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New Marketing

A presentation made for the Ihecs Students in their last year B.A. in Marketing & Advertising

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New Marketing

  1. 1. New Marketing Prepared for IHECS May 2007
  2. 2. About me <ul><li>David Hachez </li></ul><ul><li>( TheAfter ) </li></ul><ul><li>Connecting Brands with Consumers </li></ul><ul><li>using the digital opportunity </li></ul><ul><li>8 years in digital marketing </li></ul><ul><li>Love music, sound & technology </li></ul><ul><li>http://blog.theafter.be </li></ul>
  3. 3. Agenda <ul><li>Introduction </li></ul><ul><li>The Marketer Reality </li></ul><ul><ul><li>The Landscape </li></ul></ul><ul><ul><li>The Players </li></ul></ul><ul><ul><li>The Tools </li></ul></ul><ul><li>The Marketer Emergency </li></ul><ul><ul><li>The Consumer </li></ul></ul><ul><ul><li>New Techniques </li></ul></ul><ul><li>Conclusion </li></ul>
  4. 4. Introduction
  5. 5. <ul><li>The world has changed </li></ul>
  6. 6. 1 bio +
  7. 7. Democratization
  8. 8. Media Cluttering
  9. 9. Prime Time is My Time
  10. 10. The era of building brands namely through mass media advertising is over . We need to find ways to get consumers to invite brands into their lives. BusinessWeek
  11. 11. &quot;We have to be more a part of what people are watching and reading instead of being in between what people are watching and reading,&quot; Deborah Wahl-Meyer Toyota Marketing BusinessWeek
  12. 12. <ul><li>the “person like yourself or your peer” is seen as the most credible spokesperson about a company and among the top three spokespeople in every country surveyed. </li></ul><ul><li>(Edelman Trust Barometer 2006) </li></ul><ul><li>In the US, for example, the “person like yourself or your peer” was only trusted by 22% of respondents as recently as 2003, while in this year’s study, 68% of respondents said they trusted a peer. Contrast that to the CEO, who ranks in the bottom half of credible sources in all countries, at 28% trust in the US, near the level of lawyers and legislators. </li></ul>
  13. 14. Part 1 : The Marketer Reality
  14. 15. The landscape
  15. 16. Online penetration evolution Source: BIM 15
  16. 17. Coverage per age & sex Source: BIM 15
  17. 18. Media consumption Source: EIAA, Belgium results 2005 Hours spent on each medium on an average week Increase in time spent online 2004 vs. 2005: +11%
  18. 19. “A day in the life...” [Base: All Respondents in Belgium using each type of media] Source: EIAA, Belgium results 2005
  19. 20. Multi-tasking reality When Mainly Watching TV When Mainly Using the Internet [Base: All Belgium internet users] [Base: All Belgium TV Viewers] Source: EIAA, Belgium results 2005
  20. 21. W W W
  21. 22. The players
  22. 23. The players Brands Sales Houses Specialists Media agency Ad agency Media Consumers initiators shapers transmitters allowers
  23. 24. Broadcast Hypergene.net
  24. 25. Intercast Hypergene.net
  25. 26. New Channels
  26. 27. <ul><li>Mash Ups Collaboration Open Source Crowd Sourcing Tagging APIs Platform WOM Blogs Social Network P2P Web2.0 Privacy Exchange SEL Wikinomics RFID chip </li></ul>
  27. 28. The tools
  28. 29. Audience knowledge <ul><li>BIM (Belgian Internet Mapping by Insites) </li></ul><ul><ul><li>Extensive study among Belgian Internet users, which provides a detailed overview of the Belgian Internet population. </li></ul></ul><ul><li>Deliverables: </li></ul><ul><ul><li>Insights into socio-demographic information on Internet users and their attitudes and behaviors related to the Internet </li></ul></ul><ul><ul><li>Data-collection on basis of online (pop-up & e-mail data collection) as well as offline (by phone) methods in order to guarantee representative figures </li></ul></ul><ul><ul><li>The largest Internet study in Belgium, more than 140.000 people participated in the pop-up survey and more than 10.000 in the e-mail survey </li></ul></ul><ul><ul><li>Frequent updating of the B.I.M. figures every six months and evolution tracking of B.I.M. figures with previous periods </li></ul></ul>
