Digital Consumer ESSEC 090707

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Digital Consumer ESSEC 090707

  1. 1. DIGITAL CONSUMEREVOLUTIONESSECJuly 9th WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849
  2. 2. 1.000.000.000 /day 10hs/mn
  3. 3. WWW.F5DC.COM
  4. 4. Mobile Chinese New Year 17B SMS 592.1B 2007Source : Straight Times Feb08 1.6B /day
  5. 5. Would you spend $44.6B ? Revenue $6.9B $51.12B Profit $0.66B $14.07B Online Revenue 85% 4.7%Source : Le Monde Newspaper Feb 3rd
  6. 6. Edison Chen soap operaGillian ChungBobo Chan Cecilia Cheung Vincy Yeung
  7. 7. EVOLUTION WWW.F5DC.COM
  8. 8. 1970 1990 2004Television LCD TV YouTube Camera Digital Camera FlickerTurn table CD player iTunes Phones Mobile Phone Skype
  9. 9. Virtualization of the information 1970 1990 2004 2010Hardware driven Software / Content Connection  Technology revolution   Us   How  Hardware, better, faster   Share, network   Delocalize   Mobility   Virtual   UGC   Wii life
  10. 10. WELCOME TO THE FUTUREWWW.F5DC.COM
  11. 11. WWW.F5DC.COM
  12. 12. WWW.F5DC.COM
  13. 13. What is the impact ?
  14. 14. 38 Years saved in 83 Years… 1998 1 year How much time does it 1994 5 years take to 1971 10 years reach 500M 1952 13 years People ? 1915 38 yearsSource : Forrester
  15. 15. Limited audience reach 36% 75%Source : Nielsen ratings 2006 1987
  16. 16. 61 HOURS /DAYSource : Kaiser Family foundation
  17. 17. Welcome to the new WorldS 300M 98M 50M 64M1999 2002 2002 2004
  18. 18. Social networking impact 530M internet users on social 69% network 15mn WWW.F5DC.COM* Source : Future laboratories, eMarketer2007
  19. 19. Are you part of it ? Do you understand it ? WWW.F5DC.COM
  20. 20. Information, how to deal with it ? SEARCH
  21. 21. Calculating Spelling WWW.F5DC.COM
  22. 22. Calculating Spelling must put bak moni after I sell my flat? WWW.F5DC.COM
  23. 23. Calculating Spelling Thinking ?
  24. 24. Is there a new war ? WHAT WHEREKNOWLDEGE KNOWLEDGE
  25. 25. Relevance Persistence Quality Personal viewsNext search tomorrow ?
  26. 26. songsfragmenting
  27. 27. WWW.F5DC.COM
  28. 28. Faster, more connected 61.1% 547M internet users of global population 2.5 x Highest broadband penetration 79% 2006 Highest # readers 74%Source : US Census Bureau, International db july16 2007 Source : eMarketer January 2007 Source : Morgan Stanley October 18 07 Source : Edelman feb 07 WWW.F5DC.COM
  29. 29. Faster, more connected 61.1% 1.5trillion SMS sent 2007 of global population 10x 114M unit sold Q1 2008 50% world 2.3B$ mobile gaming 50% worldSource Zdnet asia Source emasiamag.comasia Source cellularnews.com WWW.F5DC.COM
  30. 30. Consumer segmentation evolution Multiple personas Behavioral Psychographic Profile
  31. 31. Contextual segmentation   Levi’s shirt $200   Levi’s Jean $160   Shoes (from Netherlands ?) S$168 Omega watch $5000
  32. 32. Different ways of thinking   Information jump   Demographic jump WWW.F5DC.COM
  33. 33. Addiction ? http://upload.wikimedia.org/wikipedia/commons/9/9c/Rational_scale_to_assess_the_harm_of_drugs_%28mean_physical_harm_and_mean_dependence%29.svg
  34. 34. Who are they ?MORE LESS" Connected " Loyal" Mobile " Focus" Responsive " Patient" Multitasking " Easy to trick Communities Quantity Share Fragmented Connections Fast Vocal Competitive
  35. 35. How to sell ? •  New values •  New rules •  New behaviorWhat to buy ? WWW.F5DC.COM
  36. 36. Fight for space Media spent, Newspaper, 43% Media spent, TV, 34% Media exposure / Media exposure / day, Online, 32% day, TV, 28% Media exposure / day, Radio, 23% Media exposure / day, Newspaper, exposure / Media 10% day, Magazines, Media spent, Media spent, Media spent, Others, 8% 7% Magazines, 6% Radio, 6% Media spent, Media exposure / Online, 2% day, Others, 0 Media exposure /day Media spentSource : Synovate Asia, Nielsen Media research
