DIGITAL KNOWLEDGEIN DIGITAL AGE: THE CONSUMER POINT OF VIEW

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rattraper le train du digital

DIGITAL KNOWLEDGEIN DIGITAL AGE: THE CONSUMER POINT OF VIEW

Joëlle Liberman

5 March 2012

ÉGÉRIE RESEARCH 2012 ©

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A world of ‘Too Much…

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A world of ‘Too Much…’


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A world of ‘Too Much…’

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A world of ‘Too Much…’• TOO MANY CHOICES KILL THE CHOICE

• An overabundance feeling generating a real mindset of zapping

• ZAPPING IS AN ANSWER TO OUR MARKETING APPROACH :• everything is there, • ready to be plucked

• General expectation for a new kind of relation between the actors

• The need for explicit added value is everywhere

• Less brand addiction more challenging approach


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A marketing approach inspired too much by other brands or with shallow added value


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A marketing approach based on the idea that we have to create new consumer needs


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A marketing approach that reaches less and less the business goals


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Various sectors with an urgent need of a better connection with the current reality


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Several advertising approaches disconnected with consumer expectations


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A basic need and a huge challenge


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A marketing approach disconnected from the real world,

A strong demand for a « co-marketing approach »

• THE POWER is not (only) in the hands of marketing anymore

• A strong need for DIALOGUE and dedicated solutions

• GUIDANCE IS KEY

• ENGAGEMENT IS KEY

• EMOTION IS KEY


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A new zapping attitude


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A new kind of frustration generated by overstimulation


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A new marketing situation based on the obligation to manage frustration


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Frustration of people ignored by marketing


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The gap between loyalty and habit


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A new kind of relation with consumption between anorexia and boulimia


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A new situation : a new global context


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A new kind of situation : another vision of the future


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A lot of questions about the future


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• In the world of ‘too much’ there are different attitudes:- I pay for expert brands, explicit added value and luxury- The rest should be low priced, (+/-) free- I pay attention to my new reality :crisis & job fragility- I switch from anorexia to boulimia- I “reset” my consumption / I need meaning

• A NATURAL ATTITUDE OF “CHERRY-PICKER”• A REAL MINDSET OF ZAPPING• A REAL RESET OF THE CONSUMPTION

See peer to peer in music See E bay/second hand.be where one chooses its own price for anything

See new system of “co process”See the Ryan Air client’s profile


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A new mindset : invention of new solutions


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A search for meaning


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Invention of new solutions


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New solutions disconnected from the marketing world


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New solutions based on human values such as solidarity

or win-win deals


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• In this new context :- Emergence of new solutions disconnected from the

marketing world- Real pair to pair mind-set- Added value could be social connection- Lack of meaning could be a reason to switch- Being more than a consumer is a goal

• A NATURAL ATTITUDE OF DISTRUST• A REAL NEED OF CLARIFICATION• A REAL ATTITUDE OF "MULTIPLE ME’S"


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A budget concerned mindset• « I need to be an active player in my budget life »

• « I need to check what the brand says/ offers »

• « I need to challenge the price and the added value »


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Consumers become SMART : they challenge the balance between value and money and they expect EXPLICIT ADDED VALUE or……

A budget concerned mindset


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Being a smart consumer is a hype


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rattraper le train du digital• Attention to budget is a must :

- Emergence of new attitudes : more active, more challenging

• How could we be smart together with the brand ?

• How could we define what the definition of a "fair deal” is?

• A REAL ATTITUDE OF "MULTIPLE ME’S"


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A world where time is scarce and precious!


http://www.flickr.com/photos/bip/214912616/

http://www.flickr.com/photos/atelier_tee/129881298/

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A time schedule with incredible pressure on short-term


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A real marketing approach of quality time


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An advertising definition of « time for us »


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And real questions about long-term promises


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A different relationship with time in a world of overstimulation

Time (FREE TIME) becomes something very rare and very difficult to organize

For the consumer“Quality time = time for

me”WITH MY OWN

DEFINITION !


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A cognitive cost

• Effortless is a key word

• Fluidity is the paradigm of time


Cognitive cost =How is it new for me

Time I need to grasp the ideaCOMFORTABLE INERTIA

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A relational network


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A network in which « I » am the hero

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Without real questions about the border between real and virtual life


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2 worlds interconnected with different tempo and rhythms


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« I » and the other « me » are the references


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A world of « me », not a world of « we »

• “I” and “ME” are the measures of all things : ME AS A CONSUMER: MY NEEDS, MY DESIRES, MY EXPECTATIONS

• Family becomes a small definition: ME + “my close family”

• Or a new definition: MOSAIC FAMILY/ SINGLE PARENT FAMILY

• Everyone talks about a SELECTIVE NETWORK OF PEER GROUPS as the reference

• A consumer who is GOOD (or very good) IN MARKETING

• The border between “OFF” and “ON” is questionned


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– CONTINUITY OF BELONGING is questioned too

– LOYALTY CAN BE « SERIAL » OR "TEMPORARY”

- RELATIONSHIP WITH THE BRAND MUST EVOLVE


A world of « me », not a world of « we »

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An active search for information


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To actively take control of the flow

Be the actor of one’s own life!

