ICBL Symposium <br />Marketing Strategies for Profitable Growth 20/09/11  <br />
00Agenda<br />How putting the people at the heart of your communication & marketing strategies can help you boost your str...
a new context<br />Traditional marketing is challenged <br />
Overexposure<br />People are exposed to 5 ads per minute!<br />
Less Attention<br />125<br />To achieve an equivalent penetration, it takes…<br />In 1965 in the United States 80% of the ...
Less credibility<br />76%<br />of consumers think that brands lie in advertising<br />Yankelowich<br />
a new context<br />The raise of internet… and web 2.0<br />
The raise of a new mass media: Internet<br />
An underestimated media…<br />% of Media consumption time  vs. % advertising spendings<br />
Internet has evolvedto a new model…<br />
Internet has evolved… Web 2.0 new rules<br />“To find something comparable, you have to go back 500 years to the printing ...
Web 2.0 new rules<br />But how doesitimpactyour marketing strategy?<br />
Web 2.0 new rules<br />Traditional  communication<br />Communication 2.0<br />Brand<br />Agency<br />Media<br />Audience<b...
An opportunity for new marketing approaches<br />
Focus on social media<br />Buzz,<br />Street<br />& Guerilla<br />Interactive <br />shopping<br /> Window<br />Community<b...
Focus on Social media<br />
Focus on social media – an engagement/advocacy tool<br />Transformyourcustomers / partnersinto brand advocates…<br />Inter...
http://money.cnn.com/2008/09/03/technology/fortt_dell.fortune/<br />Focus on social media – a customer support tool<br />G...
Word of mouth strategies for added value creation<br />Otherways to create value through social media?<br />
Word of mouth strategies for added value creation<br />
Word of mouth strategies for added value creation<br />More than 12 M viral videos views in2 months > profanity filter<br ...
Word of mouth strategies for added value creation<br />Nearly  3 million unique visitors for the 2 first seasons<br />A st...
And also…<br /><ul><li>Collaborative development (R&D, UGC, crowd sourcing…)
Monitoring tool (e-reputation, benchmarking…)
Internal communication
Local engagement…</li></ul>All your company departments are concerned and should integrate those important shifts...<br />
What about India & Luxembourg in all that?<br />
Internet<br />
Different profile but single conclusion…<br />x20 internet users in 10 years<br />Sources : http://en.wikipedia.org/wiki/L...
Social media<br />
Word of mouth strategies for added value creation<br />Social web in Luxembourg<br />27% <br />A fixed community…<br />of ...
Word of mouth strategies for added value creation<br />2009 figures<br />Social web in India<br /><ul><li>45,000online Ind...
Upcoming SlideShare
Loading in …5
×

Vanksen presentation icbl symposium 20-09-11

585 views

Published on

"Marketing strategies for profitable growth"

How the evolution of the marcom landscape and the emergence of the web and 2.0 functionalities impact your strategy...

A quick overview - Contact me to know more ncleworth@vanksen.com

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
585
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Vanksen presentation icbl symposium 20-09-11

