The document discusses trends in digital marketing. It covers topics like big data, the long tail, crowd sourcing, the cloud, gamification, media meshing, mashups, cookies, and freemium models. Charts show the reach of social networks and how newcomers like Facebook and YouTube now dominate internet traffic compared to past leaders. The presentation discusses concepts like multiple screens, media meshing, how heavy internet users also consume other media, and the increasing use of smartphones, tablets and portable devices anytime, anywhere.
Mark Rolston, chief creative officer at frog design, envisions the future of computing to be a seamless blend of different, more or less augmented realities.
IoTeaTime #3 : Smart Home | De la maison connectée à la maison intelligenteUSERADGENTS
Découvrez la dernière étude de Joshfire qui, après avoir dressé un état des lieux du marché des objets connectés et des attentes des habitants, nous révèle ses “5C", piliers de l’habitat de demain. S'ensuit les 7 tendances de la Smart Home en 2016 accompagnés de 72 cas de marques pour terminer sur les points clés d'une maison plus intelligente et plus grand public.
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
how A.I. is transforming the marketing Mix - Innovation assesment - Gartner Curve - ChatGPT - Open AI
Lecture Deck at Solvay Brussels School of Economics & Management - ULB - Commpass
Hugues Rey a mis l’accent sur les projets et accomplissements de l’UMA ces dernières années, en insistant sur l’importance des partenariats au sein de l’industrie – une valeur que l’UMA incarne, notamment par son partenariat avec l’UBA.
Pub & Clip 9 6 2023 - Hugues Rey - VKRS .pptxHugues Rey
Master Class au VKRS à propos de la convergence des VidéoClip et de la publicité.Meaningful Marketing.
art ou Artisanat. Pouvoir du son.
“Videos need to succinctly express the artist’s unique visual style to appeal to fans and differentiate them from other performers.
I therefore think that music videos can be considered a form of art, especially a form of modern art. Many music videos use elements of post-modernism, like pastiche, bricolage and homage…
"You cannot buy engagement. You have to build engagement." — Tara-Nicholle Nelson
Imported from Detroit was the Grand Effie winner because they sold the product, the category and the city
DUBAI TOURISM
INCREASE AWARENESS & CONSIDERATION
AS GLOBAL DESTINATION
THROUGH CONTENT MARKETING
Meaningful Media Experience and communities - HR - 28 2 2023.pdfHugues Rey
introduction speech by Hugues Rey - 15th year celebration Mediaspecs - seminaire: Marketing and Communities
- Meaningful Media Experience / contextual targeting
Mark Rolston, chief creative officer at frog design, envisions the future of computing to be a seamless blend of different, more or less augmented realities.
IoTeaTime #3 : Smart Home | De la maison connectée à la maison intelligenteUSERADGENTS
Découvrez la dernière étude de Joshfire qui, après avoir dressé un état des lieux du marché des objets connectés et des attentes des habitants, nous révèle ses “5C", piliers de l’habitat de demain. S'ensuit les 7 tendances de la Smart Home en 2016 accompagnés de 72 cas de marques pour terminer sur les points clés d'une maison plus intelligente et plus grand public.
(Generative) AI & Marketing: - Out of the Hype - Empowering the Marketing M...Hugues Rey
how A.I. is transforming the marketing Mix - Innovation assesment - Gartner Curve - ChatGPT - Open AI
Lecture Deck at Solvay Brussels School of Economics & Management - ULB - Commpass
Hugues Rey a mis l’accent sur les projets et accomplissements de l’UMA ces dernières années, en insistant sur l’importance des partenariats au sein de l’industrie – une valeur que l’UMA incarne, notamment par son partenariat avec l’UBA.
Pub & Clip 9 6 2023 - Hugues Rey - VKRS .pptxHugues Rey
Master Class au VKRS à propos de la convergence des VidéoClip et de la publicité.Meaningful Marketing.
art ou Artisanat. Pouvoir du son.
“Videos need to succinctly express the artist’s unique visual style to appeal to fans and differentiate them from other performers.