  29. 30. Audience Measurement <ul><li>CIM (Centre d’information des media) </li></ul><ul><li>Metriweb </li></ul><ul><ul><li>Tactical measurement system based on cookies and providing data on 250+ Belgian sites at three levels </li></ul></ul><ul><ul><ul><li>Unique Visitors (+ regular), Visits & Page Requests </li></ul></ul></ul><ul><ul><li>Objective, comparable and authentified data </li></ul></ul><ul><li>Metriplan </li></ul><ul><ul><li>Deduplication tool which uses the Metriweb raw data </li></ul></ul><ul><ul><li>Allows to evaluate the performance of a multi-site media selection over a perdiod of time </li></ul></ul><ul><li>Metriprofile </li></ul><ul><ul><li>Provides the media planners with socio-demographic data for each site participating in the Metriweb study </li></ul></ul>
  30. 31. Site Traffic measurement Google Analytics
  31. 32. Cross Media Research <ul><li>Pre- & Post Advertising Test </li></ul><ul><li>Advertising Tracking </li></ul><ul><li>Cross Media Campaign Evaluation </li></ul>Metrix Lab
  32. 33. Online Impact Surveys <ul><li>Aided and Unaided Brand Awareness </li></ul><ul><li>Advertising Awareness </li></ul><ul><li>Message Association </li></ul><ul><li>Sponsorship Awareness </li></ul><ul><li>Brand Favorability </li></ul><ul><li>Brand Attributes </li></ul><ul><li>Purchase/Behaviour Intent </li></ul>Metrix Lab
  33. 34. Buzz metrics
  34. 35. Buzz metrics
  35. 36. 3rd Party technology IAB 2006
  36. 37. Part 2 : The Marketer Emergency
  37. 38. The Consumers
  38. 39. New dimension in Marketing <ul><li>From The Power of Us </li></ul><ul><li>The Brands </li></ul><ul><li> </li></ul><ul><li>To The Power of Us </li></ul><ul><li>The Consumers </li></ul>US US
  39. 40. OVERVIEW <ul><ul><ul><li>No more one-way. </li></ul></ul></ul>Dialogue
  40. 41. Opt-in
  41. 42. Value
  42. 43. Insight
  43. 44. Trust
  44. 45. Networks
  45. 46. The Power of Networks Logic+Emotion
  46. 47. There is more than you in you Logic+Emotion
  47. 48. Stages in Internet use Communication / Community Entertainment / Personal Expression Information / Research / Everyday Tasks Email IM Posting your profile on a community site Creating your own IM / chat room avatar Visiting an Internet chat room Making posts to an online message board Becoming a lead contributor to an online community (e.g., regular posts, moderator) Setting up email forwarding group for “joke” emails Using Google to research Buying something on Ebay Buying a book/CD from Amazon Regularly shopping for groceries online Internet banking Joining an Internet payment service (e.g., Paypal) Selling something on Ebay Setting up personal news views/alerts Regularly reading news online Bookmarking your own library of “favourite” sites Writing your own blog/newsletter Building your own website Booking a flight online Sharing iTunes playlists Playing viral games that were emailed Joining an online RPG community (e.g., SimsOnline) Downloading games Watching streaming video Downloading music Listening to Internet radio Uploading photos to album site Subscribing to online movie service Video chat/Webcams Web surfing Visiting websites others have recommended Browsing dating / “friends” sites Signing up for email newsletter Basic Experienced Enthusiast Source: Isobar Creating your own TV channel
  48. 49. Segmenting the consumers Source: Insites & Yahoo creators communicators receivers
  49. 50. Mixed with a Context Source: Insites Health Lunch Lovers Fans Neutral Sceptics Haters
  50. 51. Helps Finding Value Source: Insites Lovers Fans Neutral Sceptics Haters consumer value curve
  51. 52. And Maximizes the Communication Source: Insites Lovers Fans Neutral Sceptics Haters Size Influence  Influence 
  52. 53. Classical Marketing Public Conversion Sale! The bigger the funnel is, the more catches you do.
