1.
1

2.
TRENDS THAT WILL
DEFINE 2015
2

3.
3
THE EVOLUTION
OF MOBILE
DEVICES
#1

4.
EVOLUTION DU MOBILE
4
MOBILE INTERNET
ACCESS, A CONSTANT
IN OUR DAILY LIVES, WILL
REPLACE THE PC
THE EVOLUTION OF
MOBILE DEVICES#1

5.
5
#1
2012 2014
Average amount of time spent on smartphones1
2h10min
Mobile devices can be used for all purposes:
shopping, groceries, sports, health, etc. They are no
longer just a means communicate but also your
companion in daily activities.
Today, 36% of time spent2 on an internet-connected
device is spent on mobiles phones.
We are beginning to witness new forms of internet
usage. Whilst in previous years, users were known to
remain stationary in front of their computers for
several hours, today’s consumers split their time
online, and log in several times a day for shorter
periods of time.
THIS ENTAILS NEW CHALLENGES FOR BRANDS, WHO
WILL HAVE TO DOUBLE THEIR EFFORTS TO RAPIDLY
GAIN THE ATTENTION OF A VERY VOLATILE
CONSUMER.
ON A GLOBAL SCALE, THERE
ARE MORE MOBILE USERS THAN
INTERNET USERS
Source 1
Source 2
1h12min
THE EVOLUTION OF
MOBILE DEVICES

6.
6
AN INCREASING AMOUNT
OF MOBILE TERMINALS,
SCREEN RESOLUTIONS,
AND DIFFERENT SIZES…
#1 THE EVOLUTION OF
MOBILE DEVICES

7.
77
BUT ALSO MORE AND
MORE INTERNET-
CONNECTED DEVICES
#1 THE EVOLUTION OF
MOBILE DEVICES

8.
EVOLUTION DU MOBILE
8
20%
OF FRENCH PEOPLE SAY
THEY ARE INTERESTED IN
SMART WATCHES
THERE IS A HIGH DEGREE OF INTEREST IN THESE
OBJECTS, AND NOT JUST AMONGST
TECHNOPHILES.
Connected devices are nevertheless only at the
introduction phase, with 64 % of French people
claiming that they just see them as technical gadgets.
Watches aside, interest in buying other objects such
as internet-connected TVs, bracelets, and glasses
remains low amongst the public. However, consumers
are beginning to familiarise themselves with these
new products.
New innovations give brands an opportunity to
encourage all kinds of audiences to take up internet
connected products by innovating and creating new,
enriching experiences.
#1
Source
THE EVOLUTION OF
MOBILE DEVICES

9.
MOBILE
9
WE NO LONGER SPEAK OF “MOBILE DEVICES” BUT OF CONNECTED
INTERFACES- A TERM THAT ENCOMPASSES TELEPHONES AND WATCHES, BUT
ALSO FLOWER POTS, CLOTHES, AND SHOES ETC.
EVOLUTION DU MOBILE
9
INTERFACE DATA CONTROL
We are witnessing an increasingly striking fragmentation of these interfaces. New innovations are launched very
frequently, and dedicated research labs are in place to work for huge accounts or small start ups…
Every one of our needs will have (or already has) its own technological solution. The arrival of these innovations in
our digital ecosystem will generate new ways of receiving and consuming data, information, and different forms of
content.
ETC.
#1 THE EVOLUTION OF
MOBILE DEVICES

10.
EVOLUTION DU MOBILE
10
2015 :
ADAPT TO NEW
FORMS OF USAGE
#1 THE EVOLUTION OF
MOBILE DEVICES

11.
MOBILE
1111
ADAPT TO NEW INTERFACES
BUT ABOVE ALL NEW FORMS OF USAGE
Designers, UI/UX Designers, developers, and marketers will have to create different interfaces and transfer
content over to an equal standard, whether it’s on smartphones, watches or even web-connected footballs.
It is no longer about adapting to new interfaces (e.g. the little round screen of a watch versus the screen of a
tablet) but also about understanding the new forms of usage that will be brought about as a result.
#1 THE EVOLUTION OF
MOBILE DEVICES

12.
CONTENT DESIGN
WEB ERGONOMICS DEVELOPMENT
Adapt the content to be read on-the-go
in a fast-paced environment, which
requires higher speed and simplicity,
with less distruptive elements.
The layout must be completely revised
for mobiles and other connected
devices. This provides the user with an
“interface friendly” experience, where
only the content that interests them is
displayed.
Increasing levels of user mobility has meant
that web design is verging towards greater
simplicity. Interfaces are refined, allowing
content to be easily comprehensible.
The constant evolution of mobiles and internet
enabled devices will have a significant impact
on behaviour, and will therefore affect the
development of applications, sites, etc. who
will have to take these changes into account.
12
#1 THE EVOLUTION OF
MOBILE DEVICES

13.
13
AND THE FUTURE OF
APPS?
#1 THE EVOLUTION OF
MOBILE DEVICES

14.
This is a form of technology that is already emerging,
with:
- Google Now, which suggests content and app
features depending on your geographical location,
your activity, and the time of the day, amongst
other factors.
- The notification bar on new Operating Systems
that sends direct contextualised notifications to
the mobile user, sometimes with the option of
performing an action without even opening the
app.
THE DESIGN OF MOBILE INTERFACES IS
MOVING TOWARDS THE CONTEXTUALISATION
PERSONALISATION, SPEED, AND
SIMPLIFICATION OF THE USER EXPERIENCE.
14
#1
Google Now
THE INTELLIGENCE OF SYSTEMS IN IMPROVING,
PERSONALISING AND CONTEXTUALISING THE USER
EXPERIENCE
THE EVOLUTION OF
MOBILE DEVICES