I therefore think that music videos can be considered a form of art, especially a form of modern art. Many music videos use elements of post-modernism, like pastiche, bricolage and homage…
"You cannot buy engagement. You have to build engagement." — Tara-Nicholle Nelson
Imported from Detroit was the Grand Effie winner because they sold the product, the category and the city
DUBAI TOURISM
INCREASE AWARENESS & CONSIDERATION
AS GLOBAL DESTINATION
THROUGH CONTENT MARKETING
Meaningful Media Experience and communities - HR - 28 2 2023.pdfHugues Rey
introduction speech by Hugues Rey - 15th year celebration Mediaspecs - seminaire: Marketing and Communities
- Meaningful Media Experience / contextual targeting
The Virtuous Struggle for Sustainabilty Leads to Meaningful (and Profitable) ...Hugues Rey
The search for meaning in communication and marketing is a virtuous circle that benefits all parties: the consumer, the company and its employees, the shareholders, and society in general. More than ever, the search for purpose goes beyond sustainability and encompasses a more holistic model of collective well-being. Discover this new reality through concrete and local examples.
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...Hugues Rey
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels School of Economics and Management - Executive Master in Digital Marketing and Communication - final lecture of Communication Module - 2021
meaningful brands meaningful companies - 9122020 - Hugues Rey - SBS - ULB Hugues Rey
Meaningful brands meaningful companies - By Hugues Rey - Examples: Danone P&G Chrysler Lacoste BNPPF - data sources: Havas Meaningful Brand - mediabrands
How AI will move the Kotler's 4P to SAVEEE Hugues Rey
Lecture about Artificial Intelligence & Marketing by Hugues Rey
16/10/2018
Examples & Cases
Introduction to the info session of the 17 days program of Education: Executive Master in Digital Marketing & Communication - ULB - Solvay Brussels School of Economics
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
The Virtuous Struggle for Sustainabilty Leads to Meaningful (and Profitable) ...Hugues Rey
The search for meaning in communication and marketing is a virtuous circle that benefits all parties: the consumer, the company and its employees, the shareholders, and society in general. More than ever, the search for purpose goes beyond sustainability and encompasses a more holistic model of collective well-being. Discover this new reality through concrete and local examples.
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels Schoo...Hugues Rey
SOSTAC approach of digital planning 2021 - Hugues Rey - Solvay Brussels School of Economics and Management - Executive Master in Digital Marketing and Communication - final lecture of Communication Module - 2021
meaningful brands meaningful companies - 9122020 - Hugues Rey - SBS - ULB Hugues Rey
Meaningful brands meaningful companies - By Hugues Rey - Examples: Danone P&G Chrysler Lacoste BNPPF - data sources: Havas Meaningful Brand - mediabrands
How AI will move the Kotler's 4P to SAVEEE Hugues Rey
Lecture about Artificial Intelligence & Marketing by Hugues Rey
16/10/2018
Examples & Cases
Introduction to the info session of the 17 days program of Education: Executive Master in Digital Marketing & Communication - ULB - Solvay Brussels School of Economics
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 3. In this session, we will cover desktop automation along with UI automation.
Topics covered:
UI automation Introduction,
UI automation Sample
Desktop automation flow
Pradeep Chinnala, Senior Consultant Automation Developer @WonderBotz and UiPath MVP
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
Connector Corner: Automate dynamic content and events by pushing a button
Digitalwhatelse
1. 10
lundis
pour
ra.raper
le
train
du
digital
Digital
Marke5ng
!
What else ?
Hugues
Rey
-‐
27th
February
2012
mardi 28 février 12
2. Agenda
or
Bingo
? 10
lundis
pour
ra.raper
le
train
du
digital
Bounce
Dwell
Big
Data Long
Tail
(Rate) (Rate)
Crowd Cloud
Media
Gamifica5on
Sourcing Compu5ng Meshing
SoLoMo Mash
Up Cookie Freemium
2
mardi 28 février 12
3. A
simple
Rule
... 10
lundis
pour
ra.raper
le
train
du
digital
• Usefull
?
• Usable
??
• Used
???
• How
to
decode
&
sort
of
?
