Focus Theme

Major trends in marketing

It is essential to influence the consumer at the very moment of his or her decision-making. Hence, timing is very crucial. The opportunities for marketers becomes broader with the number of digital and offline mediums available, whilst at the same time becoming an accelerated process. Several studies point out that consumers decide whether to pay attention to a retailer in a matter of seconds. T...

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Disruption in the age of technological innovation

Jon Duschinsky, a social innovator from Canada, has the hypothesis that a lot of people in the Lotteries behave like Kodak, pretending that such disruption will not happen to the sector. Duschinsky’s theory is that you either disrupt your own business model, or somebody else will do it for you, from the outside. Before revenues start declining, first gradually and then more rapidly, he advises t...

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How to earn media attention without becoming fake news

  Avoiding fake news Her advice for marketers is straightforward: Be honest. Don’t give in to the impulse of using clickbait headlines. Tell a true story, and base your story on facts, even if this means getting a few clicks less. Don’t give in to the rat race for the catchiest headline. Be very transparent, don’t trick people, and label things clea...

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A sector like none other: The societal benefits of Lotteries

Lotteries are bound by strict rules; they cannot simply make money, but also have a duty to protect society. If Lotteries want to advertise, they are prohibited by law from painting an overly rosy picture of winning the lottery to consumers. Such a limitation does not necessarily have to be a barrier, as it reinforces the case for societal marketing, which involves promoting the lottery as a sup...

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