The “digital transformation” is a buzzword which is used more and more often but its definition still remains unclear to many people and organisations. This analysis provides an insight into the understanding of this “digital transformation”.
Digital transformation is certainly the buzzword of the year. Not only is it the subject of countless conferences and articles, a quick look at Google trends confirms its popular emergence since 2015.
Multicultural marketing is still rather uncommon in France other than in such sectors as telephony, money transfer or cosmetics.
There is however a real potential in the multicultural marketing with an estimated six million population (source: INSEE, taking in account only immigrants). The communication protocols of this specific target are distinct and highly regulated. The target is also very sensitive and it can be quick to criticise or c...