RI2014332 ART. REINVENTING THE MAIL MEDIA

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Article: Reinventing the mail media

By Éric TROUSSET

Assistant general manager of marketing & surveys, Mediapost Publicité

 

Abstract

Communication, by nature in the avant-garde, must cope with accelerated changes stemming from digital innovations. The media, agencies and advertisers who want to boost their brands must redesign their business models. In this deeply changing context, the French Post Office (La Poste) must reinvent mail services. How to sell direct marketing campaigns based on printed matter given the immediateness, sharing and geolocalization characteristic of Google, Twitter or Facebook? During the process leading up to a purchase, consumers — the hub of this reinvention — know how to tell the difference between media. How to decipher this process and offer consumers the best of both printed and digital communication?



 

9782747223379
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Past ten years, literature is an increasing number of works trying to identify the different levers to operate to encourage innovation within companies. In continuation of this work focused on the emergence of a "culture of innovation," the state of the art made ​​in this article allows us to bring about a feeling of "psychological safety" is the only means that:
- Members of the organization are not paralyzed by fear of failure and continue to offer bold initiatives,
- These players learn from the mistakes that will inevitably be committed during the innovation process and are able to no longer reproduce. We suggest, as such, some lines of thought to create a culture of "room for error" in organizations, starting with the consolidation of the reward and sanction systems by the inclination of the direction to "Legends" failures. We stress however that this may be possible in the context of American culture is not necessarily in that of French culture.

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