Digital Consumer NUS Nov08

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Digital Consumer NUS Nov08

  1. 1. DIGITAL CONSUMEREVOLUTIONNUS MBANOV 2008 WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849
  2. 2. How to win an election ? More than 3M supporters WWW.F5DC.COM
  3. 3. How to win $6000 in 2 weeks ? Moon Sung-ok teaching how to use camerasInfringement and reports WWW.F5DC.COM
  4. 4. How to loose $4B in 6mns ?05.16.2007 WWW.F5DC.COM
  5. 5. How to 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. 1.000.000.000 /day 10hs/mn
  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   Cloud computing
  10. 10. WELCOME TO THE FUTUREWWW.F5DC.COM
  11. 11. WWW.F5DC.COM
  12. 12. WWW.F5DC.COM
  13. 13. 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
  14. 14. Limited audience reach 36% 75%Source : Nielsen ratings 2006 1987
  15. 15. 61 HOURS /DAYSource : Kaiser Family foundation
  16. 16. Welcome to the new WorldS 246M 70M 85M 120M1999 2002 2002 2004
  17. 17. Social networking impact 69% 530M internet users on social network 1.4M posts/day WWW.F5DC.COM* Source : Future laboratories, eMarketer2007
  18. 18. Are you part of it ? Do you understand it ? WWW.F5DC.COM
  19. 19. The next facebook trend ? WWW.F5DC.COM
  20. 20. Consumer segmentation evolution Multiple personas Behavioral Psychographic Profile
  21. 21. Contextual segmentation   Levi’s shirt $200   Levi’s Jean $160   Shoes (from Netherlands ?) S$168 Omega watch $5000
  22. 22. songsfragmenting
  23. 23. 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
  24. 24. Different ways of thinking   Information jump   Demographic jump WWW.F5DC.COM
  25. 25. Learn to talk to the new audience Communities Quantity Share Fragmented Connections Fast Vocal Competitive MORE LESS " Connected " Loyal " Mobile " Focus " Responsive " Patient " Multitasking " Easy to trick
  26. 26. The easy solution The difficult implementation WWW.F5DC.COM
  27. 27. Web 2.0 ? The new eldorado ? Put advertising on WWW.F5DC.COM
  28. 28. Yes we need to shift our budget 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
  29. 29. But shift it to 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
  30. 30. Shifting is not about pushing. WWW.F5DC.COM
  31. 31. 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
  32. 32. 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
  33. 33. SPAMMING !!!! 15M$ in Sierra Leone wait for you ! WWW.F5DC.COM
  34. 34. I know you pretend you love me… WWW.F5DC.COM
  35. 35. Do you CARE ?do you KNOW me ? WWW.F5DC.COM
  36. 36. Do you listento me ? WWW.F5DC.COM
  37. 37. Dear Gregory 15% on all purchases 20% discountWWW.F5DC.COM
  38. 38. Trying to do 1 to 1 marketing No name Name No name Name But Still no relevance to consumer WWW.F5DC.COM
  39. 39. Is it really different ? WWW.F5DC.COM
  40. 40. Are we that bad in communication ?
  41. 41. Dr Strangelove game   I will bombard you   TRUST ME   Buy me   PUSH   PUSH   PUSH   PUSH   PUSH   PUSH   PUSH
  42. 42. WWW.F5DC.COM
  43. 43. What do YOU expect as a customer ?
  44. 44. Listen to me I will choose And by the way… I am not stupid
  45. 45. Same old school…   Still 24hs day   We are still analog   Still one receiving end   Pipe size does not increase
  46. 46. Technology is NEVER the solution 30GB 30GB Limited video support Video support FM Tuner, Voice Recorder Multiple format playback US$299 US$329
  47. 47. 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
  48. 48. Looking for a job ?http://www.worldometers.info/
  49. 49. Technology is NEVER the solution
  50. 50. YES, We have the solution CUSTOMER INSIGHTS   Customer knows…   Pre analysis - Survey – analysis – compilation – reports – meeting – decision – market test – sampling – first draft – campaign launch
  51. 51. 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
  52. 52. 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
  53. 53. 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
  54. 54. Let the consumer express his needs  It is not what you think that matters  If your product is bad, let people explain you why  The river will always find its way around the rock  Consumers have evolved, remember… 56
  55. 55. Online is the consumer backbone Where you prepare your customer journey And plug your tactics Engagement Push media program WWW.F5DC.COM WWW.F5DC.COM
