Kevin Systrom, Instagram’s CEO, provided an interesting example of why we need to understand and focus on consumer needs, instead of being dazzled by product features. Talking about the launch of Instagram Stories, in an interview with Kara Swisher for the Recode Decode podcast, he said: We found that the biggest problem people had with … Continue reading Instagram: one product, two needs
When I was at Oxford Brookes University, I worked on a project about the digitalisation of small and medium businesses (SMEs). We looked at how these businesses were using digital technologies, and which factors supported the successful adoption and depletion of these technologies. This was a project developed with Drs. Sarah Quinton, Rebecca Pera, … Continue reading Video: Digitalisation of SMEs
When we talk about digital technology – how it is used, what it is used for, how it is likely to grow… – we tend to focus, explicitly or implicitly, on young(ish) users. Millennials, for instance. I confess I do that, too. But, according to work done by Professor Merlin Stone and his team … Continue reading Grandpa has gone digital
If you have 30 minutes free this weekend, listen to the 'Bug Business' episode of the Start-Up podcast (season 5, episode 6). If has some valuable marketing lessons about introducing a new product / idea. In this case, the new idea is is trying to convince people to eat insects, but the lessons are valuable … Continue reading Something for your weekend #6: bug business (podcast)
Last weekend, the teen had a friend over who has a smartphone. Well, what teen does not have one, these days, right? The reason I am mentioning this is that said friend’s smartphone did not have a sim. Initially, I thought that they meant that the sim was malfunctioning. But, no. What they meant was … Continue reading The teen with no phone number
Intuitively, it is easy to accept the claim that customer satisfaction leads to repeat purchases. After all, if you have a choice, why would you abandon a brand that has surpassed your expectations1; and why would you keep buying from a brand that has disappointed you? Happy customers buy again. Unhappy customers, move on. … Continue reading The murky link between customer satisfaction and loyalty
Statistics company, Statista, published this chart showing the manufacturing costs of leading smartphone brands: Focusing on phones launched in 2016, only, we can see that Huawei uses the cheapest components, and Google Pixel the most expensive. And that Samsung phones use more expensive hardware components than their Apple counterpart: Phone model Manufacturing cost $ … Continue reading Smartphone manufacturing costs vs retail prices
This advert made its way to my Twitter feed, last week. The kiddo asked me, expectantly: Is it good marketing, mummy? It is, yes. It is great, actually, I said. First, because it clearly depicts the product’s benefit. And, fortunately for the brand, no one actually managed to break the unbreakable glass … Continue reading What makes a campaign go around and around and around?
Facebook, which has been heavily criticised (and is facing the threat of heavy fines) for failing to stop the publication of fake news on its platform, is now trying to educate its users on how to spot fake news. The company published a list of ten tips directing users to look for specific elements such … Continue reading News on Facebook create the illusion of knowledge and reduce motivation to search for information
I lost count of the number of times I have read, or been told, that teens do not care about their privacy, online. I did not do any systematic research in this area, but my limited observations (and common sense), make me seriously doubt that claim. I think that the relationship between teens and … Continue reading Teens and privacy. It’s complicated.