dontmissthedigitaltrain bmma 2013

10 lundis pour

ra.raper le train du digital

20 years of Digital Marke8ng Age de raison ou de passion ?

Hugues Rey -‐ March 2013

10 lundis pour


Agenda or Bingo ?

�2

Bounce (Rate) Big Data Long Tail Dwell

(Rate)

Crowd Sourcing

Cloud Compu8ng Gamifica8on Media

Meshing

SoLoMo Mash Up Cookie Freemium

10 lundis pour


Agenda

�3

• Digital Marke2ng

– Defini8on

– A Few Facts: Brief History & Major Trends

• Digital Marke2ng Strategy

• Tac2cal Opportunity: Data Management

• Conclusions

10 lundis pour


Marke2ng ...

�4

is the process of communicating !the value of !a product or service to customers.!Wikipedia

http://en.wikipedia.org/wiki/Communicating

http://en.wikipedia.org/wiki/Customers

10 lundis pour


Digital...

�5

is most commonly used in computing and electronics, especially !where real-world information is converted !to binary numeric form!Wikipedia

http://en.wikipedia.org/wiki/Computing

http://en.wikipedia.org/wiki/Electronics

http://en.wikipedia.org/wiki/Binary_numeral_system

10 lundis pour


A simple Rule ...

• Useful ? !

• Usable ?? !

• Used ???

�6

10 lundis pour


Digital Marke2ng A Few Facts

�7

10 lundis pour


Keep 1 fact ...

�8

10 lundis pour


Happy Birthday !

�9

10 lundis pour


Total reach of Internet Websites

Internet total reach has more than doubled to reach 69% of the

12+ in 2012

Sources : CIM PMP 2001-2012

© comScore, Inc. Proprietary. 6

66%

1996

13% !!! 2012

34% Outside US

Distribu2on of Worldwide Internet Audience The US is no Longer the Centre of the Online Universe

Source: comScore MMX, December 2012, Worldwide 15+,

Asia Pacific 42%

Europe 27%

Middle East - Africa 9% North America 14%

Latin America 8%

87% Outside US

Total Unique Visitors

(000)

61,345

52,448

43,021

39,357

28,722

23,917

22,410

19,350

12,006

6,404

6,371

5,034

5,027

4,743

3,772

3,476

3,336

2,598

© comScore, Inc. Proprietary. 9Source: comScore MMX, December 2012, Europe 15+

Online Audience Across Europe 15% of Europe’s 408 Million Internet Users are in Russia !!! Russia’s internet audience grew 15% since December 2011 and reached a new milestone: over 61 million internet users

Average Hours

per

Visitor

© comScore, Inc. Proprietary. 10Source: comScore MMX, December 2012, Europe 15+

Engagement Across EU Audiences In the UK, Average Online Hours per Person Increased 5% Year over Year

37.3

31.0 30.6 29.3 27.8 27.7 26.9 26.1 24.9 24.6

23.8 22.4 22.0 20.6 20.6 19.5 18.5

16.6

14.4

United Kingdom

Turkey Netherlands Poland Finland France Europe Russian Federation Norway Germany

Spain Belgium Sweden Portugal Denmark Ireland Italy

Switzerland

Austria

Belgium saw the strongest growth of time spent per visitor across Europe. Users spent an additional 2 hours online compared to a year ago.

Power of the Newcomers !2006 2012

GOOGLE.BE GOOGLE.BELIVE.COM FACEBOOK.COMSKYNET.BE YOUTUBE.COMEBAY.BE LIVE.COMTELENET.BE WIKIPEDIA.ORGWIKIPEDIA.ORG BLOGGER.COMYAHOO.COM SKYNET.BEFREE.FR YAHOO.COMAUTOZONE.BE TELENET.BE

ADOBE.COM WORDPRESS.COM

10 lundis pour


Heavy surfers s2ll consume other media

Heavy surfers are also bug consumers Cinema, Outdoor &

Press

Multiple screens x

Convergence of content X

Individual cast

Content Portability

10 lundis pour


Time of use any2me

From 6-‐9h 9-‐12h 12-‐14h 14-‐17h 17-‐20h 20-‐24h

42 %

38 %36 %

41 %

69 %

83 %

44 %

58 %

53 %

58 %

67 %

62 %

48 %

53 %51 %

55 %

72 %70 %

86 % 87 % 88 % 89 %

94 %

88 %Smart phone

Tablet

Portable computer

Fixed computer

Source : Online Publishers Associa8on – March 2011

10 lundis pour


�21

> 1% of the campaigns …

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

10 lundis pour


Major Trends

SoLoMo Web X.0

Web of the Objects

�25

7 billion People in the world

Based on the data from participating countries, we make the following assumption.

>1 billion

Social network users

2 billion

internet users in the world

http://www.insites.eu/

































































































































In Europe, 50% is member of only 1 social network, mostly Facebook.


