new marketing

New Marketing

Prepared for IHECS

May 2007

About me

David Hachez(TheAfter)

Connecting Brands with Consumersusing the digital opportunity

8 years in digital marketing

Love music, sound & technology

http://blog.theafter.be

Agenda

Introduction

The Marketer Reality The Landscape The Players The Tools

The Marketer Emergency The Consumer New Techniques

Conclusion

Introduction

The world has changed

1 bio +

Democratization

Media Cluttering

Prime Time is My Time

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

"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," Deborah Wahl-Meyer Toyota Marketing

BusinessWeek

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.

(Edelman Trust Barometer 2006)

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.

Part 1 : The Marketer Reality

The landscape

Source: BIM 15

Online penetration evolution

Coverage per age & sex

Source: BIM 15

Internet coverage on various targets (by gender on total Belgian pop.)

95%94%

78%

54%51%

17%

93%

89%

64%

39%

29%

7%

94%91%

71%

46%

40%

11%

15-24 25-34 35-44 45-54 55-64 65+

targets

co

v. (

%)

Male % Female % Total %

Media consumption

15,4

18,7

11,7

5,14,5

TV Radio Internet Newspaper Magazine

Source: EIAA, Belgium results 2005

Hours spent on each mediumon an average week

Increase in time spent online 2004 vs. 2005: +11%

[Base: All Respondents in Belgium using each type of media]

“A day in the life...”

Source: EIAA, Belgium results 2005

30%

14% 22%

89%

5%

27%

38%

45%

2%4%

43%

51%

11%

54%

66%

9%

16%

67%

14%

48%

0

10

20

30

40

50

60

70

80

90

100

'When you wake up' (6am -10am)

'During the Day' (10am -5.30pm)

'During the Evening' (5.30pm -9pm)

'During the Night' (9pm - 6am)

Watch TV Read Newspapers Read Magazines

Listen to Radio Use the Internet

When Mainly Watching TV When Mainly Using the Internet

[Base: All Belgium internet users][Base: All Belgium TV Viewers]

Multi-tasking reality

Source: EIAA, Belgium results 2005

8%

33%

25%

9% 16%4%

3%

37%

W W W

The players

The players

Brands

Sales Houses

Specialists

Media agency

Ad agency

Media Consumers

initiators shapers transmitters allowers

Broadcast

Hypergene.net

Intercast

Hypergene.net

New Channels

Mash Ups Collaboration Open Source Crowd Sourcing Tagging APIs Platform WOM

Blogs Social Network P2P Web2.0 Privacy Exchange

SEL Wikinomics RFID chip

The tools

Audience knowledge

BIM (Belgian Internet Mapping by Insites) Extensive study among Belgian Internet users, which provides a

detailed overview of the Belgian Internet population.

Deliverables: Insights into socio-demographic information on Internet users

and their attitudes and behaviors related to the Internet 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

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

Frequent updating of the B.I.M. figures every six months and evolution tracking of B.I.M. figures with previous periods

Audience Measurement

CIM (Centre d’information des media)

Metriweb Tactical measurement system based on cookies and providing

data on 250+ Belgian sites at three levels Unique Visitors (+ regular), Visits & Page Requests

Objective, comparable and authentified data Metriplan

Deduplication tool which uses the Metriweb raw data Allows to evaluate the performance of a multi-site media

selection over a perdiod of time Metriprofile

Provides the media planners with socio-demographic data for each site participating in the Metriweb study

Site Traffic measurement

Google Analytics

Cross Media Research

Pre- & Post Advertising Test

Advertising Tracking Cross Media Campaign

Evaluation

Metrix Lab

Online Impact Surveys

Aided and Unaided Brand Awareness

Advertising Awareness Message Association Sponsorship Awareness Brand Favorability Brand Attributes Purchase/Behaviour

Intent

Metrix Lab

Buzz metrics

Buzz metrics

3rd Party technology

IAB 2006

Part 2 : The Marketer Emergency

The Consumers

New dimension in Marketing

From The Power of Us

The Brands

To The Power of Us

The Consumers

US

US

OVERVIEW

No more one-way.

