Le digital dans lemarketing aujourdhuiJulien FerlaHead of Digital - jferla@bgcom.ch
fuddone16 97b s di ae nM nr u o te xp oe so as rfsin l20
f i n sa dp r n r re d n a t e sAn independently owned and run agency, b+g is part of one of the leadingworldwide networks...
50+LOCATIONSEUROPE, USA, ASIA
«to understand business,you must understand people»a closer look at the trends andcounter-trends that shape ourdaily lives.
Acceleration:to reach an audience of 50   million people it took radio 38 years,television 13 years, internet 4 years, the...
Acceleration               walking speed has     in large cities,increased by 20% in the last 10 years.             David ...
Mobility         46% of all food is consumedin the USA,out of home and 25% is consumed                    while moving... ...
Mobilité                                        Internet  Internet world population was 1 billion persons in2005. It has  ...
Globalization25% of teenagers interact daily with     peers living in other countries.            Guy Loubry, « Generation...
Cultural aggregationSales of «ethnic food » are expected to            grow by 20% until 2014.                          Ne...
New ways of consumingNext to «traditional online», new ways of « reallife retail » appear : Popup stores, Conceptstores, V...
Roots and social membership   The need to be part of a community that  shares our personal values, experiences andexpectat...
The new seduction of «Local»    Though still marginal, «Urban                               farming» initiatives,«slow foo...
the taste of      simpliciy...« ...we      see people beginning to cherishsimplicity. Yes, we have tasted simplicity and h...
«Personalized messages on my mobile when I enter        the shopping mall; electronic labels and RFID;        Internet Dri...
ever faster technologicalrevolutions, globalization,aggregations, cosmopolitism,increased mobility andacceleration on one ...
...the need for communitarianidentification, aspirations tosimplicity, the new seductionof local and «hand made », adesire...
what if...internet, digitaltechnologies and sub-sequent behaviours werethe main developmentsshaping the history ofmankind ...
Let us forget about   «digital» asbeing a new «discipline».«Digital» is just a different way ofdoing the same old things.
Tv is digital
Radio is digital
Print is digital
Posters are digital
POS is digital
Products are digital
today, everything has a «digital» dimension. and then again.... there is nothing like «digital» for      the consumer.ther...
There is only life
youtube is about life
facebook is about life
gaming is life
using mobiles ortechnology is life
it is not so much aboutadding a new channel, butabout   understandingthe way everyone works andlives today.
Be creativeCreate experience
some examples of how we do  this at b+g
we started @ 1996
1997
24000 visitorsduring the first year
2000
2004-2011
201218000 visitors   each month
Empower your customersBring them tool to expressthemselves
1 chance de gagner !Insérez la carte dans lune des 5 bornes                                  by                Règlement s...
Transform the daily act ofbuying with gamification
Create a unique feeling withthe brand with particularcontent
Create a rare and amazingexperience and share it withfriends
it’s all about   experiencenot only brand impression.
only 14% people trust advertisingbut 92% trust peer recommendations
people hate advertising butthey love entertainment, theylove   content.
Brand content-   storytelling-   be part of it-   local + technology-   empower your customercreate life experience
Thank you for yourattention!Julien FerlaHead of Digital - jferla@bgcom.ch
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
Le digital dans le marketing aujourd'hui
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Le digital dans le marketing aujourd'hui

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Back to basics, quelles sont les valeurs de votre marque ?
Le digital n'invent rien, il étend simplement les possibilités de raconter votre histoire! Encore faut-il savoir comment les raconter, à qui et comment !?

Présentation réalisée pour B+G - http://bgcom.ch

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Le digital dans le marketing aujourd'hui

