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The Digital Marketing Revolution !

The Digital Marketing Revolution !

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  • 1. « The Quaternary Marketing » The 1st marketing revolution: the Digital Revolution !Paris, 29th may 2012 Bruno TEBOUL
  • 2. The author: Bruno TeboulCorporate Digital Marketing Director(The european leader in ICT)Master of Epistemology(1993 - University of Paris 12)Post Graduate Diploma in Cognitive Neurosciences(1994 - Ecole Polytechnique)Executive MBA(2003 - HEC/UCLA)PhD student in Marketing & Management Science(2012 University Paris-Dauphine) Bruno Teboul
  • 3. The 1st marketing revolution: the Digital Revolution ! Bruno Teboul
  • 4. The 1st marketing revolution: the Digital Revolution !The inability of Marketing Directors has done their ownDarwinian revolution comes from the error of semanticinterpretation and they have the scientific and digitalword which includes two possible meanings in thecontext of the digital revolution and NBICS:- The virtual- The artificialIndeed, these two recent concepts are continuallysquandered or sweep of a wave of the hand by aconservative from a long tradition of philosophical andethical hated being non-living machine, robots andfinally "technophobic ". Bruno Teboul
  • 5. The 1st marketing revolution: the Digital Revolution !However, many authors have worked on these conceptsof virtual and artificial such as Pierre Levy:The word comes from medieval Latin virtual “virtualis”,itself derived from “virtus”, which signifies strength andpower. In scholastic philosophy, it is what defines virtualpower (what is possible) and not actions.The virtual tends to update, yet, does so without passingthe actual materialization. The tree is virtually present inthe seed. Strictly speaking philosophically, the virtual isnot opposed to reality but to the present: virtuality andactuality are only two ways of being different. Bruno Teboul
  • 6. The 1st marketing revolution: the Digital Revolution !The virtual, meanwhile, is not opposed to reality but isopposed to the present. Unlike the possible static andalready constituted, the virtual as the complex issue, thecrux of trends or forces that accompanies a situation, event,object or any entity that calls a process of resolution: thediscount.Virtualization can be defined as the opposite movement ofthe update. It consists of a transition from the current to thevirtual, in a "exponentiation" of the entity. Virtualization isnot a derealization (the transformation of reality into a set ofpossibilities), but a change of identity, a shift in the center ofgravity of the objects’ ontological question: instead ofdefining itself primarily by its news (a "solution"), the entityis now the consistency essential in a field problem. Tovirtualize any entity is to find a general question to which itrelates to, the entity is to be mutated in the direction of thisquestion and redefines the news starting as a response to aparticular question. Bruno Teboul
  • 7. The 1st marketing revolution: the Digital Revolution !The update was a problem with a solution.Virtualization moves from a given solution to(another) problem. It transforms the initial newsinto a more general problem, which is now placedon the ontological focus.In doing so, virtualization loosens the distinctionsestablished, increasing the degrees of freedom,creating a void engine.But it involves many irreversible effects: ofindeterminacy in the process of invention and in itsinvested efforts. Virtualization is a major vector forthe creation of reality. Bruno Teboul
  • 8. The 1st marketing revolution: the Digital Revolution ! Bruno Teboul
  • 9. The 1st marketing revolution: the Digital Revolution ! Ubiquitous and seamless commerce: the 4 U’s… U-commerce and the 4 U’s theory: Ubiquity = Reachability + Accessibility + Portability. Uniqueness = Localization+ Identification + Portability. Universality = Mobile Networks + Mobile Devices. Unison = Mobile Applications + Data Synchronization.E-Commerce Enabler by Devoteam Bruno Teboul
  • 10. Bruno Teboul
  • 11. The 1st marketing revolution: the Digital Revolution !
