The 1st revolution marketing the digital revolution bt.20120606_slide_share2

« The Quaternary Marketing » The 1st marketing revolution:

the Digital Revolution !

Bruno TEBOUL

Paris, 29th may 2012

The author: Bruno Teboul

Corporate Digital Marketing Director

(The european leader in ICT)

Master of Epistemology

(1993 - University of Paris 12)

Post Graduate Diploma in Cognitive Neurosciences

(1994 - Ecole Polytechnique)

Executive MBA

(2003 - HEC/UCLA)

PhD student in Marketing & Management Science

(2012 University Paris-Dauphine)

Bruno Teboul

The 1st marketing revolution:


Bruno Teboul

The inability of Marketing Directors has done their own

Darwinian revolution comes from the error of semantic

interpretation and they have the scientific and digital

word which includes two possible meanings in the

context of the digital revolution and NBICS:

- The virtual

- The artificial

Indeed, these two recent concepts are continually

squandered or sweep of a wave of the hand by a

conservative from a long tradition of philosophical and

ethical hated being non-living machine, robots and

finally "technophobic ".



Bruno Teboul

However, many authors have worked on these concepts

of virtual and artificial such as Pierre Levy:

The word comes from medieval Latin virtual “virtualis”,

itself derived from “virtus”, which signifies strength and

power. In scholastic philosophy, it is what defines virtual

power (what is possible) and not actions.

The virtual tends to update, yet, does so without passing

the actual materialization. The tree is virtually present in

the seed. Strictly speaking philosophically, the virtual is

not opposed to reality but to the present: virtuality and

actuality are only two ways of being different.



Bruno Teboul

The virtual, meanwhile, is not opposed to reality but is

opposed to the present. Unlike the possible static and

already constituted, the virtual as the complex issue, the

crux of trends or forces that accompanies a situation, event,

object or any entity that calls a process of resolution: the

discount.

Virtualization can be defined as the opposite movement of

the update. It consists of a transition from the current to the

virtual, in a "exponentiation" of the entity. Virtualization is

not a derealization (the transformation of reality into a set of

possibilities), but a change of identity, a shift in the center of

gravity of the objects’ ontological question: instead of

defining itself primarily by its news (a "solution"), the entity

is now the consistency essential in a field problem. To

virtualize any entity is to find a general question to which it

relates to, the entity is to be mutated in the direction of this

question and redefines the news starting as a response to a

particular question.



Bruno Teboul

The update was a problem with a solution.

Virtualization moves from a given solution to

(another) problem. It transforms the initial news

into a more general problem, which is now placed

on the ontological focus.

In doing so, virtualization loosens the distinctions

established, increasing the degrees of freedom,

creating a void engine.

But it involves many irreversible effects: of

indeterminacy in the process of invention and in its

invested efforts. Virtualization is a major vector for

the creation of reality.



Bruno Teboul


the Digital Revolution ! Bruno Teboul

Ubiquitous and seamless commerce: the 4 U’s…

U-commerce and the 4 U’s theory:

Ubiquity = Reachability + Accessibility + Portability.

Uniqueness = Localization+ Identification + Portability.

Universality = Mobile Networks + Mobile Devices.

Unison = Mobile Applications + Data Synchronization.



E-Commerce Enabler

by Devoteam Bruno Teboul

Bruno Teboul





Bruno Teboul

• Cross-channel: the coordinated use of multiple channels, in order to

build a customer relationship and seamless lifetime value!

• To gain market share, grow revenue and profits, create a differentiated

experience, and increase customer loyalty !



“Commerce EveryWare”…

Cross-Channel

Strategy by

Devoteam Bruno Teboul




Bruno Teboul




Bruno Teboul




Bruno Teboul




Bruno Teboul

Key success factors of Commerce EveryWare…

- The first step is to set up a clear vision of what is a unique client

ID: 360° customer vision !

- Customer Single ID is compulsory to build a cross-channel

strategy in a seamless customer relationship perspective.

- Customer Single ID likes to build a customer relationship based

on recognition and customer knowledge.



Cross-Channel

Strategy by

Devoteam Bruno Teboul

• 80% of organizations use the shelves in 2013:

"Gartner's Top Predictions for IT Organizations and Users, 2011

and Beyond: Growing IT's Transparency"

• 80% of new mobile phones are smartphones!

• The rise of smartphones and their penetration rate of 27% in

France, contributes to the instantaneous sharing of information!

• We are entering an era Real Time and Predictive Marketing ...



Bruno Teboul



Bruno Teboul



46% of marketers chose multi-channel

coordination as one of their biggest marketing

challenges in the last 12-18 months.

Always optimize customer experience by listening,

analyzing, planning and speaking.

Cross-channel marketing requires an integrated

approach across company silos and disparate

systems !

Bruno Teboul



Marketing-relevant data still falls into three

primary categories: customer information,

compiled enhancement data and third- party

resources.

28% of marketers noted that creating

effective targeting profiles was one of their

biggest marketing challenges last year.

Bruno Teboul

The 1st marketing revolution: the Digital Revolution !

Customers want a personalized, relevant

experience, and successful interactions hinge on

the ability to integrate within and across

channels.

42% of marketers reported that their

organization’s teams collaborate on all marketing

programs.

59% of companies are collecting mobile contact

data.

Bruno Teboul

The 1st marketing revolution: The Digital revolution…

Response attribution was one of the

biggest challenges for 34% of marketers

last year. Even more marketers, 38%, were

challenged by integrated campaign

management.

Available data and scalable power for

computers to handle extremely large data

sets will be an area for innovation over the

next two years.

Bruno Teboul


The Digital revolution…

94% of marketers are at least talking

about mobile marketing and social

media within their companies, if not

already testing the waters or are ahead

of the pack.

Marketers plan to increase their efforts

in digital channels this year: email

(61%), social advertising (53%), and

mobile app (47%).

Bruno Teboul



52% of organizations say that the email

address is the most utilized piece of contact

data.

For brands that have email acquisition at the

POS, 15 to 25% of their subscriber list is

captured in-store.

Revenue per email averages two times higher

for ‘Friends and Family’ campaigns.

Bruno Teboul



Pinterest is the third most popular U.S. social

networking site behind Facebook and Twitter

!

Consumer Goods industry Facebook saw its

ad campaigns experience the highest

conversion rate of 58%, followed by Retail at

49% and Dating Services at 45% in 2011.

91% of today’s online adults use social media

regularly.

Bruno Teboul



Today, cell phone ownership in the U.S.

stands at 92%.

52% of adults who can browse the web on

their phone do so.

17% of all cell phone owners today, and

28% of smartphone owners, watch many

videos on their phones in a typical month.

Bruno Teboul

The 1st revolution marketing the digital revolution bt.20120606_slide_share2

Documents

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