Predictions 2015: Meaningful & Data-Driven - Marketing Media Communication - CEO Only Paperjam Luxembourg - Hugues Rey - 22/1/2015
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Un cocktail visionnaire pour débuter l’année, enrichi par une prediction evening, qui donnera la parole à cinq orateurs de niveau international: avec Selin Atalay (HEC Paris), Philippe Eeckels (BMW), Tom Palmaerts (Trendwolves), Rashik Parmar (IBM Academy of Technology) et Hugues Rey (Havas Media Brussels). Sur invitation pour les CEO des entreprises membres du Club.
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Predictions 2015: Meaningful & Data-Driven - Marketing Media Communication - CEO Only Paperjam Luxembourg - Hugues Rey - 22/1/2015
- 1. Predictions 2015 Marketing – Media – Advertising Meaningful & Data-Driven Hugues L. Rey
- 2. It’s not about Buzzwords
- 3. It’s about Business Opportunities Buzz = Nois e Prediction Maturity Visibility
- 4. In 2015, the Consumer is … Always Connected & Mobile Multi: Screen – Brand – Tasking Opinionated, Equiped and Ready to Share it Value Conscious & Meaning Seeker Versatile & Requires Immediacy
- 5. 20 Billion Connected Devices by 2018
- 7. 2 Billion Interconnected Human Social + Mobile Peer-2-Peer HUMAN DATA DRIVEN COMMERCIAL OFFER HUMAN ALGORITHM DESIGN CONTENT
- 8. Media are Brand Experiences Multi-Tasking & Multi-Platform Interactive & Entertaining Unique & Algorithm Based
- 9. Media Algorithm = Content Power Native Ad invest: +50% (2014 vs 2018) Scroll Rate
- 10. Content: Creative & Integrated Media is the New Creative VS
- 11. Consumer = Evaluate & Share 1. Intitial Consideratio n 2. Moment of Purchase 3. Trigger Active Evaluation Post-Purchase Loyalty Loop 35% 42% 42% 70% 92% Ads (Average) Branded Channels Editorial Content Opinion Users On-line Recommendation 'Framiliy' TRUST
- 12. of US consumers research products while in-store on their phone.
- 13. Mobile influence on Retail in 2018
- 14. Every day, we produce 2.200 … 1015 bytes of marketing usable data
- 15. Data x Marketing = Opportunities Relevance Granularity Acceleration Integration
- 16. Relevance and Granularity Audience is the New Reach Of WALES Prince Of DARKNESS Prince Born in 1948 Grew up in UK Married 2nd Time 2 Children Successful in Business Wealthy
- 17. By 2018, 60% of the Advertising will be Programmatic
- 19. Chief Marketing Technologist is the ‘New Normal’
- 20. If 70% of the brands disappeared, most people would not care …
- 21. Develop Meaningful Brands Personal well-being Personal Outcomes Quality Interactions Communications Paid, Owned, Earned Product Outputs Collective well-being Collective Outcomes ARE FUELED BY DATA, INSIGHTS & ROI-DRIVEN PROVIDE PERSONAL & COLLECTIVE VALUE SHARE A BRAND STORY CONNECT EXPERIENCES ACROSS ALL PLATFORMS IGNITE CONVERSATION & ACTION
- 22. Merci - Thank You ! www.huguesrey.com Hugues.rey@havasmedia.com Huguesrey
Editor's Notes
- 50% Internet of Things +300% vs 2014
- Lecture et télévision: les Français restent traditionnels Par AFP le 16 janvier 2015 Huit Français sur dix (85%) préfèrent lire un bon vieux livre plutôt qu'une liseuse ou tablette, selon un baromètre de l'innovation réalisé par l'institut BVA pour le Syntec numérique et rendu public vendredi. Selon cette étude, les modes de consommation traditionnels restent ancrés dans les usages des Français pour la lecture comme pour les émissions de télévision. Ils sont ainsi 79% à privilégier le visionnage d'émissions TV en direct. Les usages numériques continuent toutefois de se développer. Le "replay" séduit toujours plus puisque plus de six Français sur dix (64%) visionnent au moins de temps en temps des émissions en replay sur internet. Et près de la moitié de la population (45%) consulte en ligne des livres ou des journaux. Ils ne sont par contre que 26% à télécharger des contenus (musique, films, séries), et 14% à télécharger des livres ou journaux numériques. Un tiers de la population a recours au streaming, et surtout les jeunes (58%). La consultation en ligne de livres et de journaux, le téléchargement et le streaming donc des usages adoptés mais pas généralisés. Seulement 6% de la population utilise la VOD pour visionner des films et des séries. Pour la musique aussi, le numérique gagne du terrain, même si le CD reste encore bien implanté dans nos moeurs. 63% privilégient l'écoute en CD mais une partie écoute régulièrement de la musique téléchargée (28%) ou en streaming (22%). La moitié des Français est intéressée par une offre numérique de conférences, et 43% par la visite de musées ou d'expositions. Un tiers sont intéressés par la possibilité de pouvoir assister à un concert en ligne. Cette enquête pour le Syntec numérique, le premier syndicat patronal des créateurs et éditeurs de logiciels français, a été réalisée auprès d'un échantillon représentatif de 1.297 personnes, âgées de 18 ans et plus, interrogées par internet, et d'un échantillon de 93 éditeurs de logiciels.