3
mardi 28 février 12
4. 10
lundis
pour
ra.raper
le
train
du
digital
120
minutes
to
Generate
QuesAons
!
4
mardi 28 février 12
5. 10
lundis
pour
ra.raper
le
train
du
digital
As
a
warm
up
A
few
changes
...
5
mardi 28 février 12
7. Reach - x7 in12 Years
Total Reach
MySpace
Youtube Android
Linkedin
I Phone I Pad
IDTV
Napster I-Tune Twitter Foursquare Google+
Wikipedia
Google store Facebook
% on population 12+
Source : CIM PMPA 2010-2011
mardi 28 février 12
8. Power of the Newcomers !
2006 2011
GOOGLE.BE GOOGLE.BE
LIVE.COM FACEBOOK.COM
SKYNET.BE YOUTUBE.COM
EBAY.BE LIVE.COM
TELENET.BE WIKIPEDIA.ORG
WIKIPEDIA.ORG BLOGGER.COM
YAHOO.COM SKYNET.BE
FREE.FR YAHOO.COM
AUTOZONE.BE TELENET.BE
ADOBE.COM WORDPRESS.COM
mardi 28 février 12
10. Multiple screens
x
Convergence of content
X
Individual cast
mardi 28 février 12
11. Media Meshing
51% of TV viewers have used their PC
while watching TV
61% of surfers watch TV
while using their PC
51% USE INTERNET ON PC
50% READ MAGAZINES
61% WATCH TV
34% READ MAGAZINES
WHILST WATCHING TV
8% USE INTERNET
ON MOBILE
WHILST USING
55% LISTEN INTERNET ON PC 5% USE
TO RADIO INTERNET
ON MOBILE
48% READ NEWSPAPERS 58% LISTEN
TO RADIO
35% READ NEWSPAPERS
mardi 28 février 12
12. Heavy
surfers
sAll
consume
other
media
10
lundis
pour
ra.raper
le
train
du
digital
Heavy
surfers
are
also
bug
consumers
Cinema,
Outdoor
&
Press
mardi 28 février 12
13. Time
of
use
anyAme 10
lundis
pour
ra.raper
le
train
du
digital
94
%
88
% 89
%
87
% 88
%
86
%
Smart
phone
Tablet
83
%
67
%
72
% Portable
computer
69
% 70
%
62
%
58
% Fixed
computer
58
%
53
%
55
%
53
%
51
%
44
%
48
%
42
% 41
%
38
%
36
%
From
6-‐9h 9-‐12h 12-‐14h 14-‐17h 17-‐20h 20-‐24h
Source
:
Online
Publishers
Associa5on
–
March
2011
mardi 28 février 12
17. Smart TV
• Eric Schmidt: “By the summer of 2012, the
majority of the televisions you see in stores will
have Google TV embedded in it”
16
mardi 28 février 12
19. 10
lundis
pour
ra.raper
le
train
du
digital
QuesAons
?
18
mardi 28 février 12
20. 10
lundis
pour
ra.raper
le
train
du
digital
SoLoMo
19
mardi 28 février 12
21. Based on the data from participating countries,
we make the following assumption.
n d
2 billio the worl 7 billion
in People in the w
sers orld
net u
inter
>1 billion
twork users
Social ne
mardi 28 février 12
22. In Europe, 50%
is member of
only 1 social
network, mostly
Facebook.
mardi 28 février 12
24. 2 out of 3 employees
is proud about their
employer, but only 19%
shares stories on
social media: unused
conversation potential.
23
mardi 28 février 12
29. Customers want to be involved
with companies. Bring them in
the boardroom to improve the
relationship. BRA
33%
ND
FAN
N
CO-CREATIO
44%
DIRE
INTERA CT
CTION
CONVERSATIONS
44% 43%
mardi 28 février 12
31. Social
• Not Facebook Only
• Impacts on all activities of Enterprise
• A Tool, not «The» Objective
• KPI’s are still to be fixed
• Connect with the real world
mardi 28 février 12
32. 11% of the Belgians (12+) own a Tablet
Source: Havas Media GSM Study
Nov '10 Jan '11 Nov '11
95 %
GSM 92 %
88 %
13 %
Smartphone 19 %
26 %
Smartphones will progressively
11 % replace the classic mobile
Netbook 12 % phone.
