We are in the midst of a transitionary phase where the usage of devices is rapidly evolving. Smartphones are starting to replace computers in our day-to-day lives, wireless payment and internet connected objects are being developed and social networks are beginning to re-invent themselves and offer additional services. These changes bring with them a new outlook on digital innovation.
However, a paradox between current usage and expectations is emerging : consumers demand more and more personalised experiences, and although many of these require a plethora of personal details, the intrusiveness of brands, along with recent cases of confidential information exposure, pushes customers to act with mistrust and suspicion.
Within an environment where customer expectations are becoming increasingly high, Vanksen’s new study Digital Trends in 2015 offers brands a guiding vision.
Discover the 10 webdesign trends of 2014 according to Vanksen, the digital native agency
This presentation is also available in french : https://fr.slideshare.net/Vanksen/les-10-tendances-webdesign-de-2014-by-vanksen
Online Reputation Management for Brands by VanksenVanksen
At Vanksen we have been analysing the e-reputation of our clients for some years with the desire of delivering concise and activable information, it is this same desire that has driven us to create this study.
We wish to offer a holistic, precise and objective view about the ins and outs of what e-reputation means for brands today.
But as you will see, the subject remains open to exchanges, so please do not hesitate to give us your feedback.
Digital Business Acquisition: How to Perform?Vanksen
With web giants leading the pack, marketplaces growing exponentially and DNVBs that keep raising the bar, how can your company improve, its digital acquisition performance? That's the very topic of this study and applies to both B2C and B2B!
Each year we product trends based to help us think about how the worlds of technology and media will change over the next few years.
There are lots of things happening, and we hope we have chosen some the most interesting
This year we look at:
Smart Devices
Push Notifications
Bluetooth Beacons
Frictionless Payments
Location & Local
Deliveries
Health
Actionable Intelligence
Polarisation
Borrowed Formats
Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Telecom.
Technology is crucial to the telecom industry and it continuously changes, disrupts, and molds consumer behaviour, marketing, and products on the market. By looking into the changing landscape and analyzing the early signs that are coming from the intersection of culture, business and technology, we found 3 emerging opportunity areas for telecommunication providers:
1. Beyond Talk and how communications habits are changing
2. Provide Value to the lives of your customers
3. Connected Everything and the rise of the Internet of Things
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
With CES 2015 around the corner, brands are giving increased attention to emerging technology. But how are brands to decipher which technologies are important and which are not? Furthermore, how do they find value in them? Find out in our latest thought paper.
Discover the 10 webdesign trends of 2014 according to Vanksen, the digital native agency
This presentation is also available in french : https://fr.slideshare.net/Vanksen/les-10-tendances-webdesign-de-2014-by-vanksen
Online Reputation Management for Brands by VanksenVanksen
At Vanksen we have been analysing the e-reputation of our clients for some years with the desire of delivering concise and activable information, it is this same desire that has driven us to create this study.
We wish to offer a holistic, precise and objective view about the ins and outs of what e-reputation means for brands today.
But as you will see, the subject remains open to exchanges, so please do not hesitate to give us your feedback.
Digital Business Acquisition: How to Perform?Vanksen
With web giants leading the pack, marketplaces growing exponentially and DNVBs that keep raising the bar, how can your company improve, its digital acquisition performance? That's the very topic of this study and applies to both B2C and B2B!
Each year we product trends based to help us think about how the worlds of technology and media will change over the next few years.
There are lots of things happening, and we hope we have chosen some the most interesting
This year we look at:
Smart Devices
Push Notifications
Bluetooth Beacons
Frictionless Payments
Location & Local
Deliveries
Health
Actionable Intelligence
Polarisation
Borrowed Formats
Our Near Futures Series of inspiration and insights reports is designed to highlight what is happening today and how it can shape tomorrow for brands and business. This one is on the Near Future of Telecom.
Technology is crucial to the telecom industry and it continuously changes, disrupts, and molds consumer behaviour, marketing, and products on the market. By looking into the changing landscape and analyzing the early signs that are coming from the intersection of culture, business and technology, we found 3 emerging opportunity areas for telecommunication providers:
1. Beyond Talk and how communications habits are changing
2. Provide Value to the lives of your customers
3. Connected Everything and the rise of the Internet of Things
This report is powered by the LHBS Inspiration-Hub that systematically tracks changes in culture, markets and technology and how these signs collectively point to a bigger story.
With CES 2015 around the corner, brands are giving increased attention to emerging technology. But how are brands to decipher which technologies are important and which are not? Furthermore, how do they find value in them? Find out in our latest thought paper.
A really quick review of the state of mobile marketing from the Global Head of the Mobile Marketing Association. Slapped together in 2 hours to manage your expectations.
Mobile Marketing Primer for "Change Your Mindset mobile primer 5 26Greg Stuart
Master Class Presentation (more how to that compiled quickly for this last minute presentation) on Mobile Marketing at "Change Your Mindset Conference at the Hilton Molino Stucky in Venice Italy May 2013. Hosted by PR Technologies.
Welcome to the next edition of our Near Future Report prepared in close cooperation with the LHBS Inspiration-Hub.
In this report, we will be tackling the 3 following themes:
- Shared Value Creation - where we will explore how to create new and valuable relationships between brands and consumers above and beyond UGC
- Unconventional Touch Points - where we focus on reaching audiences through unconventional channels while building loyalty through offering useful experiences & services
- Virtual Reality - a well-known trend that deserves a closer look since it will increasingly determine how we consume media in the nearest future.
Take a look at our three stories where we identify what is happening, why is it important for brands and also a few recommendations from our side.
Uploaded here for the students in my digital communications and online PR workshops
Original document here http://www.mindshareworld.com/sites/default/files/Mindshare%20Trends%202017.pdf
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
Future on Mobiles - Advertising OpportunitiesVijay Sharma
This presentation provides an insight into the field of mobile marketing highlighting the latest trends in digital marketing and gives a walk through the most innovative mobile campaigns the world has seen.
GAFAnomics: Using APIs to gain unfair competitive advantage in the network ec...Fabernovel
At FABERNOVEL, we’re convinced APIs are a powerful lever for traditional companies willing to enter and thrive in a world dominated by the GAFA (Google, Amazon, Facebook, Apple), Unicorns (Uber, Airbnb…), Chinese giants (Alibaba, Tencent…) and all similar actors that have deeply changed the way goods and services are produced, shared and distributed.
As outlined in our latest study, these new players share one common feature: they’re all structured as networks, connecting individuals, businesses, information and goods to one another.
Peu d’annonceurs du marché de l’automédication prennent la parole sur le digital, et pourtant, une véritable révolution s’apprête à bouleverser l’industrie. De nouveaux acteurs inattendus entrent en scène : Apple, Google, Cdiscount et bien d’autres. Les évolutions technologiques, les habitudes des consommateurs ou l’apparition de nouveaux métiers modifient le paysage de l’automédication.
Notre étude aborde les tendances du marché, et traite également des enjeux et des opportunités pour les acteurs de l’automédication à prendre la parole.
Quelle stratégie adopter ? Comment aborder les réseaux sociaux ? Quels contenus seront efficaces ? Quel intérêt à protéger ma marque ?
A travers de nombreux exemples, Vanksen vous explique pourquoi s’installer sur le digital et comment y développer une stratégie performante et différenciante.
Historically, the annual report symbolised a communication form which was both high in quality, yet often monotonous and conformist. To better meet the evolution of content consumption habits and the new digital aspirations held by companies, the annual report has since seen its role evolve considerably.
Vanksen's latest study analyses the evolution of this annual report: how did it go from being a mere medium of information aimed at stakeholders, to a strategic digital tool that helps affront communication challenges at a far greater level, and to a wider audience.
The agency assessed the annual reports of several organisations to highlight the prevailing trends which are slowly but surely bringing this historical tool into the age of modernity: story and scrolly telling, snack content, etc, all form an integral part in the new approaches companies are taking to transform the digital annual report into a visual and highly narrative medium that is centred around the end user.
Vanksen also highlights the many benefits of the digitalisation of the annual report: greater user experience, images, visibility, budget... all factors that may well convince you to take the leap into the digital for your next annual report!
A really quick review of the state of mobile marketing from the Global Head of the Mobile Marketing Association. Slapped together in 2 hours to manage your expectations.
Mobile Marketing Primer for "Change Your Mindset mobile primer 5 26Greg Stuart
Master Class Presentation (more how to that compiled quickly for this last minute presentation) on Mobile Marketing at "Change Your Mindset Conference at the Hilton Molino Stucky in Venice Italy May 2013. Hosted by PR Technologies.
Welcome to the next edition of our Near Future Report prepared in close cooperation with the LHBS Inspiration-Hub.
In this report, we will be tackling the 3 following themes:
- Shared Value Creation - where we will explore how to create new and valuable relationships between brands and consumers above and beyond UGC
- Unconventional Touch Points - where we focus on reaching audiences through unconventional channels while building loyalty through offering useful experiences & services
- Virtual Reality - a well-known trend that deserves a closer look since it will increasingly determine how we consume media in the nearest future.
Take a look at our three stories where we identify what is happening, why is it important for brands and also a few recommendations from our side.
Uploaded here for the students in my digital communications and online PR workshops
Original document here http://www.mindshareworld.com/sites/default/files/Mindshare%20Trends%202017.pdf
Frontier(less) Retail—an Innovation Group report created in partnership with WWD, the leading fashion, beauty and retail authority—reveals a retail landscape that has become borderless, blurred and amorphous.
Consumer expectations are becoming limitless—whether it’s instant delivery, intuitive commerce or compelling store experiences. Interfaces for retail are moving beyond the smartphone into our home environments, and the digital and physical worlds are blurring in new ways.
