Marketing in a digital world

Brieuc Saffré@_brieuc Oct. 2012

A long time ago...

After WWII

It was the golden age of

advertising

One goal

The product awareness

The first problems arrive

The sixties

Mass Marketing came as a

new solution

New Goal The brand awareness

targetting people was the new way of working

in advertising

The end of the «30 glorieuses»

The seventies

New GoalThe brand awareness for a long time

The brand is the new God

Advertising is now an industry

Internet and social media arrive

2000...

Web 1.0

Anyone can get the information

Web 2.0

Anyone becomes a media

Did you realize the Big Bang ?

a media = diffusion

Internet is an interactive mediaa media = diffusion

Mass Media(brands)

Individuals

Before Internet

Mass Media(brands)

Individuals & brands

With Internet

Few big media

Many potential mediaFew big media

Profil targeting

Profil targetingContext targeting

News and informations have no limits

and you can get them anywhere

Reputation becomes an actual fact.

Awareness is closely linked to reputation

« It takes 20 years to build a reputationand 5 minutes to ruin it.

If you think about that, you’ll do things differently »

Warren Buffett

Transparancy(or the truth)

is seriously required

The system is about to collapse...

Economic limits

Environmental limits

Political limits

Limits of the democracies

Limits of theMass Marketing

...and advertsing

«On achète, avec de l’argent que l’on n’a pas,des produits et services dont on n’a pas besoin,

pour combler notre temps libre ou impressionner des gens dont on n’a que faire»

Bernard Mariette

So

How dowe do ?