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

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)
  • Transcript

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

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