Bmma digital-egerie-2014 22 septembre

10 lundis pour

rattraper le train du

digital

DIGITAL KNOWLEDGE IN THE DIGITAL AGE:

THE CONSUMER POINT OF VIEW Joëlle Liberman

ÉGÉRIE RESEARCH 2014 ©

DATE

10 lundis pour


digital

DIGITAL KNOWLEDGE IN THE DIGITAL AGE:

THE CONSUMER POINT OF VIEW Joëlle Liberman


DATE

10 lundis pour


digital

DIGITAL KNOWLEDGE IN THE

DIGITAL AGE: THE CONSUMER

POINT OF VIEW

Joëlle Liberman


10 lundis pour


digital


1. The current marketing

reality

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digital


A world of ‘Too Much…’

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• Too much choice kill the choice

• A feeling of overabundance generating a real mindet of zapping

• Zapping is an answer to our marketing approach

• everything is there,

• ready to be plucked

• General demand for a new kind of relationship

between the actors

• The need for explicit added value is everywhere

• Less brand addiction: a more challenging approach


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A marketing approach too much

inspired 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 business goals

less and less


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CO-DISCUSSION

CO-DEBATE

• What surprises me ?

• What did I confirm ?

• What are my questions ?


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Sectors with an urgent need for a

better connection with reality


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Advertising approaches

disconnected from consumer

expectations


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A basic need and a huge

challenge


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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 relationship

with consumption between

anorexia and bulimia


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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

• The need of a new mind-set and new approach

• Guidance is key

• Engagement is key

• Emotion is key


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CO-DISCUSSION

CO-DEBATE





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2. The global context

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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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And real questions about

long-term promises


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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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We live and work in a digital

world

• image de la digitalisation du monde qui va tout amplifier


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We live and work in a digital

world

• The new world (today) is digital

• The marketing have to invent new answer to the connected

consumer .

• Techno-drive solustions AND consumer drive solutions


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• In this new web context :

- Emergence of new solutions disconnected from the

marketing world

- Real peer to peer mindset

- Added value could come through social connection

- Lack of meaning could be a reason to switch

- Being “more than a consumer” is a goal

• A natural attitude of distrust on classic channels as such

• A real need of clarification

• A real situation of multiples "me's" with multiples channels


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CO-DISCUSSION

CO-DEBATE





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3. The consumer level

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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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• 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 a "fair deal” is?

• What are the answers of the brands in my search for

information & meaning ?


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CO-DISCUSSION

CO-DEBATE





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A world where time is scarce and

precious!


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A time schedule with incredible

short-term pressure


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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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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”

According to my own

definition !


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A cognitive cost formula

• Effortless is a key word

• Fluidity is the paradigm of time


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CO-DISCUSSION

CO-DEBATE





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A relational 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’s and

rhythms


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« I » and the other « me »

are the references


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Continuity of belonging is

questioned too

Loyalty can be be "serial"

or "temporary".

The border between “OFF”

and “ON” is questioned

Relationship with

social media creates

new standards


A world of « me »,

not a world of « we »

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digital

CO-DISCUSSION

CO-DEBATE





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4.consumer attitude :

today and tomorrow

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An active search for

information, right now,

everywhere


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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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The web changed the way we

GET information, not the

NEED for info


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Consumers make their own

media-plan “THEY

DECIDE!!!!!!”


http://www.b-r-m.net/

http://blogs.personallifemedia.com/dishymix/wp-content/uploads/2007/12/my-media-plan-image.png

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Brand reputation is built

through uncontrolled

channels...


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Information – Influence takes

over advertising


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And it’s the same old song,

but with an incredible power

boost


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Kill electra bill!! electrabel=legal

mafia!!

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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CO-DISCUSSION

CO-DEBATE





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5.Consumer attitude :

tomorrow

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Could the next paradigm be:

CGB

Consumer Generated Brand?

A new paradigm


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For instance; a brand where

content is totally customer-

driven…


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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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and not only on the web…


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and not only on the web….


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and not only on the web….


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Google searchs

What’s new

Smart consuming

Games Music

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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digital

Photo : Plurielles.fr

Who are the

Digital Mums?


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Gen Y

+

Mum =

Digital mums

?

Out of 603 women: 225 are less « digital »

than the average population !

