SlideShare a Scribd company logo
1 of 53
Download to read offline
FUTURELAB


THE ARCHITECTS

We assist

 Marketers to maximise the return
  on their investments

 Innovators to create more
  successful propositions.

 CEO’s to grow profits through
  customer-centricity.



                                 Special
Athens      Some Credentials
                                 Relationship
Brussels    Astra Zeneca
Bucharest   Deloitte
Hamburg     Fortis Investments
Iasi        Heineken
                                 Gemalto
Kiev        Hewlett Packard
                                 Lexus
Moscow      Lego
                                 Philips
Shanghai    Mobistar
                                 Pireaus
FUTURELAB




DIGITAL EDITION
CHANGE MARKETING? YES WE CAN.
Flashback 2006:

I Am The Media



                  FUTURELAB
The traditional marketing
            model is being challenged, and
              (CMOs) can foresee a day
             when it will no longer work.

                 McKinsey Quarterly, 2005, Number 2




FUTURELAB
2009-2011

The End is Here
For many traditional mass-habits




                                   FUTURELAB
FUTURELAB



US media fragmentation and the demise of the “big 3”

               Over one-third of US consumers are watching TV shows online




                                             Source: Deloitte – State of the Media Democracy Survey, 2008
FUTURELAB



TV Ads are being “tuned out”

DVR Growth by Region                              UK DVR owners who fast-forward the adverts
(millions of units)                               (% of recorded programmes)


                                                                               Never ; 6%
                                                                  Hardly
               48.2
                                                                 ever, 3%

                                                        About half
                                      2008             the time, 7%
                                      2013


                                            9.4
        8.6
                                                                                     Always &
                                     1.1                                              almost
                                                                                   always; 88%
     Europe West               Europe East/ME

Source: Informa Telecoms & Media, Q4-2008

                                                                                  Source: Ofcom Research, February-March 2008
FUTURELAB


In Europe, Internet will soon be bigger than TV
European Internet vs. TV consumption
Hours/week

                                           37% of french consumers
                                           already listen to radio via the
                                           internet (IT,UK,DE = ca. 1/3)



                                           Internet usage on PC will
                                           drop from 95% today to 50%
                                           in 5 years time as people
                                           switch to other methods




                                           Source: Europe Logs On, Microsoft, April 2009
FUTURELAB


And it ain’t just the kids

                Internet vs. real world population by age group
                United States, December 2008




                           30%
                     26%                                                                       % of total population
                                             23%                  22%                          % of internet population
                                          20%                  20%


                                                                                      13%13%
                                                                                                  9%            9%
                                                                                                       7%
                                                                                                                       4%



                       18-32                33-44                45-54                55-63        64-72          73+

                Source: Pew Internet and Americal Life Project December 2008 Survey
The answer ... go socio-digital !!
                                     FUTURELAB
FUTURELAB


After all, there is an ever expanding universe to play with




  “The workers
     should
   appropriate
  the means of
   production”
FUTURELAB


And engagement goes deep ... very deep


                             84% of Germans under 30
                             would rather give up their car or
                             partner than live without internet
                             or mobile telephone.
                             Source: Bitkom study via Onlinekosten.de – March 2, 2009




                             72% of British male gamers
                             would avoid having sex for a
                             chance to try their hands on a
                             brand new PS3-game.
                             Source: PS3 Price Compare study, via Itproportal, March 3, 2009
The Sad Reality

            Many digital
            marketing herd
            activities just don’t
            cut it either ...
FUTURELAB
FUTURELAB


Different Channel, Same Problem

                        78% of consumers consider in-stream advertising as
                        “intrusive”. Half of viewers stop watching an online
                        video once they encounter an in-stream ad.
                        Source: Burstmedia, January 2008




                        29% of consumers leave a website that appears to be
                        cluttered with advertising.
                        Source: Burstmedia, December 2008
  BANNER/AD BLINDNESS


                        Only 13% of UK consumers pay attention
                        to ads on social networking sites.
        NEW !!
                        Source: Ebay Advertising, March 2009
        TWITTER SPAM
FUTURELAB


Different Channel, Same Problem



                                                                     Reality Check
                                                                     What does this
                                                                     mean for the
                                                                     business???




 “If I tell my Facebook friends about your brand, it’s not because
 I like your brand, but because I like my friends.”
                                                       Mike Arauz
FUTURELAB



                                                              “Informed” consumers
                                                              are much less reliant
                                                              on advertising for
                                                              product information


                                                              Out of 20 media
                                                              company blogs are
                                                              “least trusted” sources
                                                              of information.
                                                              Consumer product
                                                              ratings/reviews are the
                                                              second most trusted
                                                              source.
                                                              (Forrester, Q2-2008




“The problem is not the [online] medium, the problem is the message, and the
fact that it is not trusted, not wanted, and not needed”
                                                              Eric Clemons
FUTURELAB




            Across the board (including digital) ...

            MarCom Needs A Reboot
Image: (c) Adambooth




                           The Core Issue



                       People who live near
                        train lines adjust to
                             the noise.


                        They do the same
                         with advertising.




                              FUTURELAB
FUTURELAB




                                   STOP BEING NOISE
       Also in the digital space
       BRANDS HAVE TO
FUTURELAB




Imagine instead …

Getting consumers to embrace the message
FUTURELAB




                 •   Harry Potter Books ( + 3000 pages)
                 •   General Hospital (11,800 episodes)
                 •   The Matrix
                 •   Star Academy
                 •   Fan Protest Save Jericho
It can be done   •   Harrypotterfanfiction.net (54,000 stories)
                 •   Of Gods and Men
FUTURELAB




Talking about what YOU
      want to say

     Interrupting me

Treating me like any other
   35-45 year old male
Relevance
                Relevance




                                         Engagement
                    €
   Reputation               Engagement


                                         Reputation




AN OPEN SOURCE MODEL
                                           FUTURELAB
Relevance
             Relevance




                                      Engagement
                 €
Reputation               Engagement


                                      Reputation




                                        FUTURELAB
FUTURELAB


To make me pay attention, stop looking at yourself

BRAND-CENTRIC                                  HUMAN-CENTRIC
COMMUNICATION PLANNING                         COMMUNICATION PLANNING




                                               Starts from what the customers want to “hear”
 Starts from what the brand wants to say and
 how to efficiently get it to pre-defined      and and being relevant to their
 homogeneous audiences.                        situation, environment, interests and needs.
FUTURELAB




Illustrating the point

How to advertise at a busstop?
Brand/Media-Centric Communication Planning

You need to get extreme to get noticed




                                             FUTURELAB
FUTURELAB




                relevance = f(personality, need, situation)




Human Centric Communication Planning

What would this man want to hear?
Human Communication Planning

A World of Opportunity

I consume a massive amount of media every moment of my day … it’s just not yours.
But as a brand, there is no reason why you can’t change this.




