The document discusses various marketing strategies and trends, including:
1) Listening to consumer tastes and testing with consumers is important for understanding preferences. Tests showed variability in what makes consumers happy.
2) Media is fragmenting and consumers now multi-task, so optimizing media spending across channels is crucial.
3) Relationship marketing and engaging customers is a better approach than just focusing on products or best practices. Vendor relationship management can drive more business.
15. Test
Happy
NOT satisfy
27%
73%
Listen to consumer tastes
16. Test Universality
Happy
NOT satisfy
27%
73%
Listen to consumer tastes
17. Test Universality
Happy
60%
Happy
NOT satisfy
27%
73%
NOT satisfy
40%
Listen to consumer tastes
18. Test Universality Variability
Happy
60%
Happy
NOT satisfy
27%
73%
NOT satisfy
40%
Listen to consumer tastes
19. Test Universality Variability
Happy
Happy 78%
60%
Happy
NOT satisfy
27%
73%
NOT satisfy
40%
NOT satisfy
22%
Listen to consumer tastes
20. Embrace the diversity!
Test Universality Variability
Happy
Happy 78%
60%
Happy
NOT satisfy
27%
73%
NOT satisfy
40%
NOT satisfy
22%
Listen to consumer tastes
29. Time Spent Budget Spent
Magazines
3%
Web Newspapers
47% 3% TV
Print
73%
9%
TV Outdoor
25% 7%
Radio
Digital & Mobile 5%
Radio
5%
22%
Cinema
1%
TV is THE place to do branding
35. Weekly Hours spent
Net Users Others
+13 11.7
11.2
8.2
6.8
1.7 1.8
1.9 2.7
es 0.5 1.9 2.4 2.7
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Wa s pa
ew dio
e rN Ra
ap o
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a din te nin TV
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Multi-tasking
is a land of opportunities
40. Awareness
1- Interest
From ʻWho are you?ʼ
to ʻWhat do you propose?ʼ
2 - Search
From ʻWhat do you propose?ʼ
to ʻLet me check...ʼ
3 - Acquisition
From ʻLet me check...ʼ
to ʻOk! Letʼs try!ʼ
4 - Relationships
From ʻOk! Letʼs try!ʼ
to ʻThereʼs something special between us.ʼ
5 - Ambassadorship
From ʻThereʼs something special between us.ʼ
to ʻI love you.ʼ
Foretelling is now possible
49. Social network
Media Aggregator
Power Technology
Collective intelligence Sharing platform Open Source
Web Semantic
Blogs
Everyone Mashup
Online community Folksonomy
Opinion leaders AJAX
Personal website RSS
Brand XML
Meta Tags
Institution
tv HTML
radio All Right reserved
computer
ipod Documente-commerce Creative Commons
cellphone
smartphone Audio
R&D shop in the shop Legal
access point
Video Agencies long tail era
Mobility Integrated document mashup
User participation
multi actor development
Interactive document
User generated content
life integrated consumption
Cognitive deduction
User Lead
Co-creation Commerce
Content
R&D Personalization
Advertising
Itʼs not about marketing changes