More Related Content More from BMMA - Belgian Management and Marketing Association (20) Bmma digital-egerie-2013v21. 10 lundis
pour
rattraper
le train du
digital
DIGITAL KNOWLEDGE
IN THE DIGITAL AGE:
THE CONSUMER POINT OF VIEW
Joëlle Liberman
DATE
ÉGÉRIE RESEARCH 2013 ©
2. 10 lundis
pour
rattraper
le train du
digital
DIGITAL KNOWLEDGE
IN THE DIGITAL AGE:
THE CONSUMER POINT OF VIEW
Joëlle Liberman
DATE
ÉGÉRIE RESEARCH 2013 ©
3. 10 lundis
pour
rattraper
le train du
digital
DIGITAL KNOWLEDGE
IN THE DIGITAL AGE:
THE CONSUMER POINT OF VIEW
Joëlle Liberman
ÉGÉRIE RESEARCH 2013 ©
4. A world of „Too Much…‟ 10 lundis
pour
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
5. A world of „Too Much…‟ 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
6. A world of „Too Much…‟ 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
7. A world of „Too Much…‟ 10 lundis
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le train du
digital
• Too much choice kill the choice
• A feeling of overabundance generating a real mindet of zapping
• Zapping is an answer to our marketing approach
• everything is there,
• ready to be plucked
• General demand for anew kind of relationship between the actors
• The need for explicit added value is everywhere
• Less brand addiction: a more challenging approach
ÉGÉRIE RESEARCH 2013 ©
8. A marketing approach too much
inspired by other brands or with 10 lundis
pour
shallow added value
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
9. A marketing approach based on
the idea that we have to create 10 lundis
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new consumer needs
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
10. A marketing approach that
reaches business goals 10 lundis
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less and less
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
11. 10 lundis
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le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2013 ©
12. Sectors with an urgent need for a
better connection with reality
10 lundis
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digital
ÉGÉRIE RESEARCH 2013 ©
14. A basic need and a huge challenge 10 lundis
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digital
ÉGÉRIE RESEARCH 2013 ©
15. A new zapping attitude 10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
16. A new kind of frustration
generated by overstimulation 10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
17. A new marketing situation based
on the obligation to manage 10 lundis
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frustration
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
18. Frustration of people ignored by
marketing
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digital
ÉGÉRIE RESEARCH 2013 ©
19. The gap between loyalty and
habit
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
20. A new kind of relationship
with consumption between 10 lundis
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anorexia and bulimia
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
21. A marketing approach
disconnected from the real world, 10 lundis
A strong demand for a « co-
pour
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digital
marketing approach »
• THE POWER is not (only) in the hands of marketing anymore
• A strong need for DIALOGUE and dedicated solutions
• Guidance is key
• Engagement is key
• Emotion is key
ÉGÉRIE RESEARCH 2013 ©
22. 10 lundis
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le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2013 ©
23. A new situation :
a new global context
10 lundis
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digital
ÉGÉRIE RESEARCH 2013 ©
24. A new kind of situation :
another vision of the future
10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
25. A lot of questions
about the future
10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
26. A new mindset :
invention of new solutions
10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
27. A search for meaning 10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
28. Invention of new solutions 10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
30. New solutions based on human
values such as solidarity 10 lundis
pour
or win-win deals
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
31. • In this new web context : 10 lundis
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digital
- Emergence of new solutions disconnected from the
marketing world
- Real peer to peer mindset
- Added value could come through social connection
- Lack of meaning could be a reason to switch
- Being “more than a consumer” is a goal
• A natural attitude of distrust on classic channels as such
• A real need of clarification
• A real situation of multiples "me's" with multiples channels
ÉGÉRIE RESEARCH 2013
32. 10 lundis
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le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2013 ©
33. A budget concerned mindset 10 lundis
pour
rattraper
« I need to be an active player le train du
digital
in my budget life »
« I need to check
whatthe brand says/ offers »
« I need to challenge
the price and the added value »
ÉGÉRIE RESEARCH 2013 ©
34. A budget concerned mindset 10 lundis
pour
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le train du
digital
Consumers become SMART : they challenge the
balance between value and money and they expect
EXPLICIT ADDED VALUE or …
ÉGÉRIE RESEARCH 2013 ©
36. 10 lundis
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• Attention to budget is a must : le train du
digital
- Emergence of new attitudes : more active,
more challenging
• How could we be smart together with the brand ?
