Bmma digital-egerie-2014 22 septembre

10 lundis pour rattraper le train du digital
DIGITAL KNOWLEDGE IN THE DIGITAL AGE: THE CONSUMER POINT OF VIEW Joëlle Liberman
ÉGÉRIE RESEARCH 2014 ©
DATE

DIGITAL KNOWLEDGE IN THE DIGITAL AGE: THE CONSUMER POINT OF VIEW Joëlle Liberman

1. The current marketing reality

A world of ‘Too Much…’

A world of ‘Too Much…’
•Too much choice kill the choice
•A feeling of overabundance generating a real mindet of zapping
•Zapping is an answer to our marketing approach
•everything is there,
•ready to be plucked
•General demand for a new kind of relationship between the actors
•The need for explicit added value is everywhere
•Less brand addiction: a more challenging approach

A marketing approach too much inspired by other brands or with shallow added value

A marketing approach based on the idea that we have to create new consumer needs

A marketing approach that reaches business goals less and less

CO-DISCUSSION CO-DEBATE
•What surprises me ?
•What did I confirm ?
•What are my questions ?

Sectors with an urgent need for a better connection with reality

Advertising approaches disconnected from consumer expectations

A basic need and a huge challenge

A new zapping attitude

A new kind of frustration generated by overstimulation

A new marketing situation based on the obligation to manage frustration

Frustration of people ignored by marketing

The gap between loyalty and habit

A new kind of relationship with consumption between anorexia and bulimia

A marketing approach disconnected from the real world, A strong demand for a « co- marketing approach »
•THE POWER is not (only) in the hands of marketing anymore
•A strong need for DIALOGUE and dedicated solutions
• The need of a new mind-set and new approach
•Guidance is key
•Engagement is key
•Emotion is key

2. The global context

A new situation : a new global context

A new kind of situation : another vision of the future

A lot of questions about the future

And real questions about long-term promises

A new mindset : invention of new solutions

A search for meaning

Invention of new solutions

New solutions disconnected from the marketing world

New solutions based on human values such as solidarity or win-win deals

We live and work in a digital world
•image de la digitalisation du monde qui va tout amplifier

We live and work in a digital world
•The new world (today) is digital
•The marketing have to invent new answer to the connected consumer .
•Techno-drive solustions AND consumer drive solutions

•In this new web context :
-Emergence of new solutions disconnected from the marketing world
-Real peer to peer mindset
-Added value could come through social connection
-Lack of meaning could be a reason to switch
-Being “more than a consumer” is a goal
•A natural attitude of distrust on classic channels as such
•A real need of clarification
•A real situation of multiples "me's" with multiples channels

3. The consumer level

A budget concerned mindset
« I need to be an active player
in my budget life »
« I need to check
what the brand says/ offers »
« I need to challenge
the price and the added value »

Consumers become SMART : they challenge the balance between value and money and they expect EXPLICIT ADDED VALUE or …
A budget concerned mindset

Being a smart consumer is a hype

•Attention to budget is a must :
-Emergence of new attitudes : more active, more challenging
•How could we be smart together with the brand ?
•How could we define what a "fair deal” is?
•What are the answers of the brands in my search for information & meaning ?

A world where time is scarce and precious!

A time schedule with incredible short-term pressure

A real marketing approach of quality time

An advertising definition of « time for us »

A different relationship with time in a world of overstimulation
Time (FREE TIME) becomes something very rare and very difficult to organize
For the consumer
“Quality time = time for me”
According to my own definition !

A cognitive cost formula
•Effortless is a key word
•Fluidity is the paradigm of time

A relational network in which “I” am the hero

Without real questions about the border between real and virtual life

2 worlds interconnected with different tempo’s and rhythms

« I » and the other « me » are the references

Continuity of belonging is questioned too
Loyalty can be be "serial" or "temporary".
The border between “OFF” and “ON” is questioned
Relationship with social media creates new standards
A world of « me », not a world of « we »

4.consumer attitude : today and tomorrow

An active search for information, right now, everywhere

 To actively take control of the flow
 Be the actor of one’s own life!
I decide !!!
The « modern attitude » seems to be…
An active search for information

The web changed the way we GET information, not the NEED for info

Consumers make their own media-plan “THEY DECIDE!!!!!!”

Brand reputation is built through uncontrolled channels...

