uniteam wip paris
DESCRIPTION
Présentation Uniteam 18 mars 2010 (Paris) Panorama des évolutions et tendances du marketing digitalTRANSCRIPT
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Agenda
1.Le marketing change 2.Un panorama des dernières innovations
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2008 figures.European Top 5 consumers above 18. Zenith Optimedia, eMarketer, Forester
Paradoxe ?
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1975
1995
Publicité
Marketing
transactionnel
Permission marketing
Marketing relationnel
VRM2000
2008
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CRM/e-CRM
Def. : construire les bases relationnelles et technologiques d’une relation profitable entre la Marque et les consommateurs. Les systèmes mis en place permettent de mieux connaître le client, de mieux le cibler dans le but d’accroître son volume d’achat et son attachement à la Marque.
Client
Client
Client
Client
Client
Marque
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Vendor Relationship Management (VRM)
Def. : Fournir aux consommateurs des outils pour trouver les produits et services les plus adaptés à leurs attentes. L'objectif du VRM est d'améliorer la relation entre l'offre et la demande en fournissant de nouveaux et de meilleurs moyens pour y parvenir. Plus généralement, le VRM entend améliorer les mécanismes de marché offrant aux consommateurs la possibilité d'être indépendants vis-à-vis des vendeurs.
Marque
Marque
Marque
Marque
Marque
Client
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Vendor Relationship Management
Def. : Fournir aux consommateurs des outils pour trouver les produits et services les plus adaptés à leurs attentes en se fondant sur les offres des fournisseurs. L'objectif du VRM est d'améliorer la relation entre l'offre et la demande en fournissant de nouveaux et de meilleurs moyens pour y parvenir. Plus généralement, le VRM entend améliorer les marchés et leurs mécanismes offrant aux consommateurs -à travers ces outils- la possibilité d'être indépendants vis-à-vis des vendeurs.J’exprime ma
demande et les offres viennent à moi
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Vendor Relationship Management
Def. : Fournir aux consommateurs des outils pour trouver les produits et services les plus adaptés à leurs attentes en se fondant sur les offres des fournisseurs. L'objectif du VRM est d'améliorer la relation entre l'offre et la demande en fournissant de nouveaux et de meilleurs moyens pour y parvenir. Plus généralement, le VRM entend améliorer les marchés et leurs mécanismes offrant aux consommateurs -à travers ces outils- la possibilité d'être indépendants vis-à-vis des vendeurs. Les constructeurs
m’envoient leurs offres/catalogues
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Je décris mon besoin, les agences me rappellent
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Le paradigme des 4P
Le marketing mix est le cadre de réflexion de référence depuis les 70’s
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Le paradigme des 4P
Comment déterminer le prix ?-Coût de revient ?-Prix psychologique ?-Promotions ?-Prix de marché ?
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Comparateurs
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Comparateurs
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Comparateurs
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Plate forme de cash back
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Sites decouponing
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Sites decouponing
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Le consommateurfixe le prix
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Le paradigme des 4P
Où vendre le bien ou le service ?-Dans des POS ?-A un réseau de partenaires/fournisseurs ?-Via la VPC ?
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Destockage
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Ventes privées
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Enchères
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En direct
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En semi - direct
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Boutique en ligne ?
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M-commerce ?
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Le paradigme des 4P
Quel produit ?-Celui que je sais fabriquer ?-Celui que mes consommateurs demandent ?-Le plus connu et/ou le plus rentable ?
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personnalisation
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Personnalisation
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Création
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Long tail : Pour résumer, il s’agit de l’ensemble des produits d’un site ecommerce qui se vendent en proportion réduite mais dont la somme des ventes pourrait collectivement dépasser la vente des produits les plus vendus.
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Amazon : des produits phares mais aussi des câbles…
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Le paradigme des 4P
Quelle « publicité » ?-Médias/hors média ?-Mass media vs media ciblés ?-Plan media ?
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Explosion des moyens = synergie et convergence (cross media)
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Widgets TV
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Catch-up TV
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VOD
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Podcasting
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Webdocu
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Microsoft CourierAmazon Kindle
Apple ipad
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Sites mobile et QR Code
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Le paradigme des 4P
Un cinquième P ?« Make it Personnal » or « People »
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Fish where the fish are !
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Dell
Dell : maximiserles touch points
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Dell
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Dell
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Dell
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Dell
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Dell
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« Digital natives », générations Y Z
IndividualismeInterconnexionImpatienceInventivité
19941980
Y Z
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La nouvelle generation est epouvantable.J’aimerais tellement en faire partie.
Oscar Wilde, écrivain Irlandais (1854-1900)
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DécryptageDéfiance
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Une nouvelle approche est urgente
Versatilité/défiance+ Exigences de comparer/tester+ Reconnaissance/influence+ CSP obsolètes
= marketing comportemental et expérientiel
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Agenda
1.Le marketing change 2.Un panorama des dernières innovations
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58
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Internet = Ecosystème
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Internet = technologie
/
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Le prisme de laconversation
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Social web / marketing d’influence
Def. : L'expression « médias sociaux » recouvre les différentes activités qui intègrent la technologie, l'interaction sociale, et la création de contenu.Les médias sociaux utilisent l'intelligence collective dans un esprit de collaboration en ligne.
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Les marques les plus actives
Semaine du 07/12/09
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Dell a annoncé avoir plus que doublé son chiffre d'affaires "Twitter", à 6,5M$. Au-delà du chiffre d'affaires, Dell estime que les réseaux sociaux lui ont permis de générer 3,5M de "connexions sociales", que ce soit grâce à Facebook, Okut, Slideshare, Flickr, YouTube, Twitter, le forum Direct2Dell ou IdeaStorm, son projet de crowdsourcing qui compte 60 000 membres.
Décembre 2009
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Viral : un vrai potentiel pour les initiatives intelligentes
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UGC
Def. : User Generated content désigne l’ensemble des contenus qui sont crées, diffusés, commentés par les internautes.
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71
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Recherche annuaire de popularité
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Impliquer l’individu
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Créer des expériences communes
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Création
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personnalisation
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Co-création
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Collaborative lab
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Co-développement
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Demandes d’amélioration
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Web collaboratif
Open sourceLicencesCrowdsourcing
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Le crowdsourcing consiste à utiliser la créativité, l'intelligenceet le savoir-faire d'un grand nombre d'internautes, et ce, au moindre coût
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RIA / Mash-up
Def. : Rich Internet Application est le terme qui définit les applications web qui disposent des caractéristiques et des fonctionnalités constatées habituellement sur des logiciels client. Par extension, cela désigne également les technologies qui permettent de les développer : AJAX, XHTML, CSS 2.0, FLEX, Silverlight…Lorsque l’on agrège des contenus ou services de sites différents en un site composite, on parle de mash-up.
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Agrégateur de contenus : Netvibes
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RA : augmenter la transformation des sites e-commerce
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Et demain ?
Real Time WebSocial e-commerceInternet ubiquitaireInternet des objets
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Google Wave : plate forme de communication centralisée
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Google search temps réel
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Twitter + webcam = Seesmic
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Social e-commerce
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Zappos = e-commerce + ….
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Zappos = e-commerce + social medias
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Authentification via Facebook ou Twitter
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Et l’individu dans tout ça ?
La notion d’identité numérique progresse et avec elle le concept de « droit à l’oubli » sur internet
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Google Dashboard est l’une des premières initiatives démontrant la préoccupation des sites en matière d’identité numérique
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Sortez du moule !
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