15.
15
#1
THE INTELLIGENCE OF SYSTEMS TO IMPROVE, PERSONALIZE
AND CONTEXTUALIZE THE USER EXPERIENCE
Let’s imagine a future where mobiles don’t have traditional application icons, in favour of a new system (whether this
is introduced directly by the Operating System or by a third party).
Equipped with an intelligent system, devices offer us content from our applications depending on: our location
(house, office, metro etc.), the time of the day, our habits, and our preferences.
THE EVOLUTION OF
MOBILE DEVICES

16.
16
#1
SCROLL HORIZONTAL
By scrolling horizontally on one of the tabs, additional
information appears and we can perform an action
without even directly opening the application.
SCROLL VERTICAL
By scrolling vertically, we can access all content
created by the system: the weather forecast,
schedule, sms, social networks, loyalty cards, events,
news…
Let’s also imagine that we are able to tweak the intelligence of the system by adjusting it to our preferences:
“I don’t like this content”, “I no longer want to see this kind of information” etc.
THE INTELLIGENCE OF SYSTEMS TO IMPROVE, PERSONALIZE
AND CONTEXTUALIZE THE USER EXPERIENCE
THE EVOLUTION OF
MOBILE DEVICES

17.
17
MOBILE PAYMENT
MAKES SHOPPING
EASIER
#1 THE EVOLUTION OF
MOBILE DEVICES

18.
18
MOBILE PAYMENT SIMPLIFIES THE CONSUMER’S
RELATIONSHIP WITH THE MARKET
The evolution of mobile devices is also interspersed
with the mass arrival of Near Field (contactless)
Communication technology.
Payment via smartphone is now available and huge
american corporations are fighting over exclusivity
amongst suppliers. Apple launched Apple Pay and
large distribution chains such as Wallmart are
announcing their arrival on the scene with CurrentC.
Near Field Communication is still young and in need
of development (very few trades are equipped with
electronic payment terminals), but mobile payment
will bring about an ultra-personalisation of the
buying process.
Brands will be able to unleash waves of targeted
promotions adapted to the interests of clients, and
centralise their data: loyalty card points, proof of
purchase for refunds etc.
#1 THE EVOLUTION OF
MOBILE DEVICES

19.
19
DATA & THE
QUANTIFIED SELF
#2

20.
20
THE CONSUMER WILL HAVE
TO CONTROL AND GUARD
THEIR PERSONAL DETAILS
EVEN MORE
DATA & THE QUANTIFIED
SELF#2

21.
INTERNET CONNECTED OBJECTS=
THE MADNESS OF SELF-ASSESSMENT
21
With their constant access to personal details, there is
a shift in the user ’s relationship with themselves and
others. The user has complete and perpetual control,
which allows them to better understand themselves
and improve their quality of life in real time: nutrition,
work, sports, sleep, finances, etc.
Interactive apps bring the notion of fun into our daily
lives. Self-assessment and auto-management gives
way to the creation of objectives that, in turn, lead to
us checking our progress more regularly.
The scale of detail sharing and the value attributed to
it is increasing in magnitude: applications can now
display the number of miles travelled, calories burned,
compare details amongst each other, and provide
challenges etc.
EVOLUTION DU MOBILE#2 DATA & THE QUANTIFIED
SELF

22.
A CONSUMER THAT IS ALWAYS SEARCHING FOR A
PERSONALISED APPROACH
22
In 2015, the obsession with personal data will lead
users to demand increasing levels of personalisation.
Services will have to stand out even more by
becoming the user’s personal coach and assistant.
Rather than being concerned with simple figures,
users will seek out personalised advice and
recommendations.
#2 DATA & THE QUANTIFIED
SELF

23.
23
THE OBSESSION WITH OVER QUANTIFICATION IS
RAISING CONCERNS
Self-assessment brings with it a great deal of questions, particularly when it regards the health of users, or the
introduction of new forms of gathering data.
Doctors are predicting that
complete and consistent control
increases patient anxieties,
particularly when a figure passes
the threshold of what is considered
normal.
Conversely, certain users think they
can do without a professional
opinion on health, due to
applications and specialised devices
that offer their own diagnosis.
The-often excessive-sharing of
personal details can be
problematic. Without having
manually adjusted the settings of
their applications, users are
unknowingly exposing themselves
to the automatic gathering and
sharing of data far beyond their
personal circles.
#2 DATA & THE QUANTIFIED
SELF

24.
24
Brands will have more useful information about their consumers. This will guide them in a more effective
marketing approach, and thus, a larger ROI.
THESE DETAILS WILL BE USED BY THE APPLICATION WHEN
PROVIDING THE USER WITH GUIDANCE
Optimise sales using
more accurate profile
identification
Gain customer loyalty
by creating a
personalised
experience
Personalised, direct,
more efficient
marketing campaigns.
Partnerships with
other allied brands
#2
PROFILE TYPES LOYALTY PROMOTIONS PARTNERSHIPS
DATA & THE QUANTIFIED
SELF

25.
25
WEB
ETHICS
#3

26.
26
THE ERRUPTION OF DATA
AND ITS USE BY THIRD
PARTIES IS WORRYING
CONSUMERS
WEB ETHICS#3

27.
27
The debate regarding the security of shared
personal information has become widespread
following the emergence of new applications and
technologies.
Fears amongst internet users have increased
following several hacking incidents (Snapchat,
Dropbox, Snowden, etc).
Consumer demand is verging towards personalised
websites that are secure and ethical.
#3
YES TO PERSONALISATION, BUT AT WHAT PRICE?
WEB ETHICS

