Bmma digital-egerie-2013v2
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Bmma digital-egerie-2013v2 Bmma digital-egerie-2013v2 Presentation Transcript

  • 10 lundis pour rattraper le train du digital DIGITAL KNOWLEDGE IN THE DIGITAL AGE:THE CONSUMER POINT OF VIEW Joëlle Liberman DATEÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper le train du digital DIGITAL KNOWLEDGE IN THE DIGITAL AGE:THE CONSUMER POINT OF VIEW Joëlle Liberman DATEÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper le train du digital DIGITAL KNOWLEDGE IN THE DIGITAL AGE:THE CONSUMER POINT OF VIEW Joëlle LibermanÉGÉRIE RESEARCH 2013 ©
  • A world of „Too Much…‟ 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A world of „Too Much…‟ 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A world of „Too Much…‟ 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A world of „Too Much…‟ 10 lundis pour rattraper le train du digital• Too much choice kill the choice• A feeling of overabundance generating a real mindet of zapping• Zapping is an answer to our marketing approach • everything is there, • ready to be plucked• General demand for anew kind of relationship between the actors• The need for explicit added value is everywhere• Less brand addiction: a more challenging approach ÉGÉRIE RESEARCH 2013 ©
  • A marketing approach too muchinspired by other brands or with 10 lundis pour shallow added value rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • A marketing approach based onthe idea that we have to create 10 lundis pour new consumer needs rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A marketing approach that reaches business goals 10 lundis pour less and less rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper le train du digital CO-DISCUSSION CO-DEBATE • What surprises me ? • What did I confirm ? • What are my questions ?ÉGÉRIE RESEARCH 2013 ©
  • Sectors with an urgent need for a better connection with reality 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • Advertising approaches disconnected from consumer 10 lundis expectations pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A basic need and a huge challenge 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • A new zapping attitude 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A new kind of frustrationgenerated by overstimulation 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A new marketing situation based on the obligation to manage 10 lundis pour rattraper frustration le train du digital ÉGÉRIE RESEARCH 2013 ©
  • Frustration of people ignored by marketing 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • The gap between loyalty and habit 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A new kind of relationship with consumption between 10 lundis pour anorexia and bulimia rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A marketing approach disconnected from the real world, 10 lundis A strong demand for a « co- pour rattraper le train du digital marketing approach »• THE POWER is not (only) in the hands of marketing anymore• A strong need for DIALOGUE and dedicated solutions• Guidance is key• Engagement is key• Emotion is key ÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper le train du digital CO-DISCUSSION CO-DEBATE • What surprises me ? • What did I confirm ? • What are my questions ?ÉGÉRIE RESEARCH 2013 ©
  • A new situation : a new global context 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A new kind of situation : another vision of the future 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A lot of questions about the future 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A new mindset : invention of new solutions 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A search for meaning 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • Invention of new solutions 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • New solutionsdisconnectedfromthe marketing 10 lundis world pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • New solutions based on human values such as solidarity 10 lundis pour or win-win deals rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • • In this new web context : 10 lundis pour rattraper le train du digital - Emergence of new solutions disconnected from the marketing world - Real peer to peer mindset - Added value could come through social connection - Lack of meaning could be a reason to switch - Being “more than a consumer” is a goal• A natural attitude of distrust on classic channels as such• A real need of clarification• A real situation of multiples "mes" with multiples channels ÉGÉRIE RESEARCH 2013
  • 10 lundis pour rattraper le train du digital CO-DISCUSSION CO-DEBATE • What surprises me ? • What did I confirm ? • What are my questions ?ÉGÉRIE RESEARCH 2013 ©
