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Comment le digital fait évoluer le marketing?
- COMMENT LE DIGITAL FAITEVOLUER LE MARKETING? ! !Grégory Pouy! !gregory.pouy@lamercatique.com! !+33 6 33 79 34 88! ! 1! LaMercatique !
- CROYEZ VOUS QUE LE SOLEILTOURNE AUTOUR DE LA TERRE?! 2! LaMercatique !
- Votre marque?CROYEZ VOUS QUE LESCONSOMMATEURS TOURNENTAUTOUR DE VOTRE MARQUE?! 3! LaMercatique !
- LE DIGITAL NʼEST PAS UNE REVOLUTIONDIGITAL IS NOT A REVOLUTION!MARKETING MAIS UNE PRISE DEITʼS A REALIZATION ! !CONSCIENCE ! 4! LaMercatique !
- LE DIGITAL NOUS PRESSE DERETOURNER AUX BASIQUES! SENSE OF VALEURS UTILITÉ PURPOSE 5! LaMercatique !
- REDBULL SʼASSOCIEAU COURAGE!Plus de 8 millions personnes live au moment dusaut (le précédent record de Youtube était établi à500 000) + des millions dʼéquivalent médias!Coût estimé : $50 m! 6! LaMercatique !
- LES CONSOMMATEURS NE VEULENTPAS UN MARTEAU ET UN CLOU! 7! LaMercatique !
- NIKE : DʼUN FABRICANT DE BASKETSÀ UN COACH SPORTIF! 8! LaMercatique !
- NE ME DITES PAS QUE VOUS ÊTESDRÔLE, FAÎTES MOI RIRE! 9! LaMercatique !
- ET LE DIGITAL DANS TOUT ÇA?! 10! LaMercatique !
- Normal!SUPPRESSION DES! force!FRICTIONS! Weight! force! 11! LaMercatique !
- “Je veux rendre la photo accessible au plus grand nombre” George Eastman – Fondateur de Kodak!INSTAGRAM SIMPLIFIE LAPHOTO!§ Plus besoin dʼavoir un appareil photo!§ Plus besoin dʼavoir de savoir retoucher les photos!§ Possiblité de partager tout de suite!§ ...! 12! LaMercatique !
- NEST DISRUPT LES....THERMOSTATS ! Dʼun thermostat statique à un système intelligent et mobile...! Malheureusement ce ne sont pas les industriels qui « disrupt » leur propre industrie, ce sont des personnes qui pensent différemment.! 13! LaMercatique !
- UNE MULTITUDE DʼOUTILS!DISPONIBLES! 14! LaMercatique !
- DES MENSONGES QUEVOUS DEVRIEZ OUBLIER! 15! LaMercatique !
- VOUS ÊTES PLUTÔT 1! ON OU OFF ?!Les responsables marketing parlent beaucoup de on et de off afin depouvoir mettre les individus dans des cases mais en réalité personne nʼeston ou off.!Cʼest une mauvaise perception du digital.!Dʼailleurs où êtes vous quand vous utilisez une application dans la rue ?! 16 16! LaMercatique !
- 2! LE WEB SOCIAL EST GRATUIT!A partir du moment ou lʼon peut mettre à jour ses statuts gratuitement surle web social, la raccourci à “cʼest gratuit” est facile. Le web social a uncout.!Dʼabord parce que vous pourriez faire autre chose à ce moment là.!Mais surtout il faut pouvoir créer du contenu de qualité qui va générer delʼattention.! 17! LaMercatique !
- 3! VOUS ALLEZ AVOIR DES RESULTATS RAPIDES!Sans doute le plus gros mensonges mais qui ne fait que répondre à lademande des annonceurs en réalité.!Le web social nʼest ni rapide ni facile. Cela nécessite de revenir aux basesdu marketing et se poser les bonnes questions pour vraiment intéresservos clients.! 18! LaMercatique !
- 4! POUR ÊTRE SUR FACEBOOK IL FAUT AVOIR UNE PAGE!“Cʼest impossible de ne pas être sur Facebook”!Effectivement mais en réalité si vous créez de bons contenus ils finirontsur Facebook. Ce nʼest pas en ayant une page que ca va sʼaméliorer…! 19! LaMercatique !
- 5! JE VAIS DEVELOPPER MA COMMUNAUTÉ DE MARQUE!Toutes les marques se rêvent avec une communauté mais la réalité cʼestque peu de marque peuvent se targuer dʼavoir une communauté propre.!Pour la majorité des marques, il sʼagit surtout dʼintégrer des communautésexistantes! 20! LaMercatique !