  1. 1. Le digital dans lemarketing aujourdhuiJulien FerlaHead of Digital - jferla@bgcom.ch
  2. 2. fuddone16 97b s di ae nM nr u o te xp oe so as rfsin l20
  3. 3. f i n sa dp r n r re d n a t e sAn independently owned and run agency, b+g is part of one of the leadingworldwide networks of independent marketing communications agencies
  4. 4. 50+LOCATIONSEUROPE, USA, ASIA
  5. 5. «to understand business,you must understand people»a closer look at the trends andcounter-trends that shape ourdaily lives.
  6. 6. Acceleration:to reach an audience of 50 million people it took radio 38 years,television 13 years, internet 4 years, the iPod 3 years, facebook 2 years,and it took the iPhone 3GS just 3 days to reach 1 million users...
  7. 7. Acceleration walking speed has in large cities,increased by 20% in the last 10 years. David Bosshart, Gottlieb Dutweiler Institut, Swiss Retail Forum, Juin 2011.
  8. 8. Mobility 46% of all food is consumedin the USA,out of home and 25% is consumed while moving... David Bosshart, Gottlieb Dutweiler Institut, Swiss Retail Forum, Juin 2011.
  9. 9. Mobilité Internet Internet world population was 1 billion persons in2005. It has doubled within 5 years to reach 2 billion persons in 2010. ITU
  10. 10. Globalization25% of teenagers interact daily with peers living in other countries. Guy Loubry, « Generation Z », AMIN Conference, Anvers, Mai 2011
  11. 11. Cultural aggregationSales of «ethnic food » are expected to grow by 20% until 2014. Nestlé Professional, 2011.
  12. 12. New ways of consumingNext to «traditional online», new ways of « reallife retail » appear : Popup stores, Conceptstores, Virtual stores...
  13. 13. Roots and social membership The need to be part of a community that shares our personal values, experiences andexpectations is even higher in times of ever increased and rapid changes and uncertainty.
  14. 14. The new seduction of «Local» Though still marginal, «Urban farming» initiatives,«slow food» approaches, direct sales from the farmer and other «community supported agriculture» initiatives  are all expressions of locavorism, a rising phenomenon. http://www.smallbizlabs.com/2010/05/urban-farming-continues-to-expand.html http://en.wikipedia.org/wiki/Slow_Food http://en.wikipedia.org/wiki/Locavores
  15. 15. the taste of simpliciy...« ...we see people beginning to cherishsimplicity. Yes, we have tasted simplicity and have been wonover ». The Food Channel
  16. 16. «Personalized messages on my mobile when I enter the shopping mall; electronic labels and RFID; Internet Drive-ins; online promotions; «self check out»; scanning tunnels...Yes, but in the end, the shopping mall oftomorrow is a mall with more butchers,bakers, craftsmen who you know and youcan talk to...and flexible opening hours!»Sissigno Murgia - Director Coop Suisse romandeForum de l’économie vaudoise, 23.11.2011
  17. 17. ever faster technologicalrevolutions, globalization,aggregations, cosmopolitism,increased mobility andacceleration on one side...
  18. 18. ...the need for communitarianidentification, aspirations tosimplicity, the new seductionof local and «hand made », adesire for more proximity, onthe other side... shape acomplex world.
  19. 19. what if...internet, digitaltechnologies and sub-sequent behaviours werethe main developmentsshaping the history ofmankind since theindustrial revolution?
  20. 20. Let us forget about «digital» asbeing a new «discipline».«Digital» is just a different way ofdoing the same old things.
  21. 21. Tv is digital
  22. 22. Radio is digital
  23. 23. Print is digital
  24. 24. Posters are digital
  25. 25. POS is digital
  26. 26. Products are digital
  27. 27. today, everything has a «digital» dimension. and then again.... there is nothing like «digital» for the consumer.there is nothing like «social media» for the consumer.
  28. 28. There is only life
  29. 29. youtube is about life
  30. 30. facebook is about life
  31. 31. gaming is life
  32. 32. using mobiles ortechnology is life
  33. 33. it is not so much aboutadding a new channel, butabout understandingthe way everyone works andlives today.
  34. 34. Be creativeCreate experience
  35. 35. some examples of how we do this at b+g
  36. 36. we started @ 1996
  37. 37. 1997
  38. 38. 24000 visitorsduring the first year
  39. 39. 2000
  40. 40. 2004-2011
  41. 41. 201218000 visitors each month
  42. 42. Empower your customersBring them tool to expressthemselves
  43. 43. 1 chance de gagner !Insérez la carte dans lune des 5 bornes by Règlement sur mymetropole.ch
  44. 44. Transform the daily act ofbuying with gamification
  45. 45. Create a unique feeling withthe brand with particularcontent
  46. 46. Create a rare and amazingexperience and share it withfriends
  47. 47. it’s all about experiencenot only brand impression.
  48. 48. only 14% people trust advertisingbut 92% trust peer recommendations
  49. 49. people hate advertising butthey love entertainment, theylove content.
  50. 50. Brand content- storytelling- be part of it- local + technology- empower your customercreate life experience
  51. 51. Thank you for yourattention!Julien FerlaHead of Digital - jferla@bgcom.ch

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