Dialogue

Opt-in

Value

Insight

Trust

Networks

The Power of Networks

Logic+Emotion

There is more than you in you

Logic+Emotion

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 researchBuying

something on Ebay

Buying a book/CD

from AmazonRegularly

shopping for groceries online

Internet banking

Joining an Internet payment service

(e.g., Paypal)

Selling something on

Ebay

Setting up personal news

views/alertsRegularly

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

Segmenting the consumers

creators

communicators

receivers

Source: Insites & Yahoo

Mixed with a Context

Source: Insites

Lovers Fans Neutral Sceptics Haters

HealthHealthLunchLunch

Helps Finding Value

Source: Insites

Lovers Fans Neutral Sceptics Haters

consumer value curve

And Maximizes the Communication

Source: Insites

Lovers Fans Neutral Sceptics Haters

Size

Influence Influence

Classical Marketing

Public

Conversion

Sale!

The bigger the funnel is, the more catches you do.

New Marketing

Give the people the tools and a story.

They will tell your story.

People are media

Everything is media

It’s not about technology.It’s about people.

New Techniques

Marketing Techniques

Viral

RSS

Newsletter

Search

Online Media

Email

Communities

Mobile / SMS

Gamevertising

Pod/Vod-casting

Narrowcasting Bookmarking

Widgets/Gadgets

Brand Xperience

?

?

Push Pull

A regularly distributed publication generally about one main topic that is of interest to its subscribers.

0

1

2

3

4

5Intrusiveness

Reach

EngageSpread

Control

Newsletter

E-mail marketing is a form of direct marketing which uses electronic mail as a means of communicating commercial messages to an audience.- to enhance the relationship with current or old customers and to encourage customer loyalty and repeat business.- to acquire new customers

0

1

2

3

4

5Intrusiveness

Reach

EngageSpread

Control

Email Marketing (in or out house list)

0

1

2

3

4

5Intrusiveness

Reach

EngageSpread

Control

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

0

1

2

3

4

5Intrusiveness

Reach

EngageSpread

Control

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

0

1

2

3

4

5Intrusiveness

Reach

EngageSpread

Control

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

0

1

2

3

4

5Intrusiveness

Reach

EngageSpread

Control

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 "radio shows," but the system quickly became used in a wide variety of other ways : school lessons, tours of museums, etc.

Pod / Vod-casting

0

1

2

3

4

5Intrusiveness

Reach

EngageSpread

Control

Community marketing is a strategy to engage an audience in an active, non-intrusive prospect and customer conversation. This does four things:- Connects customers with prospects- Connects prospects with each other- Connects a company with customers/prospects- Connects customers with customers

Community Marketing

0

1

2

3

4

5Intrusiveness

Reach

EngageSpread

Control

In computer software, a widget engine is host software system for physically inspired applets on the desktop

Gadgets / Widgets

0

1

2

3

4

5Intrusiveness

Reach

EngageSpread

Control

Conclusion

Brand Momentum

Is only the beginning

Sources: MIT & Wikipedia

The Long Tail Principle

The New Currency

TIME

Is the Media mix changingaccording to Marketers?

-30 0 30 60

Online

Cinema

Radio

TV

Outdoor e.g. billboard

Other direct marketing

Newspaper

Magazine

Percentage Of Respondents

Decreasing

Increasing

Source: EIAA 2007

Measuring the Effect : One Question

Net Promoter IndexWould you recommend X to a friend or colleague?

Source: Netpromoter.com

Thank YouQuestions? Jobs?

david.hachez@duvalguillaume.comDownload the presentation on http://www.slideshare.net/theafter

Appendix

Future of Media

Future Exploration Network

Who is Duval Guillaume

Leading Belgian Communication Group 200+ people

Various competences centres Direct & Digital Marketing, Advertising, Corporate

Communication

Working for Dexia, Senseo, Come a casa, MSF, Gaia, Hyundai…