Bmma digital-egerie-2013v2

10 lundis
pour
rattraper
le train du
digital

DIGITAL KNOWLEDGE
IN THE DIGITAL AGE:
THE CONSUMER POINT OF VIEW
Joëlle Liberman

DATE

ÉGÉRIE RESEARCH 2013 ©

10 lundis
pour
rattraper
le train du
digital

DIGITAL KNOWLEDGE
IN THE DIGITAL AGE:
THE CONSUMER POINT OF VIEW

Joëlle Liberman

A world of „Too Much…‟ 10 lundis
pour
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le train du
digital


A world of „Too Much…‟ 10 lundis
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le train du
digital
• Too much choice kill the choice

• A feeling of overabundance generating a real mindet of zapping

• Zapping is an answer to our marketing approach
• everything is there,

• ready to be plucked

• General demand for anew kind of relationship between the actors

• The need for explicit added value is everywhere

• Less brand addiction: a more challenging approach


A marketing approach too much
inspired by other brands or with 10 lundis
pour

shallow added value
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le train du
digital


A marketing approach based on
the idea that we have to create 10 lundis
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new consumer needs
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le train du
digital


A marketing approach that
reaches business goals 10 lundis
pour

less and less
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le train du
digital


10 lundis
pour
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digital

CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?


Sectors with an urgent need for a
better connection with reality
10 lundis
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digital


Advertising approaches
disconnected from consumer 10 lundis

expectations
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A basic need and a huge challenge 10 lundis
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le train du
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A new zapping attitude 10 lundis
pour
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le train du
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A new kind of frustration
generated by overstimulation 10 lundis
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le train du
digital


A new marketing situation based
on the obligation to manage 10 lundis
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frustration
le train du
digital


Frustration of people ignored by
marketing
10 lundis
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le train du
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The gap between loyalty and
habit
10 lundis
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le train du
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A new kind of relationship
with consumption between 10 lundis
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anorexia and bulimia
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le train du
digital


A marketing approach
disconnected from the real world, 10 lundis

A strong demand for a « co-
pour
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marketing approach »
• THE POWER is not (only) in the hands of marketing anymore

• A strong need for DIALOGUE and dedicated solutions

• Guidance is key

• Engagement is key

• Emotion is key


10 lundis
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CO-DISCUSSION
CO-DEBATE

• What surprises me ?
• What did I confirm ?
• What are my questions ?


A new situation :
a new global context
10 lundis
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le train du
digital


A new kind of situation :
another vision of the future
10 lundis
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A lot of questions
about the future
10 lundis
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A new mindset :
invention of new solutions
10 lundis
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A search for meaning 10 lundis
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Invention of new solutions 10 lundis
pour
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le train du
digital


New solutions
disconnectedfromthe marketing 10 lundis

world
pour
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le train du
digital


New solutions based on human
values such as solidarity 10 lundis
pour

or win-win deals
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digital


• In this new web context : 10 lundis
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le train du
digital

- Emergence of new solutions disconnected from the
marketing world
- Real peer to peer mindset
- Added value could come through social connection
- Lack of meaning could be a reason to switch
- Being “more than a consumer” is a goal

• A natural attitude of distrust on classic channels as such
• A real need of clarification
• A real situation of multiples "me's" with multiples channels

ÉGÉRIE RESEARCH 2013

A budget concerned mindset 10 lundis
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« I need to be an active player le train du
digital

in my budget life »

« I need to check
whatthe brand says/ offers »

« I need to challenge
the price and the added value »


A budget concerned mindset 10 lundis
pour
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le train du
digital

Consumers become SMART : they challenge the
balance between value and money and they expect
EXPLICIT ADDED VALUE or …

Beinga smart consumer is a hype 10 lundis
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le train du
digital


10 lundis
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• Attention to budget is a must : le train du
digital

- Emergence of new attitudes : more active,
more challenging

• How could we be smart together with the brand ?

• How could we define what a "fair deal” is?

• What are the answers of the brands in my
search for information & meaning ?


A world where time
is scarce and precious! 10 lundis
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le train du
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A time schedule with incredible
short-term pressure
10 lundis
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A real marketing approach of
quality time
10 lundis
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le train du
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An advertising definition of
« time for us »
10 lundis
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le train du
digital


And real questions about
long-term promises 10 lundis
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le train du
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A different relationship with time
in a world of overstimulation 10 lundis
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le train du
digital

Time (FREE TIME)
becomes something
very rare and very
difficult to organize

For the consumer
“Quality time = time for
me”
According to my own
definition !


A cognitive cost formula 10 lundis
pour
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le train du
digital

• Effortless is a key word

• Fluidity is the paradigm of time


A relational network in which
“I” am the hero
10 lundis
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Without real questions about
the border between real and 10 lundis
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virtual life
digital


2 worlds interconnected with
different tempo‟s and rhythms
10 lundis
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le train du
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« I » and the other « me »
are the references
10 lundis
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le train du
digital


A world of « me »,
not a world of « we »
10 lundis
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le train du
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Continuity of belongingis
questioned too

Loyalty can be be "serial" or
"temporary".
The border between
“OFF”and“ON”is questioned

Relationship with social
media creates new
standards


An active search for
information, right now, 10 lundis
pour

everywhere
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le train du
digital


An active search for information 10 lundis
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le train du
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The « modern attitude »
seems to be…

 To actively take
control of the flow
 Be the actor of
one‟s own life!
I decide !!!


