Gains

Pains and Gains is a difficult concept as it could be fluffy or blur if not well defined. Inspiration is coming from Value Proposition Canvas and Outcome-Driven Innovation concepts. It is a complement to the Job To Be Done Concept (see Marketing Canvas - Job To Be Done). It measures the outcome of the Job To Be Done: Positive (Gains) when the JTBD is addressed or Negative (Pains) when it is not addressed. So getting to know this is definitely a must for your Marketing Strategy.

Marketing Canvas - Engagement

Marketing Canvas - Engagement

Understanding the engagement of your customer base is an important element of your Marketing Strategy. While multiple metrics have been defined for measuring this engagement, the Net Promoter Score has been used widely as the standard for customer engagement. The seminal question “Would you recommend it ?” has been asked to probably millions of clients/customers across the world. Agreeing or Disagreeing on the metric is not relevant. What is relevant is to accept that customers engaged positively with your brand and your services will help you achieving your objective while others negatively engaged will play against your objectives. Do you know it? Do you take this into account in your strategy?

New Business Models in a Digital Future

In a world strongly influenced by new technologies, new business models are emerging for brands. We usually defined this new world as a digital world but what digital really means? In this presentation, I explore the impact of digital and propose some recommandations that could help defining new ways of creating and capturing value.

Questions you should ask with the Marketing Canvas

Questions you should ask with the Marketing Canvas

Marketing canvas is an easy yet powerful tool you can use for assessing your Marketing Strategy. It works for small and very large companies. It can be used by novices or experts. A list of key questions to be asked can be found in this article. Enjoy!

Marketers, You Should Unlock The Next Decade

As CMOs gain more power in the boardroom — and over technology spend — it will be critical that they understand the factors that drive success.

MosCOW Rules For Setting Marketing Priorities

Bill Hartman proposes the MoSCoW mode for helping Designers to set creative priorities but it works for all new initiatives basically like requirements, new experiences or new products. MoSCoW is a technique for helping to understand priorities.

Infographic on the Marketing Canvas Process

The tool has been designed for facilitating the discussion when designing your strategy.

High-level process is:

  • You start from an ambition/question (like increase revenue by 5%, have more digital transactions, be more meaningful, ...) 
  • You discuss using the 28 dimensions asking:
    • What's blocking you to achieve your ambition? (brakes)
    • What's helping you (Accelerator)?
    • You can support this rating using any information, knowledge you have but it works also if you only rely on qualitative information.
  • Then you map your answer on the Canvas. Red are brakes; Green are accelerators.
  • Then you try to analyse these brakes/accelerators and understands what cause them, what are the correlation.
  • Then you start ideating (brain-writing, co-create, ...), find crazy or impossible ideas) on what you could do (magic diamond, do things better, do different things).
  • Then you prioritise your ideas.
  • If you can you test it.
  • Then you have your action plan.
Infographic Marketing Canvas

Infographic Marketing Canvas

Comment l'Intelligence Artificielle investit-elle les Magasins? (E-MARKETING)

L'intelligence artificielle redéfinit l'expérience client en magasin : telle est la conviction de Microsoft France qui présente quelques-unes des applications de l'IA sur le retail.

What is Revenues in the Marketing Canvas?

In the Marketing Canvas, we have the REVENUES dimension. Usually, I recommend to start from there because it is the global constraint of the Marketing Strategy exercise. This is what you will have to deliver!