Twelp Force: CuCa

!29

2 out of 3 employees is proud about their

employer, but only 19% shares stories on

social media: unused conversation potential.


44%

Customers want to be involved with companies. Bring them in the boardroom to improve the

relationship.

CO-CREATION

44%CONVERSATIONS

33%BRAND FAN

43%DIRECT INTERACTION


10 lundis pour


New currencies !

10 lundis pour


Social

• 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

��33

10 lundis pour


© comScore, Inc. Proprietary. 15Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+

Smartphone Penetration in EU5 at 57% 64% of UK Mobile Owners Use a Smartphone

66%

53%

51%64%

53%

December 2012 was the first month all European countries crossed the 50% mark for smartphone penetration.

57% EU5 Average

© comScore, Inc. Proprietary. 16Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views

Device Share of Page Views Across Countries in Europe Nearly 1/3 of UK Page Views are from Mobiles and Tablets

68.1%

71.4%74.8%

86.4% 86.5% 86.6% 87.6% 88.5% 89.0% 89.3% 89.6% 90.2%

91.0% 91.9% 92.3%

94.0%

95.7% 96.2%

24.0%

21.8%21.7%

7.3% 5.2% 7.9% 7.9% 7.9% 7.2% 5.8% 6.7% 5.6%

6.2% 3.4% 4.6%

3.8%

6.8%

5.6%3.4%

6.2% 8.1% 5.2% 4.3% 3.5% 3.7% 4.7% 3.5% 3.3%

2.3% 4.3% 2.6%

2.1%

3.2% 1.0% 2.3% 1.5%

65% 70% 75% 80% 85% 90% 95% 100%

United Kingdom

IrelandRussian Federation

Norway Netherlands Switzerland Finland Austria Sweden Denmark Italy Germany

Spain Belgium France Portugal

Poland Turkey

PC Mobile Tablet Other

10 lundis pour


�37

10 lundis pour


�38

10 lundis pour


�39

Augmented Reality … is the zero click interface" (Anselm Hook)

9

Augmented X-Ray App Boosts Retailer’s Sales by 37%

10 lundis pour


�42

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

!44

12% of smartphone owners is using location

based services.



Coca-cola village Connect Real & Social World

!46

Local

• Issue Solving and/or Entertainment

• Close to mobile

• DOOH/Stunt

• Connected with the real live !

10 lundis pour


X.0.

�48

Web 3.0 Web x.0Semantic / Objects Web Meta Web

Web 1.0 Web 2.0The Web Social Web

Degree of Social Connectivity

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/

“Web 2.0” ? – 6 Rules !

Unique, hard-‐to-‐recreate data sources

The web as plahorm

Harnessing the collec8ve intelligence

Above the level of single device

Lightweight programming models (Mash Up,...)

Leveraging the long tail through customer self-‐service

10 lundis pour


I tunes & the long tailHow big ? 5 billion in 2010 … 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 ren8ng 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.

http://www.apple.com/itunes/store/

In 15 years, Amazon went from 1 category (books) to 16 main categories

LIMITLESS INVENTORY

Amazon began with books…

Competition

Market was large and fragmented.

Contrary to the concentrated music

industry, no player would have the power to freeze out a new entrant.

Product

A book does not have to be accurately described:

it is a universal and simple object.

Book distributors were already exchanging digitalized listing.

Search

Search would make it easy for customers to find books among the

entire database.

Amazon repeatedly appears first on Google‟s results page.

Source: Robert Spector, Amazon.com: Get Big Fast (2002)

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

1Whispersync enables a seamless synchronization of the reading progress and bookmarks across devices. Icons from Oxygen.

Spotify – Freemium

Au second trimestre 2011, 51 % de la musique dématérialisée a été consommée sur Internet contre 49

% en téléchargement.

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.

Crowd Sourcing Lego Builders of Infinity

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/

Smart Device + Social Sharing

10 lundis pour


Internet of Things

�67

10 lundis pour


Digital Marke2ng Strategy

�68

10 lundis pour


From 4 P’s to 4 E’s

�69

Product Experience Place Everyplace Price Exchange Promotion Evangelism

10 lundis pour


Paid Owned Earned

�70

In advertising we trust.Or not?

So, forget paid media?

59% 19% 22%

Source : POE Research 2012 by Havas Media

ü Control !!

ü Expensive !

ü Wide audience (reach!)

ü Control !!

ü Cost efficient !

ü Often limited to customers

ü No control à can be negative !

ü Cost efficient !

ü No control, but crucial in the purchase cycle

Owned: Everything is Media !

Owned Media

33 %DE L’IMPACT DES MÉDIAS

PRIVÉS (OWNED) VIENNENT DES SITES

DE MARQUES !

67 % DES POINTS DE VENTE PHYSIQUES

O

!76

Offline brand experiences are the main online conversation

starters.