Future on Mobiles - Advertising OpportunitiesVijay Sharma
This presentation provides an insight into the field of mobile marketing highlighting the latest trends in digital marketing and gives a walk through the most innovative mobile campaigns the world has seen.
GAFAnomics: Using APIs to gain unfair competitive advantage in the network ec...Fabernovel
At FABERNOVEL, we’re convinced APIs are a powerful lever for traditional companies willing to enter and thrive in a world dominated by the GAFA (Google, Amazon, Facebook, Apple), Unicorns (Uber, Airbnb…), Chinese giants (Alibaba, Tencent…) and all similar actors that have deeply changed the way goods and services are produced, shared and distributed.
As outlined in our latest study, these new players share one common feature: they’re all structured as networks, connecting individuals, businesses, information and goods to one another.
Peu d’annonceurs du marché de l’automédication prennent la parole sur le digital, et pourtant, une véritable révolution s’apprête à bouleverser l’industrie. De nouveaux acteurs inattendus entrent en scène : Apple, Google, Cdiscount et bien d’autres. Les évolutions technologiques, les habitudes des consommateurs ou l’apparition de nouveaux métiers modifient le paysage de l’automédication.
Notre étude aborde les tendances du marché, et traite également des enjeux et des opportunités pour les acteurs de l’automédication à prendre la parole.
Quelle stratégie adopter ? Comment aborder les réseaux sociaux ? Quels contenus seront efficaces ? Quel intérêt à protéger ma marque ?
A travers de nombreux exemples, Vanksen vous explique pourquoi s’installer sur le digital et comment y développer une stratégie performante et différenciante.
Historically, the annual report symbolised a communication form which was both high in quality, yet often monotonous and conformist. To better meet the evolution of content consumption habits and the new digital aspirations held by companies, the annual report has since seen its role evolve considerably.
Vanksen's latest study analyses the evolution of this annual report: how did it go from being a mere medium of information aimed at stakeholders, to a strategic digital tool that helps affront communication challenges at a far greater level, and to a wider audience.
The agency assessed the annual reports of several organisations to highlight the prevailing trends which are slowly but surely bringing this historical tool into the age of modernity: story and scrolly telling, snack content, etc, all form an integral part in the new approaches companies are taking to transform the digital annual report into a visual and highly narrative medium that is centred around the end user.
Vanksen also highlights the many benefits of the digitalisation of the annual report: greater user experience, images, visibility, budget... all factors that may well convince you to take the leap into the digital for your next annual report!
Etude best practices social média aux usa vanksenVanksen
Voici de l’inspiration pour construire vos futures stratégies SMO !
7 secteurs analysés sur 6 réseaux sociaux
Berceau du Social Media, les Etats-Unis se démarquent par leur capacité à utiliser de manière créative et intelligente les réseaux sociaux, quels que soient les domaines d’activités, qu’il s’agisse de BtoB ou de BtoC.
Dans sa nouvelle étude, Vanksen analyse les pratiques Social Media des entreprises de 7 grands secteurs : finance, automobile, cosmétique, agroalimentaire, industrie, textile et divertissement.
L’agence a répertorié les best practices des marques US sur 6 réseaux sociaux : Facebook, Twitter, Snapchat, Pinterest, Instagram et YouTube.
Chiffres-clés et analyse pour faire émerger sa marque
De cette analyse résultent des enseignements, des idées et des conseils pour bien élaborer sa stratégie Social Media. Vanksen offre également sa vision et ses réponses à certaines questions que se posent les annonceurs, parmi lesquelles : « quels réseaux privilégier ? » ou « Peut-on créer de l’engagement sur les réseaux sociaux, quel que soit son secteur d’activité ? »
Une étude à découvrir de toute urgence pour préparer sa stratégie Social Media !
Vidéo 360°, nouvel outil d'engagement pour les marques ? Vanksen
En quelques années, la maturité des équipements ont permis à la vidéo de devenir le format star du web ! Une nouvelle ère, où la démocratisation de certaines solutions révolutionne le marketing et la communication. Parmi elles, la vidéo 360° et, par extension, la VR.
Véritable aubaine pour les marques, ces innovations coïncident parfaitement avec les enjeux actuels : proposer de nouvelles expériences, enrichies, et renforcer l’immersion de l’utilisateur.
La vidéo 360°, nouvel outil d’engagement pour les marques ?
La nouvelle étude de Vanksen vous propose de découvrir quelles sont les opportunités offertes aux annonceurs par la vidéo 360° et la réalité virtuelle. Illustrée par de nombreux exemples décryptés par l’agence, cette analyse complète du phénomène vous permettra de mieux comprendre les enjeux, les usages et l’avenir de la révolution qui est en mouvement.
Historiquement, le rapport annuel est l’archétype du support papier de qualité mais souvent monotone et conformiste. Pour satisfaire à l’évolution des habitudes de consommation de contenus et aux nouvelles ambitions digitales des annonceurs, le rapport annuel a vu son rôle évoluer considérablement.
Dans sa nouvelle étude, Vanksen analyse l’évolution de ce rapport annuel : comment est-il passé d’un simple support d’information papier destiné aux actionnaires à un outil digital stratégique répondant aux enjeux de communication à une cible plus large.
L’agence a étudié les rapports digitaux de plusieurs entreprises pour en faire ressortir des tendances inscrivent petit à petit cet outil historique dans la modernité : story et scrolly telling, snack content, etc. font partie intégrante des approches des annonceurs pour faire du rapport annuel digital un dispositif visuel et narratif orienté utilisateur.
Vanksen présente également les bénéfices de la digitalisation du rapport annuel : expérience utilisateur, image, visibilité, budget… Autant d’arguments qui sauront vous convaincre de prendre le virage du digital pour votre rapport annuel !
Vin et digital, quelles opportunités pour votre marque ?Vanksen
A l’ère digitale, les évolutions technologiques et la mobilité facilitent les échanges, influencent le commerce et modifient les usages. Les rôles au sein du marché mondial sont redistribués ; le secteur du vin fait face à de nouveaux challenges et de nouvelles opportunités émergent.
Notre étude est dédiée au vin et aux professionnels qui gravitent autour du marché.
A travers des exemples d’initiatives et de dispositifs, elle décrit les transitions qui s’opèrent et répond à des questions stratégiques en parcourant les tendances digitales et les enjeux actuels.
Découvrez qui sont les consommateurs d’aujourd’hui et quelles sont les guidelines pour bien construire son site Internet, assurer sa visibilité, sa fidélisation client, ou encore, optimiser ses ventes.
Autant de points déterminants qui guideront les marques de l’univers du vin dans l’élaboration de leur stratégie digitale.
Les chatbots : vers une démocratisation du conversationnel automatisé ?Vanksen
De ses prémisses il y a 50 ans à aujourd’hui, l'intelligence artificielle s’est considérablement développée, jusqu’à ouvrir la voie à de nouveaux modes d'interaction, automatisés, entre les marques et les consommateurs. Du service après-vente au commerce conversationnel, les annonceurs déploient progressivement leurs solutions pour répondre aux nouveaux enjeux du marché. Dans sa nouvelle étude, Vanksen analyse l’histoire, l’évolution et teste pour vous les outils déjà utilisés par différentes marques, dont Facebook, sur les principaux marchés mondiaux.
Nous traversons une période de transition où les usages évoluent profondément. Les smartphones remplacent l’ordinateur dans notre vie quotidienne, les objets et les paiements connectés se développent et les réseaux sociaux se renouvellent en proposant des services complémentaires. Ces mutations offrent de nouvelles perspectives à l’innovation digitale.
Cependant, un paradoxe entre usages et attentes émerge : les consommateurs demandent de plus en plus d’expériences personnalisées qui nécessitent parfois l’enregistrement de nombreuses informations personnelles, mais, l’intrusion parfois maladroite des marques et les récentes affaires de divulgation de données confidentielles les poussent à la méfiance.
Dans un contexte où les attentes des consommateurs se font de plus en plus grandes, Vanksen propose sa vision pour guider les marques dans sa nouvelle étude Tendances digitales 2015.
[Social Media] Décryptage des #DailyHashtagsVanksen
On le sait, les internautes aiment taguer leur photo et autres tweets à grand renfort de hashtags. #RienDeNouveau.
Ils nous permettent de suivre des mots clés particuliers liés à l'actualité, des événements ou des tendances. Souvenez vous des vagues de #FailWhale après une interruption du service de Twitter, ou des #TigerBlood une fois les frasques de Charlie Sheen rendues public.
Les hashtags ne répondent pas seulement à des événements ponctuels et hors du commun, certains, et pas des moins populaires, sont tout simplement attachés à un jour de la semaine. Et si on retraçait la semaine des hashtags qu'est-ce que ça donnerait ?
Vanksen vous propose un nouveau slideshare intitulé "Décryptage des #DailyHashtags" pour vous aider à construire la semaine des hashtags qui vous ressemble, ou à mieux comprendre ceux qui en font usage. Et il y en a pour tous les goûts.
BtoB : Digital for Business - Utiliser les forces du digital pour générer des...Vanksen
Vanksen tente de démontrer en quoi le digital est un véritable terrain d’expression, de visibilité et d’acquisition pour ce secteur !
Notre nouvelle étude explique à la fois pourquoi et comment y être présent et penser sa stratégie digitale pour répondre aux problématiques BtoB.
Mon entreprise BtoB doit-elle être sur Internet ? Doit-elle s’exprimer sur les réseaux sociaux ? Que dire et sur quels supports ? Comment créer une communauté et communiquer auprès de mes différentes cibles ? Comment surveiller ce que ces dernières disent sur ma marque et mes produits/services ? Comment maximiser la visibilité de mon entreprise et générer plus de leads grâce au web ? Vanksen et ses experts vous apportent leur éclairage sur toutes ces questions que vous vous posez, et bien d’autres encore, dans cette présentation complète de 150 slides.
