New Marketing Prepared for IHECS May 2007
New Marketing
Jan 27, 2015
A presentation made for the Ihecs Students in their last year B.A. in Marketing & Advertising
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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
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
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
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…
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