1. DIGITAL CONSUMER
EVOLUTION
French Chamber of Commerce
Feb 21st
WWW.F5DC.COM
Gregory.birge@f5dc.com +65 9111 6849

2. INTRO

3. GONG
XI FA
CAI
Source : Straight Times Feb08

4. GONG XI FA CAI
17B SMS
592.1B 2007
Source : Straight Times Feb08
1.6B
/day

5. Would you spend $44.6B ?
Revenue $6.9B $51.12B
Profit $0.66B $14.07B
Online Revenue 85% 4.7%
Source : Le Monde Newspaper Feb 3rd

6. Edison Chen soap opera
Gillian Chung
Bobo Chan
Cecilia Cheung
Vincy Yeung

7. EVOLUTION
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8. 1970 1990 2004
Television LCD TV YouTube
Camera Digital Camera Flicker
Turn table CD player iTunes
Phones Mobile Phone Skype

9. Virtualization of the information
1970 1990 2004 2010
Hardware driven Software / Content Connection
 Technology revolution  Us  How
 Hardware, better, faster  Share, network  Delocalize
 Mobility  Virtual
 UGC  Wii life

10. What is the impact ?

11. 38 Years saved in 83 Years…
1998 1 year How much
time does it
1994 5 years
take to
1971 10 years
reach
500M
1952 13 years
People ?
1915 38 years
Source : Forrester

12. Limited audience reach
36%
75%
Source : Nielsen ratings
2006
1987

13. 61 HOURS
/DAY
Source : Kaiser Family foundation

14. Welcome to the new WorldS
300M 98M 50M 64M
1999 2002 2002 2004

15. Information, how to deal with it ?
SEARCH

16. Calculating Spelling
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17. Calculating Spelling Thinking ?

18. Is there a new war ?
WHAT WHERE
KNOWLDEGE KNOWLEDGE

19. Relevance
Persistence
Quality
Personal views
Next search tomorrow ?

21. songs
fragmenting

22. Consumer segmentation evolution
Multiple personas
Behavioral Psychographic Profile

23. Contextual segmentation
 Levi’s shirt $200
 Levi’s Jean $160
 Shoes (from Netherlands ?) S$168
Omega watch $5000

24. Addiction ?
http://upload.wikimedia.org/wikipedia/commons/9/9c/Rational_scale_to_assess_the_harm_of_drugs_%28mean_physical_harm_and_mean_dependence%29.svg

25. Who are they ?
MORE LESS
" Connected " Loyal
" Mobile " Focus
" Responsive " Patient
" Multitasking " Easy to trick
Communities Quantity Share Fragmented
Connections Fast Vocal Competitive

26. Fight for space
Media spent,
Newspaper, 43%
Media spent, TV,
34% Media exposure /
Media exposure / day, Online, 32%
day, TV, 28%
Media exposure /
day, Radio, 23%
Media exposure /
day, Newspaper, exposure /
Media
10% day, Magazines, Media spent,
Media spent, Media spent, Others, 8%
7%
Magazines, 6% Radio, 6% Media spent,
Media exposure /
Online, 2%
day, Others, 0
Media exposure /day Media spent
Source : Synovate Asia, Nielsen Media research

27. But fight at the right place
Medi Media spent, TV,
34% Media exposure /
a Media exposure / day, Online, 32%
day, TV, 28%
Media exposure /
day, Radio, 23%
Media exposure /
day, Newspaper, exposure /
Media
Medi Media spent,
10% day, Magazines,
a
Media spent, Media spent, Others, 8%
7%
Magazines, 6% Radio, 6%
Media exposure /
day, Others, 0
Media exposure /day Media spent
Source : Synovate Asia, Nielsen Media research

28. Mushroom Advertising Effect
 Test  Saturation  techno break  New saturation
 Simple  Competitive  New Eldorado  Intrusive
 One Way  Innovative  Copy Paste  Disruptive
Before 1980 1980-2000 2000-2005 Since 2006
Press TVs Cinema Online Video Games
Radio Product Placement Banners Web 2.0
Outdoor
Mobile phone

29. I know you pretend you love me…
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30. Information or spamming ?
 83% of all emails*
 Mailbox syndrome
 Intrusive
 Invasive
• Source :Brandley Ansitis 2007 security management
http://newsweaver.co.uk/noc/e_article000705859.cfm?x=b11,0,w

31. Do you CARE ?
do you KNOW me ?
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32. Do you listen
to me ?
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33. Are we that bad in communication ?