Information – Influence takes over advertising

And it’s the same old song, but with an incredible power boost

Kill electra bill!! electrabel=legal mafia!!
Reputation takes over image!

Brand sustainability

Give guidance in a more open approach

Information is not the brand’s privilege any more

5.Consumer attitude : tomorrow

Could the next paradigm be: CGB Consumer Generated Brand?
A new paradigm

For instance; a brand where content is totally customer- driven…

Launching of the new GAP Logo:
•4 October 2010 : launch of the new logo
•11 October 2010 : 725.000 fan reactions on the brands Facebook page One week later: reintroduction of the historical logo
CGB is already among us, and not only on the web…

CGB is already among us, and not only on the web…

CGB is already among us, and not only on the web….

Google searchs
What’s new
Smart consuming
Games
Music
Series & movies
Pure fun
(videos)
Health forums
Pic sharing
Chat
Social networking
Information role
= USEFUL
= ?
Communication role
= SOCIAL
= ?
Entertainment role
= FUN
=
= ?
Daily news
Mails
Tripadvisor searchs
Blogging
Inspiration
3 main roles of the internet

Photo : Plurielles.fr
Who are the Digital Mums?

Gen Y
+
Mum
=
Digital mums
?
Out of 603 women: 225 are less « digital » than the average population !
0
50
100
150
200
250
300
350
400
Intensive Digital Mums
Non intensives
Woman + gen Y + mum always = Digital Mum?

The 10 principles of Digital Mums
1
Digital Mums are early adopters, more connected, more mobile, more social…
2
Digital Mums stay Gen Y women in their attitudes towards life
3
Stop the fantasy about digitalisation: all Gen Y mothers are not Digital Mums
4
The frontier between « on » and « offline » is not relevant to them.
5
Brands on the web: They expect help to DO faster/ cheaper but also to BE inspired/ entertained.
6
Extended shopping experience with e- commerce and mobile.
7
The smartphone is the personal fetish and the tablet is the new family hero!
8
Digital Mums also complain about the pressure that goes along intense social media usage.
9
Digital Mums are a multi- faceted target group
10
The more Digital Mums are connected, the higher expectations towards brands

The brand
as an ally/ partner/ expert
They expect : clear informations (90%), good deals (85%), rapid answers to their questions (83%), …
They exepect : gifts (70%), listen/ collaboration for new products (63%), fun/ inspiration (52%), …
The brand as a friend
With Digital Mums learn to say AND ….AND , and forget about OR….OR…...

And a social media landscape still growing and structuring itself

The consumers live here and now…and seek answers
STEP FOUR
REND ONE
Real Time
More Demanding
Little Patience
Always-on
Think Touch points, not channels
Blend Information and inspiration
Context becomes king

Facebook and the other platforms
In general, the feeling that most interfaces will be merging to create a unique platform for communication ex: MSN replaced by Facebook chat, Chat also available on Skype, pictures from Picasa to Facebook

STEP FOUR
TREND TWO
A fluid system for the liquid consumer

“Fluid consumers” use non-linear decision making processes

Should I stay or sould I go ?

What about a win win easy/ fluid engagement system ?

Facebook: a universe with a real personnality and specific rules
See and Be seen
Need to be in control of what I say - I show - I like on my profile
: the cool attitude
= a place for me & my friends
= a relationship
Me my friends
Stay in contact
Activator of relationships
Share moments & ideas
Have fresh news
To be « in » parties, concerts, after parties

CONFIDENTIALITY?
ADDICTION?
SOCIAL SKILLS?
LOOSING TIME?
BRANDS FIGHTING TO GET INTO MY MIND?
WHO ARE MY TRUE FRIENDS?
COSIER ON FB THAN IRL?
SPENDING TOO MUCH TIME ON FB IS… NOT SOCIALLY COOL? DANGEROUS FOR YOUR PRIVACY?
What are you afraid of?