16 % Increase of Digital Tablet
penetration is very significant.
2%
Digital tablet 3%
11 %
mardi 28 février 12
37. Mobile
• 26% Smarphones Users
• Look behind the I-Phone
• Mobility vs. Usability - Think about the
consumer, not the device
• Save Time vs Waste Time
• Connect with the Real World
mardi 28 février 12
38. 12% of smartphone
owners is using location
based services.
34
mardi 28 février 12
39. 4% of smartphone
users are familiar with
augmented reality.
35
mardi 28 février 12
40. Coca-cola village
Connect Real & Social World
36
mardi 28 février 12
41. Local
• Issue Solving and/or Entertainment
• Close to mobile
• DOOH/Stunt
• Connected with the real live !
mardi 28 février 12
43. 10
lundis
pour
ra.raper
le
train
du
digital
QuesAons
?
39
mardi 28 février 12
44. 10
lundis
pour
ra.raper
le
train
du
digital
X.0.
40
mardi 28 février 12
45. Web 3.0 Web x.0
Semantic / Objects Web Meta Web
Web 1.0 Web 2.0
The Web Social Web
Degree of Social Connectivity
mardi 28 février 12
46. Web 2.0 was/is about participation
Portable, personal web, focused on the individual, on
lifestream, on consolidating content, and which is
powered by widgets, drag and drop, and mash-ups of
user engagement.
cc licensed ( BY ) flickr photo by Mykl Roventine: http://flickr.com/photos/myklroventine/3867744073/
mardi 28 février 12
47. “Web
2.0”
?
–
6
Rules
!
Harnessing
the
collec5ve
intelligence
Lightweight
programming
models
(Mash
Up,...)
Unique,
hard-‐to-‐recreate
data
sources
Above
the
level
of
single
device
The
web
as
plaaorm
Leveraging
the
long
tail
through
customer
self-‐service
mardi 28 février 12
49. I
tunes
&
the
long
tail
How
big
?
5
billion
in
2010
…
This
is
no
rumor,
because
Apple
has
just
announced
that
iTunes
Store's
customers
purchased
and
downloaded
more
than
5
billion
songs,
while
the
iTunes
Store
also
has
the
largest
music
catalog
online,
with
over
8
million
tracks.
Even
more,
the
iTunes
Store
is
now
ren5ng
over
50,000
movies
daily,
turning
it
into
the
most
popular
movie
store,
too,
with
a
catalog
of
over
20,000
TV
episodes,
over
2,000
films,
of
which
over
350
are
available
in
HD
quality.
mardi 28 février 12
50. In 15 years,
Amazon went from 1 category (books) to 16 main categories
LIMITLESS INVENTORY
mardi 28 février 12
51. Amazon began with books…
Competition Product Search
Market was large and A book does not have to Search would make it
fragmented. be accurately described: easy for customers to
it is a universal and find books among the
Contrary to the simple object. entire database.
concentrated music
industry, no player would Book distributors were Amazon repeatedly
have the power to freeze already exchanging appears first on Google‟s
out a new entrant. digitalized listing. results page.
Source: Robert Spector, Amazon.com: Get Big Fast (2002)
mardi 28 février 12
54. Au second trimestre 2011, 51 %
de la musique dématérialisée a
été consommée sur Internet
contre 49 % en
téléchargement.
mardi 28 février 12
55. Un Suédois sur neuf paie un
abonnement à Spotify : avec la même
proportion, nous pourrions
retrouver des ventes à un niveau
antérieur à la crise.
