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Showing posts from January, 2020

The Consultancy's Guest bloggers | N°4: Emily Turrettini

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Citius, Altius, Fortius By Emily Turrettini The famous Olympic motto which motivates all high performing athletes, also inspires the sports companies that cater to them – as they develop the scientifically designed gear which enables them to go faster, jump higher and be stronger. 

But technology enhanced clothing is often the subject of debate for giving an unfair advantage to those who wear them. 

 Famously, the Speedo LZR full body-length swimsuit made of polyurethane, worn by athletes in the 2008 Olympics, broke 13 world records and was subsequently banned from Games. The suit both compressed the body while trapping air for buoyancy, reducing drag and friction, allowing the swimmer to move faster on the water. Even Michael Phelps, who won seven medals at Beijing wearing the Speedo LZR, agreed with the ban. 


But now, it’s Nike's carbon blade and air-foam footwear models in their Vaporfly range, which are the subject of controversy, as athletes who compete with them, keep shatterin…

Voice marketing: new opportunity or buzz?

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Alexa, Google Home, Siri: fancy names, aesthetic voices. More and more people are using these digital voice assistants in their everyday lives. In the United States, smart speaker owners grew 40 percent in 2018 and today amount to 66.4 million. In other words, 26.2 per cent of the US adult population or one out of four Americans has a smart speaker at home. In July 2019, eMarketer projected that 31 million people in the US will shop using a smart speaker by the end of the year, a 31.6 per cent increase from 2018. Adoption rate is projected to increase at a compound annual growth rate of nearly 48 per cent to include over 76 million users by 2020 – next year! Going even deeper into this trend, ComScore predicts that by the year 2020, 50 per cent of all online searches will be through voice commands. 



The trend clearly shows increased consumer interest in buying products and services through these digital assistants, and the world of marketing will have to adapt quickly because a high pe…