!77

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.

Convergence!

Moment of

purchase

...close to THE Decision Cycle Process

Ini8al Considera8on Set

Trigger

Loyalty loop

Ac5ve evalua5on Informa5on gathering, shopping

Postpurchase experience Ongoing exposure

The consumer considers an ini5al set of brands, based on brand percep5ons and exposure to recent touch points.

Ul5mately, the consumer selects a brand at the moment of purchase.

Consumers add or substract brands as they evaluate what they want.

AFer purchasing a product or service, the consumer builds expecta5ons based on experience to inform the next decision journey.

1

2

3

4

Cross selling via Owned • Website • Customer Care • POS

Owned • Website • Customer Care • POS Earned

Paid Past + actual campaigns Owned •Website + Branches Earned •WOM/Peers + Social Media

Product Owned •Website + branches => customer care

Paid •SEO+SEA+ campaign Owned •Website + Branches Earned • WOM / Peers + Social Media

Convergence!

1/ Owned media drives earned media

Abercrombie & Fitch

Owned media drives earned media

Abercrombie & Fitch

Abercrombie & FitchDedicated # on Instagram

Abercrombie & FitchSearch « Abercrombie Model » in Pinterest

Abercrombie & Fitch

Dedicated tweets

Abercrombie & Fitch

BurberryThe physical POS inspired by the digital retail space (rather than vice versa)

Burberry

Convergence!

3/ Paid Ads Work Harder with Social

NikeNo Cup is Safe

Posted 16 days ago!

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)

Monoprix’s POE Challenge : A ‘3D’ implementation On ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.

The Idea

How to generate the best earned of

the distribu8on market?

The Challenge

A powerful repackaging of the private label products

Buzz around Owned and Paid Sustained by an ac8ve community management Exclusive offers for Fans

Step 3: Earned Media

Step 2: Paid campaigns Capitalizing on the packaging

Step 1: Owned Media

P

O

E

OOHOOBPrint


!!

69k fans (compared to 4k for Auchan and Leclerc) Qualita8ve verba8m on Facebook and influent blogs The highest earned consumer percep8on of the market

The Results

10 lundis pour


Tac5cs Data Management Opportunity

�98

Objec8ves & Related KPI’sE-‐Acquisi5on / 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

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/Communica5on Values Building • Communicate in the most balanced & impressive way • Customers, (Non) Users, Target Group • Cov., OTS, Affinity, Context, Impact, Click, Interac8on

BRAND EQ

UITY

E-‐metrics – linked to objec8ves

Big Brother ? Cookie !• Micro file

– Chain of characters !!!

• Allows to keep informa8on about a browser – Browser = +/-‐ surfer

• Accepta8on rate – Variable but for metriweb = 98%

• Webver8sing in Belgium – Metriweb – Unique visitors / Duplica8on / Accumula8on

– Ad Server – Frequency capping

The last ad vs Reality

The “Last Ad” Standard – Last Ad Clicked – Last Ad Viewed

The Reality Campaigns reach consumers multiple times, across multiple channels, over extended periods of time

$

$

$

$

$

Search Google

Banner Yahoo

Rich Media & Sponsorship MSN

Banner CNet

Banner Sky Sports

$

Campaign delivery !When the concerned users go on our network, the customized ads are shown to the relevant users.

Products data collect (thanks to a cookie) !We memorize the products of the users browsing / surfing on the the partners sites

Choice of the relevant strategy !1 Products consulted 2 Similar products to the products consulted or placed in the basket page of the site 3 Complementary products to the product purchased

Data collect Strategy Diffusion

Dynamic retarge8ng : concept

Dynamic retarge8ng : scenarios

�104

Hitech.com

500€

The user has seen a 46cm TV on the Hitech.com site

Product recall Recommenda5ons Cross selling

The user has placed the TV in the basket page but has not bought the product.

The user has bought a 46cm TV

Hitech.com

300€

Hitech.com

100€

We personalized the banners by showing the products previously consulted by the user.

We personalize the banners with the highlight in the banners of the products from the same category (TV size, price, brand, etc…)

We personalize the banners by highligh8ng addi8onal products In this case, it could be a DVD player or surround sound system.

Mul8-‐criteria op8miza8on

10 lundis pour


Conclusions

�106

10 lundis pour


Main Challenge Manage an always Larger Pale.e

10 lundis pour


Conclusion -‐ «3» rules• 3 minutes

– Reputa8on

!• 3 months

– Sales

!• 3 years

– Brand

�108

Time 4 sharing

+ 32 / 496 26 06 88 Messenger: hugues@live Mail: [email protected] Blog: www.huguesrey.com Twi.er / Foursquare: huguesrey SlideShare: Yugs13 Linkedin: h.p://www.linkedin.com/in/huguesrey

http://www.rey.be/

dontmissthedigitaltrain bmma 2013

Marketing