Dontmissthedigitaltrain bmma 2013
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The framework : Digital marketing in practice (04/02/2014) by Hugues REY, Chief Executive Officer, HAVAS MEDIA BELGIUM In 20 years, marketing has experienced a Copernican revolution. Kotler’s 4P’s and Pareto’s law have been put aside in favor of concepts such as the 5C’s, the "long tail", the Cluetrain Manifesto,… Nice theories! But on the practical side, what are the day-to-day challenges for a marketer in 2014?
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Dontmissthedigitaltrain bmma 2013
- 1. 10 lundis pour ra.raper le train du digital 20 years of Digital Marke8ng Age de raison ou de passion ? Hugues Rey -‐ March 2013
- 2. Agenda or Bingo ? Bounce (Rate) Big Data Crowd Sourcing SoLoMo 10 lundis pour ra.raper le train du digital Long Tail Dwell (Rate) Cloud Compu8ng Gamifica8on Media Meshing Mash Up Cookie Freemium 2
- 3. Agenda • Digital Marke2ng 10 lundis pour ra.raper le train du digital – Defini8on – A Few Facts: Brief History & Major Trends • Digital Marke2ng Strategy • Tac2cal Opportunity: Data Management • Conclusions 3
- 4. Marke2ng ... 10 lundis pour ra.raper le train du digital is the process of communicating ! the value of ! a product or service to customers.! Wikipedia 4
- 5. Digital... 10 lundis pour ra.raper le train du digital is most commonly used in computing and electronics, especially ! where real-world information is converted ! to binary numeric form! Wikipedia 5
- 6. A simple Rule ... • Useful ? 10 lundis pour ra.raper le train du digital ! • Usable ?? ! • Used ??? 6
- 7. 10 lundis pour ra.raper le train du digital Digital Marke2ng A Few Facts 7
- 8. Keep 1 fact ... 10 lundis pour ra.raper le train du digital 8
- 9. Happy Birthday ! 10 lundis pour ra.raper le train du digital 9
- 11. Sources : CIM PMP 2001-2012 Internet total reach has more than doubled to reach 69% of the 12+ in 2012 Total reach of Internet Websites 10 lundis pour ra.raper le train du digital
- 12. Distribu2on of Worldwide Internet Audience The US is no Longer the Centre of the Online Universe 34% Outside US 87% Outside US Latin Middle America East - Africa 8% 9% North America 14% Asia Pacific 42% Europe 27% 66% 13% ! ! ! 2012 1996 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Worldwide 15+, 6
- 13. Total Unique Visitors (000) Online Audience Across Europe 15% of Europe’s 408 Million Internet Users are in Russia ! ! ! © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 2,598 3,336 3,476 3,772 4,743 5,027 5,034 6,371 6,404 12,006 19,350 22,410 23,917 28,722 39,357 43,021 52,448 61,345 Russia’s internet audience grew 15% since December 2011 and reached a new milestone: over 61 million internet users 9
- 14. Engagement Across EU Audiences In the UK, Average Online Hours per Person Increased 5% Year over Year Average Hours per Visitor United Kingdom 37.3 Turkey Netherlands Poland Finland France Europe Russian Federation Norway Germany Spain Belgium Sweden Portugal Denmark Ireland Italy 31.0 30.6 29.3 27.8 27.7 26.9 26.1 24.9 24.6 23.8 22.4 22.0 20.6 20.6 19.5 Belgium saw the strongest growth of time spent per visitor across Europe. Users spent an additional 2 hours online compared to a year ago. 18.5 Switzerland 16.6 Austria 14.4 © comScore, Inc. Proprietary. Source: comScore MMX, December 2012, Europe 15+ 10
- 15. Power of the Newcomers ! 2006 2012 GOOGLE.BE LIVE.COM SKYNET.BE EBAY.BE TELENET.BE WIKIPEDIA.ORG YAHOO.COM FREE.FR AUTOZONE.BE GOOGLE.BE FACEBOOK.COM YOUTUBE.COM LIVE.COM WIKIPEDIA.ORG BLOGGER.COM SKYNET.BE YAHOO.COM TELENET.BE ADOBE.COM WORDPRESS.COM