0

50

100

150

200

250

300

350

400

Intensive Digital Mums Non intensives

Woman + gen Y + mum always = Digital Mum?


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The 10 principles of Digital

Mums

1 Digital Mums are early adopters, more connected, more mobile, more social…

2 Digital Mums stay Gen Y women in their attitudes towards life

3 Stop the fantasy about digitalisation: all Gen Y mothers are not Digital Mums

4 The frontier between « on » and « offline » is not

relevant to them.

5 Brands on the web: They expect help to DO faster/ cheaper but also to BE inspired/ entertained.

6 Extended shopping experience with e-commerce and mobile.

7 The smartphone is the personal fetish and the tablet is the new family hero!

8 Digital Mums also complain about the pressure that goes along intense social media usage.

9 Digital Mums are a multi-faceted target group

10 The more Digital Mums are connected, the higher expectations towards brands


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The brand

as an ally/ partner/

expert

They expect : clear informations

(90%), good deals (85%), rapid

answers to their questions (83%), …

They exepect : gifts (70%), listen/

collaboration for new products

(63%), fun/ inspiration (52%), …

The brand

as a friend

With Digital Mums learn to say AND

….AND , and forget about

OR….OR…...


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And a social media

landscape still growing and

structuring itself


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The consumers live here and

now…and seek answers

STEP FOUR REND ONE

Real Time

More

Demandin

g

Little

Patience

Always-on

Think Touch

points, not

channels

Blend

Information and

inspiration

Context

becomes king


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digital

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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STEP FOUR TREND TWO

A fluid system for the liquid

consumer


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“Fluid consumers” use

non-linear decision

making processes


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Should I stay or sould I go ?


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What about a win win easy/

fluid engagement system ?


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digital

CO-DISCUSSION

CO-DEBATE





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Facebook: a universe with a

real personnality and specific

rules

See and Be seen

Need to be in control of what I say - I

show - I like on my profile

: the cool attitude

= a place for me & my friends

= a relationship

Me my friends

Stay in contact

Activator of relationships

Share moments & ideas

Have fresh news

To be « in » parties,

concerts, after parties


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digital

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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In turn, Facebook is

becoming our life barometer


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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?

BRAND VALUES

FACEBOOK DYNAMIC

PERSONAL INTEREST


10 lundis pour


digital THIS IS NOT JUST ANOTHER HIDDEN

COMMERCIAL

BRAND COMMUNICATION ON FACEBOOK

SHOULD BE RELEVANT WITH THE DNA OF

EACH OF THE 3 ACTORS PRESENT

1. THE VALUES OF THE BRANDS

2. THE INTEREST OF THE CUSTOMER AND

HIS PEERS

3. THE DYNAMIC ON FACEBOOK (fun, video

sharing, networking, pictures « mise en

scène », events organization and attendance,

with humor…)

BRAND VALUES

FACEBOOK DYNAMIC

PERSONAL INTEREST


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“Digital natives” are already

a yesterday’s label…


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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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6.Conclusions

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…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 old point of views ?


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And are we wise enough to

keep marketing gadgets at a

distance?


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New brand relationship =

understanding an ecosystem

?


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New brand relationship =

taking care of an energy

capital?


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We need to work on

specificity and relevance


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We need to be empathetic

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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digital

Do we have to talk about

shopping in all our

conversations ?


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digital

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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Mutual R O I

A new deal based on the

concept of mutual R.O.I ?


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• A WORLD OF TOO MUCH : too much information on too many

channels?

• 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, FFW function on my TV to skip commercials, download

movies just out in the US…


The social media situation

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digital

Group belongings, fan pages, networks, videos posted on my wall and

all the messages I am sending to the world about my core values,

strengthening 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


A private world of « me and

my friends »

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digital

• Get more, in a lot less time

• The illusion of discovering the wonders of the world, and

often ending up 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 feeling

on the consumer side to be smart and less naïve

= more access to the brand spirit : new collections, advices,

making of the commercials, pre sales…

Information role

= an active attitude


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digital

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 DIY 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

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digital

TO DO LIST ... • We all need to change and show our understanding of the

changing world

• 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 for people as “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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10 lundis pour


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Joelle Liberman

[email protected]


Marketing

Bmma digital-egerie-2014 22 septembre