Real Time Digital Processing (but above all human kindness): Wedding Photographer Delivers Album on the Day Of as a Crazy Surprise

After a memorable wedding day…

Wedding photographer James Day tells us that he recently pulled off the “craziest stunt” of his career thus far: delivering the final wedding album to the newlywed couple at the end of their wedding day.

The bride, Jane, is the identical twin sister of Day’s wife, and the groom, Michael, is himself a successful wedding photographer in Australia.

“I knew I had to do something absolutely insane for [them],” Day writes on his blog. “I just had to go all out […] This is without doubt the biggest stunt I’ve ever pulled off. I did what everyone else told me would be impossible. I knew with the right team we could make it work.”

Day partnered with a number of companies to turn this idea into a reality. A digital processing lab “just down the road” from the wedding helped edit the photos throughout the whole day and well into the night. Fujifilm provided a photo printer and all the paper and ink needed. SanDisk provided SD cards and drives for storing edited files.

The album itself was put together using Pixellu SmartAlbums and featured a custom-made cover by Photo Mounts & Albums Australia.

With everything in place, it all came down to execution.

Une marque gagnant 10 % d’attachement et de sens, voient les intentions d’achat progresser de 6 % et supporte d’être 10 % plus cher que les autres 

Les occidentaux massivement déconnectés des marques, Conso – Distribution.

Selon le baromètre 2015 Meaningful Brands d’Havas Media Group, le fossé se creuse entre les consommateurs des « vieux » pays développés et ceux des émergents. Ces derniers restent à 60 % attachés aux marques alors qu’une majorité des occidentaux verraient disparaître plus des deux tiers d’entre elles sans regret  !

Les marques ont du pain sur la planche si elles veulent (re)gagner, non pas la confiance, mais l’attachement des consommateurs occidentaux. C’est le principal enseignement de l’étude Meaningful Brands 2015 d’Havas Media Group réalisée dans 34 pays (1). Ce baromètre mesure les performances des marques et leur produits vues sous un triple prisme: fonctionnel, autrement dit les qualités purement utilitaires des produits, émotionnel (en quoi les produits contribuent à notre bien-être et nous valorisent auprès de nos proches) et enfin collectif (en quoi la marque intègre l’éthique dans son mode de fonctionnement, conditions de travail, et durabilité…). Au total plus les marques ont un score élevé dans le registre des bénéfices émotionnels et collectifs, plus les consommateurs leurs en sont gré et y restent attachés. Le côté fonctionnel apparaissant comme un pré requis. On aurait toutefois tord de s’endormir dans ce domaine souligne Maria Garrido en charge des études Data & Consumer Insights d’Havas Media Group. « Surtout en Occident où les consommateurs sont les plus aguerris et blasés. L’innovation produit reste clé ». dit-elle

« Les marques peuvent donner du sens à la consommation d’où le nom de l’étude. Une marque gagnant 10 % d’attachement et de sens, voient les intentions d’achat et de rachat progresser de 6 % et supporte d’être 10 % plus cher que les autres . Globalement, les marques qui font le plus de sens, peuvent multiplier par 7 leur part de notre portefeuille » commente Maria Garrido L’attachement est d’ailleur corrélé à d’autres indicateurs comme le parcours boursier: les marques qui font le plus sens sur-performent les indices de + 133 % et obtiennent, pour les 25 premières du classement mondial, une progression de leur rendements annuels de plus de 12 %  !

Score très bas devenus la norme

Assez logiquement le niveau d’attachement et d’implication des consommateurs est beaucoup plus élevé dans les pays émergents qu’en Occident. Impitoyable, une majorité des consommateurs occidentaux verrait disparaître sans regret 74 % des marques  ! A leurs yeux 28 % seulement des marques ont une incidence réelle sur notre qualité de vie. Des pourcentages stables depuis cinq ans prouvant que ces scores très bas sont devenus la norme. Logiquement aussi l’attachement est encore plus faible que la confiance que nous leurs faisons. Ainsi si 22 % des consommateurs américains (31 % de ceux d’Europe de l’Ouest) font confiance aux marques, ils ne sont que respectivement 3 % et 7 % à se dire attachés à elles ! La déception est perceptible aussi puisqu’en Occident , 60 % des consommateurs attendent des marques qu’elles jouent un rôle dans leur vie et seulement un tiers estiment qu’elles y parviennent. « Il y a là un important levier de progression pour toutes les directions marketing » observe encore Maria Garrido.