- 16. Heavy surfers s2ll consume other media 10 lundis pour ra.raper le train du digital Heavy surfers are also bug consumers Cinema, Outdoor & Press
- 17. Multiple screens x Convergence of content X Individual cast
- 19. Time of use any2me 10 lundis pour ra.raper le train du digital 94 % 86 % 87 % 88 % 89 % 88 % Smart phone 83 % 72 % 67 % 69 % 53 % 48 % 44 % 53 % 55 % 51 % 42 % 41 % 38 % From 6-‐9h Portable computer 70 % 62 % Fixed computer 58 % 58 % 9-‐12h Source : Online Publishers Associa8on – March 2011 36 % 12-‐14h 14-‐17h Tablet 17-‐20h 20-‐24h
- 21. 10 lundis pour ra.raper le train du digital 21
- 22. 66 %
- 23. > 1% of the campaigns …
- 24. Smart TV • Eric Schmidt: “By the summer of 2012, the majority of the televisions you see in stores will have Google TV embedded in it” 24
- 25. 10 lundis pour ra.raper le train du digital Major Trends SoLoMo Web X.0 Web of the Objects 25
- 26. Based on the data from participating countries, we make the following assumption. inter n d billio the worl 2 in sers net u illion 1 b 7 billion People in the w orld users etwork cial n So
- 27. In Europe, 50% is member of only 1 social network, mostly Facebook.
- 29. 2 out of 3 employees is proud about their employer, but only 19% shares stories on social media: unused conversation potential. !29
- 30. Customers want to be involved with companies. Bring them in the boardroom to improve the relationship. N CO-CREATIO 44% CONVERSATIONS 44% BRA 33% ND FAN DIRE INTERA CT CTION 43%
- 31. New currencies ! 10 lundis pour ra.raper le train du digital
- 32. Social • Not Facebook Only • Impacts on all ac2vi2es of Enterprise – Change Management • A Tool, not «The» Objec2ve • KPI’s are s2ll to be fixed • Connect with the real world 10 lundis pour ra.raper le train du digital
- 33. 33
- 34. Smartphone Penetration in EU5 at 57% 64% of UK Mobile Owners Use a Smartphone 10 lundis pour ra.raper le train du digital 64% December 2012 was the first month all European countries crossed the 50% mark for smartphone penetration. 51% 53% 53% 57% EU5 Average 66% © comScore, Inc. Proprietary. Source: comScore MobiLens, 3 month average ending December 2012, EU5, 13+ 15
- 35. Device Share of Page Views Across Countries in Europe Nearly 1/3 of UK Page Views are from Mobiles and Tablets 65% United Kingdom Ireland Russian Federation 70% 75% 80% 68.1% 85% 90% 24.0% 71.4% 95% 6.8% 21.8% 74.8% 5.6% 21.7% Norway Netherlands Switzerland Finland Austria Sweden Denmark Italy Germany Spain Belgium France 86.4% 86.5% 91.0% 91.9% 92.3% Portugal 3.4% 7.3% 6.2% 5.2% 8.1% 7.9% 5.2% 7.9% 4.3% 7.9% 3.5% 7.2% 3.7% 5.8% 4.7% 6.7% 3.5% 5.6% 3.3% 6.2% 2.3% 3.4% 4.3% 4.6% 2.6% 86.6% 87.6% 88.5% 89.0% 89.3% 89.6% 90.2% 94.0% Poland Turkey 3.8% 95.7% 96.2% PC © comScore, Inc. 100% Proprietary. Mobile 2.1% 3.2% 1.0% 2.3% 1.5% Tablet Other Source: comScore Device Essentials, December 2012, Europe – Share of browser based page views 16
- 37. 10 lundis pour ra.raper le train du digital 37
- 38. 10 lundis pour ra.raper le train du digital 38
- 39. 10 lundis pour ra.raper le train du digital 39
- 40. Augmented Reality … is the zero click interface (Anselm Hook)
- 41. Augmented X-Ray App Boosts Retailer’s Sales by 37% 9
- 42. 10 lundis pour ra.raper le train du digital 42
- 43. Mobile • • • 30% Smarphones Users • • Save Time vs Waste Time Look behind the I-Phone Mobility vs. Usability - Think about the consumer, not the device Connect with the Real World
- 44. 12% of smartphone owners is using location based services. !44
- 46. Coca-cola village Connect Real Social World !46
- 47. Local • • • • Issue Solving and/or Entertainment Close to mobile DOOH/Stunt Connected with the real live !
