This document discusses the evolution of digital consumers and new marketing approaches. It begins with statistics about mobile phone and internet usage growth. It then covers topics like how consumer segmentation is changing, the impact of social networking, and new forms of user-generated content. The document advocates listening to customers and focusing on relevance, quality and solving problems over pushy advertising. It suggests integrating marketing across channels in a 360-degree approach and following customers along their journey. The conclusion emphasizes basics like persistence, respecting customers, and pulling them in instead of pushing messages.

1. DIGITAL CONSUMER
EVOLUTION
ESSEC
July 9th
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Gregory.birge@f5dc.com +65 9111 6849

3. 1.000.000.000
/day
10hs/mn

4. WWW.F5DC.COM

5. Mobile Chinese New Year
17B SMS
592.1B 2007
Source : Straight Times Feb08
1.6B
/day

6. Would you spend $44.6B ?
Revenue $6.9B $51.12B
Profit $0.66B $14.07B
Online Revenue 85% 4.7%
Source : Le Monde Newspaper Feb 3rd

7. Edison Chen soap opera
Gillian Chung
Bobo Chan
Cecilia Cheung
Vincy Yeung

8. EVOLUTION
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9. 1970 1990 2004
Television LCD TV YouTube
Camera Digital Camera Flicker
Turn table CD player iTunes
Phones Mobile Phone Skype

10. Virtualization of the information
1970 1990 2004 2010
Hardware driven Software / Content Connection
 Technology revolution  Us  How
 Hardware, better, faster  Share, network  Delocalize
 Mobility  Virtual
 UGC  Wii life

11. WELCOME TO
THE FUTURE
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12. WWW.F5DC.COM

13. WWW.F5DC.COM

14. What is the impact ?

15. 38 Years saved in 83 Years…
1998 1 year How much
time does it
1994 5 years
take to
1971 10 years
reach
500M
1952 13 years
People ?
1915 38 years
Source : Forrester

16. Limited audience reach
36%
75%
Source : Nielsen ratings
2006
1987

17. 61 HOURS
/DAY
Source : Kaiser Family foundation

18. Welcome to the new WorldS
300M 98M 50M 64M
1999 2002 2002 2004

19. Social networking impact
530M
internet
users on
social
69%
network 15mn
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* Source : Future laboratories, eMarketer2007

20. Are you part of it ?
Do you understand it ?
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21. Information, how to deal with it ?
SEARCH

22. Calculating Spelling
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23. Calculating Spelling
must put bak moni after I sell my flat?
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24. Calculating Spelling Thinking ?

25. Is there a new war ?
WHAT WHERE
KNOWLDEGE KNOWLEDGE

26. Relevance
Persistence
Quality
Personal views
Next search tomorrow ?

28. songs
fragmenting

29. WWW.F5DC.COM

30. Faster, more connected
61.1% 547M internet users
of global population
2.5 x
Highest broadband penetration
79%
2006
Highest # readers
74%
Source : US Census Bureau, International db july16 2007 Source : eMarketer January 2007 Source : Morgan Stanley October 18 07 Source : Edelman feb 07
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31. Faster, more connected
61.1% 1.5trillion SMS sent 2007
of global population
10x
114M unit sold Q1 2008
50% world
2.3B$ mobile gaming
50% world
Source Zdnet asia Source emasiamag.comasia Source cellularnews.com
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32. Consumer segmentation evolution
Multiple personas
Behavioral Psychographic Profile

33. Contextual segmentation
 Levi’s shirt $200
 Levi’s Jean $160
 Shoes (from Netherlands ?) S$168
Omega watch $5000

34. Different ways of thinking
 Information jump
 Demographic jump
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35. Addiction ?
http://upload.wikimedia.org/wikipedia/commons/9/9c/Rational_scale_to_assess_the_harm_of_drugs_%28mean_physical_harm_and_mean_dependence%29.svg

36. Who are they ?
MORE LESS
" Connected " Loyal
" Mobile " Focus
" Responsive " Patient
" Multitasking " Easy to trick
Communities Quantity Share Fragmented
Connections Fast Vocal Competitive