- Always Connected It goes without saying that we are in love with our devices. 50% of us check our phones before we go to sleep and as the first thing after we wake up. On the extreme side, a recent study conducted by McCann Worldgroup found that a staggering 53 percent of young people would rather give up their sense of smell right now than give up the technology that they use in their lives everyday. Nonetheless, we are leveraging our devices to support all sorts of decisions. From what movies to watch to what car to buy, the amount of information available at consumer’s fingertips today is unprecedented. For companies of any size, having a strong online and social media presence that connects and engages with consumers is no longer an option. Opinionated and not afraid to share it Yesterday, I went to my bank where I had been a customer for 25 years. I was next in line when I could hear the bank teller trying to upsell the customer she was serving on a new credit card. She kept going with the sales pitch for a good 15 minutes while the line-up kept growing and customers became irate. Whereas in the past this is a situation that might have been unnoticed, people in line (myself included) were tweeting to the bank’s head office saying that it wasn’t acceptable to hold up customers for the sake of up-selling someone. Increasingly so, your connected customers are not hesitant to share their opinions with you and the rest of the world. The key is going to be to effectively listen, manage the conversation and take action where appropriate. Never before have businesses had such an opportunity to leverage social sentiment to refine their business strategy, so if you’re not listening and connecting with your customers, you can bet your competitors are. Value Conscious Have you ever walked into a store to scope out a product or perhaps seek advice, then turned around and bought it elsewhere for a lower price? If so, you (and 41% of consumers) have admitted to practicing “showrooming”. Today’s retailers are facing a serious threat from both online and other brick & mortar competitors where value conscious consumers check multiple sources to find the best deal, despite the level of service or expertise they may receive. To combat showrooming, retailers must do a better job of integrating their online and in-store offerings, with more stores showing the same prices and products across both platforms. Companies such as Target TGT -2.73% and Wal-Mart have taken recent measures by pushing suppliers to offer exclusive products that can’t be found elsewhere. In the future, companies will need take their initiatives even further to proactively protect customer interests, going as far as even warning them if they’re making a mistake, paying more than they need to pay, buying too much, or doing anything else they might regret later. If your customer experience is fragmented across channels, you are not only missing opportunities, but you’re literally giving those opportunities away. Seeks Authenticity While companies are still investing tremendous amounts of money in advertising, customers are increasingly ignoring what ads say. How many times have we seen a mouth-watering burger on television, only to be disappointed when we see it in reality? While advertising is very good at putting ‘lipstick’ on a product and using lifestyle messaging to connect with buyers, customers are increasingly seeing through the façade. This is where companies who are seen as authentic have a competitive advantage as people are instinctively drawn to brands that tell us what they believe. Companies like Starbucks SBUX -0.83%, Southwest Airlines LUV -1.28%, Apple AAPL -0.94% and Whole Foods have created a cult-like following by simply telling people what they believe in and aligning to their visions to a higher purpose. Requires Immediacy We hear of Amazon, DHL and others testing drones and predictive methods to make homes deliveries faster, but why? Giving consumers what they want is not a new development – what is new is the required speed. Consumers today live in a very fluid present and demand instant gratification. They want to get it now, see it now and get help now. Connected consumers are being ingrained to demand instant gratification. As a result, expect your company to have no choice but to finally mirror and join the ‘now’, in all its splendid chaos, realness and excitement.
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