- 48. 10 lundis pour ra.raper le train du digital X.0. 48
- 49. Web 3.0 Web x.0 Semantic / Objects Web Meta Web Web 1.0 Web 2.0 The Web Social Web Degree of Social Connectivity
- 50. Web 2.0 was/is about participation Portable, personal web, focused on the individual, on lifestream, on consolidating content, and which is powered by widgets, drag and drop, and mash-ups of user engagement. cc licensed ( BY ) flickr photo by Mykl Roventine: http://flickr.com/photos/myklroventine/3867744073/
- 51. “Web 2.0” ? – 6 Rules ! Harnessing the collec8ve intelligence Lightweight programming models (Mash Up,...) Unique, hard-‐to-‐recreate data sources Above the level of single device The web as plahorm Leveraging the long tail through customer self-‐service
- 52. 52
- 53. I tunes the long tail How big ? 5 billion in 2010 … 10 lundis pour ra.raper le train du digital This is no rumor, because Apple has just announced that iTunes Store's customers purchased and downloaded more than 5 billion songs, while the iTunes Store also has the largest music catalog online, with over 8 million tracks. Even more, the iTunes Store is now ren8ng over 50,000 movies daily, turning it into the most popular movie store, too, with a catalog of over 20,000 TV episodes, over 2,000 films, of which over 350 are available in HD quality.
- 54. In 15 years, Amazon went from 1 category (books) to 16 main categories LIMITLESS INVENTORY
- 55. Amazon began with books… Competition Market was large and fragmented. Contrary to the concentrated music industry, no player would have the power to freeze out a new entrant. Source: Robert Spector, Amazon.com: Get Big Fast (2002) Product Search A book does not have to be accurately described: it is a universal and simple object. Search would make it easy for customers to find books among the entire database. Book distributors were already exchanging digitalized listing. Amazon repeatedly appears first on Google‟s results page.
- 56. Example Kindle: A service, not a device “The vision for Kindle is every book ever in print in any language - all available in less than 60 seconds.” Jeff Bezos Amazon struggles with publishers to implement its vision: • Lowering prices, even if it requires temporarily selling at a loss • Increasing selection: 900,000 books available • Pressuring them with Print on Demand and auto-publishing Like iTunes, it is a seamlessly integrated ecosystem. Amazon wants to become a one-stop shop: • Kindle‟s 3G chip • Access to the ebook catalog through the Kindle or the apps Even if the Kindle is the best device to read for a long time, it is more of a platform than a device: • A device-agnostic experience thanks to mobile and desktop application (Whispersync1) • A streamlined interface and user experience dedicated to reading on many devices 1 Whispersync enables a seamless synchronization of the reading progress and bookmarks across devices. Icons from Oxygen.
- 57. 57
- 60. Au second trimestre 2011, 51 % de la musique dématérialisée a été consommée sur Internet contre 49 % en téléchargement.
- 61. Un Suédois sur neuf paie un abonnement à Spotify : avec la même proportion, nous pourrions retrouver des ventes à un niveau antérieur à la crise. ! Il y aura donc 3 formes de diffusion de la musique numérique: ! 1.L’achat à la carte, type iTunes, 2. L’accès à travers l’abonnement simple (Spotify) ou couplé (Deezer-Belgacom) 3. La gratuité financée par la publicité.
