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Le digital dans le marketing aujourd'hui
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Le digital dans le marketing aujourd'hui


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  • 1. Le digital dans lemarketing aujourdhuiJulien FerlaHead of Digital -
  • 2. fuddone16 97b s di ae nM nr u o te xp oe so as rfsin l20
  • 3. f i n sa dp r n r re d n a t e sAn independently owned and run agency, b+g is part of one of the leadingworldwide networks of independent marketing communications agencies
  • 5. «to understand business,you must understand people»a closer look at the trends andcounter-trends that shape ourdaily lives.
  • 6. Acceleration:to reach an audience of 50 million people it took radio 38 years,television 13 years, internet 4 years, the iPod 3 years, facebook 2 years,and it took the iPhone 3GS just 3 days to reach 1 million users...
  • 7. Acceleration walking speed has in large cities,increased by 20% in the last 10 years. David Bosshart, Gottlieb Dutweiler Institut, Swiss Retail Forum, Juin 2011.
  • 8. Mobility 46% of all food is consumedin the USA,out of home and 25% is consumed while moving... David Bosshart, Gottlieb Dutweiler Institut, Swiss Retail Forum, Juin 2011.
  • 9. Mobilité Internet Internet world population was 1 billion persons in2005. It has doubled within 5 years to reach 2 billion persons in 2010. ITU
  • 10. Globalization25% of teenagers interact daily with peers living in other countries. Guy Loubry, « Generation Z », AMIN Conference, Anvers, Mai 2011
  • 11. Cultural aggregationSales of «ethnic food » are expected to grow by 20% until 2014. Nestlé Professional, 2011.
  • 12. New ways of consumingNext to «traditional online», new ways of « reallife retail » appear : Popup stores, Conceptstores, Virtual stores...
  • 13. Roots and social membership The need to be part of a community that shares our personal values, experiences andexpectations is even higher in times of ever increased and rapid changes and uncertainty.
  • 14. The new seduction of «Local» Though still marginal, «Urban farming» initiatives,«slow food» approaches, direct sales from the farmer and other «community supported agriculture» initiatives  are all expressions of locavorism, a rising phenomenon.
  • 15. the taste of simpliciy...« ...we see people beginning to cherishsimplicity. Yes, we have tasted simplicity and have been wonover ». The Food Channel
  • 16. «Personalized messages on my mobile when I enter the shopping mall; electronic labels and RFID; Internet Drive-ins; online promotions; «self check out»; scanning tunnels...Yes, but in the end, the shopping mall oftomorrow is a mall with more butchers,bakers, craftsmen who you know and youcan talk to...and flexible opening hours!»Sissigno Murgia - Director Coop Suisse romandeForum de l’économie vaudoise, 23.11.2011
  • 17. ever faster technologicalrevolutions, globalization,aggregations, cosmopolitism,increased mobility andacceleration on one side...
  • 18. ...the need for communitarianidentification, aspirations tosimplicity, the new seductionof local and «hand made », adesire for more proximity, onthe other side... shape acomplex world.
  • 19. what if...internet, digitaltechnologies and sub-sequent behaviours werethe main developmentsshaping the history ofmankind since theindustrial revolution?
  • 20. Let us forget about «digital» asbeing a new «discipline».«Digital» is just a different way ofdoing the same old things.
  • 21. Tv is digital
  • 22. Radio is digital
  • 23. Print is digital
  • 24. Posters are digital
  • 25. POS is digital
  • 26. Products are digital
  • 27. today, everything has a «digital» dimension. and then again.... there is nothing like «digital» for the consumer.there is nothing like «social media» for the consumer.
  • 28. There is only life
  • 29. youtube is about life
  • 30. facebook is about life
  • 31. gaming is life
  • 32. using mobiles ortechnology is life
  • 33. it is not so much aboutadding a new channel, butabout understandingthe way everyone works andlives today.
  • 34. Be creativeCreate experience
  • 35. some examples of how we do this at b+g
  • 36. we started @ 1996
  • 37. 1997
  • 38. 24000 visitorsduring the first year
  • 39. 2000
  • 40. 2004-2011
  • 41. 201218000 visitors each month
  • 42. Empower your customersBring them tool to expressthemselves
  • 43. 1 chance de gagner !Insérez la carte dans lune des 5 bornes by Règlement sur
  • 44. Transform the daily act ofbuying with gamification
  • 45. Create a unique feeling withthe brand with particularcontent
  • 46. Create a rare and amazingexperience and share it withfriends
  • 47. it’s all about experiencenot only brand impression.
  • 48. only 14% people trust advertisingbut 92% trust peer recommendations
  • 49. people hate advertising butthey love entertainment, theylove content.
  • 50. Brand content- storytelling- be part of it- local + technology- empower your customercreate life experience
  • 51. Thank you for yourattention!Julien FerlaHead of Digital -