Instagram : enjeux et interets pour les marquesDagobert
Entre les 40 millions d’utilisateurs gagnés en 10 jours par Instagram, le succès soudain de Pinterest en Europe, l’arrivée de la Timeline sur Facebook… l’image semble avoir pris l’avantage dans les réseaux sociaux.
Le pôle influence de Dagobert fait le point sur les enjeux et les intérêts d’INSTAGRAM dans une stratégie social média.
6 rules to fail with social media (Vanksen Agency)Vanksen
A presentation by Emmanuel Vivier, cofounder and Head of Strategy at Vanksen agency (http://www.culture-buzz.com) & BuzzParadise (http://www.buzzparadise.com) during the Marketing 2.0 Conference (http://www.marketing2conference.com) in Paris, in march 2010.
Discover 6 (bad) rules that too many brands follow when trying to start social media marketing campaigns...
Vanksen - Marketing Solidaire & Media SociauxVanksen
Presentation de l'agence Vanksen (http://www.vanksen.fr) en Suisse sur le marketing 2.0 dans le domaine humanitaire & solidaire. N'hesitez pas à jeter un oeil à notre blog : http://www.culture-buzz.fr où à nous contacter http://www.vanksen.fr pour vous accompagner en matière de marketing 2.0.
In the last days of 2010 I took a look at what are the important developments in social networking landscape. What are the key technologies and where are we headed in 2011. Here are 17 points that you should keep your eyes on next year... Read the full post here http://goo.gl/sAkuu
The Internet of Everything – global connectivity of digital devices and all things electronic – is set to offer consumers a mobile world of personalisation and convenience that transcends smartphones and handsets.
Mobile devices currently claim a mere 16% of the video ad spend, but their share will balloon to 40% in five years due to rapid adoption of video viewing on devices- especially tablets.
Courtesy of: Direct Marketing News
The mobile is moving well beyond its role as a communication device, becoming an enabler for a wide range of experiences from TV viewing to shopping to banking. And mobile connectivity is disrupting industries from retail to auto to finance and beyond. The consensus is that change is occurring at an astonishing scale and speed.
In this report, JWTIntelligence outlines key trends in evidence at the GSMA’s Mobile World Congress, held in Barcelona in late February, along with examples that illustrate these developments and implications for brands. The report also incorporates insights from interviews with several mobile experts and influencers.
A discussion on IT trends forecast for the year ahead in respect to entrepreneurs & students.
The transcript of my oral notes for the presentation are added to the last slides.
Will 2015 be the year of wearables? Will Apple Pay succeed? Why are enterprise apps getting more expensive and complex? What's happening with Big data? How should developers treat phablets?
Every year we analyse and summarise the key mobile trends for the following year and share with customers and partners. The main objective is to keep you up to date on what’s going on and give you insights into what these trends may mean for you. Last year our mobility predictions and UX/UI trend presentations were used in hundreds of workshops, lectures and jointly got more than 100,000 views on Slideshare.
The Top 10 Mobile Trends for 2015 are more exciting than ever as we are experiencing explosive growth in almost every area including mobile usage (apps and web), mobile commerce, payments, enterprise apps, Internet of Things, wearables, nearables (sensors) and invincibles, data driven mobile services (big data), mobility in healthcare, omni-channel retail and innovations in mobile application development.
2014 top mobile trends. Discover which trends are shaping what marketers will need to know in the coming months and years to take advantage of the mobile opportunity.
A must-read before finalizing your marketing plans
Digital Engineering: Combining Computer Science with Social Science to Transl...Cognizant
By digging deep to understand consumer behaviors, needs and wants, organizations can build systems that not only meet essential user needs but also uncover new business opportunities and anticipate future requirements.
IAM11 - WHAT’S NEXT IN MOBILE EXPERIENCES by mobtzu - mobile apps for brandsThe Valley
What's next in mobile experiences?
Mobiel wordt door steeds meer organisaties ingezet en wordt een vast onderdeel in de marketing strategie. In de sessie ‘The Next Generation in mobile’ vertelt Jerry Lieveld, founder & managing director van mobtzu aan de hand van pakkende cases wat we komende tijd op mobiel gebied kunnen verwachten en welke nieuwe mogelijkheden er voor merken ontstaan.
Le digital au service des patients et des professionnels de santéVanksen
Des innovations développées par les laboratoires internationaux (utilisation de l'IA et du machine learning, biopharma, santé digitale...) aux dernières réformes internationales visant à élargir l'accès aux soins, toutes les flèches pointent dans la même direction : la santé est devenue un sujet de plus en plus important, d'autant plus depuis la pandémie.
Nous avons décrypté comment les leviers digitaux peuvent renforcer les acteurs de l'industrie pharmaceutique dans le monde entier.
L'expérience nous a appris que le marketing et la communication obéissent à des règles différentes si vous êtes le Chief Digital Officer ou le Chief Marketing Officer d'un laboratoire européen. Il est strictement interdit de cibler les audiences de patients avec de la publicité pour des médicaments sur ordonnance. Alors, que peuvent-ils faire ?
https://www.vanksen.com/fr/insights/digital-au-service-patients-professionnels-sante
Empowering patients and health professionals through digital contentVanksen
From the innovations developed by international laboratories (use of AI and machine learning, biopharma, digital health…) to the latest international reforms designed to widen the access to care, all arrows point to the same direction: health has become an increasingly important topic, and even more so since the pandemic.
Vanksen’s experts zoomed in to try and understand the ways in which digital levers can empower pharma players around the world.
Experience taught us that marketing and communication have different rules if you are the CDO or CMO of a European lab. It is strictly forbidden to target patient audiences with content advertising subscription medication. So, what can they do?
https://www.vanksen.com/en/insights/empowering-patients-health-professionals-through-digital-content
Socio-digital evolutions and micro-communities: what business opportunities d...Vanksen
This is the question that the new Vanksen study "Connecting The Digital Dots in 2023" aims to answer. In 2023, conducting periodic monitoring to display individual trends loses its meaning. Socio-digital evolutions are constant. Behaviors and innovations fluctuate organically, iteratively, and continuously.
In this context, Vanksen experts have attempted to translate them into a mind-mapping in order to better visualize the correlations impacting brands in their digital strategies.
They can thus better understand the dos and don'ts adapted to their DNA and business challenges, activate technological, tactical, marketing, and communication levers that generate meaning and performance for them and their communities.
https://www.vanksen.com/en/insights/socio-digital-evolutions-micro-communities-business-opportunities-for-brands
Content drivers for global brands: new innovative paths for your branded cont...Vanksen
Generation Z and major events such as the pandemic are leading the change. Our world is becoming a global, multicultural and digitalized village. Vanksen expert teams used their analytical skills to look into the main shifts impacting worldwide content creators lately.
https://www.vanksen.com/en/insights/content-drivers-for-global-brands
Business on TikTok: After the Hype, the New Norm?Vanksen
The TikTok rush and hype have passed, now is the time to ask yourself: "What can TikTok actually bring to my Digital Strategy?"
We answer in this Vanksen white paper.
Business sur TikTok: Après la Hype, le Nouveau Standard ?Vanksen
La tension est retombée, le rush est passé, la tête froide vous pouvez maintenant vous poser la question : "Qu'est-ce que TikTok peut apporter, ou non, à ma stratégie digitale ?"
Digital Business Acquisition : comment performer ?Vanksen
Entre mastodontes du web et pure players, comment continuer d’innover et de performer en ligne pour générer du business face à des consommateurs toujours plus exigeants ?
Avec cette étude, nous vous offrons de nombreuses pistes de réponses ainsi que les outils nécessaires pour booster votre stratégie d'acquisition digitale.
B2B & Growth Hacking: drawing from startups for online lead generationVanksen
Optimize your lead generation!
In this study, you will lear the fundamentals of Growth Hacking and the AARRR methodology ; how to implement Growth Hacking within your company ; and learn from many inspiring case studies.
B2B & Growth Hacking: s'inspirer des startups pour générer des leadsVanksen
Optimisez votre génération de leads !
Growth Hacking, SaaS, Automation, Marketing Stack… si ces termes peuvent sembler un peu barbares, ils font désormais partie de l’arsenal marketing de nombreuses startups, mais également de grandes entreprises de la tech et d’acteurs BtoB… peut-être même de votre entreprise !
Dans cette étude, vous pourrez découvrir...
Les fondamentaux du Growth Hacking et la méthodologie AARRR ;
Une sélection d'outils pour implémenter les méthodes de Growth Hacking dans votre entreprise ;
De nombreux cas pratiques desquels s'inspirer pour développer une stratégie optimale.
Employee Advocacy : Comment faire de vos employés vos meilleurs ambassadeurs ?Vanksen
Scandales, abus, trust shifts... alors que la confiance envers les instances dirigeantes continue inexorablement de se dégrader, une autre force d'influence en présence, intrinsèque à toute entreprise, émerge : les employés.
En vingt ans seulement, leurs voix sont passées d’une majorité silencieuse au canal de communication le plus performant de l’entreprise, redéfinissant totalement les enjeux et les mécaniques de prise de parole de celle-ci.
Incarnant l’authenticité, la proximité et la transparence, ils peuvent maintenant exercer leur pouvoir au sein de l’entreprise comme en dehors grâce à des moyens digitaux simples, efficaces et, surtout, très accessibles.
Une question, dès lors, se pose :
Comment mobiliser et engager uniformément les employés pour servir les intérêts d’une marque ?
C'est ce que nous vous proposons de découvrir dans notre étude "Employee Advocacy : faire de vos collaborateurs vos meilleurs ambassadeurs."
