Consumers Add Input To Marketer's Ideas
International Herald Tribune, Monday, March 19, 2007 11:30 AM
A 6-year-old company called crmmetrix -- with 45 employees spread among offices in New York, Paris, Singapore and Mumba -- is engaging customers in a system it calls Dephi to combine their creativity with marketing department knowledge. Then it tests both with instant feedback from the Internet.
Read the whole story at International Herald Tribune »
Clients range from consumer products companies like Unilever to Accor Hotels and the tire company Michelin. The system uses an Internet-based panel of consumers -- provided by the client or crmmetrix. The first 100 are asked for their best idea for a slogan to sell a particular product. Those consumer ideas are mixed in with the marketing department ideas and put to a vote by the next level of panelists.
The method provides a unique form of feedback, says Olivier Toubia, assistant professor of marketing at Columbia University Business School in New York. "The beauty of this system is that consumers both generate ideas and sort through them," Toubia says.
Recent Around the Net In Brand Marketing Articles
-
Are Facebook's 'Likes' Free Speech? May 17, 9:46 a.m.
In a court room in Virginia, Facebook's lawyers are busy arguing that the social network's “Like” ... -
The Next Martha Stewart May 17, 9:46 a.m.
Brit Morin may be the next -- or at the least a digital -- Martha Stewart. ... -
Kroger Defends Ditching Double Coupons May 17, 9:46 a.m.
Kroger's CFO said the grocery chain's double coupons in several markets was “a very expensive reward ... -
Fiat May Move HQ To U.S. May 17, 9:46 a.m.
With Fiat SpA hoping to wrap up its takeover of Chrysler LLC sometime this year, the ... -
Mozilla Delays Blocking Cookies May 17, 9:46 a.m.
Mozilla has postponed activating the third-party blocking feature on its latest browser, Firefox 22, according to ... -
Heineken Aligns Web And TV May 17, 9:46 a.m.
Heineken is looking to make more original content for online channels and more long-form digital programming. ... -
Craft Beer Grows May 16, 9:42 a.m.
Consumers have increased beer consumption, and craft beers have benefited. According to Chicago-based research firm Mintel, ... -
In Peru: Billboard Ads You Can Drink May 16, 9:42 a.m.
A Clear Channel billboard in Peru, the first to extract drinking water from air has produced ... -
Netflix Says It Won't Sell Ads May 16, 9:41 a.m.
Netflix says it won’t be selling ads for its streaming site. Netflix executive David Wells, speaking ... -
New App Lets You 'Buycott' Frankenseed Maker May 16, 9:41 a.m.
Big surprise: the Supreme Court comes down on the independent farmer. Consumer sentiment about Monsanto isn't top ...
Be the first to comment on "Consumers Add Input To Marketer's Ideas "
Leave a Comment