New Marketing

Slide 1: New Marketing Prepared for IHECS May 2007

Slide 2: 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

Slide 3: Agenda  Introduction  The Marketer Reality  The Landscape  The Players  The Tools  The Marketer Emergency  The Consumer  New Techniques  Conclusion

Slide 4: Introduction

Slide 5: The world has changed

Slide 6: 1 bio +

Slide 7: Democratization

Slide 8: Media Cluttering

Slide 9: Prime Time is My Time

Slide 10: 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

Slide 11: \"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

Slide 12: 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.

Slide 14: Part 1 : The Marketer Reality

Slide 15: The landscape

Slide 16: Online penetration evolution Source: BIM 15

Slide 17: Coverage per age & sex Internet coverage on various targets (by gender on total Belgian pop.) 95% 94% 94% 93% 91% 89% 78% 71% 64% 54% cov. (%) 51% 46% 40% 39% 29% 17% 11% 7% 15-24 25-34 35-44 45-54 55-64 65+ targets Male % Female % Total % Source: BIM 15

Slide 18: Media consumption Hours spent on each medium on an average week 18,7 Increase in time spent online 2004 vs. 2005: +11% 15,4 11,7 5,1 4,5 TV Radio Internet Newspaper Magazine Source: EIAA, Belgium results 2005

Slide 19: “A day in the life...” Watch TV Read Newspapers Read Magazines 100 Listen to Radio Use the Internet 90 89% 80 67% 66% 70 60 51% 54% 50 43% 45% 48% 40 30% 38% 30 14% 27% 22% 20 14% 16% 11% 10 9% 4% 5% 2% 0 'When you wake up' (6am - 'During the Day' (10am - 'During the Evening' (5.30pm - 'During the Night' (9pm - 6am) 10am) 5.30pm) 9pm) [Base: All Respondents in Belgium using each type of media] Source: EIAA, Belgium results 2005

Slide 20: Multi-tasking reality When Mainly Watching TV When Mainly Using the Internet 33% 16% 8% 9% 4% 25% 37% 3% [Base: All Belgium TV Viewers] [Base: All Belgium internet users] Source: EIAA, Belgium results 2005

Slide 21: WWW

Slide 22: The players

Slide 23: The players Sales Houses Specialists Consumers Brands Media Media agency Ad agency initiators shapers transmitters allowers

Slide 24: Broadcast Hypergene.net

Slide 25: Intercast Hypergene.net

Slide 26: New Channels

Slide 27: Collaboration Mash Ups Crowd Open Source Sourcing Tagging APIs WOM Blogs Platform Social Network P2P Web2.0 Privacy Exchange SEL Wikinomics RFID chip

Slide 28: The tools

Slide 29: 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

Slide 30: 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

Slide 31: Site Traffic measurement Google Analytics

Slide 32: Cross Media Research  Pre- & Post Advertising Test  Advertising Tracking  Cross Media Campaign Evaluation Metrix Lab

Slide 33: Online Impact Surveys  Aided and Unaided Brand Awareness  Advertising Awareness  Message Association  Sponsorship Awareness  Brand Favorability  Brand Attributes  Purchase/Behaviour Intent Metrix Lab

Slide 34: Buzz metrics

Slide 35: Buzz metrics

Slide 36: 3rd Party technology IAB 2006

Slide 37: Part 2 : The Marketer Emergency

Slide 38: The Consumers

Slide 39: New dimension in Marketing From The Power of Us US The Brands  To The Power of US Us The Consumers

Slide 40: OVERVIEW No more one-way. Dialogue

Slide 41: Opt-in

Slide 42: Value

Slide 43: Insight

Slide 44: Trust

Slide 45: Networks

Slide 46: The Power of Networks Logic+Emotion

Slide 47: There is more than you in you Logic+Emotion

Slide 48: Stages in Internet use Becoming a lead contributor to an online community Creating your (e.g., regular posts, own TV channel Creating your Making posts to moderator) own IM / chat an online room avatar message board Writing your own Setting up email Posting your blog/newsletter forwarding group profile on a IM for “joke” emails Visiting an community site Internet chat Setting up Signing up for room Browsing Building your personal news Email email own website dating / views/alerts newsletter Uploading Regularly “friends” sites photos to reading news Communication / album site online Community Sharing iTunes Using Google to Selling Web surfing playlists Listening to research Buying something on Internet radio something on Ebay Entertainment / Information / Ebay Personal Research / Expression Everyday Tasks Playing viral Watching Buying a Video Booking a games that streaming Regularly book/CD chat/Webcams flight online were emailed video shopping for from Amazon Visiting groceries online websites others have Internet Downloading recommended Joining an online banking music RPG community (e.g., Joining an Internet Bookmarking your SimsOnline) payment service Downloading own library of (e.g., Paypal) Basic games “favourite” sites Subscribing to online movie service Experienced Enthusiast Source: Isobar