  • A budget concerned mindset 10 lundis pour rattraper « I need to be an active player le train du digital in my budget life » « I need to check whatthe brand says/ offers » « I need to challenge the price and the added value »ÉGÉRIE RESEARCH 2013 ©
  • A budget concerned mindset 10 lundis pour rattraper le train du digital Consumers become SMART : they challenge the balance between value and money and they expect EXPLICIT ADDED VALUE or …ÉGÉRIE RESEARCH 2013 ©
  • Beinga smart consumer is a hype 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper• Attention to budget is a must : le train du digital - Emergence of new attitudes : more active, more challenging• How could we be smart together with the brand ?• How could we define what a "fair deal” is?• What are the answers of the brands in my search for information & meaning ? ÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper le train du digital CO-DISCUSSION CO-DEBATE • What surprises me ? • What did I confirm ? • What are my questions ?ÉGÉRIE RESEARCH 2013 ©
  • A world where time is scarce and precious! 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A time schedule with incredible short-term pressure 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A real marketing approach of quality time 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • An advertising definition of « time for us » 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • And real questions about long-term promises 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A different relationship with time in a world of overstimulation 10 lundis pour rattraper le train du digital Time (FREE TIME) becomes something very rare and very difficult to organize For the consumer “Quality time = time for me” According to my own definition !ÉGÉRIE RESEARCH 2013 ©
  • A cognitive cost formula 10 lundis pour rattraper le train du digital• Effortless is a key word• Fluidity is the paradigm of time ÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper le train du digital CO-DISCUSSION CO-DEBATE • What surprises me ? • What did I confirm ? • What are my questions ?ÉGÉRIE RESEARCH 2013 ©
  • A relational network in which “I” am the hero 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • Without real questions aboutthe border between real and 10 lundis pour rattraper le train du virtual life digital ÉGÉRIE RESEARCH 2013 ©
  • 2 worlds interconnected withdifferent tempo‟s and rhythms 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • « I » and the other « me » are the references 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A world of « me », not a world of « we » 10 lundis pour rattraper le train du digital Continuity of belongingis questioned too Loyalty can be be "serial" or "temporary". The border between “OFF”and“ON”is questioned Relationship with social media creates new standardsÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper le train du digital CO-DISCUSSION CO-DEBATE • What surprises me ? • What did I confirm ? • What are my questions ?ÉGÉRIE RESEARCH 2013 ©
  • An active search for information, right now, 10 lundis pour everywhere rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • An active search for information 10 lundis pour rattraper le train du digital The « modern attitude » seems to be…  To actively take control of the flow  Be the actor of one‟s own life! I decide !!! ÉGÉRIE RESEARCH 2013 ©
  • The web changed the way weGET information, not the NEED 10 lundis pour rattraper for info le train du digital ÉGÉRIE RESEARCH 2013 ©
  • Consumers make their ownmedia-plan “THEY DECIDE!!!!!!” 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • Brandreputationisbuiltthroughuncon 10 lundis pour trolledchannels... rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • Information – Influence takesoveradvertising 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • And it‟s the same old song, but with an incredible power 10 lundis pour boost rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • Reputation takesover image! 10 lundis pour rattraper le train du digital Kill electra bill!! electrabel=legal mafia!! ÉGÉRIE RESEARCH 2013 ©
  • Brand sustainability 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • Give guidance in a more open approach 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • Information is not the brand‟s privilege any more 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper le train du digital CO-DISCUSSION CO-DEBATE • What surprises me ? • What did I confirm ? • What are my questions ?ÉGÉRIE RESEARCH 2013 ©
  • A new paradigm 10 lundis pour rattraper le train du digital Could the next paradigm be: CGB Consumer Generated Brand?ÉGÉRIE RESEARCH 2013 ©
  • For instance; a brand where content is totally customer- 10 lundis driven… pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • CGB is already among us,and not only on the web… 10 lundis pour rattraper le train du digital Launching of the new GAP Logo: • 4 October 2010 : launch of the new logo • 11 October 2010 : 725.000 fan reactions on the brands Facebook page One week later: reintroduction of the historical logoÉGÉRIE RESEARCH 2013 ©
