1. 10
lundis
pour
ra.raper
le
train
du
digital
Digital
Marke5ng
!
What else ?
Hugues
Rey
-‐
18th
February
2013
vendredi 15 février 13 1
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
vendredi 15 février 13 2
3. Agenda 10
lundis
pour
ra.raper
le
train
du
digital
• Digital
Marke2ng
– Defini5on
– A
Few
Facts:
Brief
History
&
– Major
Trends
• Digital
Marke2ng
Strategy
• Tac2cal
Opportunity:
Data
Management
• Conclusions
3
vendredi 15 février 13 3
4. Marke2ng
... 10
lundis
pour
ra.raper
le
train
du
digital
is the process of
communicating
the value of
a product or service
to customers.
Wikipedia
4
vendredi 15 février 13 4
5. Digital... 10
lundis
pour
ra.raper
le
train
du
digital
is most commonly used in
computing and electronics,
especially
where real-world information
is converted
to binary numeric form
5
vendredi 15 février 13 5
6. A
simple
Rule
... 10
lundis
pour
ra.raper
le
train
du
digital
• Useful
?
• Usable
??
• Used
???
6
vendredi 15 février 13 6
7. 10
lundis
pour
ra.raper
le
train
du
digital
Digital
Marke2ng
A
Few
Facts
7
vendredi 15 février 13 7
8. Keep
1
fact
... 10
lundis
pour
ra.raper
le
train
du
digital
8
vendredi 15 février 13 8
9. Happy
Birthday
! 10
lundis
pour
ra.raper
le
train
du
digital
9
vendredi 15 février 13 9
11. Sources : CIM PMP 2001-2012
Total
reach
of
Internet
Websites 10
lundis
pour
ra.raper
le
train
du
digital
69
66
62 63 62
59
54
50
43
38
33
27
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Internet total
reach has more
than doubled to
reach 69% of the
12+ in 2012
vendredi 15 février 13 11
17. Multiple screens
x
Convergence of content
X
Individual cast
vendredi 15 février 13 16
18. Heavy
surfers
s2ll
consume
other
media
10
lundis
pour
ra.raper
le
train
du
digital
Heavy
surfers
are
also
bug
consumers
Cinema,
Outdoor
&
Press
vendredi 15 février 13 17
19. Time
of
use
any2me 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
vendredi 15 février 13 18
24. > 1% of the campaigns …
vendredi 15 février 13 23
25. 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”
24
vendredi 15 février 13 24
26. 10
lundis
pour
ra.raper
le
train
du
digital
Major
Trends
SoLoMo
Web
X.0
Web
of
the
Objects
25
vendredi 15 février 13 25
27. 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
vendredi 15 février 13 26
28. In Europe, 50%
is member of
only 1 social
network, mostly
Facebook.
vendredi 15 février 13 27
30. 2 out of 3 employees
is proud about their
employer, but only 19%
shares stories on
social media: unused
conversation potential.
29
vendredi 15 février 13 29
31. 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%
vendredi 15 février 13 30
32. New
currencies
! 10
lundis
pour
ra.raper
le
train
du
digital
vendredi 15 février 13 31
33. Social 10
lundis
pour
ra.raper
le
train
du
digital
• Not
Facebook
Only
• Impacts
on
all
ac2vi2es
of
Enterprise
– Change
Management
• A
Tool,
not
«The»
Objec2ve
•
KPI’s
are
s2ll
to
be
fixed
• Connect
with
the
real
world
vendredi 15 février 13 32
38. 10
lundis
pour
ra.raper
le
train
du
digital
37
vendredi 15 février 13 37
39. 10
lundis
pour
ra.raper
le
train
du
digital
38
vendredi 15 février 13 38
40. 10
lundis
pour
ra.raper
le
train
du
digital
39
vendredi 15 février 13 39
41. Augmented Reality
… is the zero click interface" (Anselm Hook)
vendredi 15 février 13 40
42. Augmented X-Ray App Boosts Retailer’s Sales by 37%
9
vendredi 15 février 13 41
43. 10
lundis
pour
ra.raper
le
train
du
digital
42
vendredi 15 février 13 42
44. Mobile
• 30% 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
vendredi 15 février 13 43
45. 12% of smartphone
owners is using location
based services.
44
vendredi 15 février 13 44
47. Coca-cola village
Connect Real & Social World
46
vendredi 15 février 13 46
48. Local
• Issue Solving and/or Entertainment
• Close to mobile
• DOOH/Stunt
• Connected with the real live !
vendredi 15 février 13 47
49. 10
lundis
pour
ra.raper
le
train
du
digital
X.0.
48
vendredi 15 février 13 48
50. 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
vendredi 15 février 13 49
51. 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/
vendredi 15 février 13 50
52. “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
plagorm
Leveraging
the
long
tail
through
customer
self-‐service
vendredi 15 février 13 51
54. I
tunes
&
the
long
tail 10
lundis
pour
ra.raper
le
How
big
?