           Audio/Video    Books &     Mobile        Social        Story      Busstop
 Mobile
            Podcasts     Magazines   Television   Applications   Posters   Conversations
 Games




                                                                              FUTURELAB
FUTURELAB




                      relevance = f(personality, need, situation)




Also in digital/web

Don’t look at the box, look at the person
Project Battlecry: Challenge 1

Introduce Human-Centric Communication Planning

                                           TODAY:
STRUCTURAL SOLUTION

                                           Take your existing plan
Establish a “human driven” communication
                                           and ask yourself
planning model
                                           “what’s in it for the
                                           customer to give me
                                           his media-time?”


                                           How can I make it
                                           more relevant and
                                           interesting?


                                           And if you don’t
                                           know, go into the street
                                           and ask.


FUTURELAB
Relevance
             Relevance




                                      Engagement
                 €
Reputation               Engagement


                                      Reputation




                                        FUTURELAB
FUTURELAB




Brands seek loyalty for life
Trust us - Engage with us - Become an Advocate - “Love Us”
FUTURELAB




                                    •   Seduce & Forget Campaigns
But in Reality they behave like a   •   Loyalty Scams
                                    •   The New Customer is Prettier

One Night Brand                     •   Join This Week’s Community
                                    •   You are just a segment
FUTURELAB




After the lies, the forgetting, the disregard, the customer promiscuity

Would you still “engage”?
Project Battlecry: Challenge 2

Start Building Individual and Lasting Relationships

                                                   TODAY:
STRUCTURAL SOLUTION

                                                   For every of your
Shift from campaign based, mass-comms to life-
                                                   current
long personalised messages:
                                                   initiatives, validate how
                                                   customers can “really”
•     Think microsegmentation or even individual
                                                   talk back (and who
      customers
                                                   listens).
•     Build customer life-time communication
                                                   Look at the explicit and
      plans rather than campaigns
                                                   implicit promises you
•                                                  make, and check
      Change your budget and people structure to
                                                   whether they are kept.
      accomodate this changed reality.

                                                   Force your team and
                                                   business to “talk to the
                                                   customer” (cf. P&G
                                                   India).

FUTURELAB
Windfall: The Mass Market is an Illusion


               Of 1,365 CPG brands studied

            Only 2.5% of shoppers
            made up 80% of Sales

     Only 25 had a shopper base of over 10% driving
             80% of their respective volume




                                                  FUTURELAB
Your windfall

Many CPG’s “could” know every customer



     Imagine these figures travel to Finland

     5,250,000 inhabitants

     X 90%      = 4,725,000 Shoppers

     X 2.5% = 118,250 people representing 80% sales




                                                      FUTURELAB
Relevance
             Relevance




                                      Engagement
                 €
Reputation               Engagement


                                      Reputation




                                        FUTURELAB
FUTURELAB


To Illustrate the value of a reputation

Imagine that I want to convince you of my skills as a lover.




                               ADVERTISING
DIRECT SALES                                              BUILD A REPUTATION




                                 www.greatlover.com

 I’m a great lover ...                                         He’s a *great* lover !!
FUTURELAB


  It’s the same for any brand

                                          % of people who trust companies less in 2009 than in 2008




Source: Edelman Trust Barometer, 2009



                                                                              Nearly 70% of consumers
  When it comes to company                     Word-of-Mouth is the #1
  information, a “peer” is as                                                 surveyed thought that
                                               influence on business-
                                                                              pharmaceutical information from
  credible as an industry                      to-business buying
                                                                              peers was credible and
  analyst and only                             decisions
  preceeded by an “expert”                                                    believable, even if the peers
                                                                              were not experts.
                                                                              Source: Keller Fay, July 2008
  Source: Edelman Trust Barometer, 2009        Source: Keller Fay, 2006
FUTURELAB




The value of a reputation


Show Me the Money !!
Net Promoter Score is a registered trademark of Fred Reichheld, Satmetrix and Bain & Company
Net Promoter Score is a registered tradmark of Satmetrix, Fred Reichheld and Bain & Company




How likely are you to recommend ?
0     1    2    3     4    5               6                7                8                9              10
FUTURELAB



Those who speak well about you are more profitable


 Case: Lifetime customer value         Customers that are so happy
                                       they recommend are the most
 Disguised

                                       profitable of all…
                           €42,000


                                       -They spend more
                                       -They negotiate less

                € 9,000                -They stay longer
                                       -They are easier to service
   € 3,000                             -They upgrade quicker
                                       -They bring their friends
   Detractors   Neutrals   Promoters
Case in Point: Apple




                                   Source: Net Promoter ™ Economics: the Impact of WOM, Satmetrix, 2008



FUTURELAB
Case in Point: Apple

            Total Customer Value of an Apple advocate is almost twice that
            of the industry average, mainly driven by referrals




FUTURELAB                               Source: Net Promoter ™ Economics: the Impact of WOM, Satmetrix, 2008
FUTURELAB



Above all, your reputation drives your profit

Share of Wallet (B2B-markets)




                                                                                     “at the point of delight, there is
                                                                                     an exponential increase in the
                                                                                             share of wallet”




 Source: http://www.ipsos-ideas.com/library/dl.cfm?pdf=IpsosLoyalty_WP_Delight.pdf
FUTURELAB
Project Battlecry: Challenge 3

Focus on it

                           TODAY: RECESSION DIGITAL PLAN
Build a reputation
                           Prove to your business that reputation matters and
                           can help create or safeguard 2009 sales
Helping your business
create promoters by        High
                                                      Nurture to promotion                  Nurture &
delighting them                                                                             Leverage



Helping these
                                  Share of Wallet



promoters spread the
word …



                                                                                     Build business
                                                          Abandon
                            Low

                                                    Low             Customer Score or NPS        High
Relevance




                                                                  €
  BATTLECRY                                      Reputation               Engagement




                                             AN OPEN SOURCE MODEL



Relevance: Introduce human-centric communication planning

Engagement: Start building individual and lasting relations

Reputation: Use digital marketing to create/leverage promoters
In which we should recognise
            that we are all addicted

