Si le monde change, aujourd’hui le tempo est probablement donné dans nos métiers par le nouveau consom-acteur ? quelle est sa vision de la situation ? quels sont ses réseaux d’appartenance ? de référence ? quelles sont les modalités d’interactions qu’il souhaite attend ou rejeté ? Et enfin quelle frontière trace-t-il entre le « ON » et le « OFF » ?

1. 10 lundis
pour
rattraper
le train du
DIGITAL KNOWLEDGE digital
IN DIGITAL AGE: THE CONSUMER
POINT OF VIEW
Joëlle Liberman
5 March 2012
ÉGÉRIE RESEARCH 2012 ©

2. A world of ‘Too Much… 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

3. A world of ‘Too Much… 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

4. A world of ‘Too Much… 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

5. A world of ‘Too Much…’ 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

6. A world of ‘Too Much…’ 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

7. A world of ‘Too Much…’ 10 lundis
pour
rattraper
le train du
digital
• TOO MANY CHOICES KILL THE CHOICE
• An overabundance feeling generating a real mindset of zapping
• ZAPPING IS AN ANSWER TO OUR MARKETING APPROACH :
• everything is there,
• ready to be plucked
• General expectation for anew kind of relation between the actors
• The need for explicit added value is everywhere
• Less brand addiction more challenging approach
ÉGÉRIE RESEARCH 2012 ©

8. A marketing approach inspired
too much by other brands or 10 lundis
pour
rattraper
with shallow added value
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

9. A marketing approachbased on
the ideathatwe have to create 10 lundis
pour
rattraper
new consumer needs le train du
digital
ÉGÉRIE RESEARCH 2012 ©

10. A marketing
approachthatreachesless and 10 lundis
pour
rattraper
less the business goals le train du
digital
ÉGÉRIE RESEARCH 2012 ©

11. Varioussectorswithan urgent
needof a betterconnectionwith 10 lundis
pour
the current reality
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

12. Severaladvertisingapproachesd
isconnectedwith consumer 10 lundis
pour
rattraper
expectations le train du
digital
ÉGÉRIE RESEARCH 2012 ©

13. A basic need and a huge
challenge
10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2012 ©

14. A marketing
approachdisconnectedfrom the real
world, 10 lundis
pour
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le train du
A strongdemand for a « co- digital
•
marketingapproach » anymore
THE POWER is not (only) in the hands of marketing
• A strong need for DIALOGUE and dedicated solutions
• GUIDANCE IS KEY
• ENGAGEMENT IS KEY
• EMOTION IS KEY
ÉGÉRIE RESEARCH 2012 ©

15. A new zapping attitude 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

16. A new kind of frustration
generated byoverstimulation 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

17. A new marketing situation
based on the obligation to 10 lundis
pour
manage frustration rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

18. Frustration of people ignored
by marketing
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

19. The gap betweenloyalty and
habit
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

20. A new kind of relation with
consumption between 10 lundis
pour
rattraper
anorexia and boulimia le train du
digital
ÉGÉRIE RESEARCH 2012 ©

21. A new situation : a new global
context
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

22. A new kind of situation :
another vision of the future
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

23. A lot of questions about the
future
10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2012 ©

24. 10 lundis
pour
rattraper
• In the world of ‘too much’ there are different attitudes: le train du
digital
- I pay for expert brands, explicit added value and luxury
- The rest should be low priced, (+/-) free
- I pay attention to my new reality :crisis & job fragility
- I switch from anorexia to boulimia
- I “reset” my consumption / I need meaning
• A NATURAL ATTITUDE OF “CHERRY-PICKER”
• A REAL MINDSET OF ZAPPING
• A REAL RESET OF THE CONSUMPTION
See peer to peer in music
See E bay/second hand.be where one chooses its own price for anything
See new system of “co process”
See the Ryan Air client’s profile
ÉGÉRIE RESEARCH 2012 ©

25. A newmindset:
invention of new solutions
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

26. A search for meaning 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

27. Invention of new solutions 10 lundis
pour
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le train du
digital
ÉGÉRIE RESEARCH 2012 ©

28. New solutions
disconnectedfromthe 10 lundis
pour
marketing world
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

29. New solutions based on human
values such as solidarity 10 lundis
pour
or win-win deals
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

30. 10 lundis
pour
rattraper
• In this new context : le train du
digital
- Emergence of new solutions disconnected from the
marketing world
- Real pair to pair mind-set
- Added value could be social connection
- Lack of meaning could be a reason to switch
- Being more than a consumer is a goal
• A NATURAL ATTITUDE OF DISTRUST
• A REALNEED OF CLARIFICATION
• A REAL ATTITUDE OF "MULTIPLE ME’S"
ÉGÉRIE RESEARCH 2012 ©