  53. 54. New Marketing Give the people the tools and a story. They will tell your story.
  54. 55. People are media
  55. 56. Everything is media It’s not about technology. It’s about people.
  56. 57. New Techniques
  57. 58. Marketing Techniques Viral RSS Newsletter Search Online Media Email Communities Mobile / SMS Gamevertising Pod/Vod-casting Narrowcasting Bookmarking Widgets/Gadgets Brand Xperience ? ? Push Pull
  58. 59. A regularly distributed publication generally about one main topic that is of interest to its subscribers . Newsletter
  59. 60. <ul><li>E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial messages to an audience. </li></ul><ul><li>to enhance the relationship with current or old customers and to encourage customer loyalty and repeat business. </li></ul><ul><li>to acquire new customers </li></ul>Email Marketing (in or out house list)
  60. 61. A set of marketing methods to increase the visibility of a website in search engine results pages. 3 methods: - Search Engine Optimization (organic) - Search Engine Advertising (cpc) - Paid Inclusion (indexing guaranteed) Search Engine Marketing
  61. 62. Mobile Marketing refers generally to direct marketing via mobile phones, PDAs or (rarely) Laptop Computers. Technologies such as SMS, MMS, Bluetooth, WLAN, Infrared (IRDA) are being used to distribute commercial or (or in some cases non-commercial) content to mobile devices. Mobile Marketing
  62. 63. RSS is a family of web feed formats used to publish frequently updated digital content, such as blogs, news feeds or podcasts. Really Simple Syndication RSS
  63. 64. A podcast is a media file that is distributed by subscription (paid or unpaid) over the Internet using syndication feeds, for playback on mobile devices and personal computers. Podcasting's initial appeal was to allow individuals to distribute their own &quot;radio shows,&quot; but the system quickly became used in a wide variety of other ways : school lessons, tours of museums, etc. Pod / Vod-casting
  64. 65. <ul><li>Community marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. This does four things: </li></ul><ul><li>- Connects customers with prospects </li></ul><ul><li>Connects prospects with each other </li></ul><ul><li>Connects a company with customers/prospects </li></ul><ul><li>Connects customers with customers </li></ul>Community Marketing
  65. 66. In computer software, a widget engine is host software system for physically inspired applets on the desktop Gadgets / Widgets
  66. 67. Conclusion
  67. 68. Brand Momentum
  68. 69. Is only the beginning Sources: MIT & Wikipedia The Long Tail Principle
  69. 70. The New Currency TIME
  70. 71. Is the Media mix changing according to Marketers? Source: EIAA 2007
  71. 72. Measuring the Effect : One Question <ul><li>Net Promoter Index </li></ul><ul><li>Would you recommend X to a friend or colleague? </li></ul>Source: Netpromoter.com
  72. 74. Thank You Questions? Jobs? <ul><li>[email_address] </li></ul><ul><li>Download the presentation on http://www.slideshare.net/theafter </li></ul>
  73. 75. Appendix
  74. 76. Future of Media Future Exploration Network
  75. 77. Who is Duval Guillaume <ul><li>Leading Belgian Communication Group </li></ul><ul><ul><li>200+ people </li></ul></ul><ul><li>Various competences centres </li></ul><ul><ul><li>Direct & Digital Marketing, Advertising, Corporate Communication </li></ul></ul><ul><li>Working for </li></ul><ul><ul><li>Dexia, Senseo, Come a casa, MSF, Gaia, Hyundai… </li></ul></ul>