            IN STEAD OF     WE THINK

            Relevance       Our Brand


            Engagement      Standardisation


            Reputation      Doing cool stuff




FUTURELAB
… and that we are hostages of our own
making

  Media-centric planning & buying systems

  “Big Idea” creative execution

  Efficiency-driven compensation systems

  “Mass”-based orthodoxy




                                     FUTURELAB
FUTURELAB




                                                        Customer Centricity
Challenge your agencies – your business – yourself to
                                                        Profit
Help invent a new marketing reality                     Innovation
FUTURELAB




CHANGE MARKETING? YES WE CAN.
To contribute to the revolution, get in touch: ath@futurelab.net or @alain_thys

More Related Content

What's hot

Global Online Branding in Eglish
Global Online Branding in EglishGlobal Online Branding in Eglish
Global Online Branding in Eglishdram roll
 
Ways to Change - Insight on How to Succeed in the Digital Future of Magazine ...
Ways to Change - Insight on How to Succeed in the Digital Future of Magazine ...Ways to Change - Insight on How to Succeed in the Digital Future of Magazine ...
Ways to Change - Insight on How to Succeed in the Digital Future of Magazine ...jackgriffinesa
 
Social marketing 29 4 2010 hr
Social marketing 29 4 2010 hrSocial marketing 29 4 2010 hr
Social marketing 29 4 2010 hrHugues Rey
 
Young & Free One Year Later - Credit Union Gen Y Program
Young & Free One Year Later - Credit Union Gen Y ProgramYoung & Free One Year Later - Credit Union Gen Y Program
Young & Free One Year Later - Credit Union Gen Y ProgramTim McAlpine
 
Cimigo net citizens 2012
Cimigo net citizens 2012Cimigo net citizens 2012
Cimigo net citizens 2012Duong The Vinh
 
Net Citizens in Vietnam 2012 (Cimigo)
Net Citizens in Vietnam 2012 (Cimigo)Net Citizens in Vietnam 2012 (Cimigo)
Net Citizens in Vietnam 2012 (Cimigo)Maple Aikon
 
Nghiên cứu Người dùng Internet Việt Nam 2012
Nghiên cứu Người dùng Internet Việt Nam 2012Nghiên cứu Người dùng Internet Việt Nam 2012
Nghiên cứu Người dùng Internet Việt Nam 2012ISC Marketing Corporation
 
Cimigo net citizens-2012
Cimigo net citizens-2012Cimigo net citizens-2012
Cimigo net citizens-2012action.vn
 
[Cimigo VN] Net citizens Việt Nam -2012
[Cimigo VN] Net citizens Việt Nam -2012[Cimigo VN] Net citizens Việt Nam -2012
[Cimigo VN] Net citizens Việt Nam -2012Thuy-Vy Pham
 

What's hot (13)

Global Social Media Checkup
Global Social Media CheckupGlobal Social Media Checkup
Global Social Media Checkup
 
Global Online Branding in Eglish
Global Online Branding in EglishGlobal Online Branding in Eglish
Global Online Branding in Eglish
 
Prez cross-video-days-english
Prez cross-video-days-englishPrez cross-video-days-english
Prez cross-video-days-english
 
Ways to Change - Insight on How to Succeed in the Digital Future of Magazine ...
Ways to Change - Insight on How to Succeed in the Digital Future of Magazine ...Ways to Change - Insight on How to Succeed in the Digital Future of Magazine ...
Ways to Change - Insight on How to Succeed in the Digital Future of Magazine ...
 
Social marketing 29 4 2010 hr
Social marketing 29 4 2010 hrSocial marketing 29 4 2010 hr
Social marketing 29 4 2010 hr
 
Young & Free One Year Later - Credit Union Gen Y Program
Young & Free One Year Later - Credit Union Gen Y ProgramYoung & Free One Year Later - Credit Union Gen Y Program
Young & Free One Year Later - Credit Union Gen Y Program
 
Vietnam NetCitizens 2012 (Cimigo)
Vietnam NetCitizens 2012 (Cimigo)Vietnam NetCitizens 2012 (Cimigo)
Vietnam NetCitizens 2012 (Cimigo)
 
Cimigo net citizens 2012
Cimigo net citizens 2012Cimigo net citizens 2012
Cimigo net citizens 2012
 
Cimigo net citizens-2012
Cimigo net citizens-2012Cimigo net citizens-2012
Cimigo net citizens-2012
 
Net Citizens in Vietnam 2012 (Cimigo)
Net Citizens in Vietnam 2012 (Cimigo)Net Citizens in Vietnam 2012 (Cimigo)
Net Citizens in Vietnam 2012 (Cimigo)
 
Nghiên cứu Người dùng Internet Việt Nam 2012
Nghiên cứu Người dùng Internet Việt Nam 2012Nghiên cứu Người dùng Internet Việt Nam 2012
Nghiên cứu Người dùng Internet Việt Nam 2012
 
Cimigo net citizens-2012
Cimigo net citizens-2012Cimigo net citizens-2012
Cimigo net citizens-2012
 
[Cimigo VN] Net citizens Việt Nam -2012
[Cimigo VN] Net citizens Việt Nam -2012[Cimigo VN] Net citizens Việt Nam -2012
[Cimigo VN] Net citizens Việt Nam -2012
 

Viewers also liked

Bank2.0 TD Keynote
Bank2.0 TD KeynoteBank2.0 TD Keynote
Bank2.0 TD KeynoteBrett King
 
The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...
The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...
The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...InsightInnovation
 
Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presente...
Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presente...Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presente...
Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presente...InsightInnovation
 
It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...
It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...
It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...InsightInnovation
 
The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Pa...
The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Pa...The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Pa...
The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Pa...InsightInnovation
 
A Call For A New Collaborative Model by Gayle Fuguitt of the Advertising Rese...
A Call For A New Collaborative Model by Gayle Fuguitt of the Advertising Rese...A Call For A New Collaborative Model by Gayle Fuguitt of the Advertising Rese...
A Call For A New Collaborative Model by Gayle Fuguitt of the Advertising Rese...InsightInnovation
 
[Webinar] The Internet of Things and the Coming Data Deluge
[Webinar] The Internet of Things and the Coming Data Deluge[Webinar] The Internet of Things and the Coming Data Deluge
[Webinar] The Internet of Things and the Coming Data DelugeInsightInnovation
 
