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🅽 This is the end - How and Why - Issue #29

Laura Bokobza
Laura Bokobza
👩🏻‍💻 I am Laura Bokobza. You’re receiving this email because you signed up to How and Why, a weekly curation newsletter (1 email a week, every Monday at 7:30am (CET), to make sense of the marketing, tech, and innovation news from the prior week, just before going into the next one.). Thank you !
👉 If you enjoy this newsletter, please forward it to someone who might enjoy it as well. And if this email was forwarded to you, get your own !

Hello !
I’m trying something new this week on The Big One: I’ll give you my two cents on top of the curation. Don’t hesitate to reply to this email and tell me what you thought of it? I reply to everyone !
🐦 Last week on Twitter: Elon has humourSpotify gets into lives, a clear drawing about the ecosystem of social commerce, the top of tatooed brands (but I challenge the counting method), Elon confirms he has the money, Spotify stops to fund live audio, Ghostwriter LinkedIn is apparently a real job.
  • Harder is the fall for Netflix
  • Crypto for dummies
  • A lot of metaverse
  • SEO for dummies
🤵‍♀️ And of course the lady of the week.
Don’t hesitate to reply to this email and let me know what you liked or didn’t like, it’s always and still a work-in-progress !
🎙 Debrief de la rédac
The big one
You must have heard about it all week, Netflix announced their Q1 2022 results and they are not good. Are the ideas being talked about the right ones?
The Facts
Some thoughts
🤯 Netflix culture has made the giant 🇫🇷. Yet recent announcements risk offending the values of customers and employees alike. At the risk of getting lost?
🤑 Increasing the price spread, i.e., the range of available prices to suit more purses, is a classic tactic of penetration strategies. But there are other possible tactics to reduce price and churn that are not mentioned: a commitment discounts, for example.
📉 Because churn plays into net subscriber growth, which is gross gain minus losses. And Netflix hasn’t done anything lately to increase subscriber stickiness: content quality; customer experience on the platform; episode release rythmn
🤔 After revolutionizing habits with binge-watching, is it time for Netflix to return to a more traditional pace that counters the abuse of the free trial month? To avoid password sharing, why not offer to delete connected devices one by one rather than all at once? To make it easier for people who have been surfing on their friends’ codes to subscribe, why not make it easier for them to transfer their data to their own account so as not to lose their history and their favorites?
Selling ads is harder than it looks
The about-face is surprising on the subject of ads. Some say it wasn’t planned in the first place. While Netflix has access to rich data that could allow for unique targeting, the question of how to deploy the ad is multi-layered.
  • Series produced for Netflix do not submit to the scripted rhythm of cliffhangers before breaks. A total overhaul of their production method, disruptive of the industry at the time.
  • Netflix has no staff capable today of managing commercial media buying relationships with large advertisers, nor technology that allows the insertion of programmatic ads even if only in pre-roll… 
Besides, where to put the ads? The available inventory could include display inserts on the home page, combinatorial deals for product placement, merchandising, interactive advertising during viewing… The possibilities are enormous, but we’ll have to make choices - and therefore give up - and go back to the way things were before, with an MVP and iteration mindset. Can the giant still do it?
Food for thought
🤯 Misinformation
Crypto for dummies
🚴🏼 Faster, faster...
🗃 Transparency
Token of appreciation
🎁 A completely unnecessary but absolutely essential thing from the depths of the Internet.
If you like this newsletter, forward it to 3 friends ? Pretty please ?
💨 Seasonal
💪 Best Practices
💰 Business
📊 Trends
  • 🎨 The popularity of high-end free photo libraries like Unsplash pushed web design towards illustrations ? Then how will DALL·E 2 affect the field?
  • 😎 #GenZ spends twice as much time socialising in the metaverse than in real life.
📚 History
🛠 Resources
  • 📝 You want to launch a curation newsletter for your clients or teams ? You’re afraid you won’t have time or patience to coordinate many tools ? Flint allows you to create your smart newsletter with everything in one place, subscriptions page and email sender included! (disclaimer : I’m a Board member)
  • 🤓 The SEO tool for dummies, with plain english explanations of what - and how to make it betterSiteGuru offers 14-day free trial.
Every week, a woman whose Twitter antics makes my TL better, funnier, sunnier…
Emily’s a start-up founder and a psychologist. Her TL is full of tips about how to react, how to act, how to reflect… for you, or for use in your marketing. I do both.
Dr. Emily Anhalt
🔖 I’ve made a Twitter list of all the ladies I’ve been featuring in this newsletter, to follow them all in a single click.
Did you like this issue ? Help me improve !
Who am I ?
Sparring partner, business coach, part-time COO or CMO… What I do has been called many names, but I have one goal : to help you accelerate, structure, or transform your business ! Oh, and I’m a Board member.
Want more ? You can follow me on Twitter or LinkedIn, reply to this email (I respond to each and every email), or subscribe to this newsletter if someone forwarded it to you.
For a meet and greet, or if you’d like to brief me on a working opportunity (consulting or MC'ing events), or even book a 1h sparring partner consult, my availabilities are up-to-date.
If you’d like to thank me for this issue, you could forward this newsletter to your friends and colleagues, or even buy me a coffee.
Why "How and Why" ?
Keeping abreast of everything that is published today is exhausting. There is too much to read, and as we’re too scared to not read (FOMI, anyone ?), we spend a lot of our waking - and sometimes not working - hours trying to stay afloat.
As I do it anyway (both out of need for my clients and out of sheer curiosity for, well, everything), why not share with you what I’ve thought useful ? On top of my posts on Twitter and LinkedIn, I’ll share with you every week what has inspired me, surprised me, what I found insightful, or sometimes just funny.
Curator is the new creator. I didn’t come up with that, Marie did, and I have utter faith in her trendspotting.
Want the French version ? Right here.
Did you enjoy this issue? Yes No
Laura Bokobza
Laura Bokobza @lbokobza

Used to be 1 email a week, every Monday at 7:30am (CET), to make sense of the marketing, tech, and innovation news from the prior week, just before going into the next one.

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