14. 38 Years saved in 83 Years…
1998 1 year How much
time does it
1994 5 years
take to
1971 10 years
reach
500M
1952 13 years
People ?
1915 38 years
Source : Forrester
26. Different ways of thinking
Information jump
Demographic jump
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27. Learn to talk to the new audience
Communities Quantity Share Fragmented
Connections Fast Vocal Competitive
MORE LESS
" Connected " Loyal
" Mobile " Focus
" Responsive " Patient
" Multitasking " Easy to trick
29. Web 2.0 ? The new eldorado ?
Put advertising on
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30. Yes we need to shift our budget
Media spent,
Newspaper, 43%
Media spent, TV,
34% Media exposure /
Media exposure / day, Online, 32%
day, TV, 28%
Media exposure /
day, Radio, 23%
Media exposure /
day, Newspaper, exposure /
Media
10% day, Magazines, Media spent,
Media spent, Media spent, Others, 8%
7%
Magazines, 6% Radio, 6% Media spent,
Media exposure /
Online, 2%
day, Others, 0
Media exposure /day Media spent
Source : Synovate Asia, Nielsen Media research
31. But shift it to the right place
Medi Media spent, TV,
34% Media exposure /
a Media exposure / day, Online, 32%
day, TV, 28%
Media exposure /
day, Radio, 23%
Media exposure /
day, Newspaper, exposure /
Media
Medi Media spent,
10% day, Magazines,
a
Media spent, Media spent, Others, 8%
7%
Magazines, 6% Radio, 6%
Media exposure /
day, Others, 0
Media exposure /day Media spent
Source : Synovate Asia, Nielsen Media research
33. Mushroom Advertising Effect
Test Saturation Techno break New saturation
Simple Competitive New Eldorado Intrusive
One Way Innovative Copy Paste Disruptive
Before 1980 1980-2000 2000-2005 Since 2006
Press TVs Cinema Online Video Games
Radio Product Placement Banners Web 2.0
Outdoor
Mobile phone
34. Information or spamming ?
83% of all emails*
Mailbox syndrome
Intrusive
Invasive
• Source :Brandley Ansitis 2007 security management
http://newsweaver.co.uk/noc/e_article000705859.cfm?x=b11,0,w
35. SPAMMING !!!!
15M$ in Sierra Leone wait for you !
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52. YES, We have the solution
CUSTOMER INSIGHTS
Customer knows…
Pre analysis - Survey – analysis –
compilation – reports – meeting –
decision – market test – sampling –
first draft – campaign launch
53. Actually, maybe not, (sorry…)
Future is unknown
Success is a fragile recipe
New consumers are less rationals
Consumer insights is just a validation process
Not what, but HOW you use it
54. Do we know how to fly ?
YES it is a plane BUT
Old communication
Different technology
Different speed
Different pilots
Different teaching
Different training
New communication
55. Danger Zone
Users Marketers
Faster Adapt
Performance Focus
Personal Respect
More Risks Careful
Traditional rules should apply
Pilots are human beings
Relevance, Quality
Answer the real questions
56. Let the consumer express his needs
It is not what you think that matters
If your product is bad, let people explain you why
The river will always find its way around the rock
Consumers have evolved, remember…
56
57. Online is the consumer backbone
Where you prepare your customer journey
And plug your tactics
Engagement Push media
program
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58. Step in the Marketing 2.0
Customer
engagement
marketing
CRM
Loyalty
Mass Direct schemes
marketing marketing
50s and 60s 70s and 80s 90s 2000s 2010s
Rise of brand products Rise of direct marketing Rise of loyalty programs Evolution of dynamic Endorsement and
and advertising product marketing enhancement of brands
agencies by consumers
Focus: mass Focus: identification Focus: databases, Focus: customer New focus: NPS
communication of the target group analysis systems relationship
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59. Influencing your NPS
NET PROMOTER SCORE
“Research has shown that
there is a strong correlation
between a company’s growth
rate and the percentage of its
customers who are ‘extremely
likely to recommend the
company to a friend or
colleague.” !
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60. What is User Generate Content (reminder)
Create or adapt
Ask or allow On your brand or
content
consumers products
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COM 60
68. Optimize your media mix
• Selective Media • Targeted Media • Mass Media • Passive media
• Mass messaging or • Privileged Consumer • Brand image • No interaction
Focused targeting relation • Step by Step teasing • Volume marketing
• Brand image • Selected Moment • Increased interactivity
• Passive interaction
TV Press Outdoor Radio
• Accurate targeting • Mass Media • Emerging Media
• Quality Media • Targeting is needed • Accurate targeting
• Captive audience • Enrich consumer • Very Dynamic
experience interaction
• Dynamic and tight • Personalized marketing
interaction • Potentially Intrusive
Internet
Cinema Mobile
2.0
examples
69. Example : 1to1 marketing
1to1 email, edM, DM linked to 100% customizable content and data
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70. Resist to the pressure
Competition Product Price
Communication
Retailer Promotion Shelves
PRESSURE
Stock Margin
Consumer Choices Resistance
Connected
Company Budget decrease Visibility
Margin sales target Politics
74. A website is JUST a website
Traffic What is next ?
Strategy Design
Brand image Technology
Products Measurement
Actions Optimization
Data
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75. A real fact
Acquisition cost
is
4x higher
than
Retention cost
78. Conclusion : 10 recommendations
1. Use online as a backbone
2. Limit the overall noise
3. Engage your consumers in a real discussion
4. Accept mistakes and to loose control
5. Take risks and test (UGC, WOM, Mobile …)
6. Do not focus on Creative or Big Ideas
7. Do not focus on tactics but strategic engagement
8. Maximize your spending with ROI
9. Be relevant, focus on excellence
10. Never lie
92. Faster, more connected
61.1% 547M internet users
of global population
2.5 x
Highest broadband penetration
79%
2006
Highest # readers
74%
Source : US Census Bureau, International db july16 2007 Source : eMarketer January 2007 Source : Morgan Stanley October 18 07 Source : Edelman feb 07
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93. Faster, more connected
61.1% 1.5trillion SMS sent 2007
of global population
10x
114M unit sold Q1 2008
50% world
2.3B$ mobile gaming
50% world
Source Zdnet asia Source emasiamag.comasia Source cellularnews.com
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94. Relevance
Persistence
Quality
Personal views
Next search tomorrow ?
98. Mobiles are personal
1 to 1 relation
Fragmented
Interactive - Fun
Integrated
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99. 10 TRICS 4 TRICS
1. Technology is not the solution
2. Whisper and not Shout
3. Respect to be respected
4. Pull instead of Push
5. Accept mistakes and to loose control
6. Take risks
7. Engage, entertain
8. Be relevant, focus on excellence
9. Never lie
10. Online is like a zoom`