Big Data, Mobile, & 80 Seconds by Rolfe Swinton of RealityMine - Presented at...
Big Data, Mobile, & 80 Seconds by Rolfe Swinton of RealityMine - Presented at...Big Data, Mobile, & 80 Seconds by Rolfe Swinton of RealityMine - Presented at...
Big Data, Mobile, & 80 Seconds by Rolfe Swinton of RealityMine - Presented at...InsightInnovation
 
Storytelling and TV Advertising (No Story, No Glory)
Storytelling and TV Advertising (No Story, No Glory)Storytelling and TV Advertising (No Story, No Glory)
Storytelling and TV Advertising (No Story, No Glory)Alain Thys
 
Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamif...
Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamif...Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamif...
Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamif...InsightInnovation
 
Marketing3 Presentation
Marketing3 PresentationMarketing3 Presentation
Marketing3 PresentationAlain Thys
 
Consumer trends and the way they affect retail
Consumer trends and the way they affect retailConsumer trends and the way they affect retail
Consumer trends and the way they affect retailAlain Thys
 
How First Principles, Advice & AI is killing Banking
How First Principles, Advice & AI is killing BankingHow First Principles, Advice & AI is killing Banking
How First Principles, Advice & AI is killing BankingBrett King
 
Reflecting on Marketing Accountability
Reflecting on Marketing AccountabilityReflecting on Marketing Accountability
Reflecting on Marketing AccountabilityAlain Thys
 
I Am The Media
I Am The MediaI Am The Media
I Am The MediaAlain Thys
 
Ersnt & Young Pharma 3.0 Business Model
Ersnt & Young Pharma 3.0 Business Model Ersnt & Young Pharma 3.0 Business Model
Ersnt & Young Pharma 3.0 Business Model Zaki Sellam
 

Viewers also liked (20)

Bank2.0 TD Keynote
Bank2.0 TD KeynoteBank2.0 TD Keynote
Bank2.0 TD Keynote
 
The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...
The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...
The Future of Research: Always on, Observing, Inspiring, and Co-creating by T...
 
Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presente...
Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presente...Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presente...
Market Research for the Future by Gregg Archibald of Gen2 Advisors - Presente...
 
It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...
It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...
It’s Not Mobile Research, It’s Research In a Mobile World by Bob Yazbeck of G...
 
The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Pa...
The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Pa...The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Pa...
The Future of Research: Inspiring, Always on, Anytime-Anywhere, Observing, Pa...
 
A Call For A New Collaborative Model by Gayle Fuguitt of the Advertising Rese...
A Call For A New Collaborative Model by Gayle Fuguitt of the Advertising Rese...A Call For A New Collaborative Model by Gayle Fuguitt of the Advertising Rese...
A Call For A New Collaborative Model by Gayle Fuguitt of the Advertising Rese...
 
BIG DATA OR BIG HYPE?
BIG DATA OR BIG HYPE?BIG DATA OR BIG HYPE?
BIG DATA OR BIG HYPE?
 
拜耳产品经理培训
拜耳产品经理培训拜耳产品经理培训
拜耳产品经理培训
 
[Webinar] The Internet of Things and the Coming Data Deluge
[Webinar] The Internet of Things and the Coming Data Deluge[Webinar] The Internet of Things and the Coming Data Deluge
[Webinar] The Internet of Things and the Coming Data Deluge
 
Big Data, Mobile, & 80 Seconds by Rolfe Swinton of RealityMine - Presented at...
Big Data, Mobile, & 80 Seconds by Rolfe Swinton of RealityMine - Presented at...Big Data, Mobile, & 80 Seconds by Rolfe Swinton of RealityMine - Presented at...
Big Data, Mobile, & 80 Seconds by Rolfe Swinton of RealityMine - Presented at...
 
Storytelling and TV Advertising (No Story, No Glory)
Storytelling and TV Advertising (No Story, No Glory)Storytelling and TV Advertising (No Story, No Glory)
Storytelling and TV Advertising (No Story, No Glory)
 
Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamif...
Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamif...Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamif...
Loyalty 3.0: How to Revolutionize Customer Engagement with Big Data and Gamif...
 
Marketing3 Presentation
Marketing3 PresentationMarketing3 Presentation
Marketing3 Presentation
 
Consumer trends and the way they affect retail
Consumer trends and the way they affect retailConsumer trends and the way they affect retail
Consumer trends and the way they affect retail
 
Market research presentation
Market research presentationMarket research presentation
Market research presentation
 
How First Principles, Advice & AI is killing Banking
How First Principles, Advice & AI is killing BankingHow First Principles, Advice & AI is killing Banking
How First Principles, Advice & AI is killing Banking
 
Reflecting on Marketing Accountability
Reflecting on Marketing AccountabilityReflecting on Marketing Accountability
Reflecting on Marketing Accountability
 
Startup turkey
Startup turkeyStartup turkey
Startup turkey
 
I Am The Media
I Am The MediaI Am The Media
I Am The Media
 
Ersnt & Young Pharma 3.0 Business Model
Ersnt & Young Pharma 3.0 Business Model Ersnt & Young Pharma 3.0 Business Model
Ersnt & Young Pharma 3.0 Business Model
 

Similar to Change Marketing v01

Interactive advertising trends. How it will affect Baltic markets
Interactive advertising trends. How it will affect Baltic marketsInteractive advertising trends. How it will affect Baltic markets
Interactive advertising trends. How it will affect Baltic marketsAll Digital Group
 
Why Now is Great Time to be Media Sales (and other Media Trends)
Why Now is Great Time to be Media Sales (and other Media Trends)Why Now is Great Time to be Media Sales (and other Media Trends)
Why Now is Great Time to be Media Sales (and other Media Trends)Greg Stuart
 
Thomas Husson the mobile web
Thomas Husson the mobile webThomas Husson the mobile web
Thomas Husson the mobile webDaniel Nüüd
 
How audiences use technology and its impact on their lives
How audiences use technology and its impact on their livesHow audiences use technology and its impact on their lives
How audiences use technology and its impact on their livesRR Digital Marketing
 
Etude Comscore 2010
Etude Comscore 2010Etude Comscore 2010
Etude Comscore 2010bsaintorens
 
Comscore rapport 2010 Ecommerce et media sociaux
Comscore rapport 2010 Ecommerce et media sociauxComscore rapport 2010 Ecommerce et media sociaux
Comscore rapport 2010 Ecommerce et media sociauxechangeurba
 
Com scoredatapassport 1h10
Com scoredatapassport 1h10Com scoredatapassport 1h10
Com scoredatapassport 1h10Laura Morales
 