I decide !!!

The « modern attitude » seems to be…

An active search for information


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Consumers make their own media-plan “THEY DECIDE!!!!!!”

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Brand reputation is built through uncontrolled channels...


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Information takes over advertising


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Reputation takes over image!

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Brand sustainability


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Give guidance in a more open approach


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Information is not the brand’s privilege any more


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Would the next paradigm be:

CGB Consumer Generated

Brand?

A new paradigm


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Launching of the new GAP Logo :• 4 October 2010 : launch of the new logo• 11 October 2010 : 725.000 fan reactions on the brands Facebook page One week later: reintroduction of the historical logo

CGB is (already among us, and not only on the web…)


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CGB is (already among us, and not only on the web…


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CGB is (already among us, and not only on the web….


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CGB is (already among us, and not only on the web….


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THE SOCIAL MEDIA SITUATION

1. A WORLD OF TOO MUCH : too much information, on too many channels?

2. A WORLD WHERE QUALITY TIME IS OPPOSED TO WASTED TIME :

It has to be fast and « to the point ».

Or it has to be quality time.

Facebook time = loosing time? = relax time? = social time?

EVERYONE CAN BE AN EXPERT ON THE INTERNET:

The impression that the balance of power is shifting.

Do brands still master their image on the internet?

In reality, a rather passive and opportunistic attitude of internet users in Belgium.

MY OWN MEDIA PLAN : my own breaking news, TV shows in streaming,

3. FFW function on my TV to skip commercials, downloading movies just out in the US…


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A WORLD OF "ME" AND MY FRIENDS :

Groups belonging, fan pages, networks, videos posted on my wall and all the messages I am sending to the world about my core values, tightening my links with my networks

MATURE TEENS AND « ADULESCENTS »? :

Internet as a game. Even practical information should be delivered in a fun and visually attractive way.

DISCUSSION ABOUT PRIVACY ON THE INTERNET, AND ON FACEBOOK IN PARTICULAR:

Nobody can ignore those issues and should behave accordingly

A WORLD OF LOOK-ALIKES :

In shops as well as in banners on the internet, marketeers get their inspiration from others discriminating added-value should be crystal clear so as to allow proximity with a brand


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Google searchs

What’s new

Smart consuming

GamesMusic

Series & movies

Pure fun (videos)

Health forums

Pic sharing

Chat

Social networking

Information role= USEFUL= ?

Communication role= SOCIAL= ?

Entertainment role= FUN== ?

Daily news

Mails

Tripadvisor searchs

Blogging

Inspiration

3 main roles of the internet


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Get more, in a lot less time

The illusion of discovering the wonders of the world, often ending up in realizing everybody has the same source

A totally integrated information search that still requires guidance to be efficient

The new way to be in contact with brand proposals :

= more comparison : a more challenging attitude : the impression on the consumer side to be smart and less naive

= more access to the brand spirit : new collections, advices , making of the commercials, pre sales,…..

Information role = an active attitude


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Communication role = a dynamic attitude

• For women, a two-way impact of the internet : it makes their life smoother, it also replaces meetings in real life

• For teens, the natural way to communicate whenever and however they want, with their close friends

• Blogging: – several personal blogs per « theme » (holidays, parties, mangas…) mainly for pic sharing

(very young teens) – or influential bloggers talking about cultural/ musical/ fashion trends – Cooking blogs or DYI blogs are also very popular among women– Personal blogs have become quite useless after creation of Facebook profile’s– BUT where to find them? Browsing is not easy and is hence limited to friends’

recommendations or major websites with forums/blogs/news/advice sections

• Facebook and the other platforms : In general, the feeling that most interfaces will be merging to create a unique platform for communication ex: MSN replaced by Facebook chat, Chat also available on Skype, pictures from Picasa to Facebook


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Facebook: a universe with a real personnality and specific rules

See and Be seen

Need to manage a certain control about what I say

I showI like

on my profile

: the cool attitude

= a place for me & my friends

= a relationshipMe my friends

Stay in contactActivator of relationshipsShare moments & ideasHave fresh newsTo be « in » party, concerts, after


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CONFIDENTIALITY?

