Bmma hugues rey formationdigitale2014 session 1 - version 15092014short

10 lundis pour rattraper le train du digital
Don’t Miss The Digital Train!
Session 1 The framework : Digital marketing in practice
15th of September 2014
Hugues L. Rey

rattraper le train du 10 lundis pour rattraper le train du digital
Agenda or Bingo ?
2
Big Data
Long Tail
Dwell (Rate)
Crowd Sourcing
Cloud Computing
Gamification
Media Meshing
SoLoMo
Mash Up
Cookie
Freemium

Marketing ...
3
is the process of communicating
the value of
a product or service to customers.
Wikipedia

Digital...
4
is most commonly used in computing and electronics, especially
where real-world information is converted

4P’s – 4C’s

Challenges Facing Digital Marketers
•Proliferation of digital channels
•Intensifying competition
•Exploding data volumes.

Total reach of Internet Websites
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011
2012
27
33
38
43
50
54
59
62
63
62
66
69
Total Reach of Internet Website
Internet total reach has more than doubled to reach 69% of the 12+ in 2012
Sources : CIM PMP 2001-2012

Power of the Newcomers !
2006
2013
GOOGLE.BE
GOOGLE.BE
LIVE.COM
FACEBOOK.COM
SKYNET.BE
YOUTUBE.COM
EBAY.BE
LIVE.COM
TELENET.BE
WIKIPEDIA.ORG
WIKIPEDIA.ORG
BLOGGER.COM
YAHOO.COM
SKYNET.BE
FREE.FR
YAHOO.COM
AUTOZONE.BE
TELENET.BE
ADOBE.COM
WORDPRESS.COM

Multiple screens
x
Convergence of content
X
Individual cast

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

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/

“Web 2.0” ? – 6 Rules !
Unique, hard-to-recreate data sources
The web as platform
Harnessing the collective intelligence
Above the level of single device
Lightweight programming models (Mash Up,...)
Leveraging the long tail through customer self-service

Harnessing the collective intelligence

Unique, hard-to-recreate data sources

In 15 years,
Amazon went from 1 category (books) to 16 main categories
WEB AS A SERVICE

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.
Product
A book does not have to be accurately described:
it is a universal and simple object.
Book distributors were
already exchanging digitalized listing.
Search
Search would make it easy for customers to find books among the
entire database.
Amazon repeatedly
appears first on Google‟s results page.
Source: Robert Spector, Amazon.com: Get Big Fast (2002)

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
1Whispersync enables a seamless synchronization of the reading progress and bookmarks across devices. Icons from Oxygen.

Au second trimestre 2011, 51 % de la musique dématérialisée a été consommée sur Internet contre 49 % en téléchargement. 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.

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/

Data Augmented Reality
Connected life

Connected to social network

Connected media

http://www.ibm.com/smarterplanet/us/ensmarter_media_entertainment/overview/

Connected touchpoints

Source (May 2013): http://insights-on-business.com/retail/social-media-and-the-connected-consumer/

Connected mobility
Connected consumer journey

the RetailNext system collects over 100 petabytes of raw data across more than 500 million shopping trips per year. This information comes in from more than 65,000 sensors across thousands of stores from more than 100 brand named retailers in 20 countries.

INTENSIFYING COMPETITION

Challenges Facing Digital Marketers Intensifying competition
•Digital channels are « relatively cheap », compared with traditional media
•Making them within reach of practically every business of every size
•As a result, it’s becoming a lot harder to capture consumers’ attention.

We've gone from being exposed to about 500 brand messages a day back in the 1970s to as many as 5,000 a day today. Jay Walker-Smith Yankelovich Consumer Research

See: 5,000 Engage: 76 Recall: 12 Act on: 5
Yankelovich Consumer Research

See: 5,000 Engage: 76 Recall: 12 Act on: 5
Yankelovich Consumer Research
you have to be the 0.1%

Cross Channel Shopping will be 6X of Online Retail alone
Source: Paypal Media Network

Omni-Channel is critical Sales & Com is bluring

The purchase funnel becomes… the purchase pretzel
Source: Paypal Media Network

Source – The reference – Belgium

www.grp.be
GRP SYMPOSIUM « Media is back ! » 22/09/11
« You are exposed to this brand through the following »
OPINION OF FRIENDS & FAMILY, WORD-OF-MOUTH, OPINION OF SURFERS (BLOGS, FORUMS), SOCIAL NETWORKS AND PRESS COVERAGE
ADVERTISING IN MEDIA (TV, INTERNET, RADIO, OUTDOOR, PRESS) MAILINGS, E-MAILINGS, PROMOTIONAL GIFTS, TRADE EXHIBITIONS, SPONSORED EVENTS
WEB SITES, POINT OF SALES.
P
O
E
P.O.E Integration

In advertising we trust.