Il y aura donc 3 formes de diffusion de la musique numérique:
1.L’achat à la carte, type iTunes,
2. L’accès à travers l’abonnement simple (Spotify) ou couplé
(Deezer-Orange)
3. La gratuité financée par la publicité.
mardi 28 février 12
57. Example Kindle: A service, not a device
“The vision for Kindle is every book ever in print in any language - all
available in less than 60 seconds.” Jeff Bezos
Amazon struggles with publishers to implement its
vision:
• Lowering prices, even if it requires temporarily selling at a loss
• Increasing selection: 900,000 books available
• Pressuring them with Print on Demand and auto-publishing
Like iTunes, it is a seamlessly integrated ecosystem.
Amazon wants to become a one-stop shop:
• Kindle‟s 3G chip
• Access to the ebook catalog through the Kindle or the apps
Even if the Kindle is the best device to read for a long
time, it is more of a platform than a device:
• A device-agnostic experience thanks to mobile and desktop
application (Whispersync1)
• A streamlined interface and user experience dedicated to
reading on many devices
1 Whispersync enables a seamless synchronization of the reading progress and bookmarks across devices. Icons from Oxygen.
mardi 28 février 12
58. Crowd Sourcing
Lego Builders of Infinity
mardi 28 février 12
59. New
horizons
Web 3.0 refers to a third generation of internet-based
services that collectively allow the emergence of
the Objects / Semantic web.
cc licensed ( BY ) flickr photo by paul (dex): http://flickr.com/photos/dexxus/3146028811/
mardi 28 février 12
66. 10
lundis
pour
ra.raper
le
train
du
digital
QuesAons
?
62
mardi 28 février 12
67. 10
lundis
pour
ra.raper
le
train
du
digital
P.O.E.
63
mardi 28 février 12
68. PAID.OWNED.EARNED
P O E
ADVERTISING IN MEDIA (TV, OPINION OF FRIENDS &
WEB SITES, FAMILY, WORD-OF-MOUTH,
INTERNET, RADIO, OUTDOOR, POINT OF SALES. SOCIAL NETWORKS
PRESS)
MAILINGS, E-MAILINGS, OPINION OF SURFERS (BLOGS,
FORUMS)
TRADE EXHIBITIONS,
PRESS COVERAGE
SPONSORED EVENTS
mardi 28 février 12
71. O 80 => 530 M $
(dt 235 M en TV)
P SOV x 2 vs MC CAIN
(1/3 last month)
E 1 million Facebook and
MySpace fans
mardi 28 février 12
72. DOMINANCE
OF
PAID
MEDIA
2011,
IN BELGIUM,
PAID MEDIA REMAIN
THE MOST EFFICIENT
WITH 58% OF TOTAL
IMPACT
BEFORE THE EARNED
MEDIA AT 25 %
OWNED MEDIA ARE
SCORING AT 17 %.
P O E
58% 17% 25%
mardi 28 février 12
73. O
Owned Media
33 %
DE L’IMPACT DES MÉDIAS
PRIVÉS (OWNED) VIENNENT
DES SITES
DE MARQUES
67 % DES POINTS
DE VENTE PHYSIQUES
mardi 28 février 12
75. Offline brand
experiences are
the main online
conversation
starters.
71
mardi 28 février 12
76. Earned
Media
19 % DE L’IMPACT
DES MÉDIAS PUBLICS (EARNED)
VIENNENT DE l’ OPINION
INTERNAUTES,
WEB SOCIAL,
81 % PROVENANT
DE L’OPINION DES PROCHES,
DU BOUCHE À OREILLE,
L’INTERLOCUTEUR, PROCHE
OU PAS, DEMEURANT PLUS
IMPORTANT QUE LE CANAL.
72
mardi 28 février 12
78. ...close
to
THE
Decision
Cycle
Process
Paid 2 Paid
Past
+
actual
campaigns •SEO+SEA+
campaign
Consumers
add
or
substract
brands
as
Owned Owned
they
evaluate
what
they
want.
•Website
+
Branches •Website
+
Branches
Earned Earned
•WOM/Peers
+
Social
Media
• WOM
/
Peers
+
Social
Media
AcAve
evaluaAon
1 InformaAon
gathering,
shopping 3
The
consumer
considers
an
iniAal
set
of
UlAmately,
the
consumer
selects
a
brands,
based
on
brand
percepAons
and
brand
at
the
moment
of
purchase.
exposure
to
recent
touch
points.