Comscore 2010 - Rapport premier semestre
Comscore 2010 - Rapport premier semestreComscore 2010 - Rapport premier semestre
Comscore 2010 - Rapport premier semestreStephaneHuy
 
Future Of TV -- ideas from Asia
Future Of TV -- ideas from AsiaFuture Of TV -- ideas from Asia
Future Of TV -- ideas from AsiaGreat Wall Club
 
Deividas Talijūnas Golden Hammer
Deividas Talijūnas Golden HammerDeividas Talijūnas Golden Hammer
Deividas Talijūnas Golden Hammerzudykreklama
 
2013 Europe Digital Future in Focus
2013 Europe Digital Future in Focus2013 Europe Digital Future in Focus
2013 Europe Digital Future in Focussosyalmedyaco
 
Ems Digital Life
Ems Digital LifeEms Digital Life
Ems Digital Lifelqy1919
 
Presentación de Geoff Ramsey en IAB Conecta 2012
Presentación de Geoff Ramsey en IAB Conecta 2012Presentación de Geoff Ramsey en IAB Conecta 2012
Presentación de Geoff Ramsey en IAB Conecta 2012IAB México
 
Future Insight: Mobile Marketing in Japan
Future Insight: Mobile Marketing in JapanFuture Insight: Mobile Marketing in Japan
Future Insight: Mobile Marketing in JapanInfinita Inc.
 
Social Media Part 2(KAIST)
Social Media Part 2(KAIST)Social Media Part 2(KAIST)
Social Media Part 2(KAIST)Daniel D.J. UM
 
CDI UK Feasibility Study 2009 - Digital Inclusion Research
CDI UK Feasibility Study 2009 - Digital Inclusion ResearchCDI UK Feasibility Study 2009 - Digital Inclusion Research
CDI UK Feasibility Study 2009 - Digital Inclusion ResearchIris Lapinski
 
'Minimising the experiential gap in today’s digital world' - Kantar (Mobile R...
'Minimising the experiential gap in today’s digital world' - Kantar (Mobile R...'Minimising the experiential gap in today’s digital world' - Kantar (Mobile R...
'Minimising the experiential gap in today’s digital world' - Kantar (Mobile R...QuestBack AG
 

Similar to Change Marketing v01 (20)

Interactive advertising trends. How it will affect Baltic markets
Interactive advertising trends. How it will affect Baltic marketsInteractive advertising trends. How it will affect Baltic markets
Interactive advertising trends. How it will affect Baltic markets
 
Why Now is Great Time to be Media Sales (and other Media Trends)
Why Now is Great Time to be Media Sales (and other Media Trends)Why Now is Great Time to be Media Sales (and other Media Trends)
Why Now is Great Time to be Media Sales (and other Media Trends)
 
Thomas Husson the mobile web
Thomas Husson the mobile webThomas Husson the mobile web
Thomas Husson the mobile web
 
How audiences use technology and its impact on their lives
How audiences use technology and its impact on their livesHow audiences use technology and its impact on their lives
How audiences use technology and its impact on their lives
 
Etude Comscore 2010
Etude Comscore 2010Etude Comscore 2010
Etude Comscore 2010
 
Comscore rapport 2010 Ecommerce et media sociaux
Comscore rapport 2010 Ecommerce et media sociauxComscore rapport 2010 Ecommerce et media sociaux
Comscore rapport 2010 Ecommerce et media sociaux
 
comScore: Data Passport 1/2010
comScore: Data Passport 1/2010comScore: Data Passport 1/2010
comScore: Data Passport 1/2010
 
Com scoredatapassport 1h10
Com scoredatapassport 1h10Com scoredatapassport 1h10
Com scoredatapassport 1h10
 
Comscore 2010 - Rapport premier semestre
Comscore 2010 - Rapport premier semestreComscore 2010 - Rapport premier semestre
Comscore 2010 - Rapport premier semestre
 
Future Of TV -- ideas from Asia
Future Of TV -- ideas from AsiaFuture Of TV -- ideas from Asia
Future Of TV -- ideas from Asia
 
Deividas Talijūnas Golden Hammer
Deividas Talijūnas Golden HammerDeividas Talijūnas Golden Hammer
Deividas Talijūnas Golden Hammer
 
2013 Europe Digital Future in Focus
2013 Europe Digital Future in Focus2013 Europe Digital Future in Focus
2013 Europe Digital Future in Focus
 
Ems Digital Life
Ems Digital LifeEms Digital Life
Ems Digital Life
 
Presentación de Geoff Ramsey en IAB Conecta 2012
Presentación de Geoff Ramsey en IAB Conecta 2012Presentación de Geoff Ramsey en IAB Conecta 2012
Presentación de Geoff Ramsey en IAB Conecta 2012
 
Hellotrain
HellotrainHellotrain
Hellotrain
 
Future Insight: Mobile Marketing in Japan
Future Insight: Mobile Marketing in JapanFuture Insight: Mobile Marketing in Japan
Future Insight: Mobile Marketing in Japan
 
314 chuck richardpresentation
314 chuck richardpresentation314 chuck richardpresentation
314 chuck richardpresentation
 
Social Media Part 2(KAIST)
Social Media Part 2(KAIST)Social Media Part 2(KAIST)
Social Media Part 2(KAIST)
 
CDI UK Feasibility Study 2009 - Digital Inclusion Research
CDI UK Feasibility Study 2009 - Digital Inclusion ResearchCDI UK Feasibility Study 2009 - Digital Inclusion Research
CDI UK Feasibility Study 2009 - Digital Inclusion Research
 
'Minimising the experiential gap in today’s digital world' - Kantar (Mobile R...
'Minimising the experiential gap in today’s digital world' - Kantar (Mobile R...'Minimising the experiential gap in today’s digital world' - Kantar (Mobile R...
'Minimising the experiential gap in today’s digital world' - Kantar (Mobile R...
 