Ces très faibles scores se retrouvent dans les pays asiatiques développés (Corée, Japon, Australie) avec seulement 9 % des consommateurs se déclarant attachés aux marques, contre 75 % des consommateurs asiatiques émergents et 38 % en Amérique Latine.

Sans surprise le baromètre confirme le rôle moteur des marques d’électronique grand public (elles ont vraiment changé nos vies ! ). Les consommateurs les placent en tête du classement mondial avec Samsung et Google sur les deux premières marches dans l’ordre, suivies tout de même par Nestlé à la troisième place et Ikea à la neuvième. Ensuite, l’alimentation (Knorr, Kellogg’s) et le soin à la personne (Gillette, Dove), arrivent en tir groupés au côté d’autres marques de la mutation digitale (Amazon, Pay Pal). Par rapport au dernier baromètre de 2013, quatre marques globales ont le plus progressé au niveau mondial : Honda, LG, ING et Axa.

Le cas de la France

En France, les marques alimentaires (dans l’ordre, LU, Danone, Elle & Vire, Yoplait et Nestlé) occupent cinq des dix premières places. La distribution est bien représentée avec Decathlon sur la première marche (comme en 2013) , E.Leclerc fait une entrée remarquée à la 5ème place suivie par Leroy Merlin, Amazon, qui font mieux qu’ Ikéa (13ème) et Carrefour (14ème et lui aussi effectue une percée) devant Visa (15ème). EDF confirme son bon positionnement. A l’inverse, Oasis et Google ne figurent plus parmi les 15 premières marques. Le moteur de recherche pâtit des questionnements autour de l’exploitation des données privées et les sodas, comme aux Etats-Unis, souffrent des considérations liées à la santé.

Très déconnectés des marques, relève le baromètre Havas, les Français s’intéressent pourtant beaucoup à la dimension émotionnelle et collective. 28 % des consommateurs déclarent se renseigner régulièrement sur le comportement des entreprises (contre seulement 16 % des Danois). Les français font relativement un peu plus confiance à la communication des marques : 23 % contre seulement 15 % en Allemagne.

Top Ten Mondial Les nouvelles technologies en tête

Samsung, Google, Nestlé, Bimbo, Sony, Microsoft, Nivea, Visa, Ikéa Intel

Top Ten français L’agroalimentaire en force

Decathlon, Samsung, LU, Danone, Leclerc, Elle & Vire, Yoplait, Sony, Neslé, EDF


En savoir plus sur http://www.lesechos.fr/industrie-services/conso-distribution/02136022038-les-occidentaux-massivement-deconnectes-des-marques-1115869.php?WF1dgjxpRkRVPkmg.99

Mobile-First Will Not Be Enough | Forrester Blogs

Mobile-First Will Not Be Enough | Forrester Blogs.

Posted by Thomas Husson on April 16, 2015

The global mobile revolution is still in its early stages! Forrester forecasts that there will be nearly 3.5 billion individual smartphone users among more than 5 billion individual mobile subscribers by 2019. Mobile will clearly be the new battleground where you must win, serve, and retain your customers globally. Mobile is no longer simply a digital channel; it is an opportunity to transform customer experiences and to invent new businesses. It will be the hub of new connected experiences in mature economies but the ultimate “converged” medium in emerging ones.

To move away from simply shrinking and squeezing their desktop PC websites and ads onto mobile, many B2C marketers have embraced the notion of “mobile-first”. They are starting to design websites and marketing campaigns with mobile in mind instead of simply retrofitting their approach to mobile. More often than not, mobile-first still implies that you consider mobile as channel. While you must design with mobile in mind and adapt your content to smaller screens, this approach won’t be enough to fully address the upcoming global mobile revolution.

Marketers must now leverage mobile to transform their customer experience and to act as a catalyst for business disruption.

■  B2C Marketers must transform the overall experience to win in customers’ mobile moments . . .Marketers must stop thinking about mobile as a goal or a strategy and start thinking about how it can help them achieve their overall marketing and business objectives. Only 14% of the companies we surveyed have started down this path, and only 4% of them have allocated the resources, budget, and organization needed to undergo their own mobile mind shift. Those that are investing in the mobile mind shift are pulling ahead.