31. A budget concerned mindset 10 lundis
pour
rattraper
• « I need to be an active player in my le train du
digital
budget life »
• « I need to check what the brand says/
offers »
• « I need to challenge the price and the
added value »
ÉGÉRIE RESEARCH 2012 ©

32. A budget concerned mindset 10 lundis
pour
rattraper
le train du
digital
Consumers become SMART : they
challenge the balance between value and
money and they expect EXPLICIT ADDED
VALUE or……
ÉGÉRIE RESEARCH 2012 ©

33. Beinga smart consumer is a hype 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

34. 10 lundis
pour
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le train du
digital
ÉGÉRIE RESEARCH 2012 ©

35. 10 lundis
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rattraper
• 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 the definition of a "fair
deal” is?
• A REAL ATTITUDE OF "MULTIPLE ME’S"
ÉGÉRIE RESEARCH 2012 ©

36. A world where time
is scarce and precious! 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

37. A time schedule with incredible
pressure on short-term
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

38. A real marketing approach of
quality time
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

39. An advertising definition of
« time for us »
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

40. And real questions about long-
term promises 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

41. A different relationship with time
in a world of overstimulation 10 lundis
pour
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le train du
digital
Time (FREE TIME) becomes
something very rare and
very difficult to organize
For the consumer
“Quality time = time for
me”
WITH MY OWN
DEFINITION !
ÉGÉRIE RESEARCH 2012 ©

42. A cognitive cost 10 lundis
pour
rattraper
le train du
digital
• Effortless is a key word
• Fluidity is the paradigm of time
How is it new for me
Cognitive cost = COMFORTABLE
Time I need to grasp the idea INERTIA
ÉGÉRIE RESEARCH 2012 ©

43. A relational network 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

44. A network in which« I » am the
hero
10 lundis
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le train du
digital

45. Without real questions about
the border between real and 10 lundis
pour
rattraper
le train du
virtual life
digital
ÉGÉRIE RESEARCH 2012 ©

46. 2
worldsinterconnectedwithdiffe 10 lundis
pour
rent tempo and rhythms
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

47. « I » and the other « me » are
the references
10 lundis
pour
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le train du
digital
ÉGÉRIE RESEARCH 2012 ©

48. A world of « me »,
not a world of « we »
10 lundis
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le train du
digital
• “I” and “ME” are the measures of all things : ME AS A CONSUMER: MY
NEEDS, MY DESIRES, MY EXPECTATIONS
• Family becomes a small definition:ME + “my close family”
• Or a new definition: MOSAIC FAMILY/ SINGLE PARENT FAMILY
• Everyone talks about a SELECTIVE NETWORK OF PEER GROUPS as the
reference
• A consumer who is GOOD (or very good) IN MARKETING
• The border between “OFF”and“ON”is questionned
ÉGÉRIE RESEARCH 2012 ©

49. A world of « me »,
not a world of « we »
10 lundis
pour
rattraper
le train du
digital
– CONTINUITY OF
BELONGING is questioned
too
– LOYALTY CAN BE « SERIAL »
OR
"TEMPORARY”
- RELATIONSHIP WITH THE
BRAND MUST EVOLVE
ÉGÉRIE RESEARCH 2012 ©

50. An active search for
information
10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2012 ©

51. An active search for
information
10 lundis
pour
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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 2012 ©

52. Consumers make their own
media-plan 10 lundis
pour
“THEY DECIDE!!!!!!” rattraper
le train du
digital

53. Brand
reputationisbuiltthroughuncon 10 lundis
pour
trolledchannels...
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

54. Information takes over
advertising
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

55. Reputation takesover image! 10 lundis
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le train du
digital

56. Brand sustainability 10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2012 ©

57. Give guidance in a more open
approach 10 lundis
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le train du
digital
ÉGÉRIE RESEARCH 2012 ©

58. Information is not the brand’s
privilege any more 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

59. A new paradigm 10 lundis
pour
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le train du
digital
Would the next paradigm be:
CGB Consumer Generated
Brand?
ÉGÉRIE RESEARCH 2012 ©

60. CGB is (already among us, and
not only on the web…)
10 lundis
pour
rattraper
le train du
digital
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 2012 ©

61. CGB is (already among us, and
not only on the web…
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

62. CGB is (already among us, and
not only on the web….
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

63. CGB is (already among us, and
not only on the web….
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

64. 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,
1. FFW function on my TV to skip commercials, downloading movies just out in the US…
ÉGÉRIE RESEARCH 2012 ©

65. 10 lundis
pour
rattraper
A WORLD OF "ME" AND MY FRIENDS : le train du
digital
Groups belonging, fan pages, networks, videos posted on my wall and all the messages I am
sending to the world about my core values, tightening 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 2012 ©

