Tddigitalday 2011 Innovation et performance, le point de vue du Social Media Club

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Td Digital Day 13 Octobre 2011 Evénement organisé par TradeDoubler. Thème de la journée, innovez pour performer Animateur : le point du vue du Social Media Club, par Pierre Yves Platini #fabernovel #socialmediaclub #satellinet #tradedoubler #tddigitalday

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  • Emerging a tjssuivi les marches occidentauxsur la pubBaidu: payement CPC/Biding enchereYandex* Industrialized and disintermediated ad buying (AdExchange). * CPM's footprint will decrease, while performance models (CPL, CPA, CPO…) will dominate. Slide with adv market.* Behavioral targeting will improve* Mobile advertising
  • 850 respondents539 company email marketers230 supplier respondents (ESPs/agencies)
  • Tddigitalday 2011 Innovation et performance, le point de vue du Social Media Club

    1. 1. <br />Innovation & performance<br />le point de vue du Social Media Club<br />#tddigitalday<br />
    2. 2. Td Digital day<br />#tddigitalday<br />2<br />
    3. 3. Welcome<br />A few words about me<br />And muchmuch more about…<br />#tddigitalday<br />
    4. 4. Watch out !<br />(you may want to think of something else)<br />Boring part coming…<br />#tddigitalday<br />Credentials: Jill Greenberg – Monkey Portraits<br />
    5. 5. 5<br />Innovation through a value creationprism<br />Enhance or rebuild your value proposal to maximize value creation<br />Value captured by the customer<br />Price<br />Customers’ experience of yourproduct/service<br />Value captured by the firm<br />= perceivedbenefits – perceived sacrifices<br />Credentials: Jill Greenberg – Monkey Portraits<br />#tddigitalday<br />
    6. 6. Issues to focus on<br />6<br />How to identifythose value creation levers?<br />How to capture (ahem, share) the additional value created?<br />How to implement and industrializethose innovations?<br />Credentials: Jill Greenberg – Monkey Portraits<br />#tddigitalday<br />
    7. 7. Wake up<br />Boring part: check!<br />Credentials: Jill Greenberg – Monkey Portraits<br />#tddigitalday<br />
    8. 8. What have weseenrecentlyaround<br />Display ads<br />CRM & next email marketing generation<br />SoLoMoCo<br />Web2Shop<br />Mobile marketing<br />Online performance marketing<br />And otherstuffs…<br />8<br />And what can we draw from<br />these trends ?<br />#tddigitalday<br />
    9. 9. “A Coperni-what revolution?”<br />Display ads are back<br />#tddigitalday<br />9<br />
    10. 10. Back to the good ol’ days?<br />- 8,4%<br />+ 5,8 %<br />+ 11,1 %<br />+ 18,8 %<br />- 1,1%<br />- 8,9%<br />+ 18,8%<br />+ 12%<br />+ 9,1%<br />+ 15%<br />And the CPM model brought back from the dead ?<br />Sources: SRI, IAB, Kantar Media, Satellinet<br />#tddigitalday<br />10<br />
    11. 11. Significant evolutions account for this “display revival”<br />New formats/models…<br />- 8,4%<br />+ 5,8 %<br />Includes<br />Banners<br />Sponsored links (exceptedsearch)<br />Content integration<br />Sponsoring<br />Ads in NL<br />Videos<br />+ 11,1 %<br />+ 18,8 %<br />- 1,1%<br />- 8,9%<br />+ 18,8%<br />+ 12%<br />+ 9,1%<br />+ 15%<br />…technology-enabled<br />#tddigitalday<br />Sources: SRI, IAB, Kantar Media, Satellinet<br />#tddigitalday<br />11<br />
    12. 12. Performance-based advertisingwill keep on growing…<br />Emerging countries will follow western advertising trends: <br />CPM will vanish and performance will dominate<br />Internet ad revenues in the U.S. by pricing model, 2005–2010<br />Performance<br />CPM<br />Hybrid<br />Local search engines will enable this performance revolution<br />Sources: IAB US<br />#tddigitalday<br />12<br />
    13. 13. Enabled by sophisticatedanalytics<br />#tddigitalday<br />
    14. 14. And recentterritories to conquer<br />#tddigitalday<br />
    15. 15. Disintermediation/consolidation…Seriously?<br />Source : LumaPartners<br />#tddigitalday<br />
    16. 16. “Consumers don’t go online any more — they are online.” <br />The multidevice, multiconnection world<br />#tddigitalday<br />
    17. 17. Mobile devices will be the main Internet access point<br />2020<br />Population<br />7.6 bn <br />2020<br />Internet mobile users<br />2.5 bn<br />By 2015, people will more likely access the Internet while on the move, rather than from a desktop computer.<br />Sources: U.N Telecom Agency, TomiAhonen Consulting, KPCB<br />#tddigitalday<br />