  37. 37. But fight at the right place Medi Media spent, TV, 34% Media exposure / a Media exposure / day, Online, 32% day, TV, 28% Media exposure / day, Radio, 23% Media exposure / day, Newspaper, exposure / Media Medi Media spent, 10% day, Magazines, a Media spent, Media spent, Others, 8% 7% Magazines, 6% Radio, 6% Media exposure / day, Others, 0 Media exposure /day Media spentSource : Synovate Asia, Nielsen Media research
  38. 38. Mushroom Advertising Effect  Test   Saturation  Techno break   New saturation  Simple   Competitive   New Eldorado   Intrusive  One Way   Innovative   Copy Paste   Disruptive Before 1980 1980-2000 2000-2005 Since 2006Press TVs Cinema Online Video GamesRadio Product Placement Banners Web 2.0Outdoor Mobile phone
  39. 39. The next steps : UGC + Mobile `
  40. 40. Information or spamming ?   83% of all emails*   Mailbox syndrome   Intrusive   Invasive • Source :Brandley Ansitis 2007 security management http://newsweaver.co.uk/noc/e_article000705859.cfm?x=b11,0,w
  41. 41. I know you pretend you love me… WWW.F5DC.COM
  42. 42. Do you CARE ?do you KNOW me ? WWW.F5DC.COM
  43. 43. Do you listento me ? WWW.F5DC.COM
  44. 44. Trying to do 1 to 1 marketing No name Name No name Name But Still no relevance to consumer WWW.F5DC.COM
  45. 45. Are we that bad in communication ?
  46. 46. Dr Folamour game   I will bombard you   TRUST ME   Buy me   PUSH   PUSH   PUSH   PUSH   PUSH   PUSH   PUSH
  47. 47. WWW.F5DC.COM
  48. 48. What do YOU expect as a customer ?
  49. 49. Listen to me I will choose And by the way… I am not stupid
  50. 50. Same old school…   Still 24hs day   We are still analog   Still one receiving end   Pipe size does not increase
  51. 51. Technology is NEVER the solution
  52. 52. Looking for a job ?http://www.worldometers.info/
  53. 53. Technology is NEVER the solution
  54. 54. YES, We have the solution CUSTOMER INSIGHTS   Customer knows…   Pre analysis - Survey – analysis – compilation – reports – meeting – decision – market test – sampling – first draft – campaign launch
  55. 55. Actually, maybe not, (sorry…)   Future is unknown   Success is a fragile recipe   New consumers are less rationals   Consumer insights is just a validation process   Not what, but HOW you use it
  56. 56. Do we know how to fly ?   YES it is a plane BUT Old communication   Different technology   Different speed   Different pilots   Different teaching   Different training New communication
  57. 57. Danger Zone Users Marketers   Faster   Adapt   Performance   Focus   Personal   Respect   More Risks   Careful   Traditional rules should apply   Pilots are human beings   Relevance, Quality   Answer the real questions
  58. 58. Follow the right tail
  59. 59. 360 marketing to Integrated marketing
  60. 60. Drive through a customer journey Awareness evangelism Interest Loyalty Connection Conversion
  61. 61. Make things rightSolve a problem Strategy WWW.F5DC.COM
  62. 62. Optimize your media mix •  Selective Media •  Targeted Media •  Mass Media •  Passive media •  Mass messaging or •  Privileged Consumer •  Brand image •  No interaction Focused targeting relation •  Step by Step teasing •  Volume marketing •  Brand image •  Selected Moment •  Increased interactivity •  Passive interaction TV Press Outdoor Radio •  Accurate targeting •  Mass Media •  Emerging Media •  Quality Media •  Targeting is needed •  Accurate targeting •  Captive audience •  Enrich consumer •  Very Dynamic experience interaction •  Dynamic and tight •  Personalized marketing interaction •  Potentially Intrusive Internet Cinema Mobile 2.0examples
  63. 63. Speak the consumer language 1980s 1990s 2005 WWW.F5DC.COM
  64. 64. Lead to sales & customer satisfaction WWW.F5DC.COM
  65. 65. Strategic input for coordination 1 to 1 to many ATL BTL Partner Partner Client Strategy CRM Partner Media Partner Online SEO Partner Partner Business drive Strategic Planning Specialists Engagement Coordination Implementation WWW.F5DC.COM