More from Alain Thys

5 ancient orthodoxies that still shape the way we work today
5 ancient orthodoxies that still shape the way we work today5 ancient orthodoxies that still shape the way we work today
5 ancient orthodoxies that still shape the way we work todayAlain Thys
 
Digitalisation in the leisure industry
Digitalisation in the leisure industryDigitalisation in the leisure industry
Digitalisation in the leisure industryAlain Thys
 
So you want to be innovative
So you want to be innovativeSo you want to be innovative
So you want to be innovativeAlain Thys
 
The Impact of 3D on Retail
The Impact of 3D on RetailThe Impact of 3D on Retail
The Impact of 3D on RetailAlain Thys
 
Barriers to Customer-Centricity
Barriers to Customer-CentricityBarriers to Customer-Centricity
Barriers to Customer-CentricityAlain Thys
 
From Sales Promotions to Sales Promoters
From Sales Promotions to Sales PromotersFrom Sales Promotions to Sales Promoters
From Sales Promotions to Sales PromotersAlain Thys
 
So you want to be customer centric?
So you want to be customer centric?So you want to be customer centric?
So you want to be customer centric?Alain Thys
 
Reconsidering the Advertising Industry
Reconsidering the Advertising IndustryReconsidering the Advertising Industry
Reconsidering the Advertising IndustryAlain Thys
 
Romanian Retail 2.0
Romanian Retail 2.0Romanian Retail 2.0
Romanian Retail 2.0Alain Thys
 
Customer Centric Retail Innovation - Bucharest May 29, 2008
Customer Centric Retail Innovation - Bucharest May 29, 2008Customer Centric Retail Innovation - Bucharest May 29, 2008
Customer Centric Retail Innovation - Bucharest May 29, 2008Alain Thys
 
8 Thoughts For 2008
8 Thoughts For 20088 Thoughts For 2008
8 Thoughts For 2008Alain Thys
 
Marketing Challenge: Can We Profit From Povery?
Marketing Challenge: Can We Profit From Povery?Marketing Challenge: Can We Profit From Povery?
Marketing Challenge: Can We Profit From Povery?Alain Thys
 
Marketing Bushido Short
Marketing Bushido ShortMarketing Bushido Short
Marketing Bushido ShortAlain Thys
 

More from Alain Thys (13)

5 ancient orthodoxies that still shape the way we work today
5 ancient orthodoxies that still shape the way we work today5 ancient orthodoxies that still shape the way we work today
5 ancient orthodoxies that still shape the way we work today
 
Digitalisation in the leisure industry
Digitalisation in the leisure industryDigitalisation in the leisure industry
Digitalisation in the leisure industry
 
So you want to be innovative
So you want to be innovativeSo you want to be innovative
So you want to be innovative
 
The Impact of 3D on Retail
The Impact of 3D on RetailThe Impact of 3D on Retail
The Impact of 3D on Retail
 
Barriers to Customer-Centricity
Barriers to Customer-CentricityBarriers to Customer-Centricity
Barriers to Customer-Centricity
 
From Sales Promotions to Sales Promoters
From Sales Promotions to Sales PromotersFrom Sales Promotions to Sales Promoters
From Sales Promotions to Sales Promoters
 
So you want to be customer centric?
So you want to be customer centric?So you want to be customer centric?
So you want to be customer centric?
 
Reconsidering the Advertising Industry
Reconsidering the Advertising IndustryReconsidering the Advertising Industry
Reconsidering the Advertising Industry
 
Romanian Retail 2.0
Romanian Retail 2.0Romanian Retail 2.0
Romanian Retail 2.0
 
Customer Centric Retail Innovation - Bucharest May 29, 2008
Customer Centric Retail Innovation - Bucharest May 29, 2008Customer Centric Retail Innovation - Bucharest May 29, 2008
Customer Centric Retail Innovation - Bucharest May 29, 2008
 
8 Thoughts For 2008
8 Thoughts For 20088 Thoughts For 2008
8 Thoughts For 2008
 
Marketing Challenge: Can We Profit From Povery?
Marketing Challenge: Can We Profit From Povery?Marketing Challenge: Can We Profit From Povery?
Marketing Challenge: Can We Profit From Povery?
 
Marketing Bushido Short
Marketing Bushido ShortMarketing Bushido Short
Marketing Bushido Short
 

Recently uploaded

12042024_First India Newspaper Jaipur.pdf
12042024_First India Newspaper Jaipur.pdf12042024_First India Newspaper Jaipur.pdf
12042024_First India Newspaper Jaipur.pdfFIRST INDIA
 
11042024_First India Newspaper Jaipur.pdf
11042024_First India Newspaper Jaipur.pdf11042024_First India Newspaper Jaipur.pdf
11042024_First India Newspaper Jaipur.pdfFIRST INDIA
 
Power in International Relations (Pol 5)
Power in International Relations (Pol 5)Power in International Relations (Pol 5)
Power in International Relations (Pol 5)ssuser583c35
 
Political-Ideologies-and-The-Movements.pptx
Political-Ideologies-and-The-Movements.pptxPolitical-Ideologies-and-The-Movements.pptx
Political-Ideologies-and-The-Movements.pptxSasikiranMarri
 
13042024_First India Newspaper Jaipur.pdf
13042024_First India Newspaper Jaipur.pdf13042024_First India Newspaper Jaipur.pdf
13042024_First India Newspaper Jaipur.pdfFIRST INDIA
 
Geostrategic significance of South Asian countries.ppt
Geostrategic significance of South Asian countries.pptGeostrategic significance of South Asian countries.ppt
Geostrategic significance of South Asian countries.pptUsmanKaran
 
Emerging issues in migration policies.ppt
Emerging issues in migration policies.pptEmerging issues in migration policies.ppt
Emerging issues in migration policies.pptNandinituteja1
 
Mitochondrial Fusion Vital for Adult Brain Function and Disease Understanding...
Mitochondrial Fusion Vital for Adult Brain Function and Disease Understanding...Mitochondrial Fusion Vital for Adult Brain Function and Disease Understanding...
Mitochondrial Fusion Vital for Adult Brain Function and Disease Understanding...The Lifesciences Magazine
 
lok sabha Elections in india- 2024 .pptx
lok sabha Elections in india- 2024 .pptxlok sabha Elections in india- 2024 .pptx
lok sabha Elections in india- 2024 .pptxdigiyvbmrkt
 
15042024_First India Newspaper Jaipur.pdf
15042024_First India Newspaper Jaipur.pdf15042024_First India Newspaper Jaipur.pdf
15042024_First India Newspaper Jaipur.pdfFIRST INDIA
 

Recently uploaded (10)

12042024_First India Newspaper Jaipur.pdf
12042024_First India Newspaper Jaipur.pdf12042024_First India Newspaper Jaipur.pdf
12042024_First India Newspaper Jaipur.pdf
 
11042024_First India Newspaper Jaipur.pdf
11042024_First India Newspaper Jaipur.pdf11042024_First India Newspaper Jaipur.pdf
11042024_First India Newspaper Jaipur.pdf
 