• How could we define what a "fair deal” is?
• What are the answers of the brands in my
search for information & meaning ?
ÉGÉRIE RESEARCH 2013 ©
37. 10 lundis
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le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2013 ©
38. A world where time
is scarce and precious! 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
39. A time schedule with incredible
short-term pressure
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
40. A real marketing approach of
quality time
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
42. And real questions about
long-term promises 10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
43. A different relationship with time
in a world of overstimulation 10 lundis
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digital
Time (FREE TIME)
becomes something
very rare and very
difficult to organize
For the consumer
“Quality time = time for
me”
According to my own
definition !
ÉGÉRIE RESEARCH 2013 ©
44. A cognitive cost formula 10 lundis
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le train du
digital
• Effortless is a key word
• Fluidity is the paradigm of time
ÉGÉRIE RESEARCH 2013 ©
45. 10 lundis
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le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2013 ©
46. A relational network in which
“I” am the hero
10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
47. Without real questions about
the border between real and 10 lundis
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le train du
virtual life
digital
ÉGÉRIE RESEARCH 2013 ©
48. 2 worlds interconnected with
different tempo‟s and rhythms
10 lundis
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rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
49. « I » and the other « me »
are the references
10 lundis
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rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
50. A world of « me »,
not a world of « we »
10 lundis
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le train du
digital
Continuity of belongingis
questioned too
Loyalty can be be "serial" or
"temporary".
The border between
“OFF”and“ON”is questioned
Relationship with social
media creates new
standards
ÉGÉRIE RESEARCH 2013 ©
51. 10 lundis
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CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2013 ©
52. An active search for
information, right now, 10 lundis
pour
everywhere
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
53. An active search for information 10 lundis
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le train du
digital
The « modern attitude »
seems to be…
To actively take
control of the flow
Be the actor of
one‟s own life!
I decide !!!
ÉGÉRIE RESEARCH 2013 ©
54. The web changed the way we
GET information, not the NEED 10 lundis
pour
rattraper
for info
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
55. Consumers make their own
media-plan “THEY DECIDE!!!!!!” 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
57. Information – Influence
takesoveradvertising
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
58. And it‟s the same old song, but
with an incredible power 10 lundis
pour
boost
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
59. Reputation takesover image! 10 lundis
pour
rattraper
le train du
digital
Kill electra bill!!
electrabel=legal
mafia!!
ÉGÉRIE RESEARCH 2013 ©
61. Give guidance in a more open
approach 10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
62. Information is not the brand‟s
privilege any more 10 lundis
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rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
63. 10 lundis
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rattraper
le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2013 ©
64. A new paradigm 10 lundis
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Could the next paradigm be:
CGB
Consumer Generated Brand?
ÉGÉRIE RESEARCH 2013 ©
65. For instance; a brand where
content is totally customer- 10 lundis
driven…
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ÉGÉRIE RESEARCH 2013 ©
66. CGB is already among us,
and not only on the web…
10 lundis
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Launching of the new GAP Logo:
• 4 October 2010 : launch of the
new logo
• 11 October 2010 : 725.000 fan
reactions on the brands
Facebook page
One week later: reintroduction
of the historical logo
ÉGÉRIE RESEARCH 2013 ©
67. CGB is already among us,
and not only on the web…
10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2013 ©
68. CGB is already among us,
and not only on the web….
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
69. CGB is already among us,
and not only on the web….
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
70. 3 main roles of the internet
10 lundis
What’s pour
new rattraper
le train du
digital
Google Pure fun
searchs (videos)
Tripadvisor
searchs Pic Social
sharing networking
Inspiration Music
Games
Smart
consuming Blogging
Daily Chat Series &
news movies
Health
forums Mails
Information role
Communication role Entertainment role
= USEFUL
= SOCIAL = FUN
= ?
= ? =
= ?