- LA PLUPART DES CONSOMMATEURS VEULENT 6! AVOIR UNE RELATION AVEC UNE MARQUE!Seuls 23% des consommateurs souhaitent avoir une relation avec une marque. Dansune vision consommateur, les relations sont réservées aux amis, à la famille ouencore aux collègues.!Cʼest la raison pour laquelle lorsque vous demandez, 77% des consommateurssouhaitent simplement des promotions lorsquʼils interagissent avec des marques.! 21! LaMercatique !
- 7! LE + DʼINTERACTIONS LE MIEUX!Il nʼy a pas de correlation entre le nombre dʼinteractions et la probabilité dʼunconsommateur dʼetre accroché par votre marque.!Beaucoup de marketers croient que sʼils arrivent à construire une relation liénaire, surle long terme avec des consommateurs, cela va leur permettre de gagner des partsde marché.!Ne soyez pas le prochain Toy R Us qui envoie 300 emails par an à ses clients.!!Plutot que de demander de lʼattention, prenez bien soin de lʼattention que lʼon vousdonne.! 22! LaMercatique !
- 8! IL NʼY A PAS DE R.O.I.! Sʼil nʼy avait rien à en tirer, je vous conseillerai dʼarrêter tout investissement.! Par contre, il nʼy a pas de R.O.I. Financier court terme.! ! 23! LaMercatique !
- QUELLE EST LA VALEUR DE VOTRECARNET DʼADRESSE?! 24! LaMercatique !
- Google is like advertising at a store, Facebook is like advertising at a party Albert Einstein (ou pas)!IL Y A DES OUTILSPOUR TOUT! 25! LaMercatique !
- LE R.O.I. C EST UN PEU PLUS !COMPLIQUE (ET INTERESSANT)! Directement financier! Management du risque Perspective financière ! ! (Dans quelle mesure lentreprise est (Est-ce que les actions ont permis mieux préparée à gérer une crise daugmenter le CA ?)! potentielle qui pourrait atteindre la réputation dune entreprise)! Long terme! Court terme! Perspective digitale Perspective de marque ! ! (Est-ce que les actions ont permis de (Est-ce que la relation avec les renforcer la présence de la marque ?)! consommateurs a évolué ?)! Indirectement financier!Source Forrester! 26! LaMercatique !
- COMMENT CONSTRUIRE SONPLAN MARKETING?! 27! LaMercatique !
- CʼETAIT FACILE...!Pendant des années, les marketers sont partis du principesque les consommateurs partaient dʼun large choix de marqueen tête, puis methodiquement les supprimaient jusquʼàdécider le produit à acheter.!Après lʼachat, la relation à la marque était quasiexclusivement fonctionnelle.! Source : CDJ Mc Kinsey28! LaMercatique ! Study
- …MAIS LA RELATION AUX MARQUES A CHANGÉ. Source : CDJ Mc Kinsey Study!CONSIDER & BUY! EVALUATE & ADVOCATE! BOND!! ! !Les marketers bien souvent Le digital a permis aux phrases Si la satisfaction client estsurinvestissent les étapes “evaluate” et “advcate” de suffisante, le consommateur,“consider” et “buy” (70 à 90% prendre une place de plus en plus repassera à lʼacte dʼachatdes budgets) au travers de importante.! sans repasser par lʼensemblecouteuses campagnes de Mais les investissements des phrases préalablementpubicité et des promotions en marketing sur ces 2 phases sont définies. Une économiemagasins afin de faire passer encore exploratoires. ! certaine pour les marques.!à lʼacte dʼachat ! 29! LaMercatique !
- CONSTRUISEZ VOTREPLAN A CHAQUE ÉTAPE! Source : CDJ Mc Kinsey Study! CONSIDER EVALUATE BUY ADVOCATE 30! LaMercatique !
- Kids Co branding Den9sts Teachers adver9sing Students Street marke9ng CONSIDER EVALUATE Smiletalk Facebook ADVOCATE BUY Smiletalk Merchandising Mobile Promo9on 31! LaMercatique !
- ACCELERATION DE LA RECOMMANDATION! 2004! 43%! 2008! 2009! 39%! 28%! 16%! 15%! 14%! Colgate! Competiteur le + proche! 32! LaMercatique !
- CHIFFRE DʼAFFAIRES ET MARGES! 2005! $ 2,431! $ 16,734! 2010! $ 2,203! $ 15,561! 2011! Chiffres en milliers! $ 11,396! $ 1351! Marge! Chiffre dʼaffaires! 33! LaMercatique !
- LE DIGITAL NʼEST [SURTOUT]PAS UNE COURSE EN AVANT!1. Redevenez des commerçants !2. Concentrez vous sur la mission de votre marque et pas sur vos produits finis!3. Considérez le digital comme une série dʼoutil et pas comme une fin en soi!4. Le R.O.I. nʼest pas que court terme/financier! 34! LaMercatique !
- MERCI! Grégory Pouy! gregory.pouy@lamercatique.com! +33 6 33 79 34 88! 35!LaMercatique !