- 62. Crowd Sourcing Lego Builders of Infinity
- 63. New horizons Web 3.0 refers to a third generation of internet-based services that collectively allow the emergence of the Objects / Semantic web. cc licensed ( BY ) flickr photo by paul (dex): http://flickr.com/photos/dexxus/3146028811/
- 64. Smart Device + Social Sharing
- 66. 66
- 67. Internet of Things 10 lundis pour ra.raper le train du digital 67
- 68. 10 lundis pour ra.raper le train du digital Digital Marke2ng Strategy 68
- 69. From 4 P’s to 4 E’s Product Place Price Promotion 10 lundis pour ra.raper le train du digital Experience Everyplace Exchange Evangelism 69
- 70. 10 lundis pour ra.raper le train du digital Paid Owned Earned 70
- 71. What
- 72. In advertising we trust. Or not?
- 73. So, forget paid media? 19% 59% ü Control ! ! ü Control ! ! 22% ü No control à negative can be ! ü Expensive ü Cost efficient ü Cost efficient ü Wide audience (reach!) ü Often limited to customers ü No control, but crucial in the purchase cycle ! Source : POE Research 2012 by Havas Media ! !
- 74. Owned: Everything is Media !
- 75. O 33 % DE L’IMPACT DES MÉDIAS PRIVÉS (OWNED) VIENNENT DES SITES DE MARQUES ! 67 % DES POINTS DE VENTE PHYSIQUES Owned Media
- 76. Offline brand experiences are the main online conversation starters. !76
- 77. Earned Media 19 % DE L’IMPACT DES MÉDIAS PUBLICS (EARNED) VIENNENT DE l’ OPINION INTERNAUTES, WEB SOCIAL, 81 % PROVENANT DE L’OPINION DES PROCHES, DU BOUCHE À OREILLE, L’INTERLOCUTEUR, PROCHE OU PAS, DEMEURANT PLUS IMPORTANT QUE LE CANAL. !77
- 80. Convergence!
- 81. ...close to THE Decision Cycle Process 2 Paid Past + actual campaigns Owned •Website + Branches Earned •WOM/Peers + Social Media Consumers add or substract brands as they evaluate what they want. Ac5ve evalua5on 1 Paid •SEO+SEA+ campaign Owned •Website + Branches Earned • WOM / Peers + Social Media 3 Informa5on gathering, shopping The consumer considers an ini5al set of brands, based on brand percep5ons and exposure to recent touch points. Ul5mately, the consumer selects a brand at the moment of purchase. Loyalty loop Ini8al Considera8on Set Cross selling via Owned • Website • Customer Care • POS Trigger Postpurchase experience Ongoing exposure Owned • Website • Customer Care • POS Earned 4 AFer purchasing a product or service, the consumer builds expecta5ons based on experience to inform the next decision journey. Moment of purchase Product Owned •Website + branches = customer care
- 82. Convergence! 1/ Owned media drives earned media
- 83. Abercrombie Fitch Owned media drives earned media
- 85. Abercrombie Fitch Dedicated # on Instagram
- 86. Abercrombie Fitch Search « Abercrombie Model » in Pinterest
- 87. Abercrombie Fitch Dedicated tweets
- 89. Burberry The physical POS inspired by the digital retail space (rather than vice versa)
- 90. Burberry
- 91. Convergence! 3/ Paid Ads Work Harder with Social
- 92. Nike No Cup is Safe Posted 16 days ago!