28.
28
The majority of internet users don’t trust social
networks and search engines when it comes to the
protection of their personal details. Nevertheless,
Google and Facebook have never been more widely
used amongst internet users.
#3
THE PARADOX BETWEEN USAGE AND EXPECTATIONS
56% 87%
Of French people
consider that websites
cannot, under any
circumstances, use their
personal details without
their consent.
Of french people do not
wish to authorise the
use of their information
on social networks even
if this means receiving a
more personalised
service.
Source
WEB ETHICS

29.
29
Consumers are well aware of the volume of personal
information they are sharing, and accessing.
The concept and definition of a “personal life” needs to
be reviewed and adapted.
Where are the boundaries of brand responsibility
when it comes to sharing user information?
In 2015, consumers that purchase innovative, internet-
connected devices will have to agree to give their
personal details in exchange for a qualitative analysis.
BRANDS MUST RE-ASSURE CLIENTS AND ADOPT
A TRANSPARENT APPROACH.
CONSUMERS WILL HAVE TO PLAY THE GAME
#3 WEB ETHICS

30.
30
SOCIAL
REVOLUTION
#4

31.
31
SOCIAL NETWORKS ARE ON
THE MOVE, INTERNET USERS
ARE LOOKING FOR
SOMETHING NEW
SOCIAL REVOLUTION#4

32.
32
SOCIAL REVOLUTION#4
An increasing wariness of the big players is being felt
amongst the most active internet users (‘the
millenials’). These users consider the big networks as
jaded, too generalist and less entertaining than
newer networks. They are beginning to see their
parents on Facebook and find that they lack in privacy.
It’s through this real need for something completely
new that niche networks are gathering followers: new
social networks are emerging depending on the type
of audience, interest or need.
THE BIG SOCIAL NETWORKS ARE BEING CALLED INTO
QUESTION, AND NEW PLAYERS ARE APPEARING

33.
33
SOCIAL REVOLUTION#4
While go-to social networks are being criticised for their
lack of transparency, newcomers are setting themselves
apart with promises of privacy and confidentiality.
Anonymous, fleeting, or with little publicity, these
newborns in the digital sphere call into question their
digital elders.
THE SOCIAL NETWORK IS EVOLVING AND
MICRO-COMMUNITIES ARE EMERGING.
… REARING TO OVERTAKE THE BIG PLAYERS

34.
34
SOCIAL REVOLUTION#4
SO, DOES THIS MEAN THE END OF FACEBOOK?
These new niche applications lead to a certain level
of enthusiasm after their release, but many of them
are unable to keep an audience active on their
website for very long: Facebook and Twitter remain
the most popular.
This unsustainable nature is highlighted by two
factors:
- A lack of added value: these applications are the
result of a shift in fashion trends,
- Above all, these new services have difficulty
widening their user database.
DO USERS WANT ONE APPLICATION TO
SOLVE A PARTICULAR PROBLEM OR A NEW
“ALL-IN-ONE” SOCIAL NETWORK?
Bitstrips – A facebook status in comic strips
YO – The application that sends short messages to contacts

35.
35
SOCIAL REVOLUTION#4
The latest example is Ello, a social network that pushes
the protection of personal details and offers a
platform with no advertisements.
To emphasise this standpoint, Ello has defined itself as
a non-profit organisation. Ello has taken the web by
storm, as only internet users with an invitation are able
to access it.
The “Anti-Facebook” promise caught the excitement of
many internet users. However, only 25% of users were
still active 6 days after the launch of the service.
Source
SO, DOES THIS MEAN THE END OF FACEBOOK?

36.
36
SOCIAL REVOLUTION#4
NEW SOCIAL NETWORKS WITH AMBIGUOUS PROMISES
Confidentiality promises made by these new players
have rapidly been called into question by various
incidents that cast doubt on their sincerity.
Whisper, for example, was hacked and thousands of user
details that weren’t supposed to be kept on file were
leaked.
Unlike their original brand promise, Snapchat has just
announced the arrival of consumer advertising on their
app. A new function, Snapchat stories, has been added,
allowing videos to remain visible for 48 hours- and this
too goes against their previous promises of fleeting
content.
One question remains for Ello, which recently raised 5,5
million dollars in investment: Will it have to find a way to
monetise the service in order to make the investment
worthwhile?

37.
37
SOCIAL REVOLUTION#4
FACEBOOK REINVENTS ITSELF
Since its release onto the stock market, Facebook has
shown considerable initiative and dynamism. Not a
month passes without the improvement of services or
new features on the website.
Facebook possesses an incredible power that allows it to
invest in research and development, take risks by buying
companies etc., but above all, to quickly develop and
introduce new services.
Facebook has already launched “Facebook at work” a
professional network initially targeting companies with
over 100 employees.
Facebook has also bought Virtual Reality Headset
technology and employed Cory Ondrejka, one of the
creators of Second Life, as a VP engineer. They state that
their objective is to “re-imagine our way of
communicating” 1.
Source

38.
38
PERSONALISATION
IN REAL TIME
#5

39.
39
CONSUMERS ARE
DEMANDING PERSONALISED
EXPERIENCES
PERSONALISATION IN REAL TIME#5

40.
40
#5
Whether it is being accessed by phone or computer,
the internet has become the consumer’s personal
assistant, and thereby has a say in their decision
making.
However, consumers want to make their choices
quickly and efficiently, without losing time
researching existing offers, but rather by expressing
their needs, and having these adapted into a
personalised offer.
TO WIN OVER THE CONSUMER, BRANDS WILL
HAVE TO OFFER AN INTELLIGENT BUYING
PROCESS, BUT ALSO AN ELABORATE CRM
PROGRAM AND ORIGINAL USER EXPERIENCE.
THE PRODUCT BEING BOUGHT IS NO LONGER AS
IMPORTANT AS THE PROCESS OF BUYING
PERSONALISATION IN REAL TIME