  56. 56. Step in the Marketing 2.0 Customer engagement marketing CRM Loyalty Mass Direct schemes marketing marketing 50s and 60s 70s and 80s 90s 2000s 2010sRise of brand products Rise of direct marketing Rise of loyalty programs Evolution of dynamic Endorsement andand advertising product marketing enhancement of brandsagencies by consumersFocus: mass Focus: identification Focus: databases, Focus: customer New focus: NPScommunication of the target group analysis systems relationship WWW.F5DC.COM
  57. 57. Influencing your NPS NET PROMOTER SCORE “Research has shown that there is a strong correlation between a company’s growth rate and the percentage of its customers who are ‘extremely likely to recommend the company to a friend or colleague.” ! WWW.F5DC.COM
  58. 58. What is User Generate Content (reminder) Create or adapt Ask or allow On your brand or content consumers products WWW.F5DC. COM 60
  59. 59. Example of video created for Armani WWW.F5DC. COM 61
  60. 60. Example of video created for Apple WWW.F5DC. COM 62
  61. 61. Example : Measure your audience How we can track who and if people are watching screen / product WWW.F5DC.COM
  62. 62. Do integrated marketingnot 360 marketing
  63. 63. Drive through a customer journey Awareness evangelism Interest Loyalty Connection Conversion
  64. 64. Define the proper contact strategySolve a problem Strategy WWW.F5DC.COM
  65. 65. Lead to sales & customer satisfaction WWW.F5DC.COM
  66. 66. 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
  67. 67. Example : 1to1 marketing 1to1 email, edM, DM linked to 100% customizable content and data WWW.F5DC.COM
  68. 68. Resist to the pressure Competition Product Price Communication Retailer Promotion ShelvesPRESSURE Stock Margin Consumer Choices Resistance Connected Company Budget decrease Visibility Margin sales target Politics
  69. 69. Speak the consumer language 1980s 1990s 2005 WWW.F5DC.COM
  70. 70. Fight the misconception 1 A BEAUTIFUL campaign is NOT an EFFICIENT campaign
  71. 71. Fight the misconception 2 an EVENT Launch does NOT Stop at the event
  72. 72. A website is JUST a websiteTraffic What is next ?   Strategy   Design   Brand image   Technology   Products   Measurement   Actions   Optimization   Data WWW.F5DC.COM
  73. 73. A real fact Acquisition cost is 4x higher than Retention cost
  74. 74. Another real fact What matters is : What Consumer thinks and buys
  75. 75. Same food, different chef WWW.F5DC.COM
  76. 76. Conclusion : 10 recommendations1.  Use online as a backbone2.  Limit the overall noise3.  Engage your consumers in a real discussion4.  Accept mistakes and to loose control5.  Take risks and test (UGC, WOM, Mobile …)6.  Do not focus on Creative or Big Ideas7.  Do not focus on tactics but strategic engagement8.  Maximize your spending with ROI9.  Be relevant, focus on excellence10. Never lie
  77. 77. F5 Digital ConsultingThe next generation of Consumer Engagement People
  78. 78. F5 Digital ConsultingThe next generation of Consumer Engagement Marketing Consulting   Outsource marketing   Campaign planning   Knowledge Center   Business technology   Product marketing   Online - Offline
  79. 79. F5 Digital ConsultingThe next generation of Consumer Engagement STRATEGIC Agency   Strategic Planning   Creative tactics   Offline campaign   Online campaign   CRM campaigns   Communication
  80. 80. LISTENING ATTITUDE EXCELLENCE   Different approach   Perfect execution   Coordinated activities   High Quality   Measurement   Getting Data
  81. 81. Creative Ideas optimization FOCUS AND ROI   Do not stop at Creative   Adapt   Engage   Complete   Measure WWW.F5DC.COM
  82. 82. THANKS WWW.F5DC.COMGregory.birge@f5dc.com +65 9111 6849
  83. 83. Information, how to deal with it ? SEARCH
  84. 84. Calculating Spelling WWW.F5DC.COM
  85. 85. Calculating Spelling must put bak moni after I sell my flat? WWW.F5DC.COM
  86. 86. Calculating Spelling Thinking ?
  87. 87. Is there a new war ? WHAT WHEREKNOWLEDGE KNOWLEDGE
  88. 88. WWW.F5DC.COM
  89. 89. It all happened in 2008 meets
  90. 90. 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
  91. 91. 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
  92. 92. Relevance Persistence Quality Personal viewsNext search tomorrow ?
  93. 93. WWW.F5DC.COM
  94. 94. How to sell ? •  New values •  New rules •  New behaviorWhat to buy ? WWW.F5DC.COM
  95. 95. The next steps : UGC + Mobile `
  96. 96. Mobiles are personal 1 to 1 relation Fragmented Interactive - Fun Integrated WWW.F5DC.COM
  97. 97. 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`
  98. 98. Push the right button

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