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.
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
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
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
Notes de l'éditeur
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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