37. How to sell ?
• New values
• New rules
• New behavior
What to buy ?
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38. Fight for space
Media spent,
Newspaper, 43%
Media spent, TV,
34% Media exposure /
Media exposure / day, Online, 32%
day, TV, 28%
Media exposure /
day, Radio, 23%
Media exposure /
day, Newspaper, exposure /
Media
10% day, Magazines, Media spent,
Media spent, Media spent, Others, 8%
7%
Magazines, 6% Radio, 6% Media spent,
Media exposure /
Online, 2%
day, Others, 0
Media exposure /day Media spent
Source : Synovate Asia, Nielsen Media research

39. But fight at the right place
Medi Media spent, TV,
34% Media exposure /
a Media exposure / day, Online, 32%
day, TV, 28%
Media exposure /
day, Radio, 23%
Media exposure /
day, Newspaper, exposure /
Media
Medi Media spent,
10% day, Magazines,
a
Media spent, Media spent, Others, 8%
7%
Magazines, 6% Radio, 6%
Media exposure /
day, Others, 0
Media exposure /day Media spent
Source : Synovate Asia, Nielsen Media research

40. Mushroom Advertising Effect
 Test  Saturation  Techno break  New saturation
 Simple  Competitive  New Eldorado  Intrusive
 One Way  Innovative  Copy Paste  Disruptive
Before 1980 1980-2000 2000-2005 Since 2006
Press TVs Cinema Online Video Games
Radio Product Placement Banners Web 2.0
Outdoor
Mobile phone

41. The next steps : UGC + Mobile
`

42. Information or spamming ?
 83% of all emails*
 Mailbox syndrome
 Intrusive
 Invasive
• Source :Brandley Ansitis 2007 security management
http://newsweaver.co.uk/noc/e_article000705859.cfm?x=b11,0,w

43. I know you pretend you love me…
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44. Do you CARE ?
do you KNOW me ?
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45. Do you listen
to me ?
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46. Trying to do 1 to 1 marketing
No name Name No name Name
But Still no relevance to consumer
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47. Are we that bad in communication ?

48. Dr Folamour game
 I will bombard you
 TRUST ME
 Buy me
 PUSH
 PUSH
 PUSH
 PUSH
 PUSH
 PUSH
 PUSH

49. WWW.F5DC.COM

50. What do YOU expect as a customer ?

51. Listen to me I will choose
And by the way…
I am not stupid

52. Same old school…
 Still 24hs day
 We are still analog
 Still one receiving end
 Pipe size does not increase

53. Technology is NEVER the solution

54. Looking for a job ?
http://www.worldometers.info/

55. Technology is NEVER the solution

56. YES, We have the solution
CUSTOMER INSIGHTS
 Customer knows…
 Pre analysis - Survey – analysis –
compilation – reports – meeting –
decision – market test – sampling –
first draft – campaign launch

57. Actually, maybe not, (sorry…)
 Future is unknown
 Success is a fragile recipe
 New consumers are less rationals
 Consumer insights is just a validation process
 Not what, but HOW you use it

58. Do we know how to fly ?
 YES it is a plane BUT
Old communication
 Different technology
 Different speed
 Different pilots
 Different teaching
 Different training
New communication

59. Danger Zone
Users Marketers
 Faster  Adapt
 Performance  Focus
 Personal  Respect
 More Risks  Careful
 Traditional rules should apply
 Pilots are human beings
 Relevance, Quality
 Answer the real questions

60. Follow the right tail

61. 360 marketing to Integrated marketing

62. Drive through a customer journey
Awareness
evangelism Interest
Loyalty Connection
Conversion

63. Make things right
Solve a problem
Strategy
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64. Optimize your media mix
• Selective Media • Targeted Media • Mass Media • Passive media
• Mass messaging or • Privileged Consumer • Brand image • No interaction
Focused targeting relation • Step by Step teasing • Volume marketing
• Brand image • Selected Moment • Increased interactivity
• Passive interaction
TV Press Outdoor Radio
• Accurate targeting • Mass Media • Emerging Media
• Quality Media • Targeting is needed • Accurate targeting
• Captive audience • Enrich consumer • Very Dynamic
experience interaction
• Dynamic and tight • Personalized marketing
interaction • Potentially Intrusive
Internet
Cinema Mobile
2.0
examples

