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

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An independently owned and run agency, b+g is part of one of the leading
worldwide networks of independent marketing communications agencies

50+
LOCATIONS
EUROPE, USA, ASIA

«to understand business,
you must understand people»
a closer look at the trends and
counter-trends that shape our
daily lives.

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...

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.

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.

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

Globalization
25% of teenagers interact daily with
peers living in other countries.
Guy Loubry, « Generation Z », AMIN Conference, Anvers, Mai 2011

Cultural aggregation
Sales of «ethnic food » are expected to
grow by 20% until 2014.
Nestlé Professional, 2011.

New ways of consuming
Next to «traditional online», new ways of « real
life retail » appear : Popup stores, Concept
stores, Virtual stores...

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.

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

the taste of simpliciy...
« ...we
see people beginning to cherish
simplicity. Yes, we have tasted simplicity and have been won
over ». The Food Channel

«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

ever faster technological
revolutions, globalization,
aggregations, cosmopolitism,
increased mobility and
acceleration on one side...

...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.

what if...
internet, digital
technologies and sub-
sequent behaviours were
the main developments
shaping the history of
mankind since the
industrial revolution?

Let us forget about «digital» as
being a new «discipline».
«Digital» is just a different way of
doing the same old things.

Tv is digital

Radio is digital

Print is digital

Posters are digital

POS is digital

Products are digital

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.

There is only life

youtube is about life

facebook is about life

gaming is life

using mobiles or
technology is life

it is not so much about
adding a new channel, but
about understanding
the way everyone works and
lives today.

Be creative
Create experience

some examples
of how we do
this at b+g

we started @ 1996

1997

24'000 visitors
during the first year

2000

2004-2011

2012
18'000 visitors
each month

Empower your customers
Bring them tool to express
themselves

1 chance de gagner !
Insérez la carte dans l'une des 5 bornes
by
Règlement sur mymetropole.ch

Transform the daily act of
buying with gamification

Create a unique feeling with
the brand with particular
content

Create a rare and amazing
experience and share it with
friends

it’s all about experience
not only brand impression.

only 14% people trust advertising
but 92% trust peer recommendations

people hate advertising but
they love entertainment, they
love content.

Brand content
- storytelling
- be part of it
- local + technology
- empower your customer
create life experience

Thank you for your
attention!
Julien Ferla
Head of Digital - jferla@bgcom.ch