Power in International Relations (Pol 5)
Power in International Relations (Pol 5)Power in International Relations (Pol 5)
Power in International Relations (Pol 5)
 
Political-Ideologies-and-The-Movements.pptx
Political-Ideologies-and-The-Movements.pptxPolitical-Ideologies-and-The-Movements.pptx
Political-Ideologies-and-The-Movements.pptx
 
13042024_First India Newspaper Jaipur.pdf
13042024_First India Newspaper Jaipur.pdf13042024_First India Newspaper Jaipur.pdf
13042024_First India Newspaper Jaipur.pdf
 
Geostrategic significance of South Asian countries.ppt
Geostrategic significance of South Asian countries.pptGeostrategic significance of South Asian countries.ppt
Geostrategic significance of South Asian countries.ppt
 
Emerging issues in migration policies.ppt
Emerging issues in migration policies.pptEmerging issues in migration policies.ppt
Emerging issues in migration policies.ppt
 
Mitochondrial Fusion Vital for Adult Brain Function and Disease Understanding...
Mitochondrial Fusion Vital for Adult Brain Function and Disease Understanding...Mitochondrial Fusion Vital for Adult Brain Function and Disease Understanding...
Mitochondrial Fusion Vital for Adult Brain Function and Disease Understanding...
 
lok sabha Elections in india- 2024 .pptx
lok sabha Elections in india- 2024 .pptxlok sabha Elections in india- 2024 .pptx
lok sabha Elections in india- 2024 .pptx
 
15042024_First India Newspaper Jaipur.pdf
15042024_First India Newspaper Jaipur.pdf15042024_First India Newspaper Jaipur.pdf
15042024_First India Newspaper Jaipur.pdf
 