  1. 1. ICBL Symposium <br />Marketing Strategies for Profitable Growth 20/09/11 <br />
  2. 2. 00Agenda<br />How putting the people at the heart of your communication & marketing strategies can help you boost your strategies impact & reduce your costs?<br />Traditional marketing is challenged <br />The raise of internet… and web 2.0<br />Marketing Strategies for Profitable Growth<br />Focus on social media<br />Word of mouth strategies for added value creation<br />What about India & Luxembourg in all that?<br />
  3. 3. a new context<br />Traditional marketing is challenged <br />
  4. 4. Overexposure<br />People are exposed to 5 ads per minute!<br />
  5. 5. Less Attention<br />125<br />To achieve an equivalent penetration, it takes…<br />In 1965 in the United States 80% of the 18-49 year age group were reached with only<br />3<br />prime time commercials<br />X40<br />
  6. 6. Less credibility<br />76%<br />of consumers think that brands lie in advertising<br />Yankelowich<br />
  7. 7. a new context<br />The raise of internet… and web 2.0<br />
  8. 8. The raise of a new mass media: Internet<br />
  9. 9. An underestimated media…<br />% of Media consumption time vs. % advertising spendings<br />
  10. 10. Internet has evolvedto a new model…<br />
  11. 11. Internet has evolved… Web 2.0 new rules<br />“To find something comparable, you have to go back 500 years to the printing press, the birth of mass media… Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it’s the people who are taking control”– Rupert Murdoch, quoted in Wired, July, 2006<br />Source : http://www.internetworldstats.com/top20.htm / http://en.wikipedia.org/wiki/List_of_countries_by_number_of_Internet_subscriptions<br />
  12. 12. Web 2.0 new rules<br />But how doesitimpactyour marketing strategy?<br />
  13. 13. Web 2.0 new rules<br />Traditional communication<br />Communication 2.0<br />Brand<br />Agency<br />Media<br />Audience<br />Communication 1.0<br />Communication 2.0<br />
  14. 14. An opportunity for new marketing approaches<br />
  15. 15. Focus on social media<br />Buzz,<br />Street<br />& Guerilla<br />Interactive <br />shopping<br /> Window<br />Community<br />Management<br />Personalised<br />videos<br />Advergame<br />Viral<br />Marketing<br />Influence <br />Marketing<br />Seeding<br />& bloggers<br />Focus on the one everybodyiswondering about…<br />Videowith<br />call back<br />Marketing 2.0<br />User<br />Generated<br />Content<br />Buzz Monitoring<br />Blogs, Wikis<br />& Micro-<br />blogging<br />(Twitter,..)<br />Desktop<br />& online<br />widgets<br />Social Media<br />RSS, <br />Podcasts<br />& video-<br />casts<br />
  16. 16. Focus on Social media<br />
  17. 17. Focus on social media – an engagement/advocacy tool<br />Transformyourcustomers / partnersinto brand advocates…<br />Interactwiththosewhospread the word about youractivities…<br />
  18. 18. http://money.cnn.com/2008/09/03/technology/fortt_dell.fortune/<br />Focus on social media – a customer support tool<br />Get more satisfied customers, enhance brand loyalty & defuse potential bombs…<br />
  19. 19. Word of mouth strategies for added value creation<br />Otherways to create value through social media?<br />
  20. 20. Word of mouth strategies for added value creation<br />
  21. 21. Word of mouth strategies for added value creation<br />More than 12 M viral videos views in2 months > profanity filter<br />More than 5000 sites & blogs embedded the video > video killing dashboard <br />Break even in 18 H 36 minutes! <br />
  22. 22. Word of mouth strategies for added value creation<br />Nearly  3 million unique visitors for the 2 first seasons<br />A strong proactive communication tool<br />A very large media coverage<br />
  23. 23. And also…<br /><ul><li>Collaborative development (R&D, UGC, crowd sourcing…)
  24. 24. Monitoring tool (e-reputation, benchmarking…)
  25. 25. Internal communication
  26. 26. Local engagement…</li></ul>All your company departments are concerned and should integrate those important shifts...<br />
  27. 27. What about India & Luxembourg in all that?<br />
  28. 28. Internet<br />
  29. 29. Different profile but single conclusion…<br />x20 internet users in 10 years<br />Sources : http://en.wikipedia.org/wiki/List_of_countries_by_number_of_Internet_subscriptions / http://www.internetworldstats.com/top20.htm<br />84.3%internet penetration rate<br />You cannot avoid integrating digital in your marketing strategies<br />
  30. 30. Social media<br />
  31. 31. Word of mouth strategies for added value creation<br />Social web in Luxembourg<br />27% <br />A fixed community…<br />of internet users rank social media at the top of their use (highest european rate)<br />40% <br />…loyal…<br />of web users connect to their Facebook account every day<br />44<br />…& active<br /> : Average number of monthly connections for 3.5h online<br />
  32. 32. Word of mouth strategies for added value creation<br />2009 figures<br />Social web in India<br /><ul><li>45,000online Indians intend to join social networking sites each day
  33. 33. 1/4th of online Indians were able to recall brands using social media
  34. 34. Nearly40 million Indians are using online reviews to inform purchase decisions
  35. 35. 45 Million Indians On Social Media By 2012</li></ul>Sources: http://www.watblog.com/ / http://www.internetmarketingjournal.org<br />
  36. 36. Word of mouth strategies for added value creation<br />Personalexperience…<br />
  37. 37. Word of mouth strategies for added value creation<br />15 new kid sponsored directly from my blog...<br />
  38. 38. thank you for your attention<br />Feel free to contact us<br />Nils Cleworth<br />ncleworth@vanksen.com // Twitter : @Nilsens<br />Senior Consultant<br />vanksenLuxembourg<br />7 rue des Mérovingiens<br />L-8070 Bertrange<br />Luxembourg<br />Tel : +352 48 90 90 443<br />Fax : +352 48 90 90 140<br />www.vanksen.com <br />More info on our blog<br />www.vanksen.fr<br />©2011 Rdlux SA SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.<br />

×