Bmma hugues rey formationdigitale2014 session 1 - version 15092014short

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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

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digital

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rattraper le train du digital

Agenda or Bingo ?

2

Big Data Long Tail Dwell (Rate)

CrowdSourcing

Cloud Computing

Gamification Media

Meshing

SoLoMo Mash Up Cookie Freemium

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Marketing ...

3

is the process of communicating

the value of

a product or service to customers.

Wikipedia

http://en.wikipedia.org/wiki/Communicating

http://en.wikipedia.org/wiki/Customers

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digital

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Digital...

4

is most commonly used in

computing and electronics,

especially

where real-world information is

converted

to binary numeric form

http://en.wikipedia.org/wiki/Computing

http://en.wikipedia.org/wiki/Electronics

http://en.wikipedia.org/wiki/Binary_numeral_system

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4P’s – 4C’s

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Challenges Facing Digital Marketers

• Proliferation of digital channels

• Intensifying competition

• Exploding data volumes.

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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

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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/

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“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

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Unique, hard-to-recreate data sources

Mash Up

Long Tail

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.

Spotify – Freemium

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/

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Data Augmented Reality Connected life

Smart Device + Social Sharing

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Data Augmented Reality Connected to social network

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Data Augmented Reality Connected media

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

http://www.ibm.com/smarterplanet/us/en

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Data Augmented Reality Connected touchpoints

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

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Data Augmented Reality Connected mobility

Data Augmented Reality 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.

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INTENSIFYING COMPETITION

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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%

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Cross Channel Shopping will be 6X of

Online Retail alone

Source: Paypal Media Network

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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

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In advertising we trust.

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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

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Love & Hate

http://www.youtube.com/watch?v=t8XxcOj3Seo

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* Native!

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

*

Native!

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P.O.E. sort the Digital Mediamix

PAID OWNED EARNED

P O E

Dis

pla

y

SEA

Aff

ilia

te

Vid

eo A

ds

SEO

Ema

il /

list

bro

kin

g

Vid

eo

Ch

an

nel

s

Soci

al M

edia

Loca

tio

n

ba

sed

Brand Awareness

Brand Preference

Customer Acquisition

Customer Loyality

Brand Engagement

STRATEGY

Media mix priority

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EXPLODING DATA VOLUMES

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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

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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

BR

AN

D EQ

UITY

75

-35%

-60%

Cookies & Tracking

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E-metrics – linked to objectives

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Ad Serving (Basic)

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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

$

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Remarketing

97% of new visitors do not convert after their first visits

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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

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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

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77%

95%

42%

16%

4%

57%

8% 1% 1%

Budget Clicks Leads

CPM (Context)

RTB

CPC Networks

Advanced Display: Efficiency

Source : Touring Assistance

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Previous Ad Next Ad AdSmart

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Multiple the TV effect by data

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• FILM SRP

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TOTAL SOCIAL MESSAGES

TV REACH

x 100 REACH TV =

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The SRP in television buying

Buying optimization

Sponsoring evaluation

PAID OPTIMISATI

ON

CONTENT OPTIMISATI

ON

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89

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FILM

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digital I SHARE

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digital I LIKE

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I KNOW

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Plugins everywhere

Marketing operations

Marketing operations on Facebook

Main website

Mobile

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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)

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External Data

Programm

atic

marketing

Earned & Owned impact Effective & efficient Paid

Conversions

+ + +

+ +

+ +

Data Manageme

nt

Information Map

MFG Data Intelligence

Brand/products awareness

Engagement platform

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Main Challenge Manage an always Larger Palette

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

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A simple Rule ...

• Useful ?

• Usable ??

• Used ???

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Conclusion - «3» rules

• 3 minutes – Reputation

• 3 months – Sales

• 3 years – Brand

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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

Marketing

Transcript of Bmma hugues rey formationdigitale2014 session 1 - version 15092014short