Employee Advocacy : Turn your employees into better brand ambassadorsVanksen
Scandals, trust shifts, abuse... while trust towards Executive positions keeps depleting, the employees' influence rose to a level where it now has surpassed its superiors'.
In just twenty years, the employees' voice has evolved from a rather silent opinion to being the most effective communication channel for a company, thus deeply redefining corporate communication stakes and speech mechanisms internally as well as externally.
Employees embody trust, proximity and transparency and can now use their newly-acquired power through very simple and accessible (yet powerful) digital means.
A question has therefore to be asked:
How to take advantage of this new power of influence to serve a company's best interests?
This is what we invite you to discover by reading our latest study: "Employee Advocacy: Turn your employees into better ambassadors"
Succeeding Internationally with your Social Media strategyVanksen
How about a little chat on the subject?
Feel free to contact us at contact@vanksen.com
-
Since we converged with Datawords, our horizons have expanded.
Thanks to their e-multicultural expertise, we have strengthened, through several common projects, our pledge to provide new connections between performance and creativity. We have, among other things, experienced our first international Social Media strategies roll-outs on several continents, simultaneously.
A groundbreaking step in Vanksen’s history.
While browsing this study, you will get to know the particularities of the Chinese “Biaoquingbao” or the Arabian #GroupMessaging trends, discover new cultural and geopolitical factors to take into account when conceiving your Social Media strategy or even learn about different organization models and methodologies your company should adopt based on your objectives.
If the world, today, is all about globalization, context and culture have never been so powerful and important from a communication and marketing standpoint.
Développer sa stratégie Social Media à l'internationalVanksen
Et si nous en discutions ensemble ? -> contact@vanksen.com
-
Entre spécificités techniques et subtilités culturelles, Vanksen fait le point sur les challenges et enjeux que rencontrent les Marques lors de l’internationalisation de leurs stratégies Social Media.
Les médias sociaux font, aujourd’hui, partie intégrante de toute stratégie digitale et les annonceurs intègrent de mieux en mieux les spécificités d’une prise de parole sur ces supports.
Pour autant la majorité d’entre eux adoptent, lors de leurs déploiements internationaux, une vision unique et les considèrent comme un medium homogène. Il n’en est rien, les socionautes, de plus en plus exigeants, requièrent des approches singulières, culturellement adaptées et alignées sur leurs usages respectifs.
« On sort d’une logique de simple traduction pour aller vers de vrais besoins d’acculturation, d’adaptation des contenus et des prises de parole des annonceurs pour coller aux attentes des différentes audiences qui ont des usages totalement différents des réseaux sociaux ».
Jeremy Coxet – Partner, Vanksen
Bref, un véritable challenge pour les marques déployant leur stratégie à l’international. Comment affronter ces spécificités ? Quels écueils éviter ? Comment s’organiser pour y faire face ? Comment optimiser ses efforts ?
Automobile & Digital : des enjeux aux nouveaux usages, de la visibilité à la ...Vanksen
Qui peut aujourd’hui parler d’automobile et de mobilité sans évoquer la question digitale ? L’innovation technologique ne cesse de redéfinir le secteur et le met constamment sous la pression du renouvellement et de la remise en question.
« Dans l’industrie automobile, le digital provoque le changement et apporte les solutions. »
Si l’origine de la majeure partie des évolutions en terme de mobilité est digitale, les possibilités d’adaptation le sont tout autant.
L’avènement de la réalité virtuelle, de la réalité augmentée, de l’intelligence artificielle ou encore du datamining offrent de nouvelles pistes d’évolution complémentaires au digital que l’on peut maintenant appeler « traditionnel ».
De la visibilité à la conversion, nous posons le contexte actuel, retraçons le parcours utilisateur idéal et analysons, au travers de cette étude, les événements qui ont secoué le marché automobile durant l’année 2017
La digitalisation de l'assurance vie au LuxembourgVanksen
La transformation digitale, tout le monde en parle, mais concrètement, comment les acteurs du secteur de l’assurance vie, exerçant en Libre Prestation de Services (LPS), procèdent-ils pour répondre aux nouveaux besoins à la fois des clients finaux et des distributeurs ? Quels sont les besoins pour développer le business, rester compétitif et se différencier dans un contexte en pleine mutation ?
Infographie réalisée en collaboration avec l'ACA.
Drive-to-store : quelle stratégie pour performer ?Vanksen
Avec la stratégie de diversification opérée par le géant Amazon (rachat de WholeFoods, lancement des points de vente Amazon Go…), les retailers se trouvent confrontés à l’arrivée des pureplayers et n’auront bientôt plus le monopole de « l’expérience physique » chères aux consommateurs ; les jeunes générations sont encore 60% à préférer faire leur shopping en boutique ! D’un autre côté, le shopper a lui aussi évolué. Il n’est pas surprenant d’affirmer aujourd’hui que ce dernier est ultra-connecté et mobile, sans négliger le fait que les différentes générations de shoppers possèdent leurs caractéristiques propres, qu’il convient de respecter si l’on souhaite viser juste.
Avec l’explosion des devices mobiles notamment, le parcours shopper est lui aussi en forte mutation. Nous revenons sur celui-ci, afin d’identifier les points de contact entre le consommateur et la marque, et d’exploiter efficacement ces derniers. Le bon message, le bon contenu, la bonne information, à la bonne personne, au bon moment ; c’est bien là que réside la clé d’une prise de contact efficace avec ses clients et prospects.
Dans cette nouvelle étude, l’agence Vanksen explore les différents leviers permettant de générer du Drive-to-Store (DTS), en se basant sur les outils proposés par Google ou les réseaux sociaux. Ils analysent par ailleurs comment les nouvelles technologies transforment les plus traditionnels outils du marketing direct et du « out of home » pour proposer de nouvelles expériences aux consommateurs, ainsi que les formidables opportunités proposées par les applications embarquées dans les smartphones de tout un chacun. Et finalement, à quoi vont ressembler les points de vente de demain ? Chatbots, interfaces dématérialisées et vocales, réalité virtuelle et réalité augmentée… Les enseignements tirés de cette étude pourraient bien vous surprendre !
Polémique sociétale & gestion de crise par les marquesVanksen
Une nouvelle polémique sociétale a éclaté suite à une émission à forte audience. Quelles ont été les réactions des marques, des journalistes, des consommateurs ? Quels enseignements en tirer ?
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
4. EVOLUTION DU MOBILE
4
MOBILE INTERNET
ACCESS, A CONSTANT
IN OUR DAILY LIVES, WILL
REPLACE THE PC
THE EVOLUTION OF
MOBILE DEVICES#1
5. 5
#1
2012 2014
Average amount of time spent on smartphones1
2h10min
Mobile devices can be used for all purposes:
shopping, groceries, sports, health, etc. They are no
longer just a means communicate but also your
companion in daily activities.
Today, 36% of time spent2 on an internet-connected
device is spent on mobiles phones.
We are beginning to witness new forms of internet
usage. Whilst in previous years, users were known to
remain stationary in front of their computers for
several hours, today’s consumers split their time
online, and log in several times a day for shorter
periods of time.
THIS ENTAILS NEW CHALLENGES FOR BRANDS, WHO
WILL HAVE TO DOUBLE THEIR EFFORTS TO RAPIDLY
GAIN THE ATTENTION OF A VERY VOLATILE
CONSUMER.
ON A GLOBAL SCALE, THERE
ARE MORE MOBILE USERS THAN
INTERNET USERS
Source 1
Source 2
1h12min
THE EVOLUTION OF
MOBILE DEVICES
6. 6
AN INCREASING AMOUNT
OF MOBILE TERMINALS,
SCREEN RESOLUTIONS,
AND DIFFERENT SIZES…
#1 THE EVOLUTION OF
MOBILE DEVICES
7. 77
BUT ALSO MORE AND
MORE INTERNET-
CONNECTED DEVICES
#1 THE EVOLUTION OF
MOBILE DEVICES
8. EVOLUTION DU MOBILE
8
20%
OF FRENCH PEOPLE SAY
THEY ARE INTERESTED IN
SMART WATCHES
THERE IS A HIGH DEGREE OF INTEREST IN THESE
OBJECTS, AND NOT JUST AMONGST
TECHNOPHILES.
Connected devices are nevertheless only at the
introduction phase, with 64 % of French people
claiming that they just see them as technical gadgets.
Watches aside, interest in buying other objects such
as internet-connected TVs, bracelets, and glasses
remains low amongst the public. However, consumers
are beginning to familiarise themselves with these
new products.
New innovations give brands an opportunity to
encourage all kinds of audiences to take up internet
connected products by innovating and creating new,
enriching experiences.
#1
Source
THE EVOLUTION OF
MOBILE DEVICES
9. MOBILE
9
WE NO LONGER SPEAK OF “MOBILE DEVICES” BUT OF CONNECTED
INTERFACES- A TERM THAT ENCOMPASSES TELEPHONES AND WATCHES, BUT
ALSO FLOWER POTS, CLOTHES, AND SHOES ETC.
EVOLUTION DU MOBILE
9
INTERFACE DATA CONTROL
We are witnessing an increasingly striking fragmentation of these interfaces. New innovations are launched very
frequently, and dedicated research labs are in place to work for huge accounts or small start ups…
Every one of our needs will have (or already has) its own technological solution. The arrival of these innovations in
our digital ecosystem will generate new ways of receiving and consuming data, information, and different forms of
content.
ETC.
#1 THE EVOLUTION OF
MOBILE DEVICES
11. MOBILE
1111
ADAPT TO NEW INTERFACES
BUT ABOVE ALL NEW FORMS OF USAGE
Designers, UI/UX Designers, developers, and marketers will have to create different interfaces and transfer
content over to an equal standard, whether it’s on smartphones, watches or even web-connected footballs.