Change Marketing v01

  • 1. FUTURELAB THE ARCHITECTS We assist  Marketers to maximise the return on their investments  Innovators to create more successful propositions.  CEO’s to grow profits through customer-centricity. Special Athens Some Credentials Relationship Brussels Astra Zeneca Bucharest Deloitte Hamburg Fortis Investments Iasi Heineken Gemalto Kiev Hewlett Packard Lexus Moscow Lego Philips Shanghai Mobistar Pireaus
  • 3. Flashback 2006: I Am The Media FUTURELAB
  • 4. The traditional marketing model is being challenged, and (CMOs) can foresee a day when it will no longer work. McKinsey Quarterly, 2005, Number 2 FUTURELAB
  • 5. 2009-2011 The End is Here For many traditional mass-habits FUTURELAB
  • 6. FUTURELAB US media fragmentation and the demise of the “big 3” Over one-third of US consumers are watching TV shows online Source: Deloitte – State of the Media Democracy Survey, 2008
  • 7. FUTURELAB TV Ads are being “tuned out” DVR Growth by Region UK DVR owners who fast-forward the adverts (millions of units) (% of recorded programmes) Never ; 6% Hardly 48.2 ever, 3% About half 2008 the time, 7% 2013 9.4 8.6 Always & 1.1 almost always; 88% Europe West Europe East/ME Source: Informa Telecoms & Media, Q4-2008 Source: Ofcom Research, February-March 2008
  • 8. FUTURELAB In Europe, Internet will soon be bigger than TV European Internet vs. TV consumption Hours/week 37% of french consumers already listen to radio via the internet (IT,UK,DE = ca. 1/3) Internet usage on PC will drop from 95% today to 50% in 5 years time as people switch to other methods Source: Europe Logs On, Microsoft, April 2009
  • 9. FUTURELAB And it ain’t just the kids Internet vs. real world population by age group United States, December 2008 30% 26% % of total population 23% 22% % of internet population 20% 20% 13%13% 9% 9% 7% 4% 18-32 33-44 45-54 55-63 64-72 73+ Source: Pew Internet and Americal Life Project December 2008 Survey
  • 10. The answer ... go socio-digital !! FUTURELAB
  • 11. FUTURELAB After all, there is an ever expanding universe to play with “The workers should appropriate the means of production”
  • 12. FUTURELAB And engagement goes deep ... very deep 84% of Germans under 30 would rather give up their car or partner than live without internet or mobile telephone. Source: Bitkom study via Onlinekosten.de – March 2, 2009 72% of British male gamers would avoid having sex for a chance to try their hands on a brand new PS3-game. Source: PS3 Price Compare study, via Itproportal, March 3, 2009
  • 13. The Sad Reality Many digital marketing herd activities just don’t cut it either ... FUTURELAB
  • 14. FUTURELAB Different Channel, Same Problem 78% of consumers consider in-stream advertising as “intrusive”. Half of viewers stop watching an online video once they encounter an in-stream ad. Source: Burstmedia, January 2008 29% of consumers leave a website that appears to be cluttered with advertising. Source: Burstmedia, December 2008 BANNER/AD BLINDNESS Only 13% of UK consumers pay attention to ads on social networking sites. NEW !! Source: Ebay Advertising, March 2009 TWITTER SPAM
  • 15. FUTURELAB Different Channel, Same Problem Reality Check What does this mean for the business??? “If I tell my Facebook friends about your brand, it’s not because I like your brand, but because I like my friends.” Mike Arauz
  • 16. FUTURELAB “Informed” consumers are much less reliant on advertising for product information Out of 20 media company blogs are “least trusted” sources of information. Consumer product ratings/reviews are the second most trusted source. (Forrester, Q2-2008 “The problem is not the [online] medium, the problem is the message, and the fact that it is not trusted, not wanted, and not needed” Eric Clemons
  • 17. FUTURELAB Across the board (including digital) ... MarCom Needs A Reboot
  • 18. Image: (c) Adambooth The Core Issue People who live near train lines adjust to the noise. They do the same with advertising. FUTURELAB
  • 19. FUTURELAB STOP BEING NOISE Also in the digital space BRANDS HAVE TO
  • 20. FUTURELAB Imagine instead … Getting consumers to embrace the message
  • 21. FUTURELAB • Harry Potter Books ( + 3000 pages) • General Hospital (11,800 episodes) • The Matrix • Star Academy • Fan Protest Save Jericho It can be done • Harrypotterfanfiction.net (54,000 stories) • Of Gods and Men
  • 22. FUTURELAB Talking about what YOU want to say Interrupting me Treating me like any other 35-45 year old male
  • 23. Relevance Relevance Engagement € Reputation Engagement Reputation AN OPEN SOURCE MODEL FUTURELAB
  • 24. Relevance Relevance Engagement € Reputation Engagement Reputation FUTURELAB
  • 25. FUTURELAB To make me pay attention, stop looking at yourself BRAND-CENTRIC HUMAN-CENTRIC COMMUNICATION PLANNING COMMUNICATION PLANNING Starts from what the customers want to “hear” Starts from what the brand wants to say and how to efficiently get it to pre-defined and and being relevant to their homogeneous audiences. situation, environment, interests and needs.
  • 26. FUTURELAB Illustrating the point How to advertise at a busstop?
  • 27. Brand/Media-Centric Communication Planning You need to get extreme to get noticed FUTURELAB
  • 28. FUTURELAB relevance = f(personality, need, situation) Human Centric Communication Planning What would this man want to hear?
  • 29. Human Communication Planning A World of Opportunity I consume a massive amount of media every moment of my day … it’s just not yours. But as a brand, there is no reason why you can’t change this. Audio/Video Books & Mobile Social Story Busstop Mobile Podcasts Magazines Television Applications Posters Conversations Games FUTURELAB
  • 30. FUTURELAB relevance = f(personality, need, situation) Also in digital/web Don’t look at the box, look at the person
  • 31. Project Battlecry: Challenge 1 Introduce Human-Centric Communication Planning TODAY: STRUCTURAL SOLUTION Take your existing plan Establish a “human driven” communication and ask yourself planning model “what’s in it for the customer to give me his media-time?” How can I make it more relevant and interesting? And if you don’t know, go into the street and ask. FUTURELAB
  • 32. Relevance Relevance Engagement € Reputation Engagement Reputation FUTURELAB
  • 33. FUTURELAB Brands seek loyalty for life Trust us - Engage with us - Become an Advocate - “Love Us”
  • 34. FUTURELAB • Seduce & Forget Campaigns But in Reality they behave like a • Loyalty Scams • The New Customer is Prettier One Night Brand • Join This Week’s Community • You are just a segment
  • 35. FUTURELAB After the lies, the forgetting, the disregard, the customer promiscuity Would you still “engage”?
  • 36. Project Battlecry: Challenge 2 Start Building Individual and Lasting Relationships TODAY: STRUCTURAL SOLUTION For every of your Shift from campaign based, mass-comms to life- current long personalised messages: initiatives, validate how customers can “really” • Think microsegmentation or even individual talk back (and who customers listens). • Build customer life-time communication Look at the explicit and plans rather than campaigns implicit promises you • make, and check Change your budget and people structure to whether they are kept. accomodate this changed reality. Force your team and business to “talk to the customer” (cf. P&G India). FUTURELAB
  • 37. Windfall: The Mass Market is an Illusion Of 1,365 CPG brands studied Only 2.5% of shoppers made up 80% of Sales Only 25 had a shopper base of over 10% driving 80% of their respective volume FUTURELAB
  • 38. Your windfall Many CPG’s “could” know every customer Imagine these figures travel to Finland 5,250,000 inhabitants X 90% = 4,725,000 Shoppers X 2.5% = 118,250 people representing 80% sales FUTURELAB
  • 39. Relevance Relevance Engagement € Reputation Engagement Reputation FUTURELAB
  • 40. FUTURELAB To Illustrate the value of a reputation Imagine that I want to convince you of my skills as a lover. ADVERTISING DIRECT SALES BUILD A REPUTATION www.greatlover.com I’m a great lover ... He’s a *great* lover !!
  • 41. FUTURELAB It’s the same for any brand % of people who trust companies less in 2009 than in 2008 Source: Edelman Trust Barometer, 2009 Nearly 70% of consumers When it comes to company Word-of-Mouth is the #1 information, a “peer” is as surveyed thought that influence on business- pharmaceutical information from credible as an industry to-business buying peers was credible and analyst and only decisions preceeded by an “expert” believable, even if the peers were not experts. Source: Keller Fay, July 2008 Source: Edelman Trust Barometer, 2009 Source: Keller Fay, 2006
  • 42. FUTURELAB The value of a reputation Show Me the Money !! Net Promoter Score is a registered trademark of Fred Reichheld, Satmetrix and Bain & Company
  • 43. Net Promoter Score is a registered tradmark of Satmetrix, Fred Reichheld and Bain & Company How likely are you to recommend ? 0 1 2 3 4 5 6 7 8 9 10
  • 44. FUTURELAB Those who speak well about you are more profitable Case: Lifetime customer value Customers that are so happy they recommend are the most Disguised profitable of all… €42,000 -They spend more -They negotiate less € 9,000 -They stay longer -They are easier to service € 3,000 -They upgrade quicker -They bring their friends Detractors Neutrals Promoters
  • 45. Case in Point: Apple Source: Net Promoter ™ Economics: the Impact of WOM, Satmetrix, 2008 FUTURELAB
  • 46. Case in Point: Apple Total Customer Value of an Apple advocate is almost twice that of the industry average, mainly driven by referrals FUTURELAB Source: Net Promoter ™ Economics: the Impact of WOM, Satmetrix, 2008
  • 47. FUTURELAB Above all, your reputation drives your profit Share of Wallet (B2B-markets) “at the point of delight, there is an exponential increase in the share of wallet” Source: http://www.ipsos-ideas.com/library/dl.cfm?pdf=IpsosLoyalty_WP_Delight.pdf
  • 48. FUTURELAB Project Battlecry: Challenge 3 Focus on it TODAY: RECESSION DIGITAL PLAN Build a reputation Prove to your business that reputation matters and can help create or safeguard 2009 sales Helping your business create promoters by High Nurture to promotion Nurture & delighting them Leverage Helping these Share of Wallet promoters spread the word … Build business Abandon Low Low Customer Score or NPS High
  • 49. Relevance € BATTLECRY Reputation Engagement AN OPEN SOURCE MODEL Relevance: Introduce human-centric communication planning Engagement: Start building individual and lasting relations Reputation: Use digital marketing to create/leverage promoters
  • 50. In which we should recognise that we are all addicted IN STEAD OF WE THINK Relevance Our Brand Engagement Standardisation Reputation Doing cool stuff FUTURELAB
  • 51. … and that we are hostages of our own making Media-centric planning & buying systems “Big Idea” creative execution Efficiency-driven compensation systems “Mass”-based orthodoxy FUTURELAB
  • 52. FUTURELAB Customer Centricity Challenge your agencies – your business – yourself to Profit Help invent a new marketing reality Innovation
  • 53. FUTURELAB CHANGE MARKETING? YES WE CAN. To contribute to the revolution, get in touch: ath@futurelab.net or @alain_thys