66. 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 2012 ©

67. 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, often ending up in 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 impression 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 2012 ©

68. 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 DYI 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
• Facebook and the other platforms : 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 2012 ©

69. 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 manage a certain control about what To be « in » party, concerts, after
I say
I show
I like
on my profile
ÉGÉRIE RESEARCH 2012 ©

70. What are you afraid of? 10 lundis
pour
SPENDING TOO MUCH TIME ON FB IS… BRANDS FIGHTING TO rattraper
GET INTO MY MIND? le train du
NOT SOCIALLY COOL? digital
DANGEROUS FOR YOUR PRIVACY?
CONFIDENTIALITY? WHO ARE MY TRUE
FRIENDS?
SOCIAL SKILLS?
LOOSING TIME?
ADDICTION?
COSIER ON FB THAN
IRL?
ÉGÉRIE RESEARCH 2012 ©

71. Brands on Facebook 10 lundis
pour
rattraper
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 2012 ©

72. ➤ THIS IS NOT JUST ANOTHER HIDDEN COMMERCIAL 10 lundis
pour
rattraper
le train du
digital
➤ BRAND COMMUNICATION ON FACEBOOK SHOULD BE
RELEVANT WITH THE DNA OF EACH OF THE 3 ACTORS
PRESENT
PERSONAL BRAND o THE VALUES OF THE BRANDS
INTEREST VALUES
o THE INTEREST OF THE CUSTOMER AND HIS PEERS
FACEBOOK
DYNAMIC o THE DYNAMIC ON FACEBOOK (fun, video sharing,
networking, pictures « mise en scène », events
organization and attendance, with humor…)
ÉGÉRIE RESEARCH 2012 ©

73. Profiles of the people we
met
10 lundis
pour
rattraper
le train du
digital
Young women Teens
• An attitude less of a cherry-picker and
• Internet as a way to be a more efficient more self-centered : my network, my
and smarter woman : a better cook, a virtual identity, my favourite bands,…
better organized life, a healthier body • A totally integrated way of functionning
and mind… with the internet : you simply cannot live
• The need to justify the time spent on without it
internet through a personal / • They are looking for an enhancement of
professional or social benefit their personnality to be communicated
• They are looking for preservation of links through the internet
with their different networks of friends in • They want to share moments with
spite of their busy life friends : concert invitations, party
pictures, a lot of chat…
ÉGÉRIE RESEARCH 2012 ©

74. A new dealwiththe brand:
more reactive
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

75. And they don’t always mean to
be “nice”!
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

76. 10 lundis
pour
rattraper
le train du
digital
FINAL CONCLUSIONS
ÉGÉRIE RESEARCH 2012 ©

77. …CHICKEN OR EGGS ?! 10 lundis
pour
rattraper
le train du
digital
http://www.flickr.com/photos/cocoip/2872392603/
ÉGÉRIE RESEARCH 2012 ©

78. A new challenge= a new deal ? 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

79. Are we brave enough to get rid
of certain point of views ?
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

80. Are we wise enough to keep a
distance with marketing 10 lundis
pour
rattraper
gadgets ? le train du
digital
ÉGÉRIE RESEARCH 2012 ©

81. PRADA CUSTOM
Do we think enough about
specificity and real personality 10 lundis
pour
rattraper
le train du
?
digital
ÉGÉRIE RESEARCH 2012 ©

82. New brand relation =
understanding an ecosystem ? 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

83. New brand relation = taking
care of a capital of energy ?
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

84. Weneed to work on specificity
and relevance
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

85. We need to be empathic and
show it
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

86. Weneed to clarifywhowe are
and whatour vision is
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

87. We must saythankyou to
thosewho are with us
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

88. How couldweswitchfrom a
monologue to a dialogue ?
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

89. Do we have to talk about
shopping in all our conversations 10 lundis
pour
? rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

90. Whatis the limitbetween real
conversation and blabla ?
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

91. Re-explore the classic toolbox
with a fresh eye ?
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

92. A new deal based on mutual
respect ?
10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

93. 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 2012 ©

94. TO DO LIST ... 10 lundis
pour
rattraper
le train du
digital
• WE ALL NEED TO CHANGE AND SHOW OUR UNDERSTANDING THAT THE
WORLD IS CHANGING
• 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 TO PEOPLE’S 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 2012 ©

95. 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 2012 ©

96. 10 lundis
pour
rattraper
le train du
digital
ÉGÉRIE RESEARCH 2012 ©

97. 10 lundis
pour
rattraper
le train du
digital
Joelle Liberman
jliberman@egerie-research.be