41.
41
#5
Recent studies show that, both amongst consumers
and brands, personalisation will be THE trend to
follow.
ACCUSTOMED TO THE ULTRA STANDARDISED, BRANDS ARE
NOW MOVING TOWARDS MADE TO MEASURE SERVICES
80%
Of digital marketing services are convinced that
personalisation is the key to the success of their
future operations.
Source
PERSONALISATION IN REAL TIME

42.
42
#5
AND THE DIGITAL SPHERE REMAINS THE BEST
SOLUTION IN CREATING PERSONALISED EXPERIENCES
Source
Amazon was a pioneer in creating a personalised buying process
for each and every user.
By using their research algorythms for email campaigns, the brand
bases the efficiency of their personalisation on knowing their
clients and gathering information.
AMAZON
FIAT
Fiat created the Fiat Live Store, a virtual shop that made a very
real impact.
While logged into the website, the client can get in touch with a
salesperson from the brand. Armed with a front camera and
microphone, the salesperson helps the client discover new car
models, discussing details with them live in order to help them
with their choice.
PERSONALISATION IN REAL TIME

43.
43
THESE IMPORTANT CHANGES WILL AFFECT
BRAND STRATEGIES. HERE ARE OUR
10 DIGITAL COMMANDMENTS FOR 2015

44.
DIGITAL
COMMANDMENTS FOR
2015
44
10

45.
45
THOU SHALT BE MORE
INSPIRING
#1
SOCIAL REVOLUTION PERSONALISATION

46.
46
Consumers are more susceptible to brands that have
a real personality; this means that they will have to
find creative ways to make themselves stand out and
engage consumers.
The brand must use storytelling in order to make
themselves iconic, and create content around their
products, services, and universe.
The digital world is filled with platforms and tools
(videos, images, social networks…) allowing brands to
connect with their target audience and relay content
that will differentiate them from other brands.
IN 2015, BRANDS ARE NO LONGER JUST MANUFACTURERS.
THEY MUST ALSO BE STORYTELLERS
THOU SHALT BE MORE INSPIRING#1

47.
47
Coca-Cola regularly proves itself as a highly inspiring brand, by
making happiness into a daily goal, and encouraging its
consumers to look on the bright side of life.
For Coca-Cola, the digital world is a huge playground, where they
are able to put in place original, creative and engaging
ecosystems.
IN 2015 BRANDS WILL HAVE TO INSPIRE CONSUMERS
#1
Castorama chose to become a source of inspiration for the public,
by using their expertise to serve customers better.
On their digital support platform, Castorama suggests numerous
solutions- from their youtube channel filled with tutorials, to
various peer help platforms, the brand becomes a real assistant
amongst consumers.
COCA-COLA
CASTORAMA
THOU SHALT BE MORE INSPIRING

48.
48
Red Bull is certainly one of the best examples of a brand providing
inspiration to their community.
Thanks to their frequent sponsorship of sporting events, Red Bull is
able to create content that is full of emotions and thereby builds a
community of passionate fans; always on the lookout for new
adventures.
STORY TELLING + CREATIVE VISION = A BREATH OF FRESH AIR
#1
In recent years Levi has been focusing on providing inspiration, in the
abstract sense. The brand is positioning itself as motivating force
within its community, by giving customers the inspiration to better
themselves, be fearless, and move forward.
In digital terms, it is by using strong and persuasive visuals that the
brand finds new ways of being heard, all steeped in rich emotions and
heritage.
RED BULL
LEVI’S
THOU SHALT BE MORE INSPIRING

49.
49
BE INSPIRING, USE STORYTELLING AND BRAND CONTENT TO:
#1
Give the brand personality
Add value to the brand’s history, knowledge and values
Grab the attention of internet users
Make people dream
Leave a mark
Create useful or emotional content to fuel the brand’s digital presence
Communicate, with the use of storytelling
THOU SHALT BE MORE INSPIRING

50.
50
THOU SHALT BE
LESS INTRUSIVE
#2
MOBILE WEB ETHICS

51.
51
The digital world enables all brands to create content
quickly and easily: Youtube channels, Facebook pages,
Brand blogs, Web series etc.
Although this allows brands to enhance their digital
position through content creation, internet users can
also become overexposed to, or threatened by brand
content.
Users are increasingly distressed by the intrusion of
advertisers and overtly promotional content,
particularly when they aren’t affiliated with the brand.
A recent study has revealed that overexposure to
sponsored posts that have been re-targeted, for
example, produces a counterproductive effect.
CONSUMERS ARE ALLERGIC TO BRANDS THAT ARE
INTRUSIVE
#2
Source 1
Source 2
62% Of internet users remain untouched by a
brand’s actions on social media 1
THOU SHALT BE LESS INTRUSIVE

52.
THOU SHALT BE LESS INTRUSIVE
52
IN 2015, BRANDS WILL HAVE TO CONCENTRATE ON
ENGAGEMENT AND TARGETING
#2
It isn’t the size of the community that counts, but
rather the community’s commitment to the brand.
The best example of this is Facebook putting an end to
“fangate”-brands can no longer force users to “like” a
page to access content or a participate in a
competition.
THIS ATTESTS TO A REAL PARADIGM SHIFT: THE
RACE FOR LIKES IS OVER, AND IS BEING
REPLACED WITH USER ENGAGEMENT AND
DEDICATED FANS!