  • CGB is already among us,and not only on the web… 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • CGB is already among us,and not only on the web…. 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • CGB is already among us,and not only on the web…. 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • 3 main roles of the internet 10 lundis What’s pour new rattraper le train du digital Google Pure fun searchs (videos) Tripadvisor searchs Pic Social sharing networkingInspiration Music Games Smart consuming Blogging Daily Chat Series & news movies Health forums MailsInformation role Communication role Entertainment role= USEFUL = SOCIAL = FUN= ? = ? = = ? ÉGÉRIE RESEARCH 2013 ©
  • And a social media landscapestill growing and structuring 10 lundis pour itself rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • The consumers live here and now…and seek answers 10 lundis pour rattraper le train du digital Think Touch Real Time points, notMore Demanding channels Little Patience Blend Always-on Information and REND ONE STEP FOUR inspiration Context becomes king ÉGÉRIE RESEARCH 2013 ©
  • Facebook and the other platforms 10 lundis pour rattraper le train du digitalIn general, the feeling that mostinterfaces will be merging tocreate a unique platform forcommunication ex: MSNreplaced by Facebook chat, Chatalso available on Skype, picturesfrom Picasa to Facebook ÉGÉRIE RESEARCH 2013 ©
  • A fluid system for the liquid consumer 10 lundis pour rattraper le train du digital TRENDFOUR STEP TWOÉGÉRIE RESEARCH 2013 ©
  • “Fluid consumers” usenon-linear decision making 10 lundis pour rattraper processes le train du digitalÉGÉRIE RESEARCH 2013 ©
  • should I stay or sould I go ? 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • And a winwineasy/ fluid engagement system 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper le train du digital CO-DISCUSSION CO-DEBATE • What surprises me ? • What did I confirm ? • What are my questions ?ÉGÉRIE RESEARCH 2013 ©
  • Facebook: a universe with a real personnality and specific rules 10 lundis pour rattraper le train du digital : the cool attitude See and Be seen = a place for me & my friends = a relationship Me  my friends Stay in contact Activator of relationships Share moments & ideas Have fresh newsNeed to be in control of what I say- I show - I To be « in » parties,likeon my profile concerts, after parties ÉGÉRIE RESEARCH 2013 ©
  • What are you afraid of? 10 lundis pour rattraper le train duSPENDING TOO MUCH TIME ON FB IS… digitalNOT SOCIALLY COOL? BRANDS FIGHTING TODANGEROUS FOR YOUR PRIVACY? GET INTO MY MIND? CONFIDENTIALITY? WHO ARE MY TRUE FRIENDS? SOCIAL SKILLS? LOOSING TIME? ADDICTION? COSIER ON FB THAN IRL? ÉGÉRIE RESEARCH 2013 ©
  • In turn, Facebook is becoming our life barometer 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • Brands on Facebook 10 lundis pour rattraper le train du digitalBRAND COMMUNICATION ON FACEBOOK SHOULD BE RELEVANT WITH THE DNA OF EACH OF THE 3ACTORS« Het moet passen met wat ik op Facebook doe » PERSONAL BRAND INTEREST VALUES FACEBOOK DYNAMICas a brand, the question is : which community to buildaround one of our core missions transposable to Facebook‟sspirit? ÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper THIS IS NOT JUST ANOTHER HIDDEN le train du digital COMMERCIAL BRAND COMMUNICATION ON FACEBOOK SHOULD BE RELEVANT WITH THE DNA OF EACH OF THE 3 ACTORS PRESENT PERSONAL BRAND INTEREST VALUES 1. THE VALUES OF THE BRANDS FACEBOOK 2. THE INTEREST OF THE CUSTOMER AND HIS DYNAMIC PEERS 3. THE DYNAMIC ON FACEBOOK (fun, video sharing, networking, pictures « mise en scène », events organization and attendance, with humor…)ÉGÉRIE RESEARCH 2013 ©
  • “Digital natives” are already a yesterday‟s label… 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A new dealwiththe brand: more reactive 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • And they don‟t always mean to be “nice”! 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • CONCLUSIONS 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • …Chicken or eggs ?! 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • A new challenge = a new deal ? 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • Are we brave enough to get rid of old point of views ? 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • And are we wise enough tokeep marketing gadgets at a 10 lundis pour rattraper le train du distance? digitalÉGÉRIE RESEARCH 2013 ©
  • New brand relationship =understanding an ecosystem 10 lundis ? pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • New brand relationship = taking care of an energy 10 lundis pour rattraper capital? le train du digitalÉGÉRIE RESEARCH 2013 ©