34. Dr Folamour game
 I will bombard you
 TRUST ME
 Buy me
 PUSH
 PUSH
 PUSH
 PUSH
 PUSH
 PUSH
 PUSH

35. What do YOU expect as a customer ?

36. Listen to me I will choose
And by the way…
I am not stupid

37. Same old school…
 Still 24hs day
 We are still analog
 Still one receiving end
 Pipe size does not increase

38. Technology is NEVER the solution

39. Looking for a job ?
http://www.worldometers.info/

40. Technology is NEVER the solution

41. YES, We have the solution
CUSTOMER INSIGHTS
 Customer knows…
 Pre analysis - Survey – analysis –
compilation – reports – meeting –
decision – market test – sampling –
first draft – campaign launch

42. Actually, maybe not, (sorry…)
 Future is unknown
 Success is a fragile recipe
 New consumers are less rationals
 Consumer insights is just a validation process
 Not what, but HOW you use it

43. Do we know how to fly ?
 YES it is a plane BUT
Old communication
 Different technology
 Different speed
 Different pilots
 Different teaching
 Different training
New communication

44. Danger Zone
Users Marketers
 Faster  Adapt
 Performance  Focus
 Personal  Respect
 More Risks  Careful
 Traditional rules should apply
 Pilots are human beings
 Relevance, Quality
 Answer the real questions

45. Integrated approach, selected maneuver

46. Drive through a customer journey
Awareness
evangelism Interest
Loyalty Connection
Conversion

47. Back to basics, campaign process
Planning Development Execution Follow up
 Wrap up
 Objective Definition  Campaign Strategy  Implementation reports
 Customer Segmentation  360 wheel evaluation  Monitoring  Positive
Learning
 Contact Strategy  Tactics by audience  Gap measurement  Improvement
and action plans points
 Metrics Definition  Creative development  Follow up
planning

48. Optimize your media mix
• Selective Media • Targeted Media • Mass Media • Passive media
• Mass messaging or • Privileged Consumer • Brand image • No interaction
Focused targeting relation • Step by Step teasing • Volume marketing
• Brand image • Selected Moment • Increased interactivity
• Passive interaction
TV Press Outdoor Radio
• Accurate targeting • Mass Media • Emerging Media
• Quality Media • Targeting is needed • Accurate targeting
• Captive audience • Enrich consumer • Very Dynamic
experience interaction
• Dynamic and tight • Personalized marketing
interaction • Potentially Intrusive
Internet
Cinema Mobile
2.0
examples

49. 10 TRICS 4 TRICS
1. Technology is not the solution
2. Whisper and not Shout
3. Respect to be respected
4. Pull instead of Push
5. Accept mistakes and to loose control
6. Take risks
7. Engage, entertain
8. Be relevant, focus on excellence
9. Never lie
10. Online is a zoom activator
examples

50. THANKS
WWW.F5DC.COM
Gregory.birge@f5dc.com +65 9111 6849

51. EXAMPLES
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WWW.F5DC.COM

52. Engagement example
Immersion and lifestyle
Intrigue Entertain Discover
Offline Online
Microsite Banners SEO Communities On line PR
- Simulate ambiance - 3 different approach - Mix organic and paid - Ambassador - Traditional product
and feeling of to match customer search selection in technical test
captivating sound and needs and strategy - Organic will maintain communities - Placement program
immersive experience phase product visibility - Ambiance games in beyond usage
- Generate envy to test - Selected sites based - Paid search will friendship
the product on timing / event leverage activity communities
- 2 Phases, Games and - Atmosphere
infomative presence linked to
events
All activities are trackable, measurable, drive customers to the next step of engagement to drive to sales
Actions are customer tailored to answer needs and CTA
back

53. Touch point integration
back

54. Online tactics schedule
back

55. Step by step measurement
back

56. THANKS
WWW.F5DC.COM
Gregory.birge@f5dc.com +65 9111 6849