53.
THOU SHALT BE LESS INTRUSIVE
53
In order to reach your audience without being invasive towards users that aren’t receptive to the brand, you must
use targeting techniques. When pairing this process with content that interests your audience, the brand will
engage and gain the loyalty of their community.
KNOW AND UNDERSTAND YOUR AUDIENCE
IN ORDER TO BETTER ENGAGE THEM
#2
UNDERSTAND YOUR CONSUMERS AND CREATE CONTENT THAT IS SIMILAR TO THEM
Bounce off news, understand what subjects they read about the most, create an editorial line that
reaches out to them, create design guidelines to give an identity to its content and make it stand out.
TYPE OF PROFILE INTERESTS HABITS
Target by using the
consumer’s language
Target with direct or
indirect interests
Target the platforms
that the audience uses
regularly

54.
54
THOU SHALT ALWAYS
BE ATTENTIVE
#3
WEB ETHICS PERSONALISATION

55.
THOU SHALT ALWAYS BE ATTENTIVE
55
Making the most of the digital sphere also means putting in place an active digital watch for both the market,
trends and user behaviour, through e-reputation monitoring:
THE DIGITAL AS A TOOL FOR MONITORING AND
MAXIMISING CLOSENESS WITH THE TARGET AUDIENCE
#3
Tune in to conversations
surrounding your brand
on the web for insights
into brand perception
amongst internet users.
Monitor weak
signals, as well as the
economic
environment and
your competitors.
Identify key
influencers in order to
put in place contact
strategies.
React if necessary
and be quick on your
feet.
LISTEN MONITOR REACT IDENTIFY

56.
THOU SHALT ALWAYS BE ATTENTIVE
56
BE READY TO LISTEN AND DEVELOP YOUR STRATEGY…
#3
By actively listening to the sector, competitors, and
what internet users think, the brand will advance its
digital strategy and brand discourse.
Digital monitoring allows brands to raise questions
about their target user.
The brand is able to gain new insights and therefore
adapt its strategy in real time.

57.
THOU SHALT ALWAYS BE ATTENTIVE
57
…WHILE REMAINING RESPONSIVE, RELEVANT, AND
INTELLIGENT
#3
Understand which
platforms are visited
the most by your
community and what
content they find most
engaging.
Discover what fans
are interested in
outside of the primary
focus of the brand in
order to bring about
new topics of
conversation.
Attract the attention
of the most influential
internet users in order
to create partnerships
and further the
brand’s visibility.
And above all, avoid
copying initiatives that
have already been put
in place by
competitors.
HABITS INTERESTS PARTNERSHIPS ORIGINALITY

58.
THOU SHALT ALWAYS BE ATTENTIVE
58
Digital monitoring also allows brands to be up-to-date
on trends within their market and ensure that they are
always doing something original.
Thus, the brand will avoid disastrous mistakes, since
internet users are increasingly well informed about
campaigns that have already been carried out.
A misguided piece of a publicity, video, blog or other
content can easily be dismissed by consumers.
By ensuring that every initiative is unprecedented, the
brand re-instates their image as an innovative brand,
capable of creating interesting and previously unseen
content.
INTERNET USERS ARE JUST AS WELL INFORMED AS YOU ARE
#3
Joe La Pompe

59.
59
THOU SHALT BE
RESPONSIVE
#4
SOCIAL REVOLUTION PERSONALISATION

60.
THOU SHALT BE RESPONSIVE
60
BE MORE RESPONSIVE
TO ESTABLISH A CLOSE RELATIONSHIP WITH CUSTOMERS
#4
Client satisfaction is intrinsically linked with after sales
service. It is through providing excellent customer
service that brands are able to gain the customer ’s
loyalty, which in turn leads to the acquisition of new
clients through customers recommending the brand to
their circles.
It is by listening carefully to consumer requests,
complaints, or opinions, and responding to these that
the brand will manage to increase their trust, and the
accumulation of positive brand-related experiences,
which will eventually create a long term loyalty within
the customer.

61.
THOU SHALT BE RESPONSIVE
61
GIVE CLIENTS THE NECESSARY TOOLS TO INITIATE
CONVERSATIONS
#4
The American retailer has understood that social media is an
essential tool in establishing a long term relationship with
customers, based on mutual exchanges over time.
Best Buy used twitter to create TwelpForce. Twelpforce is a
specific account that vendors sign onto during their working
hours to reply to all client requests in real time.
BEST BY
DARTY
In 2013 Darty launched the “connected button”, a device kept in
the home that is able to put the consumer in touch with an after
sales service that is available 24/7.
Whatever the question, the client is guaranteed professional
assistance at all times and the distributor, on his end, is given the
opportunity to increase the client’s loyalty and satisfaction.

62.
THOU SHALT BE RESPONSIVE
62
By putting in place a digital watch for news, information
relating to their sector, and topics that may interest
their target, brands can be more responsive and create
content with a greater impact.
Being responsive on social networks allows brands to
take on a dynamic role within their community. When
the brand takes a bold position, their relationship with
their audience improves.
The most active brands, but also the most bold, daring
brands (sometimes to the point of pushing legal
boundaries), have managed to engage internet users
and encourage their participation with parodies of film
posters, and plenty of puns, amongst other things.
STAY UP-TO-DATE ON CURRENT NEWS AND EVENTS TO
BETTER REACH YOUR AUDIENCE
#4

63.
THOU SHALT BE RESPONSIVE
63
RESPONSIVENESS AND CREATIVITY: TWO ESSENTIAL
INGREDIENTS TO ENGAGE YOUR COMMUNITY
#4
After having ingrained their gang of fruity friends in the minds of
consumers, Oasis’s digital strategy has been hugely successful on
social media channels, due to their constant parodies of news
and current events to create content.
From film posters to big headlines about celebrity gossip, the fruit
brand captures the interest of a huge community that is just as
fond of word puns and is always keen to participate.
OASIS
OREO
Oreo remains a classic case of innovative social media content
strategy.
Agile in spirit, the brand knows not to take themselves too
seriously and always provides internet users with content that
speaks to them.
From the release of Xbox One to the landing of the Curiosity robot
on Mars, everything is an opportunity for misappropriation and
content creation.