  • 12. The 1st marketing revolution: the Digital Revolution !Bruno Teboul
  • 13. The 1st marketing revolution: the Digital Revolution ! “Commerce EveryWare”…• Cross-channel: the coordinated use of multiple channels, in order to build a customer relationship and seamless lifetime value!• To gain market share, grow revenue and profits, create a differentiated experience, and increase customer loyalty ! Cross-Channel Strategy by Devoteam Bruno Teboul
  • 14. The 1st marketing revolution: the Digital Revolution ! “Commerce EveryWare”… Bruno Teboul
  • 15. The 1st marketing revolution: the Digital Revolution ! “Commerce EveryWare”…Bruno Teboul
  • 16. The 1st marketing revolution: the Digital Revolution ! “Commerce EveryWare”…Bruno Teboul
  • 17. The 1st marketing revolution: the Digital Revolution ! “Commerce EveryWare”…Bruno Teboul
  • 18. The 1st marketing revolution: the Digital Revolution ! Key success factors of Commerce EveryWare… - The first step is to set up a clear vision of what is a unique client ID: 360° customer vision ! - Customer Single ID is compulsory to build a cross-channel strategy in a seamless customer relationship perspective. - Customer Single ID likes to build a customer relationship based on recognition and customer knowledge.Cross-Channel Strategy by Devoteam Bruno Teboul
  • 19. The 1st marketing revolution: the Digital Revolution !• 80% of organizations use the shelves in 2013: "Gartners Top Predictions for IT Organizations and Users, 2011 and Beyond: Growing ITs Transparency"• 80% of new mobile phones are smartphones!• The rise of smartphones and their penetration rate of 27% in France, contributes to the instantaneous sharing of information!• We are entering an era Real Time and Predictive Marketing ... Bruno Teboul
  • 20. The 1st marketing revolution: the Digital Revolution ! Bruno Teboul
  • 21. The 1st marketing revolution: the Digital Revolution ! 46% of marketers chose multi-channel coordination as one of their biggest marketing challenges in the last 12-18 months. Always optimize customer experience by listening, analyzing, planning and speaking. Cross-channel marketing requires an integrated approach across company silos and disparate systems !Bruno Teboul
  • 22. The 1st marketing revolution: the Digital Revolution ! Marketing-relevant data still falls into three primary categories: customer information, compiled enhancement data and third- party resources. 28% of marketers noted that creating effective targeting profiles was one of their biggest marketing challenges last year.Bruno Teboul
  • 23. The 1st marketing revolution: the Digital Revolution ! Customers want a personalized, relevant experience, and successful interactions hinge on the ability to integrate within and across channels. 42% of marketers reported that their organization’s teams collaborate on all marketing programs. 59% of companies are collecting mobile contact data.Bruno Teboul
  • 24. The 1st marketing revolution: The Digital revolution… Response attribution was one of the biggest challenges for 34% of marketers last year. Even more marketers, 38%, were challenged by integrated campaign management. Available data and scalable power for computers to handle extremely large data sets will be an area for innovation over the next two years.Bruno Teboul
  • 25. The 1st marketing revolution: The Digital revolution… 94% of marketers are at least talking about mobile marketing and social media within their companies, if not already testing the waters or are ahead of the pack. Marketers plan to increase their efforts in digital channels this year: email (61%), social advertising (53%), and mobile app (47%).Bruno Teboul
  • 26. The 1st marketing revolution: the Digital Revolution ! 52% of organizations say that the email address is the most utilized piece of contact data. For brands that have email acquisition at the POS, 15 to 25% of their subscriber list is captured in-store. Revenue per email averages two times higher for ‘Friends and Family’ campaigns.Bruno Teboul
  • 27. The 1st marketing revolution: the Digital Revolution ! Pinterest is the third most popular U.S. social networking site behind Facebook and Twitter ! Consumer Goods industry Facebook saw its ad campaigns experience the highest conversion rate of 58%, followed by Retail at 49% and Dating Services at 45% in 2011. 91% of today’s online adults use social media regularly.Bruno Teboul
  • 28. The 1st marketing revolution: the Digital Revolution ! Today, cell phone ownership in the U.S. stands at 92%. 52% of adults who can browse the web on their phone do so. 17% of all cell phone owners today, and 28% of smartphone owners, watch many videos on their phones in a typical month.Bruno Teboul