    18. 18. More generally, use of connected devices will explode<br />2010<br />2020<br />12,5 billion<br />50 billion<br />Connected devices<br />Connected devices per person<br />1,8<br />6,6<br />Laptop<br />Phone<br />TV<br />Console<br />E-reader<br />Sensor<br />Tablet<br />Sources: Cisco IBSG, Wikibon<br />#tddigitalday<br />18<br />
    19. 19. Social commerce is here andgrowing rapidly everywhere in the world<br />Social commerce is e-commerce leveraging value derived from social layer data. Best practices are spreading all over the world.<br />Customer oriented<br />Marketing oriented<br />Product oriented<br />Recommendations / Reviews<br />Content filtering<br />Customer acquisition<br />Buzz-Monitoring<br />Customer Analysis<br />Business Intelligence<br />Estimate of Social Commerce Market Size ($ bn)<br />CAGR (2011-2015): 57% <br />Sources: Booz Allen, Tuck School of Business at Dartmouth<br />#tddigitalday<br />19<br />
    20. 20. Recent trends will expand internationally… <br />So<br />Lo<br />Mo<br />Social<br />Local<br />Mobile<br />Due to current massive use of mobile social networks, SoLoMo phenomenon will be huge in emerging countries<br />Users who have used a micro-blogging service in the past month by region (2011)<br />Some already very strong actors in emerging countries:<br />China<br />India<br />Sources: globalwebindex 2011<br />#tddigitalday<br />20<br />
    21. 21. And across the wealthiest sectors… <br />So<br />Lo<br />Mo<br />Co<br />Social<br />Local<br />Mobile<br />Commerce<br />74% have purchased as a result of using their smartphone while shopping.<br />79% of smartphone Internet users use their smartphones to help with shopping<br />79% of smartphone users want mobile coupons<br />Source: Google User Behavior Study 2010<br />#tddigitalday<br />21<br />
    22. 22. But if a SoLoMoCo world looks like this…<br />1<br />3<br />4<br />5<br />6<br />2<br />Surfing on cosmopolitan.com, she sees a picture of a famous movie star and the bag her friend Jennifer told her about a few days ago.<br />… and/or sent a special offer, to be used in store, depending on their location and preferences. <br />Rachel is passionate about fashion. She loves talking about her latest good deals and shopping spree.<br />Through Facebook, Rachel sends Jenifer an affiliate link to buy the bag on Amazon.com<br />Jenifer buys the bag. Rachel earns $30 (affiliation rates).<br />Accessing Rachel’s social graph, Amazon.com targets Rachel’s 25 women friends who are likely to buy the bag. They are shown a personalized ad…<br />#tddigitalday<br />22<br />
    23. 23. … whose pockets are going to be filled up?<br />The example of Baidu<br />Seamless integration<br />Baidu search<br />Baidu Browser<br />Baidu Youa(local search)<br />Baidu apps<br />Baidu Yi (O.S.)<br />Vertical integration<br />Baidu Phone (Partnership with Dell)<br />#tddigitalday<br />23<br />
    24. 24. … just sayin’…<br />Loyalty, rewards, and gift cards<br />Integrate loyalty cards and rewards into every transaction<br />Transactions<br />Accept payment with one click online and NFC contactless offline<br />Offers<br />Deliver targeted local coupons to users, track both online and offline conversions<br />Source : Google<br />#tddigitalday<br />
    25. 25. Fatalist Pierre-Yves is fatalist<br />Yesterday<br />Today<br />Baidu Yi<br />Baidu phone<br />Shoes?<br />Clothes?<br />Food?<br />Tomorrow<br />Furniture?<br />Make-up?<br />Accessories? <br />#tddigitalday<br />
    26. 26. “Getting the old lady a new dress.” <br />Cracking the email marketing industry<br />#tddigitalday<br />26<br />
    27. 27. 72%<br />ofcompanies rate email marketing as “excellent”(26%) or“good”(46%) in terms of ROI<br />Apart from search engine optimization (73%), this is higher than any other marketing channel<br />Econsultancy / Adestra Email Marketing Industry Census, March 2011, 850 respondents<br />#tddigitalday<br />
    28. 28. No need of the latest trends?<br />How well does your company integrate email activity with the following areas?<br />Or justlaggingbehind?<br />Econsultancy / Adestra Email Marketing Industry Census, March 2011, 850 respondents<br />#tddigitalday<br />
    29. 29. Any candidates?<br />Cloud data storage<br />Software providers<br />Networks<br />#tddigitalday<br />
    30. 30. Thankyou!<br />#tddigitalday<br />
    31. 31. Pierre-yves.platini@fabernovel.com<br />@fabernovel<br />www.fabernovel.com<br />#tddigitalday<br />31<br />

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