- 94. The first 6 steps to successful converged media (paid, owned, and earned) 1/ Understand converged media 2/ Plan a stable foundation 3/ Evaluate ability to achieve earned at scale 4/ Align teams and departments 5/ Align agencies and vendors 6/ Sync content and creative across channels (“finding your voice” - Chris Anderson, editor in chief of WIRED magazine)
- 95. Monoprix’s POE Challenge : A ‘3D’ implementation On ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”. The Idea The Challenge How to generate the best earned of O ? Step 1: Owned Media A powerful repackaging of the private label products the distribu8on market P Step 2: Paid campaigns Capitalizing on the packaging OOH Print E Step 3: Earned Media Buzz around Owned and Paid Sustained by an ac8ve community management Exclusive offers for Fans OOB
- 96. Monoprix’s POE Challenge : A ‘3D’ implementation On ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”. ! ! The Results 69k fans (compared to 4k for Auchan and Leclerc) Qualita8ve verba8m on Facebook and influent blogs The highest earned consumer percep8on of the market
- 97. Monoprix’s POE Challenge : A ‘3D’ implementation On ne dit pas “je vais faire les courses”, on dit “je vais chez Monop”.
- 98. 10 lundis pour ra.raper le train du digital Tac5cs Data Management Opportunity 98
- 99. Objec8ves Related KPI’s E-‐Acquisi5on / Promo • Recruit : E-‐Prospects / e-‐Leads / (Loyal) e-‐Customer / • People who: Buy / Ask for Appoinment / Ask Info / Look for Dealer • Conversion Rate, Repeated Visits, C/Conversion, leads BRAND EQUITY Engagement • Let’s live a full Digital (and more) experience • Brand Ambassador, Advocacy, Story Tellers, Influencers • Time spent, Dwell (Rate / Time), Virality, Repeated Visits Brand/Communica5on Values Building • Communicate in the most balanced impressive way • Customers, (Non) Users, Target Group • Cov., OTS, Affinity, Context, Impact, Click, Interac8on
- 100. E-‐metrics – linked to objec8ves
- 101. Big Brother ? Cookie ! • Micro file – Chain of characters ! ! ! • Allows to keep informa8on about a browser – Browser = +/-‐ surfer • Accepta8on rate – Variable but for metriweb = 98% • Webver8sing in Belgium – Metriweb – Unique visitors / Duplica8on / Accumula8on – Ad Server – Frequency capping
- 102. The last ad vs Reality The “Last Ad” Standard The Reality – – Campaigns reach consumers multiple times, across multiple channels, over extended periods of time Last Ad Clicked Last Ad Viewed Banner Yahoo Rich Media Sponsorship MSN Banner CNet Banner Sky Sports Search Google $ $ $ $ $ $
- 103. Dynamic retarge8ng : concept Data collect Strategy Products data collect Choice of the relevant strategy ! 1 Products consulted (thanks to a cookie) ! We memorize the products of the users browsing / surfing on the the partners sites 2 Similar products to the products consulted or placed in the basket page of the site 3 Complementary products to the product purchased Diffusion Campaign delivery ! When the concerned users go on our network, the customized ads are shown to the relevant users.
- 104. Dynamic retarge8ng : scenarios Product recall The user has seen a 46cm TV on the Hitech.com site Hitech.com Recommenda5ons The user has placed the TV in the basket page but has not bought the product. Hitech.com 500€ We personalized the banners by showing the products previously consulted by the user. 300€ We personalize the banners with the highlight in the banners of the products from the same category (TV size, price, brand, etc…) Cross selling The user has bought a 46cm TV Hitech.com 100€ We personalize the banners by highligh8ng addi8onal products In this case, it could be a DVD player or surround sound system. 104
- 106. 10 lundis pour ra.raper le train du digital Conclusions 106
- 107. Main Challenge Manage an always Larger Pale.e 10 lundis pour ra.raper le train du digital
- 108. Conclusion -‐ «3» rules 10 lundis pour ra.raper le train du digital • 3 minutes – Reputa8on ! • 3 months – Sales ! • 3 years – Brand 108
- 109. Time 4 sharing + 32 / 496 26 06 88 Messenger: hugues@live Mail: hugues.rey@havasmedia.com Blog: www.huguesrey.com Twi.er / Foursquare: huguesrey SlideShare: Yugs13 Linkedin: h.p://www.linkedin.com/in/huguesrey