The Olympic Flame was blown out, terminating the XXXI Olympiad (Rio 2016) and handing over to Tokyo 2020. These Summer Games, the first in South America, will be remembered for the contrast between lights and shadows. On the one hand, the glory won by Michael Phelps, Simone Biles, Usain Bolt, the amazing cross-channel media coverages and the takeaways given by inspirational stories. On the other side, however, the virus Zika, the green pools, the scandal of the US swimmers headed by Lochte, the echoes of doping and corruption and, of course, the #Rule40 revealed what mistakes should not be made in the digital era and what problems should not come up during such kind of event, but also what best practices should be followed.
As we already explained in the preview article
, the relaxation of #Rule40 by the IOC, although it meant to take a step forward in the rights of those non-sponsor brands that have a contract with an Olympic athlete, forced those brands to come up with inventive concepts and stimulate their creativity to make profit and stand out without mentioning, even vaguely, any intellectual property content related to the Games. With the rules laid down, did anyone fulfil these expectations? Were there brands which deserve the gold medal in smartness? Let’s see!
As every year, the information technology research company Gartner releases its “Hyper Cycle” in which the status of every technology trend is analysed. Have any of them already arrived to the productivity phase? Are any of the emerging technologies going to be adopted mainstream in less than two years? Have you already heard about the innovation triggers 4D Printing
or Human Augmentation
arahan – Fotolia / dotSource
After addressing the main advantages of PIM systems
and the reasons why an online shop should integrate one last week, it is the moment to go beyond and be outward-looking. PIM systems are giving a boost to omnichannel
and revolutionising the way we manage product portfolios and, consequently, probably the role print and online catalogues have in this game.
Moreover, PIM systems are becoming very helpful for B2B companies, which are getting used to handle complex products and business models. Thanks to PIMs, B2B companies have now a wide range of possibilities to tailor their customers’ shopping experience as they could never have imagined.
However, there are plenty of aspects to improve within the PIM sphere and many challenges providers must face in the years to come.
Video is increasingly gaining ground among marketers and soon will conquer the Internet. The richness of video allows marketers to fully connect with their audiences because the image in motion has a special power to engage, generate empathy and make people identify with others. The video’s impact has been felt especially in the B2C sphere, where consumer-oriented services like Facebook, Twitter, Snapchat, and, more recently, Pinterest
are the trailblazers in the adoption of video. However, which role is video going to play in B2B contexts?
Some facts suggest video might have a decisive role in B2B. Below it is explained why:
Marketing is all about creativity, a bit of planning, and costumer focus to win the competition and achieve your goals. In this digital society where everything is connected, evolved quickly a big campaign can make your brand conquer the world but the day after a big blunder in any campaign, step or tweet can ruin the work of months and put your brand in the incorrect focus.
Renowned brands have also made mistakes of that magnitude but some have known how to react and turn things around or have learned from them.
arahan – Fotolia / dotSource
As we stated in several articles over the past few months, Product Information Management (PIM) systems are the ultimate strategic tool to make the most out of a digital business
. They are a must in cross-channel scenarios
, make the difference in B2B complex product catalogues
and are responsible for the increasing personalisation of all ranges of products and services, among other things.
It is important that online shops, both B2C and B2B, are aware of the existence of easy-to-use and cutting-edge PIM systems, their advantages as well as which elements can be used to detect if a PIM is needed.
As we know this is a complex topic that attracts a lot of attention, Handelskraft has brought together three experts of well-known and unique PIM system vendors in the market: Christian Rohr, Senior Product Marketing Manager at SAP Hybris
, Frédéric de Gombert, CEO of Akeneo
and Alexander Garkisch, Business Development & Strategic Marketing Manager at CONTENTSERV
, have asked them about the real potential of PIM, how companies can benefit from it and how retailers can make the best choice.
AA+W – Fotolia
3D printing (3DP) is a term well known by the industry. It emerged strongly as a boom a few years ago when it seemed like 3DP was going to have the same big impact on our lives as the email had at the expense of letters. Even Deloitte stated in 2012 that 3DP was going to disrupt manufacturing. However, 3DP has left the foreground and enjoys an apparent stillness as it is not clear what its real potential is.
Source: PhotoMan – Fotolia
The magic moment of lighting the Olympic Flame the in Maracana Stadium in Rio de Janeiro, which marks the start of the XXXI Olympiad (Rio 2016), is about to come. 10, 500 athletes from 206 countries are ready to make the most out of them and fight to win one of the most valued prices in sport: an Olympic medal! In parallel, brands, official and non-official sponsors, will try to succeed in an atmosphere increasingly less idealistic and more lucrative
and in which social media will, once again, have a decisive role.
I said decisive because it is surprising how quickly communication means have been developed in the last 8 years. The use of smartphones and social media networks is revolutionising the way we consume media to the extent that organisations and also the International Olympic Committee (IOC) have been forced to adapt to the new online ecosystem by implementing subsequent Social Digital Media Guidelines since 2011.
Source: nanisimova – Fotolia
Although Internet has generated many opportunities for both, companies and consumers, only 15% of consumers buy online from another EU country and 8% of companies sell cross-border
. What are the reasons?
According to the 2015 Flash Eurobarometer “Companies engaged in online activities”
, 51 per cent of the group of companies that sell, used to sell or tried to sell online to other European countries said that delivery costs are too high, while 38% don’t know the rules which have to be followed.
Source: cristianbalate – Fotolia
The smartphone has become an extension of our bodies. It is always travelling with us. No matter where it goes, people always find a place for it: in their pocket, in their handbag or even carried by hand. For this reason, the smartphone becomes an essential trip companion when individuals are going on holidays. The entire customer life cycle is influenced by the power of the smartphone. Everyone is becoming a connected traveller.
Are the airlines, travel platforms, and also online travel agencies (OTAs) aware of it and acting accordingly to gain new customers and to stand out from the crowd? Are they implementing features and promoting campaigns to win the mobile piece of the cake?