64.
64
THOU SHALT KEEP THE USER
AT THE CENTRE OF
THY STRATEGY
#5
DATA & QUANTIFIED PERSONALISATION

65.
THOU SHALT KEEP THE USER AT THE CENTRE
OF THY STRATEGY
65
Know your consumers better and use this knowledge intelligently in order to:
TO PROVIDE THE USER WITH BETTER SATISFACTION, PUT
YOURSELF IN THEIR PLACE
#5
Create an optimal site layout
so the user can quickly access
the information they need.
Introduce a personalised
experience tailored to the
user’s behaviour, interests,
and objectives.
Analyse data to offer the user
predictive searches and only
present them with content
that interests them.
THE INTERNET USER MUST BE AT THE CENTRE OF ALL DECISIONS MADE SURROUNDING THE
CREATION OF COMMUNICATIONS STRATEGIES. EVERY COMMUNICATION TOOL THAT IS PUT IN
PLACE MUST OFFER USEFUL AND EFFECTIVE NAVIGATION.

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OF THY STRATEGY
66
#5
CREATE THE OPTIMAL USER EXPERIENCE IN 3 STEPS
In order to establish an intelligent, user-based strategy, you must first understand the user’s behaviour,
expectations and interests, with the aim of personalising their experience as much as possible.
Identify the end-user’s
needs, the context of use,
and analyse current usage.
Define the site’s objectives
and come up with
solutions.
ANALYSE
Organise content, create
visual mockups and define
the structure of the
interface.
IMPLEMENT
-
- - -
-
Confirm the design choices
by analysing results and
implementing the necessary
modifications.
EVALUATE

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OF THY STRATEGY
67
#5
REFINE AND SIMPLIFY: THE KEY WORDS OF 2015
Users are increasingly mobile and always in need of faster speed. They digest information en masse, in very short
periods of time, and want to find things quickly and easily. Brands must make navigation as simple as possible, by
adapting to the constraints and expectations of consumers.
Know and define user
profiles
Establish and organise an
information hierarchy
Refine as much as possible. Delete
anything that is not useful in order to
highlight key elements
Respect internet browsing
guidelines
Define objectives and work on customer
conversion while favouring A/B and
multivariable testing
Highlight and reinforce perceived
credibility and trust in the brand:
baseline/slogan, strong graphic identity,
adhering to brand guidelines, etc.

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OF THY STRATEGY
68
#5
THE SLIGHTEST PIECE OF INFORMATION CAN BE USEFUL IN
IMPROVING THE CUSTOMER EXPERIENCE
Amazon is a brand that is already engaged in personalising the
user experience. Amongst its plethora of offers, the online
distribution giant’s sales are based on highly personalised
recommendations, subject to searches and previous orders, but
also items that would complement the purchase.
AMAZON
NETFLIX
Netflix was able to tame big data and make it their main ally in
personalising their service. Each program is subject to a
description and a highly detailed tag that allows the service to
co-ordinate watched programmes and learn more about the likes
and dislikes of its users. The american platform has even revealed
that the value of their recommendations algorythm amounts to
500 million dollars.

69.
69
THOU SHALT PRODUCE
USEFUL CONTENT
#6
SOCIAL REVOLUTION PERSONALISATION

70.
70
CREATE USEFUL CONTENT TO EMPHASISE YOUR PRESENCE
AMONGST CUSTOMERS
#6
In order to create a long term relationship and become
a true partner with consumers, brands must think to
create content that is useful to them.
The brand must be present long after the simple
purchase of their product. Content can stray slightly
from the brand’s primary function if it is coherent and
legitimate.
THOU SHALT PRODUCE USEFUL CONTENT

71.
THOU SHALT PRODUCE USEFUL CONTENT
71
THE RECIPE FOR USEFUL AND ENGAGING CONTENT
#6
Creating useful content that is able to engage and retain the loyalty of a community of internet users doesn’t just
rest on the idea put in place. Many factors need to be taken into account in order to ensure a lasting presence that
has true added value amongst the target audience.
Choose your platforms well: depending on the kind of content that the brand wants to
produce, B2B or B2C, the platform they decide to choose will play a major part in their
strategic presence.
Stay aligned with the interests of the target: it is important to understand what internet
users are interested in and what they are looking for (information, fun, etc.) in order to
define how the brand will be useful to them.
Uphold a high publishing frequency: the regularity of published content will play a key
role in making customers loyal to the platform.
Leave things open for discussion: An enthusiastic community wants above all to
participate and share their opinion. In addition to this, the brand’s target audience will
give the best feedback on the quality of brand content.