In turn, Facebook is becoming our life barometer

Brands on Facebook
BRAND COMMUNICATION ON FACEBOOK SHOULD BE RELEVANT WITH THE DNA OF EACH OF THE 3 ACTORS
« Het moet passen met wat ik op Facebook doe »
 as a brand, the question is : which community to build around one of our core missions transposable to Facebook’s spirit?
BRAND VALUES
FACEBOOK DYNAMIC
PERSONAL INTEREST

THIS IS NOT JUST ANOTHER HIDDEN COMMERCIAL
BRAND COMMUNICATION ON FACEBOOK SHOULD BE RELEVANT WITH THE DNA OF EACH OF THE 3 ACTORS PRESENT
1.THE VALUES OF THE BRANDS
2.THE INTEREST OF THE CUSTOMER AND HIS PEERS
3.THE DYNAMIC ON FACEBOOK (fun, video sharing, networking, pictures « mise en scène », events organization and attendance, with humor…)
BRAND VALUES
FACEBOOK DYNAMIC
PERSONAL INTEREST

“Digital natives” are already a yesterday’s label…

A new deal with the brand: more reactive

And they don’t always mean to be “nice”!

6.Conclusions

…Chicken or eggs ?!

A new challenge = a new deal ?

Are we brave enough to get rid of old point of views ?

And are we wise enough to keep marketing gadgets at a distance?

New brand relationship = understanding an ecosystem ?

New brand relationship = taking care of an energy capital?

We need to work on specificity and relevance

We need to be empathetic and show it

We need to clarify who we are and what our vision is

We must say thank you to those who are with us

How could we switch from a monologue to a dialogue ?

Do we have to talk about shopping in all our conversations ?

What is the limit between real conversation and blabla ?

Re-explore the classic toolbox with a fresh eye ?

Mutual R O I
A new deal based on the concept of mutual R.O.I ?

•A WORLD OF TOO MUCH : too much information on too many channels?
•A WORLD WHERE QUALITY TIME IS OPPOSED TO WASTED TIME :
–It has to be fast and « to the point ».
–Or it has to be quality time.
Facebook time = loosing time? = relax time? = social time?
•EVERYONE CAN BE AN EXPERT ON THE INTERNET:
–The impression that the balance of power is shifting.
–Do brands still master their image on the internet?
–In reality, a rather passive and opportunistic attitude of internet users in Belgium.
•MY OWN MEDIA PLAN : my own breaking news, TV shows in streaming, FFW function on my TV to skip commercials, download movies just out in the US…
The social media situation

Group belongings, fan pages, networks, videos posted on my wall and all the messages I am sending to the world about my core values, strengthening my links with my networks
•MATURE TEENS AND « ADULESCENTS »? : internet as a game. Even practical information should be delivered in a fun and visually attractive way.
•DISCUSSION ABOUT PRIVACY ON THE INTERNET, AND ON FACEBOOK IN PARTICULAR: nobody can ignore those issues and should behave accordingly
•A WORLD OF LOOK-ALIKES : in shops as well as in banners on the internet, marketeers get their inspiration from others  discriminating added-value should be crystal clear so as to allow proximity with a brand
A private world of « me and my friends »

•Get more, in a lot less time
•The illusion of discovering the wonders of the world, and often ending up realizing everybody has the same source
•A totally integrated information search that still requires guidance to be efficient
•The new way to be in contact with brand proposals : = more comparison : a more challenging attitude : the feeling on the consumer side to be smart and less naïve = more access to the brand spirit : new collections, advices, making of the commercials, pre sales…
Information role = an active attitude

Communication role = a dynamic attitude
•For women, a two-way impact of the internet : it makes their life smoother, it also replaces meetings in real life
•For teens, the natural way to communicate whenever and however they want, with their close friends
•Blogging: several personal blogs per « theme » (holidays, parties, mangas…) mainly for pic sharing (very young teens) or influential bloggers talking about cultural / musical / fashion trends Cooking blogs or DIY blogs are also very popular among women Personal blogs have become quite useless after creation of Facebook profile’s
BUT where to find them? Browsing is not easy and is hence limited to friends’ recommendations or major websites with forums / blogs / news / advice sections

TO DO LIST ...
•We all need to change and show our understanding of the changing world
•We have to accept that the know-how is not only in our hands anymore
•We need to give guidance as a sign of sharing expertise
•We have to show respect for people as “own life experts” : the consum-actor
•We have to show empathy (real empathy) and
•We have to say “thank you”
•We have to accept the deal and do the job together

•We need to invent the dialogue of tomorrow
•We need to try and accept the risk of error
•We have to work on our specificities and our elements of differentiation
•We need to be inspired by "bottom up" stories closer to real life
•We need to accept to "reset the story" of an evolutive world
TO DO LIST ...

Joelle Liberman jliberman@egerie-research.be

Bmma digital-egerie-2014 22 septembre

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