It is no longer about adapting to new interfaces (e.g. the little round screen of a watch versus the screen of a
tablet) but also about understanding the new forms of usage that will be brought about as a result.
#1 THE EVOLUTION OF
MOBILE DEVICES
12. CONTENT DESIGN
WEB ERGONOMICS DEVELOPMENT
Adapt the content to be read on-the-go
in a fast-paced environment, which
requires higher speed and simplicity,
with less distruptive elements.
The layout must be completely revised
for mobiles and other connected
devices. This provides the user with an
“interface friendly” experience, where
only the content that interests them is
displayed.
Increasing levels of user mobility has meant
that web design is verging towards greater
simplicity. Interfaces are refined, allowing
content to be easily comprehensible.
The constant evolution of mobiles and internet
enabled devices will have a significant impact
on behaviour, and will therefore affect the
development of applications, sites, etc. who
will have to take these changes into account.
12
#1 THE EVOLUTION OF
MOBILE DEVICES
14. This is a form of technology that is already emerging,
with:
- Google Now, which suggests content and app
features depending on your geographical location,
your activity, and the time of the day, amongst
other factors.
- The notification bar on new Operating Systems
that sends direct contextualised notifications to
the mobile user, sometimes with the option of
performing an action without even opening the
app.
THE DESIGN OF MOBILE INTERFACES IS
MOVING TOWARDS THE CONTEXTUALISATION
PERSONALISATION, SPEED, AND
SIMPLIFICATION OF THE USER EXPERIENCE.
14
#1
Google Now
THE INTELLIGENCE OF SYSTEMS IN IMPROVING,
PERSONALISING AND CONTEXTUALISING THE USER
EXPERIENCE
THE EVOLUTION OF
MOBILE DEVICES
15. 15
#1
THE INTELLIGENCE OF SYSTEMS TO IMPROVE, PERSONALIZE
AND CONTEXTUALIZE THE USER EXPERIENCE
Let’s imagine a future where mobiles don’t have traditional application icons, in favour of a new system (whether this
is introduced directly by the Operating System or by a third party).
Equipped with an intelligent system, devices offer us content from our applications depending on: our location
(house, office, metro etc.), the time of the day, our habits, and our preferences.
THE EVOLUTION OF
MOBILE DEVICES
16. 16
#1
SCROLL HORIZONTAL
By scrolling horizontally on one of the tabs, additional
information appears and we can perform an action
without even directly opening the application.
SCROLL VERTICAL
By scrolling vertically, we can access all content
created by the system: the weather forecast,
schedule, sms, social networks, loyalty cards, events,
news…
Let’s also imagine that we are able to tweak the intelligence of the system by adjusting it to our preferences:
“I don’t like this content”, “I no longer want to see this kind of information” etc.
THE INTELLIGENCE OF SYSTEMS TO IMPROVE, PERSONALIZE
AND CONTEXTUALIZE THE USER EXPERIENCE
THE EVOLUTION OF
MOBILE DEVICES
18. 18
MOBILE PAYMENT SIMPLIFIES THE CONSUMER’S
RELATIONSHIP WITH THE MARKET
The evolution of mobile devices is also interspersed
with the mass arrival of Near Field (contactless)
Communication technology.
Payment via smartphone is now available and huge
american corporations are fighting over exclusivity
amongst suppliers. Apple launched Apple Pay and
large distribution chains such as Wallmart are
announcing their arrival on the scene with CurrentC.
Near Field Communication is still young and in need
of development (very few trades are equipped with
electronic payment terminals), but mobile payment
will bring about an ultra-personalisation of the
buying process.
Brands will be able to unleash waves of targeted
promotions adapted to the interests of clients, and
centralise their data: loyalty card points, proof of
purchase for refunds etc.
#1 THE EVOLUTION OF
MOBILE DEVICES
20. 20
THE CONSUMER WILL HAVE
TO CONTROL AND GUARD
THEIR PERSONAL DETAILS
EVEN MORE
DATA & THE QUANTIFIED
SELF#2
21. INTERNET CONNECTED OBJECTS=
THE MADNESS OF SELF-ASSESSMENT
21
With their constant access to personal details, there is
a shift in the user ’s relationship with themselves and
others. The user has complete and perpetual control,
which allows them to better understand themselves
and improve their quality of life in real time: nutrition,
work, sports, sleep, finances, etc.
Interactive apps bring the notion of fun into our daily
lives. Self-assessment and auto-management gives
way to the creation of objectives that, in turn, lead to
us checking our progress more regularly.
The scale of detail sharing and the value attributed to
it is increasing in magnitude: applications can now
display the number of miles travelled, calories burned,
compare details amongst each other, and provide
challenges etc.
EVOLUTION DU MOBILE#2 DATA & THE QUANTIFIED
SELF
22. A CONSUMER THAT IS ALWAYS SEARCHING FOR A
PERSONALISED APPROACH
22
In 2015, the obsession with personal data will lead
users to demand increasing levels of personalisation.
Services will have to stand out even more by
becoming the user’s personal coach and assistant.
Rather than being concerned with simple figures,
users will seek out personalised advice and
recommendations.
#2 DATA & THE QUANTIFIED
SELF
23. 23
THE OBSESSION WITH OVER QUANTIFICATION IS
RAISING CONCERNS
Self-assessment brings with it a great deal of questions, particularly when it regards the health of users, or the
introduction of new forms of gathering data.
Doctors are predicting that
complete and consistent control
increases patient anxieties,
particularly when a figure passes
the threshold of what is considered
normal.
Conversely, certain users think they
can do without a professional
opinion on health, due to
applications and specialised devices
that offer their own diagnosis.
The-often excessive-sharing of
personal details can be
problematic. Without having
manually adjusted the settings of
their applications, users are
unknowingly exposing themselves
to the automatic gathering and
sharing of data far beyond their
personal circles.
#2 DATA & THE QUANTIFIED
SELF
24. 24
Brands will have more useful information about their consumers. This will guide them in a more effective
marketing approach, and thus, a larger ROI.
THESE DETAILS WILL BE USED BY THE APPLICATION WHEN
PROVIDING THE USER WITH GUIDANCE
Optimise sales using
more accurate profile
identification
Gain customer loyalty
by creating a
personalised
experience
Personalised, direct,
more efficient
marketing campaigns.
Partnerships with
other allied brands
#2
PROFILE TYPES LOYALTY PROMOTIONS PARTNERSHIPS
DATA & THE QUANTIFIED
SELF
26. 26
THE ERRUPTION OF DATA
AND ITS USE BY THIRD
PARTIES IS WORRYING
CONSUMERS
WEB ETHICS#3
27. 27
The debate regarding the security of shared
personal information has become widespread
following the emergence of new applications and
technologies.
Fears amongst internet users have increased
following several hacking incidents (Snapchat,
Dropbox, Snowden, etc).
Consumer demand is verging towards personalised
websites that are secure and ethical.
#3
YES TO PERSONALISATION, BUT AT WHAT PRICE?
WEB ETHICS
28. 28
The majority of internet users don’t trust social
networks and search engines when it comes to the
protection of their personal details. Nevertheless,
Google and Facebook have never been more widely
used amongst internet users.
#3
THE PARADOX BETWEEN USAGE AND EXPECTATIONS
56% 87%
Of French people
consider that websites
cannot, under any
circumstances, use their
personal details without
their consent.
Of french people do not
wish to authorise the
use of their information
on social networks even
if this means receiving a
more personalised
service.
Source
WEB ETHICS
29. 29
Consumers are well aware of the volume of personal
information they are sharing, and accessing.
The concept and definition of a “personal life” needs to
be reviewed and adapted.
Where are the boundaries of brand responsibility
when it comes to sharing user information?
In 2015, consumers that purchase innovative, internet-
connected devices will have to agree to give their
personal details in exchange for a qualitative analysis.
BRANDS MUST RE-ASSURE CLIENTS AND ADOPT
A TRANSPARENT APPROACH.
CONSUMERS WILL HAVE TO PLAY THE GAME
#3 WEB ETHICS
31. 31
SOCIAL NETWORKS ARE ON
THE MOVE, INTERNET USERS
ARE LOOKING FOR
SOMETHING NEW
SOCIAL REVOLUTION#4
32. 32
SOCIAL REVOLUTION#4
An increasing wariness of the big players is being felt
amongst the most active internet users (‘the
millenials’). These users consider the big networks as
jaded, too generalist and less entertaining than
newer networks. They are beginning to see their
parents on Facebook and find that they lack in privacy.
It’s through this real need for something completely
new that niche networks are gathering followers: new
social networks are emerging depending on the type
of audience, interest or need.
THE BIG SOCIAL NETWORKS ARE BEING CALLED INTO
QUESTION, AND NEW PLAYERS ARE APPEARING
33. 33
SOCIAL REVOLUTION#4
While go-to social networks are being criticised for their
lack of transparency, newcomers are setting themselves
apart with promises of privacy and confidentiality.
Anonymous, fleeting, or with little publicity, these
newborns in the digital sphere call into question their
digital elders.
THE SOCIAL NETWORK IS EVOLVING AND
MICRO-COMMUNITIES ARE EMERGING.
… REARING TO OVERTAKE THE BIG PLAYERS
34. 34
SOCIAL REVOLUTION#4
SO, DOES THIS MEAN THE END OF FACEBOOK?
These new niche applications lead to a certain level
of enthusiasm after their release, but many of them
are unable to keep an audience active on their
website for very long: Facebook and Twitter remain
the most popular.
This unsustainable nature is highlighted by two
factors:
- A lack of added value: these applications are the
result of a shift in fashion trends,
- Above all, these new services have difficulty
widening their user database.
DO USERS WANT ONE APPLICATION TO
SOLVE A PARTICULAR PROBLEM OR A NEW
“ALL-IN-ONE” SOCIAL NETWORK?