65. Speak the consumer language
1980s 1990s 2005
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66. Lead to sales & customer satisfaction
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67. Strategic input for coordination
1 to 1 to many
ATL BTL
Partner Partner
Client Strategy CRM
Partner
Media
Partner
Online SEO
Partner Partner
Business drive Strategic Planning Specialists
Engagement Coordination Implementation
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68. Resist to the pressure
• Same product category
Competition • Different product category
• Cheaper
• Better
• More communication budget
PRESSURE
• Shelves space
Retailer • Promotion
• Stock level, fast turnover goods
• Margin and pricing
• Own our indirect competition
• More product choices
Consumer • More resistant to traditional marketing
• More connected
• More bombarded with information
• Marketing budget reduction
• Internal fight for visibility
• Sales , Margin, AOP target
Company • Multiple decision points, compromises

69. Fight the misconception 1
A BEAUTIFUL
campaign
is
NOT
an
EFFICIENT campaign

70. Fight the misconception 2
an
EVENT
Launch
does
NOT
Stop at the event

71. A website is JUST a website
Traffic What is next ?
 Strategy  Design
 Brand image  Technology
 Products  Measurement
 Actions  Optimization
 Datas
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72. A real fact
Acquisition cost
is
4x higher
than
Retention cost

73. Another real fact
What matters is :
What
Consumer
thinks
and buys

74. Mobiles are personal
1 to 1 relation
Fragmented
Interactive - Fun
Integrated
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75. Social networking
 $ uncertain
 Increased number of groups
 1 goal : have fun
UGC
Integrated in brand strategy
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76. Back to basics, campaign process
Planning Development Execution Follow up
 Wrap up
 Objective Definition  Campaign Strategy  Implementation reports
 Customer Segmentation  360 wheel evaluation  Monitoring  Positive
Learning
 Contact Strategy  Tactics by audience  Gap measurement  Improvement
and action plans points
 Metrics Definition  Creative development  Follow up
planning

77. Success takes time, persistence,
investments
6 years : 141M
One focus
3 years : 5.7M 4 years : 136M
iPod sold (M)
Fiscal quarters
Oct 01 April 03

78. 10 TRICS 4 TRICS
1. Technology is not the solution
2. Whisper and not Shout
3. Respect to be respected
4. Pull instead of Push
5. Accept mistakes and to loose control
6. Take risks
7. Engage, entertain
8. Be relevant, focus on excellence
9. Never lie
10. Online is like a zoom`

79. THANKS
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Gregory.birge@f5dc.com +65 9111 6849

80. EXAMPLES
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81. Engagement example
Immersion and lifestyle
Intrigue Entertain Discover
Offline Online
Microsite Banners SEO Communities On line PR
- Simulate ambiance - 3 different approach - Mix organic and paid - Ambassador - Traditional product
and feeling of to match customer search selection in technical test
captivating sound and needs and strategy - Organic will maintain communities - Placement program
immersive experience phase product visibility - Ambiance games in beyond usage
- Generate envy to test - Selected sites based - Paid search will friendship
the product on timing / event leverage activity communities
- 2 Phases, Games and - Atmosphere
infomative presence linked to
events
All activities are trackable, measurable, drive customers to the next step of engagement to drive to sales
Actions are customer tailored to answer needs and CTA
back

82. Touch point integration
back

83. Online tactics schedule
back

84. Step by step measurement
back

85. THANKS
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Gregory.birge@f5dc.com +65 9111 6849

86. Optimize your media mix / Action
Global branding Mass message Passive Cost / ROI
Product push Targeted media Engagement Quality tbc
Global / Product Mass message Interactive - Cost / ROI
Global / Product Mass message Interactive - Cost / ROI
Global / Product Mass message Interactive - Cost / ROI
Global / Product Mass message Interactive - Cost / ROI
Global / Product Mass message Interactive - Cost / ROI
examples