Moment
of
purchase
...close to THE Decision Cycle Process
Initial Consideration Set
Trigger
Loyalty loop
Active evaluation
Information gathering, shopping
Postpurchase experience
Ongoing exposure
The consumer considers an initial set of brands, based on brand perceptions and exposure to recent touch points.
Ultimately, the consumer selects a brand at the moment of purchase.
Consumers add or substract brands as they evaluate what they want.
After purchasing a product or service, the consumer builds expectations based on experience to inform the next decision journey.
1
2
3
4
Cross selling via Owned
•Website
•Customer Care
•POS
Owned
•Website
•Customer Care
•POS Earned
Paid Past + actual campaigns Owned
•Website + Branches Earned
•WOM/Peers + Social Media
Product Owned
•Website + branches => customer care
Paid
•SEO+SEA+ campaign Owned
•Website + Branches Earned
•WOM / Peers + Social Media

Love & Hate

1% OF BRANDS HAVE AN ORGANIC REACH OF 84%
FACEBOOK
ORGANIC REACH
2008 : 35%
2012 : 16%
2014 : 6%
A NEW TENSION TO MASTER

CONTENT IS THE BEST ASSET
FOR BOOSTING ORGANIC REACH

BOUNDARIES ARE BLURRING : ADVERTISING vs CONTENT
MEDIA USE IN 2013/14
BRAND CONTENT : +88%
NATIVE ADS : + 65%

In the year 2000...
* Not Native *

P.O.E. sort the Digital Mediamix
PAID
OWNED
EARNED
P
O
E
Display
SEA
Affiliate
Video Ads
SEO
Email / list broking
Video Channels
Social Media
Location based
Brand Awareness
Brand Preference
Customer Acquisition
Customer Loyality
Brand Engagement
STRATEGY
Media mix priority
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EXPLODING DATA VOLUMES

Challenges Facing Digital Marketers Exploding data volumes
•Consumers leave behind a huge trail of data in digital channels
•Extremely difficult to get a handle on all that data
•Find the right data within exploding data volumes
•Can help in the right decisions making

Objectives & Related KPI’s
E-Acquisition / 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
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/Communication Values Building
•Communicate in the most balanced & impressive way
•Customers, (Non) Users, Target Group
•Cov., OTS, Affinity, Context, Impact, Click, Interaction
BRAND EQUITY

75
-35%
-60%
Cookies & Tracking

E-metrics – linked to objectives

Ad Serving (Basic)

The last ad vs Reality
The “Last Ad” Standard
–Last Ad Clicked
–Last Ad Viewed
The Reality
Campaigns reach consumers multiple times, across multiple channels, over extended periods of time
$
$
$
$
$
Search
Google
Banner Yahoo
Rich Media & Sponsorship MSN
Banner CNet
Banner Sky Sports
$

10 lundis
pour
rattraper
le train du
digital
Remarketing
97% of new visitors do not convert after their first visits

The advertiser delivers the ad
The impression is auctionned
Buyers place a bid (CPM) according to the estimated value of each impression
<150 ms
ADVERTISING
1
3
5
The highest bid « wins » the impression
4
2
The Internet user visits a web page
Buy now !
0.52€
0.67€
0.75€
01.05€
cookie
80
How does it work?
... inherited from search

Campaign delivery
When the concerned users go on our network, the customized ads are shown to the relevant users.
Products data collect (thanks to a cookie) We memorize the products of the users browsing / surfing on the the partners sites
Choice of the relevant strategy
1 Products consulted
2 Similar products to the products consulted or placed in the basket page of the site
3 Complementary products to the product purchased
Data collect
Strategy
Diffusion
Dynamic retargeting : concept

77%
95%
42%
16%
4%
57%
8%
1%
1%
Budget
Clicks
Leads
CPM (Context)
RTB
CPC Networks
Advanced Display: Efficiency
Source : Touring Assistance

Previous Ad
Next Ad
AdSmart

Multiple the TV effect by data

•FILM SRP

TOTAL SOCIAL MESSAGES
TV REACH
x 100
REACH TV
=

The SRP in television buying
Buying optimization
Sponsoring evaluation
PAID OPTIMISATION
CONTENT OPTIMISATION

89

FILM

I SHARE

I LIKE

I KNOW

Plugins everywhere
Marketing operations
Marketing operations on Facebook
Main website
Mobile

Unique ID Forrest Gump
Tom Hanks
Programmatic marketing
Social Graph
(500 millions edges)
Open Graph
(40 millions objects)
Knowledge Graph (1 billion entities)
watched
Forrest Gump (on YouTube)
Cloud Atlas (on Flixster)
Clément
wants to watch
Unique ID Cloud Atlas
School friends
Coworkers
Jean
Forrest Gump (on Allociné)
(sponsored)

External Data
Programmatic marketing
Earned & Owned impact Effective & efficient Paid
Conversions
+
+
+
+
+
+
+
Data Management
Information Map
MFG Data Intelligence
Brand/products awareness
Engagement platform

Main Challenge Manage an always Larger Palette

“By 2017, the CMO will spend more on IT than
CTOs will. *Laura McLellan, Gartner

A simple Rule ...
•Useful ?
•Usable ??
•Used ???
99

Conclusion - «3» rules
•3 minutes
–Reputation
•3 months
–Sales
•3 years
–Brand
100

Wrap Up 3 Keys to Digital Marketing Success
•Manage complex customer relationships across a variety of channels – both digital and traditional.
•Respond to and initiate dynamic customer interactions.
•Extract value from data to make better decisions faster

Bmma hugues rey formationdigitale2014 session 1 - version 15092014short

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Bmma hugues rey formationdigitale2014 session 1 - version 15092014short