The web changed the way we
GET information, not the NEED 10 lundis
pour
rattraper

for info
le train du
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Consumers make their own
media-plan “THEY DECIDE!!!!!!” 10 lundis
pour
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le train du
digital


Brand
reputationisbuiltthroughuncon 10 lundis
pour

trolledchannels...
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Information – Influence
takesoveradvertising
10 lundis
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le train du
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And it‟s the same old song, but
with an incredible power 10 lundis
pour

boost
rattraper
le train du
digital


Reputation takesover image! 10 lundis
pour
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le train du
digital

Kill electra bill!!
electrabel=legal
mafia!!

Brand sustainability 10 lundis
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le train du
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Give guidance in a more open
approach 10 lundis
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le train du
digital


Information is not the brand‟s
privilege any more 10 lundis
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le train du
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A new paradigm 10 lundis
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Could the next paradigm be:

CGB
Consumer Generated Brand?


For instance; a brand where
content is totally customer- 10 lundis

driven…
pour
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CGB is already among us,
and not only on the web…
10 lundis
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le train du
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Launching of the new GAP Logo:
• 4 October 2010 : launch of the
new logo
• 11 October 2010 : 725.000 fan
reactions on the brands
Facebook page
One week later: reintroduction
of the historical logo


and not only on the web…
10 lundis
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le train du
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and not only on the web….
10 lundis
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le train du
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3 main roles of the internet
10 lundis
What’s pour
new rattraper
le train du
digital
Google Pure fun
searchs (videos)

Tripadvisor
searchs Pic Social
sharing networking
Inspiration Music
Games

Smart
consuming Blogging
Daily Chat Series &
news movies
Health
forums Mails

Information role
Communication role Entertainment role
= USEFUL
= SOCIAL = FUN
= ?
= ? =
= ?


And a social media landscape
still growing and structuring 10 lundis
pour

itself
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le train du
digital


The consumers live here and
now…and seek answers
10 lundis
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le train du
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Think Touch
Real Time points, not
More Demanding channels
Little Patience Blend
Always-on Information and
REND ONE
STEP FOUR inspiration
Context
becomes king


Facebook and the other
platforms
10 lundis
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le train du
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In general, the feeling that most
interfaces will be merging to
create a unique platform for
communication ex: MSN
replaced by Facebook chat, Chat
also available on Skype, pictures
from Picasa to Facebook


A fluid system for the liquid
consumer
10 lundis
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le train du
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TRENDFOUR
STEP TWO


“Fluid consumers” use
non-linear decision making 10 lundis
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processes
le train du
digital


should I stay or sould I go ? 10 lundis
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le train du
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And a winwineasy/ fluid
engagement system
10 lundis
pour
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le train du
digital


Facebook: a universe with a real
personnality and specific rules 10 lundis
pour
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le train du
digital

: the cool attitude
See and Be seen
= a place for me & my friends

= a relationship
Me  my friends

Stay in contact
Activator of relationships
Share moments & ideas
Have fresh news
Need to be in control of what I say- I show - I To be « in » parties,
likeon my profile concerts, after parties


What are you afraid of? 10 lundis
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rattraper
le train du
SPENDING TOO MUCH TIME ON FB IS… digital

NOT SOCIALLY COOL? BRANDS FIGHTING TO
DANGEROUS FOR YOUR PRIVACY? GET INTO MY MIND?

CONFIDENTIALITY? WHO ARE MY TRUE
FRIENDS?

SOCIAL SKILLS?

LOOSING TIME?
ADDICTION?
COSIER ON FB THAN
IRL?

In turn, Facebook is becoming
our life barometer
10 lundis
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le train du
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Brands on Facebook 10 lundis
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BRAND COMMUNICATION ON FACEBOOK SHOULD BE RELEVANT WITH THE DNA OF EACH OF THE 3
ACTORS
« Het moet passen met wat ik op Facebook doe »

PERSONAL BRAND
INTEREST VALUES

FACEBOOK
DYNAMIC

as a brand, the question is : which community to build
around one of our core missions transposable to Facebook‟s
spirit?