5
billion
in
2010
… train
du
digital
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.
vendredi 15 février 13 53
55. In 15 years,
Amazon went from 1 category (books) to 16 main categories
LIMITLESS INVENTORY
vendredi 15 février 13 54
56. 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)
vendredi 15 février 13 55
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.
vendredi 15 février 13 56
61. Au second trimestre 2011, 51 %
de la musique dématérialisée a
été consommée sur Internet
contre 49 % en
téléchargement.
vendredi 15 février 13 60
62. 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-Belgacom)
3. La gratuité financée par la publicité.
vendredi 15 février 13 61
63. Crowd Sourcing
Lego Builders of Infinity
vendredi 15 février 13 62
64. 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/
vendredi 15 février 13 63
68. Internet
of
Things 10
lundis
pour
ra.raper
le
train
du
digital
67
vendredi 15 février 13 67
69. 10
lundis
pour
ra.raper
le
train
du
digital
Digital
Marke2ng
Strategy
68
vendredi 15 février 13 68
70. From
4
P’s
to
4
E’s 10
lundis
pour
ra.raper
le
train
du
digital
Product Experience
Place Everyplace
Price Exchange
Promotion Evangelism
69
vendredi 15 février 13 69
71. 10
lundis
pour
ra.raper
le
train
du
digital
Paid
Owned
Earned
70
vendredi 15 février 13 70
74. So, forget paid media?
59% 19% 22%
ü Control ü Control ü No control à can be
negative
ü Expensive ü Cost efficient ü Cost efficient
ü Wide audience ü Often limited to ü No control, but crucial
(reach!) customers in the purchase cycle
Source : POE Research 2012 by Havas Media
vendredi 15 février 13 73
76. O
Owned Media
33 %
DE L’IMPACT DES MÉDIAS
PRIVÉS (OWNED) VIENNENT
DES SITES
DE MARQUES
67 % DES POINTS
DE VENTE PHYSIQUES
vendredi 15 février 13 75
77. Offline brand
experiences are
the main online
conversation
starters.
76
vendredi 15 février 13 76
78. 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.
77
vendredi 15 février 13 77
82. ...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
Ac2ve
evalua2on
1 Informa2on
gathering,
shopping 3
The
consumer
considers
an
ini2al
set
of
Ul2mately,
the
consumer
selects
a
brands,
based
on
brand
percep2ons
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 Ader
purchasing
a
product
or
service,
the
• POS consumer
builds
expecta2ons
based
on
experience
Earned to
inform
the
next
decision
journey.
vendredi 15 février 13 81
83. Convergence!
1/ Owned media drives earned media
vendredi 15 février 13 82
84. Abercrombie & Fitch
Owned media drives earned media
vendredi 15 février 13 83
96. The first 6 steps to successful converged media
(paid, owned, and earned)
vendredi 15 février 13 94
97. The first 6 steps to successful converged media
(paid, owned, and earned)
1/ Understand converged media
vendredi 15 février 13 94
98. The first 6 steps to successful converged media
(paid, owned, and earned)
1/ Understand converged media
2/ Plan a stable foundation
vendredi 15 février 13 94
99. The first 6 steps to successful converged media
(paid, owned, and earned)
1/ Understand converged media
2/ Plan a stable foundation
3/ Evaluate ability to achieve earned at scale
vendredi 15 février 13 94
100. The first 6 steps to successful converged media
(paid, owned, and earned)
1/ Understand converged media
2/ Plan a stable foundation
3/ Evaluate ability to achieve earned at scale
4/ Align teams and departments
vendredi 15 février 13 94
101. The first 6 steps to successful converged media
(paid, owned, and earned)
1/ Understand converged media
2/ Plan a stable foundation
3/ Evaluate ability to achieve earned at scale
4/ Align teams and departments
5/ Align agencies and vendors
vendredi 15 février 13 94
102. The first 6 steps to successful converged media
(paid, owned, and earned)
1/ Understand converged media
2/ Plan a stable foundation
3/ Evaluate ability to achieve earned at scale
4/ Align teams and departments
5/ Align agencies and vendors
6/ Sync content and creative across channels
(“finding your voice” - Chris Anderson, editor in chief of WIRED magazine)
vendredi 15 février 13 94
103. 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 ?
P
Step
2:
Paid
campaigns
Capitalizing
on
the
packaging
OOH
Print OOB
E Step
3:
Earned
Media
Buzz
around
Owned
and
Paid
Sustained
by
an
ac5ve
community
management
Exclusive
offers
for
Fans
vendredi 15 février 13 95
104. Monoprix’s POE Challenge : A ‘3D’ implementation
On ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.
The Results
69k
fans
(compared
to
4k
for
Auchan
and
Leclerc)
Qualita5ve
verba5m
on
Facebook
and
influent
blogs
The
highest
earned
consumer
percep5on
of
the
market
vendredi 15 février 13 96
105. Monoprix’s POE Challenge : A ‘3D’ implementation
On ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.
vendredi 15 février 13 97
106. 10
lundis
pour
ra.raper
le
train
du
digital
Tac2cs
Data
Management
Opportunity
98
vendredi 15 février 13 98
107. Objec5ves
&
Related
KPI’s
E-‐Acquisi2on
/
Promo
• Recruit
:
E-‐Prospects
/
e-‐Leads
/
(Loyal)
e-‐Customer
/
• People
who:
Buy
/
Ask
for
Appoinment
/
Ask
Info
/
Look
for
Dealer
• Conversion
Rate,
Repeated
Visits,
C/Conversion,
leads
BRAND
EQUITY
Engagement
• Let’s
live
a
full
Digital
(and
more)
experience
•
Brand
Ambassador,
Advocacy,
Story
Tellers,
Influencers
• Time
spent,
Dwell
(Rate
/
Time),
Virality,
Repeated
Visits
Brand/Communica2on
Values
Building
• Communicate
in
the
most
balanced
&
impressive
way
• Customers,
(Non)
Users,
Target
Group
• Cov.,
OTS,
Affinity,
Context,
Impact,
Click,
InteracQon
vendredi 15 février 13 99
109. 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
vendredi 15 février 13 101
110. The
last
ad
vs
Reality
The “Last Ad” Standard
– Last Ad Clicked
– Last Ad Viewed
$
$ $
$
$
$
vendredi 15 février 13 102
111. 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
$
$ $
$
$
$
vendredi 15 février 13 102
112. 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
vendredi 15 février 13 103
113. Dynamic
retarge5ng
:
scenarios
Product
recall Recommenda2ons 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. 104
vendredi 15 février 13 104
