New Marketing Prepared for IHECS May 2007

About me David Hachez ( TheAfter ) Connecting Brands with Consumers using the digital opportunity 8 years in digital marketing Love music, sound & technology http://blog.theafter.be

David Hachez

( TheAfter )

Connecting Brands with Consumers

using the digital opportunity

8 years in digital marketing

Love music, sound & technology

http://blog.theafter.be

Agenda Introduction The Marketer Reality The Landscape The Players The Tools The Marketer Emergency The Consumer New Techniques Conclusion

Introduction

The Marketer Reality

The Landscape

The Players

The Tools

The Marketer Emergency

The Consumer

New Techniques

Conclusion

Introduction

The world has changed

The world has changed

1 bio +

Democratization

Media Cluttering

Prime Time is My Time

The era of building brands namely through mass media advertising is over . We need to find ways to get consumers to invite brands into their lives. BusinessWeek

"We have to be more a part of what people are watching and reading instead of being in between what people are watching and reading," Deborah Wahl-Meyer Toyota Marketing BusinessWeek

the “person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. (Edelman Trust Barometer 2006) In the US, for example, the “person like yourself or your peer” was only trusted by 22% of respondents as recently as 2003, while in this year’s study, 68% of respondents said they trusted a peer. Contrast that to the CEO, who ranks in the bottom half of credible sources in all countries, at 28% trust in the US, near the level of lawyers and legislators.

the “person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed.

(Edelman Trust Barometer 2006)

In the US, for example, the “person like yourself or your peer” was only trusted by 22% of respondents as recently as 2003, while in this year’s study, 68% of respondents said they trusted a peer. Contrast that to the CEO, who ranks in the bottom half of credible sources in all countries, at 28% trust in the US, near the level of lawyers and legislators.

Part 1 : The Marketer Reality

The landscape

Online penetration evolution Source: BIM 15

Coverage per age & sex Source: BIM 15

Media consumption Source: EIAA, Belgium results 2005 Hours spent on each medium on an average week Increase in time spent online 2004 vs. 2005: +11%

“A day in the life...” [Base: All Respondents in Belgium using each type of media] Source: EIAA, Belgium results 2005

Multi-tasking reality When Mainly Watching TV When Mainly Using the Internet [Base: All Belgium internet users] [Base: All Belgium TV Viewers] Source: EIAA, Belgium results 2005

W W W

The players

The players Brands Sales Houses Specialists Media agency Ad agency Media Consumers initiators shapers transmitters allowers

Broadcast Hypergene.net

Intercast Hypergene.net

New Channels

Mash Ups Collaboration Open Source Crowd Sourcing Tagging APIs Platform WOM Blogs Social Network P2P Web2.0 Privacy Exchange SEL Wikinomics RFID chip

Mash Ups Collaboration Open Source Crowd Sourcing Tagging APIs Platform WOM Blogs Social Network P2P Web2.0 Privacy Exchange SEL Wikinomics RFID chip

The tools

Audience knowledge BIM (Belgian Internet Mapping by Insites) Extensive study among Belgian Internet users, which provides a detailed overview of the Belgian Internet population. Deliverables: Insights into socio-demographic information on Internet users and their attitudes and behaviors related to the Internet Data-collection on basis of online (pop-up & e-mail data collection) as well as offline (by phone) methods in order to guarantee representative figures The largest Internet study in Belgium, more than 140.000 people participated in the pop-up survey and more than 10.000 in the e-mail survey Frequent updating of the B.I.M. figures every six months and evolution tracking of B.I.M. figures with previous periods

BIM (Belgian Internet Mapping by Insites)

Extensive study among Belgian Internet users, which provides a detailed overview of the Belgian Internet population.

Deliverables:

Insights into socio-demographic information on Internet users and their attitudes and behaviors related to the Internet

Data-collection on basis of online (pop-up & e-mail data collection) as well as offline (by phone) methods in order to guarantee representative figures

The largest Internet study in Belgium, more than 140.000 people participated in the pop-up survey and more than 10.000 in the e-mail survey

Frequent updating of the B.I.M. figures every six months and evolution tracking of B.I.M. figures with previous periods

Audience Measurement CIM (Centre d’information des media) Metriweb Tactical measurement system based on cookies and providing data on 250+ Belgian sites at three levels Unique Visitors (+ regular), Visits & Page Requests Objective, comparable and authentified data Metriplan Deduplication tool which uses the Metriweb raw data Allows to evaluate the performance of a multi-site media selection over a perdiod of time Metriprofile Provides the media planners with socio-demographic data for each site participating in the Metriweb study

CIM (Centre d’information des media)

Metriweb

Tactical measurement system based on cookies and providing data on 250+ Belgian sites at three levels

Unique Visitors (+ regular), Visits & Page Requests

Objective, comparable and authentified data

Metriplan

Deduplication tool which uses the Metriweb raw data

Allows to evaluate the performance of a multi-site media selection over a perdiod of time

Metriprofile

Provides the media planners with socio-demographic data for each site participating in the Metriweb study

Site Traffic measurement Google Analytics

Cross Media Research Pre- & Post Advertising Test Advertising Tracking Cross Media Campaign Evaluation Metrix Lab

Pre- & Post Advertising Test

Advertising Tracking

Cross Media Campaign Evaluation

Online Impact Surveys Aided and Unaided Brand Awareness Advertising Awareness Message Association Sponsorship Awareness Brand Favorability Brand Attributes Purchase/Behaviour Intent Metrix Lab

Aided and Unaided Brand Awareness

Advertising Awareness

Message Association

Sponsorship Awareness

Brand Favorability

Brand Attributes

Purchase/Behaviour Intent

Buzz metrics

Buzz metrics

3rd Party technology IAB 2006

Part 2 : The Marketer Emergency

The Consumers

New dimension in Marketing From The Power of Us The Brands  To The Power of Us The Consumers US US

From The Power of Us

The Brands



To The Power of Us

The Consumers

OVERVIEW No more one-way. Dialogue

No more one-way.