  • We need to work on specificity 10 lundis and relevance pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • We need to be empathetic and show it 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • Weneed to clarifywhowe are and whatour vision is 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • We must say thank you to those who are with us 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • How couldweswitchfrom amonologue to a dialogue ? 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • Do we have to talk about shopping in all our 10 lundis pour rattraper conversations ? le train du digitalÉGÉRIE RESEARCH 2013 ©
  • Whatis the limitbetweenreal conversation and blabla ? 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • Re-explore the classic toolbox with a fresh eye ? 10 lundis pour rattraper le train du digital ÉGÉRIE RESEARCH 2013 ©
  • Mutual R O I A new deal based on the concept of mutual R.O.I ? 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • The social media situation 10 lundis pour rattraper1. A WORLD OF TOO MUCH: too much information on too many channels? le train du digital2. A WORLD WHERE QUALITY TIME IS OPPOSED TO WASTED TIME : – It has to be fast and « to the point ». – Or it has to be quality time. Facebook time = loosing time? = relax time? = social time? EVERYONE CAN BE AN EXPERT ON THE INTERNET: – The impression that the balance of power is shifting. – Do brands still master their image on the internet? – In reality, a rather passive and opportunistic attitude of internet users in Belgium. MY OWN MEDIA PLAN: my own breaking news, TV shows in streaming, FFW function on my TV to skip commercials, download movies just out in the US… ÉGÉRIE RESEARCH 2013 ©
  • A private world of « me and my friends » 10 lundis pour rattraper le train du digital Group belongings, fan pages, networks, videos posted on my wall and all the messages I am sending to the world about my core values, strengthening my links with my networks MATURE TEENS AND « ADULESCENTS »? : Internet as a game. Even practical information should be delivered in a fun and visually attractive way.DISCUSSION ABOUT PRIVACY ON THE INTERNET, AND ON FACEBOOK IN PARTICULAR: Nobody can ignore those issues and should behave accordingly A WORLD OF LOOK-ALIKES :In shops as well as in banners on the internet, marketeers get their inspiration from others  discriminating added-value should be crystal clear so as to allow proximity with a brand ÉGÉRIE RESEARCH 2013 ©
  • Information role = an active attitude 10 lundis pour rattraper le train du digital• Get more, in a lot less time• The illusion of discovering the wonders of the world, and often ending up realizing everybody has the same source• A totally integrated information search that still requires guidance to be efficient• The new way to be in contact with brand proposals : = more comparison : a more challenging attitude : the feeling on the consumer side to be smart and less naive = more access to the brand spirit : new collections, advices, making of the commercials, pre sales… ÉGÉRIE RESEARCH 2013 ©
  • Communication role = a dynamic attitude 10 lundis pour rattraper le train du digital For women, a two-way impact of the internet : it makes their life smoother, it also replaces meetings in real life For teens, the natural way to communicate whenever and however they want, with their close friends Blogging: several personal blogs per « theme » (holidays, parties, mangas…) mainly for pic sharing (very young teens) or influential bloggers talking about cultural / musical / fashion trends Cooking blogs or DIY blogs are also very popular among women Personal blogs have become quite useless after creation of Facebook profile’s BUT where to find them? Browsing is not easy and is hence limited to friends‟ recommendations or major websites with forums / blogs / news / advice sectionsÉGÉRIE RESEARCH 2013 ©
  • TO DO LIST ... 10 lundis• We all need to change and show our understanding of the pour rattraper changing world le train du digital• We have to accept that the know-how is not only in our hands anymore• We need to give guidance as a sign of sharing expertise• We have to show respect for people as “own life experts” : the consum-actor• We have to show empathy (real empathy) and• We have to say “thank you”• We have to accept the deal and do the job together ÉGÉRIE RESEARCH 2013 ©
  • TO DO LIST ... 10 lundis pour rattraper le train du digital• We need to invent the dialogue of tomorrow• We need to try and accept the risk of error• We have to work on our specificities and our elements of differentiation• We need to be inspired by "bottom up" stories closer to real life• We need to accept to "reset the story" of an evolutive world ÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper le train du digitalÉGÉRIE RESEARCH 2013 ©
  • 10 lundis pour rattraper le train du digital Joelle Liberman jliberman@egerie-research.beÉGÉRIE RESEARCH 2013 ©