Slide 49: Segmenting the consumers creators communicators receivers Source: Insites & Yahoo

Slide 50: Mixed with a Context Lunch Health Lovers Fans Sceptics Haters Neutral Source: Insites

Slide 51: Helps Finding Value consumer value curve Lovers Fans Sceptics Haters Neutral Source: Insites

Slide 52: And Maximizes the Communication Size Influence  Influence  Lovers Fans Sceptics Haters Neutral Source: Insites

Slide 53: Classical Marketing Public The bigger the funnel is, Conversion the more catches you do. Sale!

Slide 54: New Marketing Give the people the tools and a story. They will tell your story.

Slide 55: People are media

Slide 56: Everything is media It’s not about technology. It’s about people.

Slide 57: New Techniques

Slide 58: Marketing Techniques Pull Push ? ? Search Widgets/Gadgets Online Media RSS Gamevertising Communities Newsletter Pod/Vod-casting Email Viral Mobile / SMS Brand Xperience Narrowcasting Bookmarking

Slide 59: Newsletter Intrusiveness 5 4 3 2 A regularly distributed publication Control Reach 1 generally about one main topic that is of 0 interest to its subscribers. Spread Engage

Slide 60: Email Marketing (in or out house list) Intrusiveness 5 E-mail marketing is a form of direct marketing 4 which uses electronic mail as a means of 3 communicating commercial messages to an 2 Control Reach audience. 1 - to enhance the relationship with current or 0 old customers and to encourage customer loyalty and repeat business. - to acquire new customers Spread Engage Intrusiveness 5 4 3 2 Control Reach 1 0 Spread Engage

Slide 61: Search Engine Marketing Intrusiveness 5 4 A set of marketing methods to increase 3 the visibility of a website in search 2 Control Reach engine results pages. 1 3 methods: 0 - Search Engine Optimization (organic) - Search Engine Advertising (cpc) - Paid Inclusion (indexing guaranteed) Spread Engage

Slide 62: Mobile Marketing Intrusiveness 5 Mobile Marketing refers generally to 4 direct marketing via mobile phones, 3 PDAs or (rarely) Laptop Computers. 2 Control Reach Technologies such as SMS, MMS, 1 0 Bluetooth, WLAN, Infrared (IRDA) are being used to distribute commercial or (or in some cases non-commercial) content to mobile devices. Spread Engage

Slide 63: RSS Intrusiveness 5 4 RSS is a family of web feed formats 3 used to publish frequently updated 2 Control Reach digital content, such as blogs, news 1 feeds or podcasts. 0 Really Simple Syndication Spread Engage

Slide 64: Pod / Vod-casting Intrusiveness A podcast is a media file that is 5 distributed by subscription (paid or 4 unpaid) over the Internet using 3 syndication feeds, for playback on 2 Control Reach mobile devices and personal computers. 1 0 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 : Spread Engage school lessons, tours of museums, etc.

Slide 65: Community Marketing Intrusiveness 5 Community marketing is a strategy to 4 engage an audience in an active, non- 3 intrusive prospect and customer 2 Control Reach conversation. This does four things: 1 - Connects customers with prospects 0 - Connects prospects with each other - Connects a company with customers/prospects - Connects customers with customers Spread Engage

Slide 66: Gadgets / Widgets Intrusiveness 5 4 3 In computer software, a widget 2 Control Reach engine is host software system for 1 0 physically inspired applets on the desktop Spread Engage

Slide 67: Conclusion

Slide 68: Brand Momentum

Slide 69: Is only the beginning The Long Tail Principle Sources: MIT & Wikipedia

Slide 70: The New Currency TIME

Slide 71: Is the Media mix changing according to Marketers? Magazine Newspaper Other direct marketing Outdoor e.g. billboard TV Radio Cinema Decreasing Increasing Online -30 0 30 60 Percentage Of Respondents Source: EIAA 2007

Slide 72: Measuring the Effect : One Question Net Promoter Index Would you recommend X to a friend or colleague? Source: Netpromoter.com

Slide 74: Thank You Questions? Jobs? david.hachez@duvalguillaume.com Download the presentation on http://www.slideshare.net/theafter

Slide 75: Appendix

Slide 76: Future of Media Future Exploration Network

Slide 77: 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…