ADDICTION?

SOCIAL SKILLS?

LOOSING TIME?

BRANDS FIGHTING TO GET INTO MY MIND?

WHO ARE MY TRUE FRIENDS?

COSIER ON FB THAN IRL?

SPENDING TOO MUCH TIME ON FB IS…NOT SOCIALLY COOL?DANGEROUS FOR YOUR PRIVACY?

What are you afraid of?


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Brands on Facebook

• BRAND COMMUNICATION ON FACEBOOK SHOULD BE RELEVANT WITH THE DNA OF EACH OF THE 3 ACTORS« Het moet passen met wat ik op Facebook doe »

as a brand, the question is : which community to build, around one of our core missions transposable to Facebook’s spirit?


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➤ THIS IS NOT JUST ANOTHER HIDDEN COMMERCIAL

➤ BRAND COMMUNICATION ON FACEBOOK SHOULD BE RELEVANT WITH THE DNA OF EACH OF THE 3 ACTORS PRESENT

o THE VALUES OF THE BRANDS

o THE INTEREST OF THE CUSTOMER AND HIS PEERS

o THE DYNAMIC ON FACEBOOK (fun, video sharing, networking, pictures « mise en scène », events organization and attendance, with humor…)


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Young women

• Internet as a way to be a more efficient and smarter woman : a better cook, a better organized life, a healthier body and mind…

• The need to justify the time spent on internet through a personal / professional or social benefit

• They are looking for preservation of links with their different networks of friends in spite of their busy life

Teens

• An attitude less of a cherry-picker and more self-centered : my network, my virtual identity, my favourite bands,…

• A totally integrated way of functionning with the internet : you simply cannot live without it

• They are looking for an enhancement of their personnality to be communicated through the internet

• They want to share moments with friends : concert invitations, party pictures, a lot of chat…


Profiles of the people we met

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A new deal with the brand: more reactive


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And they don’t always mean to be “nice”!


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FINAL CONCLUSIONS


http://darmano.typepad.com/.shared/image.html?/photos/uncategorized/2008/11/11/wom.jpg

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http://www.flickr.com/photos/cocoip/2872392603/

…CHICKEN OR EGGS ?!


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A new challenge= a new deal ?


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Are we brave enough to get rid of certain point of views ?


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Are we wise enough to keep a distance with marketing gadgets ?


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PRADA CUSTOM

Do we think enough about specificity and real personality ?


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New brand relation = understanding an ecosystem ?


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New brand relation = taking care of a capital of energy ?


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We need to work on specificity and relevance


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We need to be empathic and show it


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We need to clarify who we are and what our vision is


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We must say thank you to those who are with us


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How could we switch from a monologue to a dialogue ?


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Do we have to talk about shopping in all our conversations ?


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What is the limit between real conversation and blabla ?


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Re-explore the classic toolbox with a fresh eye ?


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A new deal based on mutual respect ?


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Mutual R O I

A new deal based on the concept of mutual R.O.I ?


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TO DO LIST ...• WE ALL NEED TO CHANGE AND SHOW OUR UNDERSTANDING THAT THE WORLD IS

CHANGING

• WE HAVE TO ACCEPT THAT THE KNOW-HOW IS NOT ONLY IN OUR HANDS ANYMORE

• WE NEED TO GIVE GUIDANCE AS A SIGN OF SHARING EXPERTISE

• WE HAVE TO SHOW RESPECT TO PEOPLE’S OWN LIFE EXPERTS : THE CONSUM-ACTOR

• WE HAVE TO SHOW EMPATHY (REAL EMPATHY) AND• WE HAVE TO SAY “THANK YOU”

• WE HAVE TO ACCEPT THE DEAL AND DO THE JOB TOGETHER


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WE NEED TO INVENT THE DIALOGUE OF TOMORROW

WE NEED TO TRY AND ACCEPT THE RISK OF ERROR

WE HAVE TO WORK ON OUR SPECIFICITIES AND OUR ELEMENTS OF DIFFERENTIATION

WE NEED TO BE INSPIRED BY "BOTTOM UP" STORIES CLOSER TO REAL LIFE

WE NEED TO ACCEPT TO "RESET THE STORY" OF AN EVOLUTIVE WORLD


TO DO LIST ...

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Joelle Liberman

[email protected]

DIGITAL KNOWLEDGEIN DIGITAL AGE: THE CONSUMER POINT OF VIEW

Business

le train dudigital

give guidance

10 lundis

multiple mes

real mindset

real attitude

quality time

explicit added