  66. 66. Resist to the pressure •  Same product category Competition •  Different product category •  Cheaper •  Better •  More communication budgetPRESSURE •  Shelves space Retailer •  Promotion •  Stock level, fast turnover goods •  Margin and pricing •  Own our indirect competition •  More product choices Consumer •  More resistant to traditional marketing •  More connected •  More bombarded with information •  Marketing budget reduction •  Internal fight for visibility •  Sales , Margin, AOP target Company •  Multiple decision points, compromises
  67. 67. Fight the misconception 1 A BEAUTIFUL campaign is NOT an EFFICIENT campaign
  68. 68. Fight the misconception 2 an EVENT Launch does NOT Stop at the event
  69. 69. A website is JUST a websiteTraffic What is next ?   Strategy   Design   Brand image   Technology   Products   Measurement   Actions   Optimization   Datas WWW.F5DC.COM
  70. 70. A real fact Acquisition cost is 4x higher than Retention cost
  71. 71. Another real fact What matters is : What Consumer thinks and buys
  72. 72. Mobiles are personal 1 to 1 relation Fragmented Interactive - Fun Integrated WWW.F5DC.COM
  73. 73. Social networking  $ uncertain  Increased number of groups  1 goal : have fun UGC Integrated in brand strategy WWW.F5DC.COM
  74. 74. Back to basics, campaign processPlanning Development Execution Follow up   Wrap up  Objective Definition   Campaign Strategy   Implementation reports  Customer Segmentation   360 wheel evaluation   Monitoring   Positive Learning  Contact Strategy   Tactics by audience   Gap measurement   Improvement and action plans points  Metrics Definition   Creative development   Follow up planning
  75. 75. Success takes time, persistence, investments 6 years : 141M One focus 3 years : 5.7M 4 years : 136MiPod sold (M) Fiscal quarters Oct 01 April 03
  76. 76. 10 TRICS 4 TRICS1.  Technology is not the solution2.  Whisper and not Shout3.  Respect to be respected4.  Pull instead of Push5.  Accept mistakes and to loose control6.  Take risks7.  Engage, entertain8.  Be relevant, focus on excellence9.  Never lie10. Online is like a zoom`
  77. 77. THANKS WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849
  78. 78. EXAMPLES WWW.F5DC.COM WWW.F5DC.COM
  79. 79. Engagement example Immersion and lifestyle Intrigue Entertain Discover Offline Online Microsite Banners SEO Communities On line PR - Simulate ambiance -  3 different approach -  Mix organic and paid -  Ambassador -  Traditional product and feeling of to match customer search selection in technical test captivating sound and needs and strategy -  Organic will maintain communities -  Placement program immersive experience phase product visibility -  Ambiance games in beyond usage -  Generate envy to test -  Selected sites based -  Paid search will friendship the product on timing / event leverage activity communities -  2 Phases, Games and -  Atmosphere infomative presence linked to events All activities are trackable, measurable, drive customers to the next step of engagement to drive to sales Actions are customer tailored to answer needs and CTAback
  80. 80. Touch point integrationback
  81. 81. Online tactics scheduleback
  82. 82. Step by step measurementback
  83. 83. THANKS WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849
  84. 84. Optimize your media mix / Action Global branding Mass message Passive Cost / ROI Product push Targeted media Engagement Quality tbc Global / Product Mass message Interactive - Cost / ROI Global / Product Mass message Interactive - Cost / ROI Global / Product Mass message Interactive - Cost / ROI Global / Product Mass message Interactive - Cost / ROI Global / Product Mass message Interactive - Cost / ROIexamples

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