10 lundis
pour
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THIS IS NOT JUST ANOTHER HIDDEN le train du
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COMMERCIAL

BRAND COMMUNICATION ON FACEBOOK
SHOULD BE RELEVANT WITH THE DNA OF
EACH OF THE 3 ACTORS PRESENT
PERSONAL BRAND
INTEREST VALUES
1. THE VALUES OF THE BRANDS

FACEBOOK 2. THE INTEREST OF THE CUSTOMER AND HIS
DYNAMIC PEERS

3. THE DYNAMIC ON FACEBOOK (fun, video
sharing, networking, pictures « mise en
scène », events organization and attendance,
with humor…)


“Digital natives” are already a
yesterday‟s label…
10 lundis
pour
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le train du
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A new dealwiththe brand:
more reactive
10 lundis
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le train du
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And they don‟t always mean to
be “nice”!
10 lundis
pour
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CONCLUSIONS 10 lundis
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le train du
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…Chicken or eggs ?! 10 lundis
pour
rattraper
le train du
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A new challenge
= a new deal ?
10 lundis
pour
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le train du
digital


Are we brave enough to get
rid of old point of views ?
10 lundis
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le train du
digital


And are we wise enough to
keep marketing gadgets at a 10 lundis
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distance?
digital


New brand relationship =
understanding an ecosystem 10 lundis

?
pour
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le train du
digital


New brand relationship =
taking care of an energy 10 lundis
pour
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capital?
le train du
digital


We need to work on specificity 10 lundis

and relevance
pour
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le train du
digital


We need to be empathetic
and show it
10 lundis
pour
rattraper
le train du
digital


Weneed to clarifywhowe are
and whatour vision is
10 lundis
pour
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le train du
digital


We must say thank you to
those who are with us
10 lundis
pour
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le train du
digital


How couldweswitchfrom a
monologue to a dialogue ?
10 lundis
pour
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le train du
digital


Do we have to talk about
shopping in all our 10 lundis
pour
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conversations ?
le train du
digital


Whatis the limitbetween
real conversation and blabla ?
10 lundis
pour
rattraper
le train du
digital


Re-explore the classic toolbox
with a fresh eye ?
10 lundis
pour
rattraper
le train du
digital


Mutual R O I
A new deal based on the
concept of mutual R.O.I ?
10 lundis
pour
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le train du
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The social media situation
10 lundis
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1. A WORLD OF TOO MUCH: too much information on too many channels? le train du
digital

2. A WORLD WHERE QUALITY TIME IS OPPOSED TO WASTED TIME :

– It has to be fast and « to the point ».

– Or it has to be quality time.

Facebook time = loosing time? = relax time? = social time?

EVERYONE CAN BE AN EXPERT ON THE INTERNET:

– The impression that the balance of power is shifting.

– Do brands still master their image on the internet?

– In reality, a rather passive and opportunistic attitude of internet users in Belgium.

MY OWN MEDIA PLAN: my own breaking news, TV shows in streaming,

FFW function on my TV to skip commercials, download movies just out in the US…


A private world of « me and
my friends »
10 lundis
pour
rattraper
le train du
digital

Group belongings, fan pages, networks, videos posted on my wall and all the
messages I am sending to the world about my core values, strengthening my
links with my networks

MATURE TEENS AND « ADULESCENTS »? :

Internet as a game. Even practical information should be delivered in a fun and
visually attractive way.

DISCUSSION ABOUT PRIVACY ON THE INTERNET, AND ON FACEBOOK IN
PARTICULAR:

Nobody can ignore those issues and should behave accordingly

A WORLD OF LOOK-ALIKES :

In shops as well as in banners on the internet, marketeers get their inspiration from
others  discriminating added-value should be crystal clear so as to allow
proximity with a brand


Information role =
an active attitude
10 lundis
pour
rattraper
le train du
digital

• Get more, in a lot less time

• The illusion of discovering the wonders of the world, and often
ending up realizing everybody has the same source

• A totally integrated information search that still requires guidance to
be efficient

• The new way to be in contact with brand proposals :

= more comparison : a more challenging attitude : the feeling on
the consumer side to be smart and less naive

= more access to the brand spirit : new collections, advices,
making of the commercials, pre sales…

Communication role =
a dynamic attitude
10 lundis
pour
rattraper
le train du
digital

For women, a two-way impact of the internet : it makes their
life smoother, it also replaces meetings in real life
For teens, the natural way to communicate whenever and
however they want, with their close friends

Blogging:
several personal blogs per « theme » (holidays, parties,
mangas…) mainly for pic sharing (very young teens)
or influential bloggers talking about cultural / musical / fashion
trends
Cooking blogs or DIY blogs are also very popular among
women
Personal blogs have become quite useless after creation of
Facebook profile’s
BUT where to find them? Browsing is not easy and is
hence limited to friends‟ recommendations or major
websites with forums / blogs / news / advice sections


TO DO LIST ...
10 lundis
• We all need to change and show our understanding of the pour
rattraper

changing world le train du
digital

• We have to accept that the know-how is not only in our hands
anymore

• We need to give guidance as a sign of sharing expertise

• We have to show respect for people as “own life experts” : the
consum-actor

• We have to show empathy (real empathy) and
• We have to say “thank you”

• We have to accept the deal and do the job together

TO DO LIST ... 10 lundis
pour
rattraper
le train du
digital

• We need to invent the dialogue of tomorrow

• We need to try and accept the risk of error

• We have to work on our specificities and our elements of
differentiation

• We need to be inspired by "bottom up" stories closer to real life

• We need to accept to "reset the story" of an evolutive world


10 lundis
pour
rattraper
le train du
digital


10 lundis
pour
rattraper
le train du
digital

Joelle Liberman

jliberman@egerie-research.be


Bmma digital-egerie-2013v2

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