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Le digital dans le marketing aujourd'hui
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Le digital dans le marketing aujourd'hui

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Back to basics, quelles sont les valeurs de votre marque ? ...

Back to basics, quelles sont les valeurs de votre marque ?
Le digital n'invent rien, il étend simplement les possibilités de raconter votre histoire! Encore faut-il savoir comment les raconter, à qui et comment !?

Présentation réalisée pour B+G - http://bgcom.ch

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    Le digital dans le marketing aujourd'hui Le digital dans le marketing aujourd'hui Presentation Transcript

    • Le digital dans lemarketing aujourdhuiJulien FerlaHead of Digital - jferla@bgcom.ch
    • fuddone16 97b s di ae nM nr u o te xp oe so as rfsin l20
    • f i n sa dp r n r re d n a t e sAn independently owned and run agency, b+g is part of one of the leadingworldwide networks of independent marketing communications agencies
    • 50+LOCATIONSEUROPE, USA, ASIA
    • «to understand business,you must understand people»a closer look at the trends andcounter-trends that shape ourdaily lives.
    • Acceleration:to reach an audience of 50 million people it took radio 38 years,television 13 years, internet 4 years, the iPod 3 years, facebook 2 years,and it took the iPhone 3GS just 3 days to reach 1 million users...
    • Acceleration walking speed has in large cities,increased by 20% in the last 10 years. David Bosshart, Gottlieb Dutweiler Institut, Swiss Retail Forum, Juin 2011.
    • Mobility 46% of all food is consumedin the USA,out of home and 25% is consumed while moving... David Bosshart, Gottlieb Dutweiler Institut, Swiss Retail Forum, Juin 2011.
    • Mobilité Internet Internet world population was 1 billion persons in2005. It has doubled within 5 years to reach 2 billion persons in 2010. ITU
    • Globalization25% of teenagers interact daily with peers living in other countries. Guy Loubry, « Generation Z », AMIN Conference, Anvers, Mai 2011
    • Cultural aggregationSales of «ethnic food » are expected to grow by 20% until 2014. Nestlé Professional, 2011.
    • New ways of consumingNext to «traditional online», new ways of « reallife retail » appear : Popup stores, Conceptstores, Virtual stores...
    • Roots and social membership The need to be part of a community that shares our personal values, experiences andexpectations is even higher in times of ever increased and rapid changes and uncertainty.
    • The new seduction of «Local» Though still marginal, «Urban farming» initiatives,«slow food» approaches, direct sales from the farmer and other «community supported agriculture» initiatives  are all expressions of locavorism, a rising phenomenon. http://www.smallbizlabs.com/2010/05/urban-farming-continues-to-expand.html http://en.wikipedia.org/wiki/Slow_Food http://en.wikipedia.org/wiki/Locavores
    • the taste of simpliciy...« ...we see people beginning to cherishsimplicity. Yes, we have tasted simplicity and have been wonover ». The Food Channel
    • «Personalized messages on my mobile when I enter the shopping mall; electronic labels and RFID; Internet Drive-ins; online promotions; «self check out»; scanning tunnels...Yes, but in the end, the shopping mall oftomorrow is a mall with more butchers,bakers, craftsmen who you know and youcan talk to...and flexible opening hours!»Sissigno Murgia - Director Coop Suisse romandeForum de l’économie vaudoise, 23.11.2011
    • ever faster technologicalrevolutions, globalization,aggregations, cosmopolitism,increased mobility andacceleration on one side...
    • ...the need for communitarianidentification, aspirations tosimplicity, the new seductionof local and «hand made », adesire for more proximity, onthe other side... shape acomplex world.
    • what if...internet, digitaltechnologies and sub-sequent behaviours werethe main developmentsshaping the history ofmankind since theindustrial revolution?
    • Let us forget about «digital» asbeing a new «discipline».«Digital» is just a different way ofdoing the same old things.
    • Tv is digital
    • Radio is digital
    • Print is digital
    • Posters are digital
    • POS is digital
    • Products are digital
    • today, everything has a «digital» dimension. and then again.... there is nothing like «digital» for the consumer.there is nothing like «social media» for the consumer.
    • There is only life
    • youtube is about life
    • facebook is about life
    • gaming is life
    • using mobiles ortechnology is life
    • it is not so much aboutadding a new channel, butabout understandingthe way everyone works andlives today.
    • Be creativeCreate experience
    • some examples of how we do this at b+g
    • we started @ 1996
    • 1997
    • 24000 visitorsduring the first year
    • 2000
    • 2004-2011
    • 201218000 visitors each month
    • Empower your customersBring them tool to expressthemselves
    • 1 chance de gagner !Insérez la carte dans lune des 5 bornes by Règlement sur mymetropole.ch
    • Transform the daily act ofbuying with gamification
    • Create a unique feeling withthe brand with particularcontent
    • Create a rare and amazingexperience and share it withfriends
    • it’s all about experiencenot only brand impression.
    • only 14% people trust advertisingbut 92% trust peer recommendations
    • people hate advertising butthey love entertainment, theylove content.
    • Brand content- storytelling- be part of it- local + technology- empower your customercreate life experience
    • Thank you for yourattention!Julien FerlaHead of Digital - jferla@bgcom.ch