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Dontmissthedigitaltrain bmma 2013
Dontmissthedigitaltrain bmma 2013
Dontmissthedigitaltrain bmma 2013
Dontmissthedigitaltrain bmma 2013
Dontmissthedigitaltrain bmma 2013
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Dontmissthedigitaltrain bmma 2013
Dontmissthedigitaltrain bmma 2013
Dontmissthedigitaltrain bmma 2013
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Dontmissthedigitaltrain bmma 2013

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The framework : Digital marketing in practice (04/02/2014) by Hugues REY, Chief Executive Officer, HAVAS MEDIA BELGIUM …

The framework : Digital marketing in practice (04/02/2014) by Hugues REY, Chief Executive Officer, HAVAS MEDIA BELGIUM
In 20 years, marketing has experienced a Copernican revolution. Kotler’s 4P’s and Pareto’s law have been put aside in favor of concepts such as the 5C’s, the "long tail", the Cluetrain Manifesto,… Nice theories! But on the practical side, what are the day-to-day challenges for a marketer in 2014?

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  • 1. 10  lundis   pour   ra.raper  le   train  du   digital 20  years  of  Digital  Marke8ng Age  de  raison  ou  de  passion  ? Hugues  Rey  -­‐    March  2013
  • 2. Agenda  or  Bingo  ? Bounce   (Rate)
 Big  Data Crowd
 Sourcing SoLoMo 10  lundis   pour   ra.raper  le   train  du   digital Long  Tail Dwell  
 (Rate) Cloud   Compu8ng Gamifica8on Media   Meshing Mash  Up Cookie Freemium 2
  • 3. Agenda • Digital  Marke2ng   10  lundis   pour   ra.raper  le   train  du   digital – Defini8on   – A  Few  Facts:  Brief  History  &  Major  Trends     • Digital  Marke2ng  Strategy   • Tac2cal  Opportunity:  Data  Management   • Conclusions 3
  • 4. Marke2ng  ... 10  lundis   pour   ra.raper  le   train  du   digital is the process of communicating ! the value of ! a product or service to customers.! Wikipedia 4
  • 5. Digital... 10  lundis   pour   ra.raper  le   train  du   digital is most commonly used in computing and electronics, especially ! where real-world information is converted ! to binary numeric form! Wikipedia 5
  • 6. A  simple  Rule  ... • Useful  ?   10  lundis   pour   ra.raper  le   train  du   digital ! • Usable  ??   ! • Used  ??? 6
  • 7. 10  lundis   pour   ra.raper  le   train  du   digital Digital  Marke2ng   A  Few  Facts 7
  • 8. Keep  1  fact  ... 10  lundis   pour   ra.raper  le   train  du   digital 8
  • 9. Happy  Birthday  ! 10  lundis   pour   ra.raper  le   train  du   digital 9
  • 10. Sources : CIM PMP 2001-2012 Internet total reach has more than doubled to reach 69% of the 12+ in 2012 Total  reach  of  Internet  Websites 10  lundis   pour   ra.raper  le   train  du   digital
  • 11. Distribu2on  of  Worldwide  Internet  Audience   The  US  is  no  Longer  the  Centre  of  the  Online  Universe      34%   Outside US      87%   Outside US          Latin                                Middle   America                      East - Africa          8%                                9%          North   America        14%        Asia   Pacific      42% Europe    27% 66% 13%   ! ! !  2012 1996 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Worldwide 15+, 6
  • 12. Total Unique Visitors (000) Online  Audience  Across  Europe   15%  of  Europe’s  408  Million  Internet  Users  are  in  Russia   ! ! ! © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 2,598 3,336 3,476 3,772 4,743 5,027 5,034 6,371 6,404 12,006 19,350 22,410 23,917 28,722 39,357 43,021 52,448 61,345                                                                              Russia’s  internet  audience  grew  15%  since                                                                       December  2011  and  reached  a  new                                                                                milestone:  over  61  million  internet  users 9
  • 13. Engagement  Across  EU  Audiences   In  the  UK,  Average  Online  Hours  per  Person  Increased  5%  Year  over  Year Average Hours per Visitor United Kingdom 37.3                                        Turkey                      Netherlands                                        Poland                                    Finland                                        France                                      Europe   Russian Federation                                  Norway                            Germany            Spain      Belgium      Sweden    Portugal   Denmark          Ireland                  Italy                                             31.0                                          30.6                                  29.3                        27.8                      27.7                  26.9            26.1    24.9   24.6                                  23.8                              22.4                        22.0                20.6                20.6        19.5   Belgium saw the strongest   growth of time spent per   visitor across Europe.   Users spent an additional   2 hours online compared   to a year ago. 18.5 Switzerland 16.6 Austria 14.4 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 10
  • 14. Power of the Newcomers ! 2006 2012 GOOGLE.BE LIVE.COM SKYNET.BE EBAY.BE TELENET.BE WIKIPEDIA.ORG YAHOO.COM FREE.FR AUTOZONE.BE GOOGLE.BE FACEBOOK.COM YOUTUBE.COM LIVE.COM WIKIPEDIA.ORG BLOGGER.COM SKYNET.BE YAHOO.COM TELENET.BE ADOBE.COM WORDPRESS.COM
  • 15. Heavy  surfers   s2ll  consume  other  media 10  lundis   pour   ra.raper  le   train  du   digital Heavy  surfers  are   also  bug  consumers   Cinema,  Outdoor  &   Press
  • 16. Multiple screens x Convergence of content X Individual cast
  • 17. Content Portability
  • 18. Time  of  use    any2me 10  lundis   pour   ra.raper  le   train  du   digital 94  % 86  % 87  % 88  % 89  % 88  % Smart  phone 83  % 72  % 67  % 69  % 53  % 48  % 44  % 53  % 55  % 51  % 42  % 41  % 38  % From  6-­‐9h Portable  computer 70  % 62  % Fixed  computer 58  % 58  % 9-­‐12h Source  :  Online  Publishers  Associa8on  –  March  2011 36  % 12-­‐14h 14-­‐17h Tablet 17-­‐20h 20-­‐24h
  • 19. 10  lundis   pour   ra.raper  le   train  du   digital 21
  • 20. 66 %
  • 21. > 1% of the campaigns …
  • 22. Smart TV • Eric Schmidt: “By the summer of 2012, the majority of the televisions you see in stores will have Google TV embedded in it”

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