IAB Europe - Alain Heureux @ IAB Interact
-
date post
18-Oct-2014 -
Category
Documents
-
view
1.510 -
download
5
description
Transcript of IAB Europe - Alain Heureux @ IAB Interact
IAB EuropeInsight out, the whole truth!
« Talking with the consumer….beark….why? »
The European Trade Association Network of the digital and interactive marketing industry representing the National associations and Corporate members
THE GOOD NEWSThe World is Changing
Klik hier om tekst toe te voegen
The ad model will change dramatically…
THE ONLY TRUTHChange
THE BAD NEWSTrust - Trust - Trust
Control of data
is a hot topic
THE PARADOXSay what you think, and do what you Say
#CM48@Steven_InSites
Stop the Paradox
Stop the Paradoxby Steven Van Belleghem
Word-of-Mouth Word-of-MouthWord-of-Mouth
is growth driver
Word-of-Mouth
just happens
Word-of-Mouth Word-of-MouthWord-of-Mouth
is growth driver
73%
Word-of-Mouth
just happens
80%
Client happiness Client service is Client happiness
is important
Client service is
too expensive
@Steven_InSites #cm48
% never replies to questions:
11% through customer service
24% on branded social media
28% on social media
Every client is
important
If only 500
clients are important clients are
unhappy, well…
40% 7%
@Steven_InSites #cm48
40%
negative
7%
negative
40% 7%
The paradox?
@Steven_InSites #cm48
40%
negative
7%
negative
40% 7%
We say we care,
but we don’t
@Steven_InSites #cm48
40%
negative
7%
negative
40% 7%
2 simple questions:
@Steven_InSites #cm48
40%
negative
7%
negative
How important are happy clients?
@Steven_InSites #cm48
Are you serious about it?
@Steven_InSites #cm48
40% 7%
3 attitudes:
@Steven_InSites #cm48
40%
negative
7%
negative
@Steven_InSites #cm48
16% 77% 7%
How important are happy clients?
Very important!
@Steven_InSites #cm48
Very open &
positive intentions!
Are you serious about it?
@Steven_InSites #cm48
40% 7%
Only 1 option…
40%
negative
7%
negative
Happy
clients
Positive
WOMWOM
Growth
Listening
Product
development
CO-CREATE
WOM
strategy
& policy
Touchpoints
experienceConversations
on & offline
WOM strategy
Not an island
Create context for success
New KPIsNew KPIs
New KPIs: 38%New KPIs: 38%
2010
2010
Specific Whole
80% 20%
Specific
team
listens
Whole
company
listens
We are ALL listening
40%40%of companies is NOT present on social media
20%20%of companies has a Twitter account
#CM48@Steven_InSites
Stop the Paradox
Stop the Paradoxby Steven Van Belleghem
Not an island
Listening
Product
development
CO-CREATIE
Conv
Mgr
Conv
Mgr
WOM
strategy
& policy
Touchpoints
experienceConversations
on & offline
Conv
Mgr
Consumer in the boardroom
CCOCCO
Chief Consumer Officer
HOW CAN WE HELPThe IAB Europe Network
December 2010 :
Stakeholders and dedicated staff :
-26 countries with over 130 staff
-44 corporate members at European level
-more than 5000 member companies at National level
Potential New countries in 2011 :
-Portugal, Luxembourg, Serbia, Kazakhstan, Iceland ,
Cyprus and Dubaï
Priorities 2011-2012 :
-Public Policies :
-creating trust and transparency
-ongoing dialogue with the regulator
-self regulation
-Business :
-promoting Brand Advertising
-measurement
-Benchmarking :
-understanding the consumer
-comparing the markets-comparing the markets
-Networking :
-leaders and captains of the industry
Keep on pushing the digital economy....with www.iabeurope.eu
and try to join us in 2011 on June 7-8-9 in Barcelona again for our
5th Interact Congress and Second Mixx Europe Awards!