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Le digital dans lemarketing aujourdhuiJulien FerlaHead of Digital - jferla@bgcom.ch

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f i n sa dp r n r re d n a t e sAn independently owned and run agency, b+g is part of one of the leadingworldwide networks of independent marketing communications agencies

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50+LOCATIONSEUROPE, USA, ASIA

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«to understand business,you must understand people»a closer look at the trends andcounter-trends that shape ourdaily lives.

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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...

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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.

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Mobility 46% of all food is consumedin the USA,out of home and 25% is consumed while moving... David Bosshart, Gottlieb Dutweiler Institut, Swiss Retail Forum, Juin 2011.

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Mobilité Internet Internet world population was 1 billion persons in2005. It has doubled within 5 years to reach 2 billion persons in 2010. ITU

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Globalization25% of teenagers interact daily with peers living in other countries. Guy Loubry, « Generation Z », AMIN Conference, Anvers, Mai 2011

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

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New ways of consumingNext to «traditional online», new ways of « reallife retail » appear : Popup stores, Conceptstores, Virtual stores...

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Roots and social membership The need to be part of a community that shares our personal values, experiences andexpectations is even higher in times of ever increased and rapid changes and uncertainty.

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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

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

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«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 oftomorrow is a mall with more butchers,bakers, craftsmen who you know and youcan talk to...and flexible opening hours!»Sissigno Murgia - Director Coop Suisse romandeForum de l’économie vaudoise, 23.11.2011

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ever faster technologicalrevolutions, globalization,aggregations, cosmopolitism,increased mobility andacceleration on one side...

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...the need for communitarianidentification, aspirations tosimplicity, the new seductionof local and «hand made », adesire for more proximity, onthe other side... shape acomplex world.

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what if...internet, digitaltechnologies and sub-sequent behaviours werethe main developmentsshaping the history ofmankind since theindustrial revolution?

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Let us forget about «digital» asbeing a new «discipline».«Digital» is just a different way ofdoing the same old things.

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Tv is digital

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Radio is digital

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Print is digital

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Posters are digital

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POS is digital

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Products are digital

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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.

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There is only life

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youtube is about life

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facebook is about life

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gaming is life

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using mobiles ortechnology is life

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it is not so much aboutadding a new channel, butabout understandingthe way everyone works andlives today.

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Be creativeCreate experience

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some examples of how we do this at b+g

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we started @ 1996

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1997

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24000 visitorsduring the first year

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2000

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2004-2011

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201218000 visitors each month

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Empower your customersBring them tool to expressthemselves

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

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Transform the daily act ofbuying with gamification

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Create a unique feeling withthe brand with particularcontent

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Create a rare and amazingexperience and share it withfriends

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it’s all about experiencenot only brand impression.

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only 14% people trust advertisingbut 92% trust peer recommendations

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people hate advertising butthey love entertainment, theylove content.

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

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Thank you for yourattention!Julien FerlaHead of Digital - jferla@bgcom.ch