Bitstrips – A facebook status in comic strips
YO – The application that sends short messages to contacts
35. 35
SOCIAL REVOLUTION#4
The latest example is Ello, a social network that pushes
the protection of personal details and offers a
platform with no advertisements.
To emphasise this standpoint, Ello has defined itself as
a non-profit organisation. Ello has taken the web by
storm, as only internet users with an invitation are able
to access it.
The “Anti-Facebook” promise caught the excitement of
many internet users. However, only 25% of users were
still active 6 days after the launch of the service.
Source
SO, DOES THIS MEAN THE END OF FACEBOOK?
36. 36
SOCIAL REVOLUTION#4
NEW SOCIAL NETWORKS WITH AMBIGUOUS PROMISES
Confidentiality promises made by these new players
have rapidly been called into question by various
incidents that cast doubt on their sincerity.
Whisper, for example, was hacked and thousands of user
details that weren’t supposed to be kept on file were
leaked.
Unlike their original brand promise, Snapchat has just
announced the arrival of consumer advertising on their
app. A new function, Snapchat stories, has been added,
allowing videos to remain visible for 48 hours- and this
too goes against their previous promises of fleeting
content.
One question remains for Ello, which recently raised 5,5
million dollars in investment: Will it have to find a way to
monetise the service in order to make the investment
worthwhile?
37. 37
SOCIAL REVOLUTION#4
FACEBOOK REINVENTS ITSELF
Since its release onto the stock market, Facebook has
shown considerable initiative and dynamism. Not a
month passes without the improvement of services or
new features on the website.
Facebook possesses an incredible power that allows it to
invest in research and development, take risks by buying
companies etc., but above all, to quickly develop and
introduce new services.
Facebook has already launched “Facebook at work” a
professional network initially targeting companies with
over 100 employees.
Facebook has also bought Virtual Reality Headset
technology and employed Cory Ondrejka, one of the
creators of Second Life, as a VP engineer. They state that
their objective is to “re-imagine our way of
communicating” 1.
Source
40. 40
#5
Whether it is being accessed by phone or computer,
the internet has become the consumer’s personal
assistant, and thereby has a say in their decision
making.
However, consumers want to make their choices
quickly and efficiently, without losing time
researching existing offers, but rather by expressing
their needs, and having these adapted into a
personalised offer.
TO WIN OVER THE CONSUMER, BRANDS WILL
HAVE TO OFFER AN INTELLIGENT BUYING
PROCESS, BUT ALSO AN ELABORATE CRM
PROGRAM AND ORIGINAL USER EXPERIENCE.
THE PRODUCT BEING BOUGHT IS NO LONGER AS
IMPORTANT AS THE PROCESS OF BUYING
PERSONALISATION IN REAL TIME
41. 41
#5
Recent studies show that, both amongst consumers
and brands, personalisation will be THE trend to
follow.
ACCUSTOMED TO THE ULTRA STANDARDISED, BRANDS ARE
NOW MOVING TOWARDS MADE TO MEASURE SERVICES
80%
Of digital marketing services are convinced that
personalisation is the key to the success of their
future operations.
Source
PERSONALISATION IN REAL TIME
42. 42
#5
AND THE DIGITAL SPHERE REMAINS THE BEST
SOLUTION IN CREATING PERSONALISED EXPERIENCES
Source
Amazon was a pioneer in creating a personalised buying process
for each and every user.
By using their research algorythms for email campaigns, the brand
bases the efficiency of their personalisation on knowing their
clients and gathering information.
AMAZON
FIAT
Fiat created the Fiat Live Store, a virtual shop that made a very
real impact.
While logged into the website, the client can get in touch with a
salesperson from the brand. Armed with a front camera and
microphone, the salesperson helps the client discover new car
models, discussing details with them live in order to help them
with their choice.
PERSONALISATION IN REAL TIME
45. 45
THOU SHALT BE MORE
INSPIRING
#1
SOCIAL REVOLUTION PERSONALISATION
46. 46
Consumers are more susceptible to brands that have
a real personality; this means that they will have to
find creative ways to make themselves stand out and
engage consumers.
The brand must use storytelling in order to make
themselves iconic, and create content around their
products, services, and universe.
The digital world is filled with platforms and tools
(videos, images, social networks…) allowing brands to
connect with their target audience and relay content
that will differentiate them from other brands.
IN 2015, BRANDS ARE NO LONGER JUST MANUFACTURERS.
THEY MUST ALSO BE STORYTELLERS
THOU SHALT BE MORE INSPIRING#1
47. 47
Coca-Cola regularly proves itself as a highly inspiring brand, by
making happiness into a daily goal, and encouraging its
consumers to look on the bright side of life.
For Coca-Cola, the digital world is a huge playground, where they
are able to put in place original, creative and engaging
ecosystems.
IN 2015 BRANDS WILL HAVE TO INSPIRE CONSUMERS
#1
Castorama chose to become a source of inspiration for the public,
by using their expertise to serve customers better.
On their digital support platform, Castorama suggests numerous
solutions- from their youtube channel filled with tutorials, to
various peer help platforms, the brand becomes a real assistant
amongst consumers.
COCA-COLA
CASTORAMA
THOU SHALT BE MORE INSPIRING
48. 48
Red Bull is certainly one of the best examples of a brand providing
inspiration to their community.
Thanks to their frequent sponsorship of sporting events, Red Bull is
able to create content that is full of emotions and thereby builds a
community of passionate fans; always on the lookout for new
adventures.
STORY TELLING + CREATIVE VISION = A BREATH OF FRESH AIR
#1
In recent years Levi has been focusing on providing inspiration, in the
abstract sense. The brand is positioning itself as motivating force
within its community, by giving customers the inspiration to better
themselves, be fearless, and move forward.
In digital terms, it is by using strong and persuasive visuals that the
brand finds new ways of being heard, all steeped in rich emotions and
heritage.
RED BULL
LEVI’S
THOU SHALT BE MORE INSPIRING
49. 49
BE INSPIRING, USE STORYTELLING AND BRAND CONTENT TO:
#1
Give the brand personality
Add value to the brand’s history, knowledge and values
Grab the attention of internet users
Make people dream
Leave a mark
Create useful or emotional content to fuel the brand’s digital presence
Communicate, with the use of storytelling
THOU SHALT BE MORE INSPIRING
51. 51
The digital world enables all brands to create content
quickly and easily: Youtube channels, Facebook pages,
Brand blogs, Web series etc.
Although this allows brands to enhance their digital
position through content creation, internet users can
also become overexposed to, or threatened by brand
content.
Users are increasingly distressed by the intrusion of
advertisers and overtly promotional content,
particularly when they aren’t affiliated with the brand.
A recent study has revealed that overexposure to
sponsored posts that have been re-targeted, for
example, produces a counterproductive effect.
CONSUMERS ARE ALLERGIC TO BRANDS THAT ARE
INTRUSIVE
#2
Source 1
Source 2
62% Of internet users remain untouched by a
brand’s actions on social media 1
THOU SHALT BE LESS INTRUSIVE
52. THOU SHALT BE LESS INTRUSIVE
52
IN 2015, BRANDS WILL HAVE TO CONCENTRATE ON
ENGAGEMENT AND TARGETING
#2
It isn’t the size of the community that counts, but
rather the community’s commitment to the brand.
The best example of this is Facebook putting an end to
“fangate”-brands can no longer force users to “like” a
page to access content or a participate in a
competition.
THIS ATTESTS TO A REAL PARADIGM SHIFT: THE
RACE FOR LIKES IS OVER, AND IS BEING
REPLACED WITH USER ENGAGEMENT AND
DEDICATED FANS!
53. THOU SHALT BE LESS INTRUSIVE
53
In order to reach your audience without being invasive towards users that aren’t receptive to the brand, you must
use targeting techniques. When pairing this process with content that interests your audience, the brand will
engage and gain the loyalty of their community.
KNOW AND UNDERSTAND YOUR AUDIENCE
IN ORDER TO BETTER ENGAGE THEM
#2
UNDERSTAND YOUR CONSUMERS AND CREATE CONTENT THAT IS SIMILAR TO THEM
Bounce off news, understand what subjects they read about the most, create an editorial line that
reaches out to them, create design guidelines to give an identity to its content and make it stand out.
TYPE OF PROFILE INTERESTS HABITS
Target by using the
consumer’s language
Target with direct or
indirect interests
Target the platforms
that the audience uses
regularly
55. THOU SHALT ALWAYS BE ATTENTIVE
55
Making the most of the digital sphere also means putting in place an active digital watch for both the market,
trends and user behaviour, through e-reputation monitoring:
THE DIGITAL AS A TOOL FOR MONITORING AND
MAXIMISING CLOSENESS WITH THE TARGET AUDIENCE
#3
Tune in to conversations
surrounding your brand
on the web for insights
into brand perception
amongst internet users.
Monitor weak
signals, as well as the
economic
environment and
your competitors.
Identify key
influencers in order to
put in place contact
strategies.
React if necessary
and be quick on your
feet.
LISTEN MONITOR REACT IDENTIFY
56. THOU SHALT ALWAYS BE ATTENTIVE
56
BE READY TO LISTEN AND DEVELOP YOUR STRATEGY…
#3
By actively listening to the sector, competitors, and
what internet users think, the brand will advance its
digital strategy and brand discourse.
Digital monitoring allows brands to raise questions
about their target user.
The brand is able to gain new insights and therefore
adapt its strategy in real time.
57. THOU SHALT ALWAYS BE ATTENTIVE
57
…WHILE REMAINING RESPONSIVE, RELEVANT, AND
INTELLIGENT
#3
Understand which
platforms are visited
the most by your
community and what
content they find most
engaging.