Loyalty
loop
Moment
Product
Ini5al
Considera5on
Cross
selling
via
Owned
• Website of
Owned
Set
• Customer
Care purchase •Website
+
branches
• POS =>
customer
care
Trigger
Postpurchase
experience
Ongoing
exposure
Owned 4
• Website
• Customer
Care Ager
purchasing
a
product
or
service,
the
• POS consumer
builds
expectaAons
based
on
experience
Earned to
inform
the
next
decision
journey.
mardi 28 février 12
79. Monoprix’s POE Challenge : A ‘3D’ implementation
On ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.
mardi 28 février 12
80. Monoprix’s POE Challenge : A ‘3D’ implementation
On ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.
The Challenge The Idea
Step
1:
Owned
Media
O A
powerful
repackaging
of
the
How
to
generate
the
best
earned
of
private
label
products
the
distribu5on
market ?
The Results
P
Step
2:
Paid
campaigns
Capitalizing
on
the
packaging
69k
fans
(compared
to
4k
for
Auchan
and
Leclerc)
Qualita5ve
verba5m
on
Facebook
and
influent
blogs
The
highest
earned
consumer
percep5on
of
the
market OOH
Print OOB
E Step
3:
Earned
Media
Buzz
around
Owned
and
Paid
Sustained
by
an
ac5ve
community
management
Exclusive
offers
for
Fans
mardi 28 février 12
81. 10
lundis
pour
ra.raper
le
train
du
digital
QuesAons
?
77
mardi 28 février 12
82. 10
lundis
pour
ra.raper
le
train
du
digital
Big
Data
78
mardi 28 février 12
83. Big
Brother
?
Cookie
!
• Micro
file
– Chain
of
characters
• Allows
to
keep
informa5on
about
a
browser
– Browser
=
+/-‐
surfer
• Accepta5on
rate
– Variable
but
for
metriweb
=
98%
• Webver5sing
in
Belgium
– Metriweb
–
Unique
visitors
/
Duplica5on
/
Accumula5on
– Ad
Server
–
Frequency
capping
mardi 28 février 12
84. The
last
ad
vs
Reality
The “Last Ad” Standard
– Last Ad Clicked
– Last Ad Viewed
$
$ $
$
$
$
mardi 28 février 12
85. The
last
ad
vs
Reality
The “Last Ad” Standard The Reality
– Last Ad Clicked Campaigns reach consumers multiple times, across
– Last Ad Viewed multiple channels, over extended periods of time
Banner Rich Media & Banner Banner Search
Yahoo Sponsorship MSN CNet Sky Sports Google
$
$ $
$
$
$
mardi 28 février 12
86. Dynamic
retarge5ng
:
concept
Data
collect Strategy Diffusion
Products
data
collect Choice
of
the
relevant
strategy Campaign
delivery
(thanks
to
a
cookie)
1
Products
consulted
When
the
concerned
users
go
on
We
memorize
the
products
of
the
2
Similar
products
to
the
products
our
network,
the
customized
ads
users
browsing
/
surfing
on
the
the
consulted
or
placed
in
the
basket
are
shown
to
the
relevant
users.
partners
sites page
of
the
site
3
Complementary
products
to
the
product
purchased
mardi 28 février 12
87. Dynamic
retarge5ng
:
scenarios
Product
recall RecommendaAons Cross
selling
The
user
has
placed
the
TV
in
the
The
user
has
seen
a
46cm
TV
on
the
basket
page
but
has
not
bought
the
The
user
has
bought
a
46cm
TV
Hitech.com
site product.
Hitech.com Hitech.com Hitech.com
500€ 300€ 100€
We
personalized
the
banners
by
We
personalize
the
banners
with
the
We
personalize
the
banners
by
showing
the
products
previously
highlight
in
the
banners
of
the
highligh5ng
addi5onal
products
consulted
by
the
user. products
from
the
same
category
In
this
case,
it
could
be
a
DVD
player
(TV
size,
price,
brand,
etc…) or
surround
sound
system. 82
mardi 28 février 12