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THOU SHALT PRODUCE USEFUL CONTENT
72
PRODUCING CREATIVE AND USEFUL CONTENT
#6
This DIY and interior decoration shop was able to reinforce their
position and brand promise « Never Stop Improving » by
showcasing their creativity on the Vine platform, using mini-
clips.
The brand brings real DIY solutions to their community whilst
adding a playful touch.
LOWE’S
There is no need to introduce this sports brand and their various
customer-dedicated services.
Following the “self-management” trend, Nike was able to assert
themselves as a useful brand with their bracelet and Nike +
applications. By offering a complete tracking service, the brand
became a must-have in the eyes of their clients, all while staying
within their sector.
NIKE+

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73
STEP OUTSIDE YOUR AREA OF EXPERTISE IN ORDER TO
SEDUCE THE TARGET AUDIENCE
#6
While concentrating on one of their audience ’s major interests,
Volkswagen dared to step outside their immediate area of
expertise and came up with a useful idea for a social platform.
The brand put in place a car sharing platform to help football
supporters organise their stadium trips:
http://enroutepourlestade.fr/
VOLKSWAGEN
For a few years now, Heineken has been scrutinising and learning
about their audience.
In 2014, the brand created the twitter account @WhereNext
suggesting that internet users tweet the name of their city to the
account, whereupon they would be tweeted back with suggestions of a
festive place to continue the evening.
Products aside, Heineken is becoming a true companion, working
with the consumer’s personal interests to make their lives more
enriching.
HEINEKEN

74.
74
THOU SHALT FOCUS
ON INNOVATION
#7
DATA & QUANTIFIED SOCIAL REVOLUTION

75.
THOU SHALT FOCUS ON INNOVATION
75
IN 2015 BRANDS MUST ADOPT
SMART INNOVATOR APPROACH
#7
With the emergence of new technologies and devices,
brands have a wealth of opportunities to position
themselves as innovators and create services that are
useful to consumers. The content that is created by the
brand must be useful and serve the brand and their
aims.
Of course, brands must only consider the most
relevant technologies, depending on their sector and
how the target audience will use them.

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76
ABOVE ALL, BE AT YOUR CUSTOMER’S BECK AND CALL…
#7
The major supermarket chain came up with a brilliant idea in
response to a well known problem faced by urban-based
customers: not having the time to go grocery shopping after work.
Tesco put in place virtual supermarket isles on the platforms of
subway stations. Whilst waiting for their train to arrive,
passengers only had to scan the codes of the groceries they
wanted to have them delivered to their house a few hours later.
TESCO
In 2012 the luxury brand once again showed their ability to pair the
clout of a historical brand with current times and tendencies.
The London Flagship store was completely re-designed to
accomodate the digital world. The purchasing process was
enriched with the use of interactive screens and video animations,
making client decisions easier and heightening the desirability of
the brand.
BURBERRY

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THOU SHALT FOCUS ON INNOVATION
77
…WITHOUT LOSING SIGHT OF THE BRAND’S CONSTRAINTS
AND OBJECTIVES
#7
In order to be innovative, the brand must not take on new technologies just because others are doing the same.
The project must be at
the heart of a defined
strategy: the type of
technology used must
be the means but not
the idea itself.
STRATEGIC
It must bring true added
value to the user. It must
improve the buying
process or give users an
enriching experience..
USEFUL
It must stay accessible
to all. Even if the
project is aimed at a
specific target
audience, the public
must be able to use it
without there being
barriers that limit ease
of comprehension or
use.
ACCESSIBLE
The brand must also
ensure that it has all the
necessary internal
resources (competences,
financing, etc.) to create
and carry out the
development of the
project.
REALISTIC

78.
78
THOU SHALT RE-ASSURE
THY CUSTOMERS
#8
WEB ETHICS SOCIAL REVOLUTION

79.
THOU SHALT RE-ASSURE THY CUSTOMERS
79
CONSUMERS ARE DEMANDING TRANSPARENCY AND
SECURITY
#8
Technological tools and innovation go hand in hand
with growing fears amongst users regarding lack of web
security and data trafficking.
Big data also has an impact on the user’s behaviour, as
users are becoming increasingly wary and expect a
more ethical internet.
Brands will have to ensure that they are more
transparent in their discourse, offers, and products and
re-assure their consumers by providing maximum
evidence, better relationships and reactivity.

80.
THOU SHALT RE-ASSURE THY CUSTOMERS
80
Committed to unique and engaging buying
experiences, the consumer has become a real player in
the market, taking the impact of their own choice
much further than the simple act of consuming.
Consequently, consumers demand total transparence
from brands, who, upon failing to respect this, run the
risk of being boycotted. This movement has gained
popularity following highly publicised cases such as
Spanghero and the horse meat scandal (2013).
In 2012, 72.9% of consumers complained that brands
weren’t transparent enough towards them. Since then,
certain brands have taken the lead and made
transparence one of their main values.
FROM CONSUMERS TO “CONSUM-ACTORS”
#8
Source

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THOU SHALT RE-ASSURE THY CUSTOMERS
81
TRANSPARENCY IS A SIGN OF TRUSTWORTHINESS
#8
MC DONALD’S
NUTELLA
The famous American Fastfood giant chose to give their canadian
customers a chance to speak up by creating a specific platform
dedicated to answering their questions. Internet users were
invited to ask questions about ingredients, and the manufacturing
and storage processes, and the brand replied by written message
or video.
In 2014, Nutella had to once again confront consumer scepticism
regarding the ingredients used to make this famous recipe.
During the eternal debate surrounding the palm oil ingredient being
derived from milk, the brand suggested the website
nutellaparlonsen.fr to evoke the integrity of the manufacturing
process of their chocolate spread and to re-assure customers,
particularly parents that were worried for their children’s health.