Discover what fans
are interested in
outside of the primary
focus of the brand in
order to bring about
new topics of
conversation.
Attract the attention
of the most influential
internet users in order
to create partnerships
and further the
brand’s visibility.
And above all, avoid
copying initiatives that
have already been put
in place by
competitors.
HABITS INTERESTS PARTNERSHIPS ORIGINALITY
58. THOU SHALT ALWAYS BE ATTENTIVE
58
Digital monitoring also allows brands to be up-to-date
on trends within their market and ensure that they are
always doing something original.
Thus, the brand will avoid disastrous mistakes, since
internet users are increasingly well informed about
campaigns that have already been carried out.
A misguided piece of a publicity, video, blog or other
content can easily be dismissed by consumers.
By ensuring that every initiative is unprecedented, the
brand re-instates their image as an innovative brand,
capable of creating interesting and previously unseen
content.
INTERNET USERS ARE JUST AS WELL INFORMED AS YOU ARE
#3
Joe La Pompe
60. THOU SHALT BE RESPONSIVE
60
BE MORE RESPONSIVE
TO ESTABLISH A CLOSE RELATIONSHIP WITH CUSTOMERS
#4
Client satisfaction is intrinsically linked with after sales
service. It is through providing excellent customer
service that brands are able to gain the customer ’s
loyalty, which in turn leads to the acquisition of new
clients through customers recommending the brand to
their circles.
It is by listening carefully to consumer requests,
complaints, or opinions, and responding to these that
the brand will manage to increase their trust, and the
accumulation of positive brand-related experiences,
which will eventually create a long term loyalty within
the customer.
61. THOU SHALT BE RESPONSIVE
61
GIVE CLIENTS THE NECESSARY TOOLS TO INITIATE
CONVERSATIONS
#4
The American retailer has understood that social media is an
essential tool in establishing a long term relationship with
customers, based on mutual exchanges over time.
Best Buy used twitter to create TwelpForce. Twelpforce is a
specific account that vendors sign onto during their working
hours to reply to all client requests in real time.
BEST BY
DARTY
In 2013 Darty launched the “connected button”, a device kept in
the home that is able to put the consumer in touch with an after
sales service that is available 24/7.
Whatever the question, the client is guaranteed professional
assistance at all times and the distributor, on his end, is given the
opportunity to increase the client’s loyalty and satisfaction.
62. THOU SHALT BE RESPONSIVE
62
By putting in place a digital watch for news, information
relating to their sector, and topics that may interest
their target, brands can be more responsive and create
content with a greater impact.
Being responsive on social networks allows brands to
take on a dynamic role within their community. When
the brand takes a bold position, their relationship with
their audience improves.
The most active brands, but also the most bold, daring
brands (sometimes to the point of pushing legal
boundaries), have managed to engage internet users
and encourage their participation with parodies of film
posters, and plenty of puns, amongst other things.
STAY UP-TO-DATE ON CURRENT NEWS AND EVENTS TO
BETTER REACH YOUR AUDIENCE
#4
63. THOU SHALT BE RESPONSIVE
63
RESPONSIVENESS AND CREATIVITY: TWO ESSENTIAL
INGREDIENTS TO ENGAGE YOUR COMMUNITY
#4
After having ingrained their gang of fruity friends in the minds of
consumers, Oasis’s digital strategy has been hugely successful on
social media channels, due to their constant parodies of news
and current events to create content.
From film posters to big headlines about celebrity gossip, the fruit
brand captures the interest of a huge community that is just as
fond of word puns and is always keen to participate.
OASIS
OREO
Oreo remains a classic case of innovative social media content
strategy.
Agile in spirit, the brand knows not to take themselves too
seriously and always provides internet users with content that
speaks to them.
From the release of Xbox One to the landing of the Curiosity robot
on Mars, everything is an opportunity for misappropriation and
content creation.
64. 64
THOU SHALT KEEP THE USER
AT THE CENTRE OF
THY STRATEGY
#5
DATA & QUANTIFIED PERSONALISATION
65. THOU SHALT KEEP THE USER AT THE CENTRE
OF THY STRATEGY
65
Know your consumers better and use this knowledge intelligently in order to:
TO PROVIDE THE USER WITH BETTER SATISFACTION, PUT
YOURSELF IN THEIR PLACE
#5
Create an optimal site layout
so the user can quickly access
the information they need.
Introduce a personalised
experience tailored to the
user’s behaviour, interests,
and objectives.
Analyse data to offer the user
predictive searches and only
present them with content
that interests them.
THE INTERNET USER MUST BE AT THE CENTRE OF ALL DECISIONS MADE SURROUNDING THE
CREATION OF COMMUNICATIONS STRATEGIES. EVERY COMMUNICATION TOOL THAT IS PUT IN
PLACE MUST OFFER USEFUL AND EFFECTIVE NAVIGATION.
66. THOU SHALT KEEP THE USER AT THE CENTRE
OF THY STRATEGY
66
#5
CREATE THE OPTIMAL USER EXPERIENCE IN 3 STEPS
In order to establish an intelligent, user-based strategy, you must first understand the user’s behaviour,
expectations and interests, with the aim of personalising their experience as much as possible.
Identify the end-user’s
needs, the context of use,
and analyse current usage.
Define the site’s objectives
and come up with
solutions.
ANALYSE
Organise content, create
visual mockups and define
the structure of the
interface.
IMPLEMENT
-
- - -
-
Confirm the design choices
by analysing results and
implementing the necessary
modifications.
EVALUATE
67. THOU SHALT KEEP THE USER AT THE CENTRE
OF THY STRATEGY
67
#5
REFINE AND SIMPLIFY: THE KEY WORDS OF 2015
Users are increasingly mobile and always in need of faster speed. They digest information en masse, in very short
periods of time, and want to find things quickly and easily. Brands must make navigation as simple as possible, by
adapting to the constraints and expectations of consumers.
Know and define user
profiles
Establish and organise an
information hierarchy
Refine as much as possible. Delete
anything that is not useful in order to
highlight key elements
Respect internet browsing
guidelines
Define objectives and work on customer
conversion while favouring A/B and
multivariable testing
Highlight and reinforce perceived
credibility and trust in the brand:
baseline/slogan, strong graphic identity,
adhering to brand guidelines, etc.
68. THOU SHALT KEEP THE USER AT THE CENTRE
OF THY STRATEGY
68
#5
THE SLIGHTEST PIECE OF INFORMATION CAN BE USEFUL IN
IMPROVING THE CUSTOMER EXPERIENCE
Amazon is a brand that is already engaged in personalising the
user experience. Amongst its plethora of offers, the online
distribution giant’s sales are based on highly personalised
recommendations, subject to searches and previous orders, but
also items that would complement the purchase.
AMAZON
NETFLIX
Netflix was able to tame big data and make it their main ally in
personalising their service. Each program is subject to a
description and a highly detailed tag that allows the service to
co-ordinate watched programmes and learn more about the likes
and dislikes of its users. The american platform has even revealed
that the value of their recommendations algorythm amounts to
500 million dollars.
70. 70
CREATE USEFUL CONTENT TO EMPHASISE YOUR PRESENCE
AMONGST CUSTOMERS
#6
In order to create a long term relationship and become
a true partner with consumers, brands must think to
create content that is useful to them.
The brand must be present long after the simple
purchase of their product. Content can stray slightly
from the brand’s primary function if it is coherent and
legitimate.
THOU SHALT PRODUCE USEFUL CONTENT
71. THOU SHALT PRODUCE USEFUL CONTENT
71
THE RECIPE FOR USEFUL AND ENGAGING CONTENT
#6
Creating useful content that is able to engage and retain the loyalty of a community of internet users doesn’t just
rest on the idea put in place. Many factors need to be taken into account in order to ensure a lasting presence that
has true added value amongst the target audience.
Choose your platforms well: depending on the kind of content that the brand wants to
produce, B2B or B2C, the platform they decide to choose will play a major part in their
strategic presence.
Stay aligned with the interests of the target: it is important to understand what internet
users are interested in and what they are looking for (information, fun, etc.) in order to
define how the brand will be useful to them.
Uphold a high publishing frequency: the regularity of published content will play a key
role in making customers loyal to the platform.
Leave things open for discussion: An enthusiastic community wants above all to
participate and share their opinion. In addition to this, the brand’s target audience will
give the best feedback on the quality of brand content.
72. THOU SHALT PRODUCE USEFUL CONTENT
72
PRODUCING CREATIVE AND USEFUL CONTENT
#6
This DIY and interior decoration shop was able to reinforce their
position and brand promise « Never Stop Improving » by
showcasing their creativity on the Vine platform, using mini-
clips.
The brand brings real DIY solutions to their community whilst
adding a playful touch.
LOWE’S
There is no need to introduce this sports brand and their various
customer-dedicated services.
Following the “self-management” trend, Nike was able to assert
themselves as a useful brand with their bracelet and Nike +
applications. By offering a complete tracking service, the brand
became a must-have in the eyes of their clients, all while staying
within their sector.
NIKE+
73. THOU SHALT PRODUCE USEFUL CONTENT
73
STEP OUTSIDE YOUR AREA OF EXPERTISE IN ORDER TO
SEDUCE THE TARGET AUDIENCE
#6
While concentrating on one of their audience ’s major interests,
Volkswagen dared to step outside their immediate area of
expertise and came up with a useful idea for a social platform.
The brand put in place a car sharing platform to help football
supporters organise their stadium trips:
http://enroutepourlestade.fr/
VOLKSWAGEN
For a few years now, Heineken has been scrutinising and learning
about their audience.
In 2014, the brand created the twitter account @WhereNext
suggesting that internet users tweet the name of their city to the
account, whereupon they would be tweeted back with suggestions of a
festive place to continue the evening.