ÉGÉRIE RESEARCH 2013 ©
71. And a social media landscape
still growing and structuring 10 lundis
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itself
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
72. The consumers live here and
now…and seek answers
10 lundis
pour
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le train du
digital
Think Touch
Real Time points, not
More Demanding channels
Little Patience Blend
Always-on Information and
REND ONE
STEP FOUR inspiration
Context
becomes king
ÉGÉRIE RESEARCH 2013 ©
73. Facebook and the other
platforms
10 lundis
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digital
In general, the feeling that most
interfaces will be merging to
create a unique platform for
communication ex: MSN
replaced by Facebook chat, Chat
also available on Skype, pictures
from Picasa to Facebook
ÉGÉRIE RESEARCH 2013 ©
74. A fluid system for the liquid
consumer
10 lundis
pour
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le train du
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TRENDFOUR
STEP TWO
ÉGÉRIE RESEARCH 2013 ©
76. should I stay or sould I go ? 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
77. And a winwineasy/ fluid
engagement system
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
78. 10 lundis
pour
rattraper
le train du
digital
CO-DISCUSSION
CO-DEBATE
• What surprises me ?
• What did I confirm ?
• What are my questions ?
ÉGÉRIE RESEARCH 2013 ©
79. Facebook: a universe with a real
personnality and specific rules 10 lundis
pour
rattraper
le train du
digital
: the cool attitude
See and Be seen
= a place for me & my friends
= a relationship
Me my friends
Stay in contact
Activator of relationships
Share moments & ideas
Have fresh news
Need to be in control of what I say- I show - I To be « in » parties,
likeon my profile concerts, after parties
ÉGÉRIE RESEARCH 2013 ©
80. What are you afraid of? 10 lundis
pour
rattraper
le train du
SPENDING TOO MUCH TIME ON FB IS… digital
NOT SOCIALLY COOL? BRANDS FIGHTING TO
DANGEROUS FOR YOUR PRIVACY? GET INTO MY MIND?
CONFIDENTIALITY? WHO ARE MY TRUE
FRIENDS?
SOCIAL SKILLS?
LOOSING TIME?
ADDICTION?
COSIER ON FB THAN
IRL?
ÉGÉRIE RESEARCH 2013 ©
81. In turn, Facebook is becoming
our life barometer
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
82. Brands on Facebook 10 lundis
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le train du
digital
BRAND COMMUNICATION ON FACEBOOK SHOULD BE RELEVANT WITH THE DNA OF EACH OF THE 3
ACTORS
« Het moet passen met wat ik op Facebook doe »
PERSONAL BRAND
INTEREST VALUES
FACEBOOK
DYNAMIC
as a brand, the question is : which community to build
around one of our core missions transposable to Facebook‟s
spirit?
ÉGÉRIE RESEARCH 2013 ©
83. 10 lundis
pour
rattraper
THIS IS NOT JUST ANOTHER HIDDEN le train du
digital
COMMERCIAL
BRAND COMMUNICATION ON FACEBOOK
SHOULD BE RELEVANT WITH THE DNA OF
EACH OF THE 3 ACTORS PRESENT
PERSONAL BRAND
INTEREST VALUES
1. THE VALUES OF THE BRANDS
FACEBOOK 2. THE INTEREST OF THE CUSTOMER AND HIS
DYNAMIC PEERS
3. THE DYNAMIC ON FACEBOOK (fun, video
sharing, networking, pictures « mise en
scène », events organization and attendance,
with humor…)
ÉGÉRIE RESEARCH 2013 ©
84. “Digital natives” are already a
yesterday‟s label…
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
85. A new dealwiththe brand:
more reactive
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
86. And they don‟t always mean to
be “nice”!
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
87. CONCLUSIONS 10 lundis
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rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
88. …Chicken or eggs ?! 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
89. A new challenge
= a new deal ?
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
90. Are we brave enough to get
rid of old point of views ?
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
91. And are we wise enough to
keep marketing gadgets at a 10 lundis
pour
rattraper
le train du
distance?
digital
ÉGÉRIE RESEARCH 2013 ©
92. New brand relationship =
understanding an ecosystem 10 lundis
?
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
93. New brand relationship =
taking care of an energy 10 lundis
pour
rattraper
capital?
