This document discusses the evolution of digital marketing over three ages from 1995 to the present. Age 1 from 1995-2002 saw the rise of early digital tactics as marginal and exploratory. Age 2 from 2002-2008 saw digital growing in importance and being led top-down from central teams. Age 3 from 2008 onwards saw digital become more people-centric due to the economic crisis and rise of emerging markets, where bottom-up and locally led campaigns could achieve more with less budget through testing, adapting, and rolling out ideas across multiple new markets. The key shift has been from a more technology-centric and centralized approach to one that is more focused on people and localization.
7.pdf This presentation captures many uses and the significance of the number...
The economy of scale of digital, guiding dynamics and how to overcome it
1. 1 1
The economy of scale of digital
and how to overcome it
The economy of scale of digital
and how to overcome it
Dani Komunikacija – Rovinj May 17th 2013
37. 37 37
Share of the world GDP growth
coming from the BRICS* markets
16%
in 2001
61%*
in 2015
* BRICS: Brazil, Russia, India, China, South Africa
* Source: wikipedia
38. 38 38
“I could run that digital thingy
in China alone,
it would be more profitable!”
One of our client, who does not want to be quoted
40. 40 40
The crisisWas technology dependent only
Is now people & technology
dependent
41. 41 41
Driving force #1 Driving force #2
The crisis in
Western/Southern Europe
& the new importance of BRICS
markets for global brands.
Doing digital is not anymore
about technology alone.
It is also (a lot more) about
people!
42. 42 42
Driving force #1 Driving force #2
The crisis in
Western/Southern Europe
& the new importance of BRICS
markets for global brands
Doing digital is not anymore
about technology alone.
It is also (a lot) more about
people
Test + Improve + Rollout
+
=
47. 47 47
Campaign production budget in France
= X k Euros
vs.
Campaign overall production budget with 4 additional rollouts
= 3X k EurosCost for new markets: X/2 k + some money added to the pot
49. 49 49
Age 1: 1995-2002
Digital is a marginal explorative tactic
Age 2: 2002-2008
Digital getting bigger - top down is the
norm
Age 3: 2008-20XX
Bottom up strikes back with
emerging markets and a
new form of digital led by
people
53. 53 53
Creatively: dare
Short-sighted: Let’s do that crazy
idea that the big markets are too
scared to launch.
Far-sighted: Can this idea scale? If
you had 3, 4 or 5 times more
budget, how would it improve the
idea?
54. 54 54
Source : The CMO’s Imperative – tackling new digital realities – Boston Consulting Group – November 2010
55. 55 55
Account Creative Client
The ROI of digital is about
cost management, and cost
management comes from
smart mutualization and
test/adapt/rollout dynamics
How are my ideas scaling
up when executed in more
markets?
Sell consumer insights to
the client and upsell the
idea of more with less while
selling a campaign in digital
My topic is… I chose my topic because I heard there was an issue for you…
12 locations across the globe
Beliefs, principles, morality Goes somewhere, has a purpose broader than selling Can execute upon those at biggest and smallest levels Can leverage opportunities Pionneering new products, leveraging data, etc…
A good example is SBX NBI
What is this session about?
Real economy!
I ’ m with you!
What is this session about? Digital for BRANDS! I worked for Nike, PlayStation … Not the new economy, startups… I am talking about the digital effort that brands are setting up from the inside, and the one that agencies are offering on the outside.
Short term, burst campaign digital Montrer un exemple ?
Short term, burst campaign digital Montrer un exemple ?
Short term, burst campaign digital Montrer un exemple ?
Short term, burst campaign digital Montrer un exemple ?
Magic! Alchemy! Turning small into big!
No pessimism No fake optimism
No pessimism No fake optimism
A lot of budget +++ Less organized --- A mess
What is this session about?
Automotive, Travel industry, Media
Automotive, Travel industry, Media
End of the previous cycle came with the Internet bubble of 2001/02, right after 9/11 in New-York Not more money (except maybe in 2006/07) --- More structure +++
No country can afford those alone, you have to mutualize the effort
Let me tell you how things work on Nike, Mini and a couple of others big global brands
Central/Global management became the norm
Two things happened in 2008 and moved digital into a new era
The crisis. Why does it matter?
Because the digital money goes to the market where growth is strong and market is big.
Because the digital money goes to the market where growth is strong and market is big.
Doing a favor!
And the ways and means of digital switched from a technology led built to a people+technology led built.
And the ways and means of digital switched from a technology led built to a people+technology led built.
What does that mean? Well, the new driving force of digital money is people and growth markets. You have to get back to local for cultural relevancy with people. More often. Because of social… You have to get back to local in the BRIC markets, where growth is, but also….
What does that mean? Well, the new driving force of digital money is people and growth markets. You have to get back to local for cultural relevancy with people. More often. Because of social… You have to get back to local in the BRIC markets, where growth is, but also you have to test things, validate the investment
Automotive, Travel industry, Media
Let ’ s get into examples
The concept
The execution, simple insight, started locally and …
Became a successful campaign in several markets.
Became a successful campaign in several markets.
Two things happened in 2008 and moved digital into a new era
Pick the battles with bottom up potential and be wise…
Blue is platform, red is campaign
Became a successful campaign in several markets
Became a successful campaign in several markets
Take a picture
Raconter – en jeu de role, en mode vs. Avec ou sans…