82.
82
THOU SHALT BE
MORE HUMAN
#9
WEB ETHICS PERSONALISATION

83.
THOU SHALT BE MORE HUMAN
83
Brands have a lot of power and can make an impact
on the lives of consumers. They are part of their
everyday life, occupy their own space in the media,
and carry weight on the economic landscape.
Consumers are aware of this and expect these
entreprises to go above and beyond simply selling
products, to be more human than commercial and use
their power to truly change certain aspects of society.
Brands that can show a longstanding commitment to
a legitimate cause will manage to win over even more
customers.
WHEN BRANDS TAKE AN ACTIVE ROLE IN SOCIETY,
CONSUMERS ARE AMAZED
#9

84.
THOU SHALT BE MORE HUMAN
84
BRANDS SEEM MORE HUMAN WHEN ENGAGED IN CSR
ACTIVITIES
#9
The brand Patagonia is a good example when it comes
to being comitted to the protection of the
environment and work conditions.
Since the 1980s, after a few mistakes that were duly
noted, the famous clothing brand reacted and
developed a social policy to prove their sincerity to
consumers: the donation of a certain portion of their
annual turnover to environmental defence
assocations, and the restructuring of delivery chains
to reduce their carbon footprint. The brand put
everything in place to establish itself as a responsible
and committed brand.

85.
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85
BRANDS SEEM MORE HUMAN WHEN THEY MAKE WAY FOR
A MORE COLLABORATIVE WEB
#9
Crowdfunding is a trend that is gaining huge
popularity and shows a growing consumer interest in
promoting talent, putting pioneering projects at the
forefront, and providing mutual support.
Brands have already touched on this domain by trying
to connect consumers amongst each other.
For example, Castorama’s website Troc Heures allows
users to give up an hour of their time to help
someone else in exchange for another service (for
example, building a shelf can be exchanged for the
task of putting up wallpaper).

86.
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86
Giving purchases a more human goal, or the process of
“cause related marketing” is an initiative that comes
from American Express. In the 80s, it led an operation
to restore the Statue of Liberty: every time an
American Express card was used by a client, a donation
was made. In addition to taking part in the restoration
of the statue, the number of new cardholders
increased by 45% and cards were used 28% more.
“Societal” marketing has become a real powerline. It
allows enterprises to differentiate themselves and get
involved in society, and it gives the client an idea of
their own buying power.
American Express continued along these lines by
creating Small Business Saturday, which is dedicated
to putting small businesses at the forefront.
BRANDS SEEM MORE HUMAN WHEN THEY ADD MEANING
TO THE BUYING EXPERIENCE
#9

87.
THOU SHALT BE MORE HUMAN
87
BEING HUMAN CAN COME THROUGH SMALL GESTURES
#9
STARBUCKS
MICHEL & AUGUSTIN
Starbucks always cultivates their image of familiarity and
closeness through small gestures that make a difference.
Through disabling Wi-Fi so that clients talk to each other or
writing their names on each and every cup, american coffee has
become synonymous with sharing and being sociable.
The brand refuses to follow conventional communication methods.
Their slightly unusual actions have become a strength that allows
them to build their relationship with consumers.
The company organises open houses every first Thursday of the
month, or yearly evenings that are spent outdoors, under the stars.
The brand makes their own emloyees participate in TV
advertisments.

88.
THOU SHALT BE MORE HUMAN
88
BEING HUMAN ALSO MEANS ADMITTING TO YOUR
MISTAKES
#9
Internet users are always on the lookout for failures
and errors on the part of the brand.
Whether it’s revealing their mistakes or simply making
their past actions into a bigger conversation topic,
nowadays nothing goes unnoticed.
This means that advertisors must always be alert and
very conscious of the topics they engage in.
Nevertheless, being human also means recognising
your mistakes. Consumers are more forgiving towards
brands that recognise and own up to their mistakes,
compared to those who remain speechless after a
problem arises.

89.
89
THOU SHALT
BRING EVIDENCE
#10
DATA & QUANTIFIED WEB ETHICS

90.
THOU SHALT BRING EVIDENCE
90
It matters little whether a brand claims that it is close to
consumers or cares about sustainable development. A
simple slogan is not enough, you need to prove it.
Every action must enhance the brand’s position and
make it look authoritative on matters it chooses to
address.
It is clear that today’s consumers are no longer just
satisfied with what the brand says.
Actions and quantifiable results become a sign of
trustworthiness, which will eventually bring the
consumer closer to the brand.
IN ORDER TO BE CREDIBLE, A SLOGAN ISN’T ENOUGH.
YOU ALSO NEED EVIDENCE.
#10

91.
THOU SHALT BRING EVIDENCE
91
WHAT THE BRAND DOES IS MORE IMPORTANT THAN WHAT
IT SAYS
RED BULL
Red Bull doesn’t do things by half measures; the brand organises
their own competitions: break dancing (Red Bull BC One), air races,
(Red Bull Air Races World Series) and BMX championships (Red Bull
Skylines), and rather than just taking the role of a sponsor they have
shown themselves to be a true talent nurturer.
CREDIT MUTUEL
With their slogan « Crédit Mutuel brings the LA » the bank has
been involved in the music scene for a while by developing
numerous partnerships with festivals and giving the public a
platform dedicated to artists and music fans, so that they can
meet each other.
Music lovers are hereby able to share their creations, be advised,
assisted, and use the production tools at their disposal.
#10

92.
Thank you for your attention
Please do not hesitate to contact us
Benelux
Jérémy Coxet
jcoxet@vanksen.com
France
Xavier Lesueur
xlesueur@vanksen.com
Suisse
David Pihen
dpihen@vanksen.com
Contact us:
vanksen.fr
twitter.com/vanksen
facebook.com/vanksen
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Jérémy Coxet,
Solange Derrey,
Sophie Lance
Study create by:
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