Opt-in

Value

Insight

Trust

Networks

The Power of Networks Logic+Emotion

There is more than you in you Logic+Emotion

Stages in Internet use Communication / Community Entertainment / Personal Expression Information / Research / Everyday Tasks Email IM Posting your profile on a community site Creating your own IM / chat room avatar Visiting an Internet chat room Making posts to an online message board Becoming a lead contributor to an online community (e.g., regular posts, moderator) Setting up email forwarding group for “joke” emails Using Google to research Buying something on Ebay Buying a book/CD from Amazon Regularly shopping for groceries online Internet banking Joining an Internet payment service (e.g., Paypal) Selling something on Ebay Setting up personal news views/alerts Regularly reading news online Bookmarking your own library of “favourite” sites Writing your own blog/newsletter Building your own website Booking a flight online Sharing iTunes playlists Playing viral games that were emailed Joining an online RPG community (e.g., SimsOnline) Downloading games Watching streaming video Downloading music Listening to Internet radio Uploading photos to album site Subscribing to online movie service Video chat/Webcams Web surfing Visiting websites others have recommended Browsing dating / “friends” sites Signing up for email newsletter Basic Experienced Enthusiast Source: Isobar Creating your own TV channel

Segmenting the consumers Source: Insites & Yahoo creators communicators receivers

Mixed with a Context Source: Insites Health Lunch Lovers Fans Neutral Sceptics Haters

Helps Finding Value Source: Insites Lovers Fans Neutral Sceptics Haters consumer value curve

And Maximizes the Communication Source: Insites Lovers Fans Neutral Sceptics Haters Size Influence  Influence 

Classical Marketing Public Conversion Sale! The bigger the funnel is, the more catches you do.

New Marketing Give the people the tools and a story. They will tell your story.

People are media

Everything is media It’s not about technology. It’s about people.

New Techniques

Marketing Techniques Viral RSS Newsletter Search Online Media Email Communities Mobile / SMS Gamevertising Pod/Vod-casting Narrowcasting Bookmarking Widgets/Gadgets Brand Xperience ? ? Push Pull

A regularly distributed publication generally about one main topic that is of interest to its subscribers . Newsletter

E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial messages to an audience. to enhance the relationship with current or old customers and to encourage customer loyalty and repeat business. to acquire new customers Email Marketing (in or out house list)

E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial messages to an audience.

to enhance the relationship with current or old customers and to encourage customer loyalty and repeat business.

to acquire new customers

A set of marketing methods to increase the visibility of a website in search engine results pages. 3 methods: - Search Engine Optimization (organic) - Search Engine Advertising (cpc) - Paid Inclusion (indexing guaranteed) Search Engine Marketing

Mobile Marketing refers generally to direct marketing via mobile phones, PDAs or (rarely) Laptop Computers. Technologies such as SMS, MMS, Bluetooth, WLAN, Infrared (IRDA) are being used to distribute commercial or (or in some cases non-commercial) content to mobile devices. Mobile Marketing

RSS is a family of web feed formats used to publish frequently updated digital content, such as blogs, news feeds or podcasts. Really Simple Syndication RSS

A podcast is a media file that is distributed by subscription (paid or unpaid) over the Internet using syndication feeds, for playback on mobile devices and personal computers. Podcasting's initial appeal was to allow individuals to distribute their own "radio shows," but the system quickly became used in a wide variety of other ways : school lessons, tours of museums, etc. Pod / Vod-casting

Community marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. This does four things: - Connects customers with prospects Connects prospects with each other Connects a company with customers/prospects Connects customers with customers Community Marketing

Community marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. This does four things:

- Connects customers with prospects

Connects prospects with each other

Connects a company with customers/prospects

Connects customers with customers

In computer software, a widget engine is host software system for physically inspired applets on the desktop Gadgets / Widgets

Conclusion

Brand Momentum

Is only the beginning Sources: MIT & Wikipedia The Long Tail Principle

The New Currency TIME

Is the Media mix changing according to Marketers? Source: EIAA 2007

Measuring the Effect : One Question Net Promoter Index Would you recommend X to a friend or colleague? Source: Netpromoter.com

Net Promoter Index

Would you recommend X to a friend or colleague?

Thank You Questions? Jobs? [email_address] Download the presentation on http://www.slideshare.net/theafter

[email_address]

Download the presentation on http://www.slideshare.net/theafter

Appendix

Future of Media Future Exploration Network

Who is Duval Guillaume Leading Belgian Communication Group 200+ people Various competences centres Direct & Digital Marketing, Advertising, Corporate Communication Working for Dexia, Senseo, Come a casa, MSF, Gaia, Hyundai…

Leading Belgian Communication Group

200+ people

Various competences centres

Direct & Digital Marketing, Advertising, Corporate Communication

Working for

Dexia, Senseo, Come a casa, MSF, Gaia, Hyundai…