Products aside, Heineken is becoming a true companion, working
with the consumer’s personal interests to make their lives more
enriching.
HEINEKEN
75. THOU SHALT FOCUS ON INNOVATION
75
IN 2015 BRANDS MUST ADOPT
SMART INNOVATOR APPROACH
#7
With the emergence of new technologies and devices,
brands have a wealth of opportunities to position
themselves as innovators and create services that are
useful to consumers. The content that is created by the
brand must be useful and serve the brand and their
aims.
Of course, brands must only consider the most
relevant technologies, depending on their sector and
how the target audience will use them.
76. THOU SHALT FOCUS ON INNOVATION
76
ABOVE ALL, BE AT YOUR CUSTOMER’S BECK AND CALL…
#7
The major supermarket chain came up with a brilliant idea in
response to a well known problem faced by urban-based
customers: not having the time to go grocery shopping after work.
Tesco put in place virtual supermarket isles on the platforms of
subway stations. Whilst waiting for their train to arrive,
passengers only had to scan the codes of the groceries they
wanted to have them delivered to their house a few hours later.
TESCO
In 2012 the luxury brand once again showed their ability to pair the
clout of a historical brand with current times and tendencies.
The London Flagship store was completely re-designed to
accomodate the digital world. The purchasing process was
enriched with the use of interactive screens and video animations,
making client decisions easier and heightening the desirability of
the brand.
BURBERRY
77. THOU SHALT FOCUS ON INNOVATION
77
…WITHOUT LOSING SIGHT OF THE BRAND’S CONSTRAINTS
AND OBJECTIVES
#7
In order to be innovative, the brand must not take on new technologies just because others are doing the same.
The project must be at
the heart of a defined
strategy: the type of
technology used must
be the means but not
the idea itself.
STRATEGIC
It must bring true added
value to the user. It must
improve the buying
process or give users an
enriching experience..
USEFUL
It must stay accessible
to all. Even if the
project is aimed at a
specific target
audience, the public
must be able to use it
without there being
barriers that limit ease
of comprehension or
use.
ACCESSIBLE
The brand must also
ensure that it has all the
necessary internal
resources (competences,
financing, etc.) to create
and carry out the
development of the
project.
REALISTIC
79. THOU SHALT RE-ASSURE THY CUSTOMERS
79
CONSUMERS ARE DEMANDING TRANSPARENCY AND
SECURITY
#8
Technological tools and innovation go hand in hand
with growing fears amongst users regarding lack of web
security and data trafficking.
Big data also has an impact on the user’s behaviour, as
users are becoming increasingly wary and expect a
more ethical internet.
Brands will have to ensure that they are more
transparent in their discourse, offers, and products and
re-assure their consumers by providing maximum
evidence, better relationships and reactivity.
80. THOU SHALT RE-ASSURE THY CUSTOMERS
80
Committed to unique and engaging buying
experiences, the consumer has become a real player in
the market, taking the impact of their own choice
much further than the simple act of consuming.
Consequently, consumers demand total transparence
from brands, who, upon failing to respect this, run the
risk of being boycotted. This movement has gained
popularity following highly publicised cases such as
Spanghero and the horse meat scandal (2013).
In 2012, 72.9% of consumers complained that brands
weren’t transparent enough towards them. Since then,
certain brands have taken the lead and made
transparence one of their main values.
FROM CONSUMERS TO “CONSUM-ACTORS”
#8
Source
81. THOU SHALT RE-ASSURE THY CUSTOMERS
81
TRANSPARENCY IS A SIGN OF TRUSTWORTHINESS
#8
MC DONALD’S
NUTELLA
The famous American Fastfood giant chose to give their canadian
customers a chance to speak up by creating a specific platform
dedicated to answering their questions. Internet users were
invited to ask questions about ingredients, and the manufacturing
and storage processes, and the brand replied by written message
or video.
In 2014, Nutella had to once again confront consumer scepticism
regarding the ingredients used to make this famous recipe.
During the eternal debate surrounding the palm oil ingredient being
derived from milk, the brand suggested the website
nutellaparlonsen.fr to evoke the integrity of the manufacturing
process of their chocolate spread and to re-assure customers,
particularly parents that were worried for their children’s health.
83. THOU SHALT BE MORE HUMAN
83
Brands have a lot of power and can make an impact
on the lives of consumers. They are part of their
everyday life, occupy their own space in the media,
and carry weight on the economic landscape.
Consumers are aware of this and expect these
entreprises to go above and beyond simply selling
products, to be more human than commercial and use
their power to truly change certain aspects of society.
Brands that can show a longstanding commitment to
a legitimate cause will manage to win over even more
customers.
WHEN BRANDS TAKE AN ACTIVE ROLE IN SOCIETY,
CONSUMERS ARE AMAZED
#9
84. THOU SHALT BE MORE HUMAN
84
BRANDS SEEM MORE HUMAN WHEN ENGAGED IN CSR
ACTIVITIES
#9
The brand Patagonia is a good example when it comes
to being comitted to the protection of the
environment and work conditions.
Since the 1980s, after a few mistakes that were duly
noted, the famous clothing brand reacted and
developed a social policy to prove their sincerity to
consumers: the donation of a certain portion of their
annual turnover to environmental defence
assocations, and the restructuring of delivery chains
to reduce their carbon footprint. The brand put
everything in place to establish itself as a responsible
and committed brand.
85. THOU SHALT BE MORE HUMAN
85
BRANDS SEEM MORE HUMAN WHEN THEY MAKE WAY FOR
A MORE COLLABORATIVE WEB
#9
Crowdfunding is a trend that is gaining huge
popularity and shows a growing consumer interest in
promoting talent, putting pioneering projects at the
forefront, and providing mutual support.
Brands have already touched on this domain by trying
to connect consumers amongst each other.
For example, Castorama’s website Troc Heures allows
users to give up an hour of their time to help
someone else in exchange for another service (for
example, building a shelf can be exchanged for the
task of putting up wallpaper).
86. THOU SHALT BE MORE HUMAN
86
Giving purchases a more human goal, or the process of
“cause related marketing” is an initiative that comes
from American Express. In the 80s, it led an operation
to restore the Statue of Liberty: every time an
American Express card was used by a client, a donation
was made. In addition to taking part in the restoration
of the statue, the number of new cardholders
increased by 45% and cards were used 28% more.
“Societal” marketing has become a real powerline. It
allows enterprises to differentiate themselves and get
involved in society, and it gives the client an idea of
their own buying power.
American Express continued along these lines by
creating Small Business Saturday, which is dedicated
to putting small businesses at the forefront.
BRANDS SEEM MORE HUMAN WHEN THEY ADD MEANING
TO THE BUYING EXPERIENCE
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87. THOU SHALT BE MORE HUMAN
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BEING HUMAN CAN COME THROUGH SMALL GESTURES
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STARBUCKS
MICHEL & AUGUSTIN
Starbucks always cultivates their image of familiarity and
closeness through small gestures that make a difference.
Through disabling Wi-Fi so that clients talk to each other or
writing their names on each and every cup, american coffee has
become synonymous with sharing and being sociable.
The brand refuses to follow conventional communication methods.
Their slightly unusual actions have become a strength that allows
them to build their relationship with consumers.
The company organises open houses every first Thursday of the
month, or yearly evenings that are spent outdoors, under the stars.
The brand makes their own emloyees participate in TV
advertisments.
88. THOU SHALT BE MORE HUMAN
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BEING HUMAN ALSO MEANS ADMITTING TO YOUR
MISTAKES
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Internet users are always on the lookout for failures
and errors on the part of the brand.
Whether it’s revealing their mistakes or simply making
their past actions into a bigger conversation topic,
nowadays nothing goes unnoticed.
This means that advertisors must always be alert and
very conscious of the topics they engage in.
Nevertheless, being human also means recognising
your mistakes. Consumers are more forgiving towards
brands that recognise and own up to their mistakes,
compared to those who remain speechless after a
problem arises.
90. THOU SHALT BRING EVIDENCE
90
It matters little whether a brand claims that it is close to
consumers or cares about sustainable development. A
simple slogan is not enough, you need to prove it.
Every action must enhance the brand’s position and
make it look authoritative on matters it chooses to
address.
It is clear that today’s consumers are no longer just
satisfied with what the brand says.
Actions and quantifiable results become a sign of
trustworthiness, which will eventually bring the
consumer closer to the brand.
IN ORDER TO BE CREDIBLE, A SLOGAN ISN’T ENOUGH.
YOU ALSO NEED EVIDENCE.
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91. THOU SHALT BRING EVIDENCE
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WHAT THE BRAND DOES IS MORE IMPORTANT THAN WHAT
IT SAYS
RED BULL
Red Bull doesn’t do things by half measures; the brand organises
their own competitions: break dancing (Red Bull BC One), air races,
(Red Bull Air Races World Series) and BMX championships (Red Bull
Skylines), and rather than just taking the role of a sponsor they have
shown themselves to be a true talent nurturer.
CREDIT MUTUEL
With their slogan « Crédit Mutuel brings the LA » the bank has
been involved in the music scene for a while by developing
numerous partnerships with festivals and giving the public a
platform dedicated to artists and music fans, so that they can
meet each other.
Music lovers are hereby able to share their creations, be advised,
assisted, and use the production tools at their disposal.
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92. Thank you for your attention
Please do not hesitate to contact us
Benelux
Jérémy Coxet
jcoxet@vanksen.com
France
Xavier Lesueur
xlesueur@vanksen.com
Suisse
David Pihen
dpihen@vanksen.com
Contact us:
vanksen.fr
twitter.com/vanksen
facebook.com/vanksen
pinterest.com/vanksen
Jérémy Coxet,
Solange Derrey,
Sophie Lance
Study create by:
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