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Le digital dans le marketing aujourd'hui

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Le digital dans le
marketing aujourd'hui
Julien Ferla
Head of Digital - jferla@bgcom.ch
fudd
one


16
 97
b s di
 ae n


M nr u
 o te x
p oe so as
 rfsin l
20
f i n sa dp r n r
 re d n a t e s
An independently owned and run agency, b+g is part of one of the leading
worldwide netwo...

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Le digital dans le marketing aujourd'hui

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Partager

Back to basics, quelles sont les valeurs de votre marque ?
Le digital n'invent rien, il étend simplement les possibilités de raconter votre histoire! Encore faut-il savoir comment les raconter, à qui et comment !?

Présentation réalisée pour B+G - http://bgcom.ch

Back to basics, quelles sont les valeurs de votre marque ?
Le digital n'invent rien, il étend simplement les possibilités de raconter votre histoire! Encore faut-il savoir comment les raconter, à qui et comment !?

Présentation réalisée pour B+G - http://bgcom.ch

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Le digital dans le marketing aujourd'hui

  1. 1. Le digital dans le marketing aujourd'hui Julien Ferla Head of Digital - jferla@bgcom.ch
  2. 2. fudd one 16 97 b s di ae n M nr u o te x p oe so as rfsin l 20
  3. 3. f i n sa dp r n r re d n a t e s An independently owned and run agency, b+g is part of one of the leading worldwide networks of independent marketing communications agencies
  4. 4. 50+ LOCATIONS EUROPE, USA, ASIA
  5. 5. «to understand business, you must understand people» a closer look at the trends and counter-trends that shape our daily lives.
  6. 6. Acceleration: to reach an audience of 50 million people it took radio 38 years, television 13 years, internet 4 years, the iPod 3 years, facebook 2 years, and it took the iPhone 3GS just 3 days to reach 1 million users...
  7. 7. Acceleration walking speed has in large cities, increased by 20% in the last 10 years. David Bosshart, Gottlieb Dutweiler Institut, Swiss Retail Forum, Juin 2011.
  8. 8. Mobility 46% of all food is consumed in the USA, out of home and 25% is consumed while moving... David Bosshart, Gottlieb Dutweiler Institut, Swiss Retail Forum, Juin 2011.
  9. 9. Mobilité Internet Internet world population was 1 billion persons in 2005. It has doubled within 5 years to reach 2 billion persons in 2010. ITU
  10. 10. Globalization 25% of teenagers interact daily with peers living in other countries. Guy Loubry, « Generation Z », AMIN Conference, Anvers, Mai 2011
  11. 11. Cultural aggregation Sales of «ethnic food » are expected to grow by 20% until 2014. Nestlé Professional, 2011.
  12. 12. New ways of consuming Next to «traditional online», new ways of « real life retail » appear : Popup stores, Concept stores, Virtual stores...
  13. 13. Roots and social membership The need to be part of a community that shares our personal values, experiences and expectations is even higher in times of ever increased and rapid changes and uncertainty.
  14. 14. The new seduction of «Local» Though still marginal, «Urban farming» initiatives, «slow food» approaches, direct sales from the farmer and other «community supported agriculture» initiatives  are all expressions of locavorism, a rising phenomenon. http://www.smallbizlabs.com/2010/05/urban-farming-continues-to-expand.html http://en.wikipedia.org/wiki/Slow_Food http://en.wikipedia.org/wiki/Locavores
  15. 15. the taste of simpliciy... « ...we see people beginning to cherish simplicity. Yes, we have tasted simplicity and have been won over ». The Food Channel
  16. 16. «Personalized messages on my mobile when I enter the shopping mall; electronic labels and RFID; Internet Drive-ins; online promotions; «self check out»; scanning tunnels... Yes, but in the end, the shopping mall of tomorrow is a mall with more butchers, bakers, craftsmen who you know and you can talk to... and flexible opening hours!» Sissigno Murgia - Director Coop Suisse romande Forum de l’économie vaudoise, 23.11.2011
  17. 17. ever faster technological revolutions, globalization, aggregations, cosmopolitism, increased mobility and acceleration on one side...
  18. 18. ...the need for communitarian identification, aspirations to simplicity, the new seduction of local and «hand made », a desire for more proximity, on the other side... shape a complex world.
  19. 19. what if... internet, digital technologies and sub- sequent behaviours were the main developments shaping the history of mankind since the industrial revolution?
  20. 20. Let us forget about «digital» as being a new «discipline». «Digital» is just a different way of doing the same old things.
  21. 21. Tv is digital
  22. 22. Radio is digital
  23. 23. Print is digital
  24. 24. Posters are digital
  25. 25. POS is digital
  26. 26. Products are digital
  27. 27. today, everything has a «digital» dimension. and then again.... there is nothing like «digital» for the consumer. there is nothing like «social media» for the consumer.
  28. 28. There is only life
  29. 29. youtube is about life
  30. 30. facebook is about life
  31. 31. gaming is life
  32. 32. using mobiles or technology is life
  33. 33. it is not so much about adding a new channel, but about understanding the way everyone works and lives today.
  34. 34. Be creative Create experience
  35. 35. some examples of how we do this at b+g
  36. 36. we started @ 1996
  37. 37. 1997
  38. 38. 24'000 visitors during the first year
  39. 39. 2000
  40. 40. 2004-2011
  41. 41. 2012 18'000 visitors each month
  42. 42. Empower your customers Bring them tool to express themselves
  43. 43. 1 chance de gagner ! Insérez la carte dans l'une des 5 bornes by Règlement sur mymetropole.ch
  44. 44. Transform the daily act of buying with gamification
  45. 45. Create a unique feeling with the brand with particular content
  46. 46. Create a rare and amazing experience and share it with friends
  47. 47. it’s all about experience not only brand impression.
  48. 48. only 14% people trust advertising but 92% trust peer recommendations
  49. 49. people hate advertising but they love entertainment, they love content.
  50. 50. Brand content - storytelling - be part of it - local + technology - empower your customer create life experience
  51. 51. Thank you for your attention! Julien Ferla Head of Digital - jferla@bgcom.ch

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