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Impacts du digital sur le marketing et les stratégies

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Impacts du digital sur le marketing (tous les éléments du mix marketing) et les stratégies & politiques des organisations.
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Impacts du digital sur le marketing et les stratégies

  1. 1. Panorama du digital
  2. 2. Serge-Henri Saint-Michel 2
  3. 3. Les conventions…DIGITAL ?
  4. 4. Investissements en communication
  5. 5. Investissements en communication 1,3 Md€ 525 M€ : search 321 M€ : display1er semestre 2012 114 M€ : affiliation 67 M€ : comparateur 22 M€ : mobile + Vidéo, OP spéciales…
  6. 6. Valeur des marques mondiales 2011 Ici un texte qui déchire
  7. 7. Valeur des marques mondiales 2012
  8. 8. Atawad
  9. 9. SoLoMo
  10. 10. DIGITAL !
  11. 11. L’individuMonde en mutationGénération BovaryAuto organisation121  P2PConsovecteur
  12. 12. L’individu Advocacy Lien & bien Individu & dividu Extimité / intimité Big data
  13. 13. Le produit Crowdsourcing Version Beta Vente et usage Achat et location
  14. 14. Le produitMarque annonceurMarque médiaMarque communautairePiliers et brand equity
  15. 15. Le prixLa double détenteLe freemiumVraie gratuité ?
  16. 16. La distribution Brick & mortar Pure players Click & mortar Du click… au C&M Les hybrides inspirés
  17. 17. La distributionLe PDV 2.0La longue traîneM-commerceF-CommerceSocial commerce
  18. 18. Communication Des OP webcentric RS : médias de masse ? L’influence revisitée
  19. 19. Communication
  20. 20. Politique, stratégie, organisation Du bought au earned Knowledge workers Netocrates Ecouter Savoir relier Travail en réseau
  21. 21. Politique, stratégie, organisationPlateformesEffets de réseauxExternalitésDe nouveaux business models
  22. 22. Social Media & Big Data
  23. 23. TOuch DAta CLOud - TODACLO
  24. 24. Le digital, apporteur de valeurAgilité & ouvertureTest & learnCulture du chiffreOrientation conso
  25. 25. Le digital, apporteur de valeur Usages > techno Place du conso Relations et liens
  26. 26. Les chimères à chasser Barrières Portnaoik 2.0 Quick money Bulle
  27. 27. Les chimères à chasser Innovation ? Saturation ?
  28. 28. Conclusion >
  29. 29. Inspirations…
  30. 30. Inspirations…
  31. 31. Serge-Henri Saint-Michel 37

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