The Digital Marketing Revolution !

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The 1st marketing revolution:
the Digital Revolution !
Paris, 29th may 2012 Bruno TEBOUL

2. The author: Bruno Teboul
Corporate 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 own
Darwinian revolution comes from the error of semantic
interpretation and they have the scientific and digital
word which includes two possible meanings in the
context of the digital revolution and NBICS:
- The virtual
- The artificial
Indeed, these two recent concepts are continually
squandered or sweep of a wave of the hand by a
conservative from a long tradition of philosophical and
ethical hated being non-living machine, robots and
finally "technophobic ".
Bruno Teboul

5. The 1st marketing revolution:
the Digital Revolution !
However, many authors have worked on these concepts
of virtual and artificial such as Pierre Levy:
The word comes from medieval Latin virtual “virtualis”,
itself derived from “virtus”, which signifies strength and
power. In scholastic philosophy, it is what defines virtual
power (what is possible) and not actions.
The virtual tends to update, yet, does so without passing
the actual materialization. The tree is virtually present in
the seed. Strictly speaking philosophically, the virtual is
not opposed to reality but to the present: virtuality and
actuality 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 is
opposed to the present. Unlike the possible static and
already constituted, the virtual as the complex issue, the
crux of trends or forces that accompanies a situation, event,
object or any entity that calls a process of resolution: the
discount.
Virtualization can be defined as the opposite movement of
the update. It consists of a transition from the current to the
virtual, in a "exponentiation" of the entity. Virtualization is
not a derealization (the transformation of reality into a set of
possibilities), but a change of identity, a shift in the center of
gravity of the objects’ ontological question: instead of
defining itself primarily by its news (a "solution"), the entity
is now the consistency essential in a field problem. To
virtualize any entity is to find a general question to which it
relates to, the entity is to be mutated in the direction of this
question and redefines the news starting as a response to a
particular 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 news
into a more general problem, which is now placed
on the ontological focus.
In doing so, virtualization loosens the distinctions
established, increasing the degrees of freedom,
creating a void engine.
But it involves many irreversible effects: of
indeterminacy in the process of invention and in its
invested efforts. Virtualization is a major vector for
the 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:
"Gartner's Top Predictions for IT Organizations and Users, 2011
and Beyond: Growing IT's 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