TheTrendwatch #09bis (true lies)

50
True Lies
  • date post

    22-Oct-2014
  • Category

    Technology

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description

More Trends? Visit http://www.thetrendwatch.com or http://www.facebook.com/thetrendwatch

Transcript of TheTrendwatch #09bis (true lies)

Page 1: TheTrendwatch #09bis (true lies)

True Lies

Page 2: TheTrendwatch #09bis (true lies)

This is NOT a rabbit

I’m a rabbit!

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Preach brand leadership and product benefits

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Build a love story with your consumer

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Build a love story with your consumer

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Marketing is about creating best sellers, blockbusters and hits

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The future is about selling less of more

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The future is about selling less of more

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Drive traffic in-store and to your website

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Fish where fish are

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Listen to consumer tests

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Listen to consumer tests

‘What kind of coffee do you prefer?’DARK - RICH - HARDY - ROAST

89%

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Listen to consumer tastes

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Listen to consumer tastes

Test

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Listen to consumer tastes

Happy27% NOT satisfy

73%

Test

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Listen to consumer tastes

Happy27% NOT satisfy

73%

Test Universality

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Listen to consumer tastes

Happy60%

NOT satisfy40%

Happy27% NOT satisfy

73%

Test Universality

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Listen to consumer tastes

Happy60%

NOT satisfy40%

Happy27% NOT satisfy

73%

Test Universality Variability

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Listen to consumer tastes

Happy60%

NOT satisfy40%

Happy78%

NOT satisfy22%

Happy27% NOT satisfy

73%

Test Universality Variability

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Listen to consumer tastes

Embrace the diversity!

Happy60%

NOT satisfy40%

Happy78%

NOT satisfy22%

Happy27% NOT satisfy

73%

Test Universality Variability

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Advertise the right message

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Play your genuine brand role

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Play your genuine brand role

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Internet and mobile help your brand go global

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New media use is mainly personal and local

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Control the 4 Pʼs

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Let the consumer do YOUR job

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TV is THE place to do branding

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TV is THE place to do branding

Web47%

Magazines3%

Newspapers3%

TV25%

Radio22%

Time Spent

Digital & Mobile5%

Outdoor7%

Print9%

TV73%

Radio5%

Cinema1%

Budget Spent

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Consumer TV ad recall continues to drop

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Consumer TV ad recall continues to drop

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Media fragmentation is a nightmare

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Media fragmentation is a nightmare

39% of North Americans

simultaneously watch TV and use the Internet

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Multi-tasking is a land of opportunities

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1.71.9 2.7

2.4

8.2

11.7

1.8

0.5 1.9 2.7

6.8

11.2

Net Users Others

Reading Paper Maga

zines

Watching DVDs

Reading Paper Newsp

apers

Listening to Ra

dio

Watching TV

Weekly Hours spent

+13

Playing PC Games

Multi-tasking is a land of opportunities

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Optimize your media investment

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Synergyze your media investment

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Synergyze your media investment

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Monitoring and measuring ROI is mandatory

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1- InterestFrom ʻWho are you?ʼto ʻWhat do you propose?ʼ

3 - AcquisitionFrom ʻLet me check...ʼto ʻOk! Letʼs try!ʼ

5 - AmbassadorshipFrom ʻThereʼs something special between us.ʼto ʻI love you.ʼ

4 - RelationshipsFrom ʻOk! Letʼs try!ʼ to ʻThereʼs something special between us.ʼ

2 - SearchFrom ʻWhat do you propose?ʼto ʻLet me check...ʼ

Awareness

Foretelling is now possible

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ʻStarifyʼ your product

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Fix your product

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Consumer Relationship Management is the holy grail

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Consumer Relationship Management is the holy grail

Who REALLY controls

the interactions between

the vendor and

the customer?

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Vendor Relationship Management drives more business

Providing customers with tools and methodologies to engage with me on the market

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Best practices improve your business

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Best practices lead to average

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Best practices lead to average

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Social network

Technology

CommerceContent

Power

Mobility

Document

Personalization

Audio

Video

Integrated document

Cognitive deduction

Brand

Institution

Opinion leaders

Everyone

Collective intelligence

Interactive document

HTMLMeta Tags

XMLRSS

AJAX

Web Semantic

FolksonomyMashup

Open Source

LegalAll Right reserved

Creative Commons

Personal website

Online community

Blogs

Sharing platform

Media Aggregator

tv

computeripod

radio

cellphonesmartphone

access point

e-commerceshop in the shop

long tail era

mashup

multi actor development

life integrated consumption

R&D Advertising

R&D

User participation

User Lead

Agencies

Co-creation

User generated content

Itʼs not about marketing changes

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Itʼs about changing marketers