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
94. We need to work on specificity 10 lundis
and relevance
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
95. We need to be empathetic
and show it
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
96. Weneed to clarifywhowe are
and whatour vision is
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
97. We must say thank you to
those who are with us
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
99. Do we have to talk about
shopping in all our 10 lundis
pour
rattraper
conversations ?
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
101. Re-explore the classic toolbox
with a fresh eye ?
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
102. Mutual R O I
A new deal based on the
concept of mutual R.O.I ?
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
103. The social media situation
10 lundis
pour
rattraper
1. A WORLD OF TOO MUCH: too much information on too many channels? le train du
digital
2. A WORLD WHERE QUALITY TIME IS OPPOSED TO WASTED TIME :
– It has to be fast and « to the point ».
– Or it has to be quality time.
Facebook time = loosing time? = relax time? = social time?
EVERYONE CAN BE AN EXPERT ON THE INTERNET:
– The impression that the balance of power is shifting.
– Do brands still master their image on the internet?
– In reality, a rather passive and opportunistic attitude of internet users in Belgium.
MY OWN MEDIA PLAN: my own breaking news, TV shows in streaming,
FFW function on my TV to skip commercials, download movies just out in the US…
ÉGÉRIE RESEARCH 2013 ©
104. A private world of « me and
my friends »
10 lundis
pour
rattraper
le train du
digital
Group belongings, fan pages, networks, videos posted on my wall and all the
messages I am sending to the world about my core values, strengthening my
links with my networks
MATURE TEENS AND « ADULESCENTS »? :
Internet as a game. Even practical information should be delivered in a fun and
visually attractive way.
DISCUSSION ABOUT PRIVACY ON THE INTERNET, AND ON FACEBOOK IN
PARTICULAR:
Nobody can ignore those issues and should behave accordingly
A WORLD OF LOOK-ALIKES :
In shops as well as in banners on the internet, marketeers get their inspiration from
others discriminating added-value should be crystal clear so as to allow
proximity with a brand
ÉGÉRIE RESEARCH 2013 ©
105. Information role =
an active attitude
10 lundis
pour
rattraper
le train du
digital
• Get more, in a lot less time
• The illusion of discovering the wonders of the world, and often
ending up realizing everybody has the same source
• A totally integrated information search that still requires guidance to
be efficient
• The new way to be in contact with brand proposals :
= more comparison : a more challenging attitude : the feeling on
the consumer side to be smart and less naive
= more access to the brand spirit : new collections, advices,
making of the commercials, pre sales…
ÉGÉRIE RESEARCH 2013 ©
106. Communication role =
a dynamic attitude
10 lundis
pour
rattraper
le train du
digital
For women, a two-way impact of the internet : it makes their
life smoother, it also replaces meetings in real life
For teens, the natural way to communicate whenever and
however they want, with their close friends
Blogging:
several personal blogs per « theme » (holidays, parties,
mangas…) mainly for pic sharing (very young teens)
or influential bloggers talking about cultural / musical / fashion
trends
Cooking blogs or DIY blogs are also very popular among
women
Personal blogs have become quite useless after creation of
Facebook profile’s
BUT where to find them? Browsing is not easy and is
hence limited to friends‟ recommendations or major
websites with forums / blogs / news / advice sections
ÉGÉRIE RESEARCH 2013 ©
107. TO DO LIST ...
10 lundis
• We all need to change and show our understanding of the pour
rattraper
changing world le train du
digital
• We have to accept that the know-how is not only in our hands
anymore
• We need to give guidance as a sign of sharing expertise
• We have to show respect for people as “own life experts” : the
consum-actor
• We have to show empathy (real empathy) and
• We have to say “thank you”
• We have to accept the deal and do the job together
ÉGÉRIE RESEARCH 2013 ©
108. TO DO LIST ... 10 lundis
pour
rattraper
le train du
digital
• We need to invent the dialogue of tomorrow
• We need to try and accept the risk of error
• We have to work on our specificities and our elements of
differentiation
• We need to be inspired by "bottom up" stories closer to real life
• We need to accept to "reset the story" of an evolutive world
ÉGÉRIE RESEARCH 2013 ©
109. 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2013 ©
110. 10 lundis
pour
rattraper
le train du
digital
Joelle Liberman
jliberman@egerie-research.be
ÉGÉRIE RESEARCH 2013 ©