■  . . . and prepare for business disruption as mobile “eats the world.”[i]A few companies — mostly new pure plays like Airbnb, Uber, and WeChat — are using mobile to reinvent business models within existing industries. Marketing leaders should seize the opportunity to use mobile to transform their business. Why marketing leaders? Because they are, ultimately, responsible for understanding and meeting customer needs, inventing new products and services, and delivering differentiated customer experiences.

■  B2C Marketers should use mobile as a catalyst to mature their marketing programs. B2C marketing leaders should use mobile as a way to augment their marketing in all channels, to become more agile organizations, to localize their overall marketing approach, and to drive broader organizational transformation.

Clients who want to know more about this can download our latest report “The Global Mobile Revolution Is Just Beginning



[i]
 To illustrate the disruptive power of mobile phones and how they had cannibalized several markets (such as cameras, video recorders, watches, and GPS standalone devices), Benedict Evans from Andreessen Horowitz said that “mobile is eating the world.” Source: Benedict Evans, “Presentation: mobile is eating the world,” Ben-evans.com, October 28, 2014 (http://ben-evans.com/benedictevans/2014/10/28/presentation-mobile-is-eat…). Moving forward, Forrester believes mobile will disrupt not just product categories but entire industries, acting as a catalyst for business transformation.

Key Trends for 2015-2020: 8. #Meaningful Experiences (by Anne Lise Kjaer)

Key Trends for 2015-2020 | Contribution | MARKETING & SALES BOOKS.

Shaping People, Cities & Businesses

by Anne Lise KjaerMarch 2015

In our latest magazine, Anna Lise Kjaer describes 8 Key Trends for 2015-2020. Here they are…

Click on the pictures to see the Visuals.

1. TOTAL TRANSPARENCY
Reputation is your most valuable asset, but building trust only works if people understand your vision and care enough to be brand ambassadors. That’s clearly not the case for many organisations today, since a 2012 survey of 97,000 people in 30 countries found that 48% of people would not recommend the organisation they work for. GE – which has 300,000 employees in multiple locations – provides a great example of how social media can be a powerful tool for collaboration and building trust. Using a variety of social media platforms, GE invite both their workforce and external stakeholders to join in and influence the conversation, demonstrating that this is a transparent organisation with a strong culture and clear goals.

2. DIGITAL TRANSFORMATION
It’s not enough to embrace digital tools, you have to use them creatively to make a positive difference to people’s lives. That means fast, accessible and multi-channel platforms that bring tangible benefits for your customers.
IKEA’s AR app helps people overcome the problem of visualising a product in their home space. Instead of sketches and tape measure, they use augmented reality (AR) to position virtual products in their home, helping them plan makeovers and get creative about their space. The added benefit for IKEA is reducing the number of customer returns (almost 15%) because people miscalculate how furniture will fit in their home.
Digital Transformation

3. LIGHTWEIGHT NOMADS
Lightweight Nomads are Millennials who see a world without borders. These mobile and tech savvy global citizens are vital influencers so you need to make them part of your community, as customers and employees. It’s estimated they will make up half the workforce and most international assignments by 2020. The key to engagement with them lies in the 4Ps, since over a third of Millennials believe that the goal of ‘improving society’ should be at the core of every business. This group wants to know why they should buy from you or work for you – and that’s a clear motivator for ensuring purpose sits at the core of your organisation’s ethos.
 

4. BETAPRENEURSHIP
A spirit of Betapreneurship is empowering people and businesses to make change happen by fostering collaboration around a new ‘redesign and rethink’ culture. iFixit is a global online repair manual and community that aims to ‘fix the world, one device at a time’. This positive thinking is implicit in purpose-driven organisations. 3M introduced its 15% ‘time to think’ programme in 1948, and many great innovations like the Post-It are the result. Similarly, Google’s 20% time invites in-house entrepreneurial thinking and encourages collaboration.

Organisations must foster disruptive thinking to thrive, as new people-led alliances will be the fuel that drives
tomorrow’s successful organisations.

5. SMART CITIES
Tomorrow’s cities have the potential to be living organisms that act as intelligent automated distribution networks between buildings, transportation, goods, products and services, connecting people and businesses instantaneously. Big Data bring a whole host of opportunities to boost your business image and performance by working for the common good. For instance, New York ‘geeks’ are using city data analytics to solve longstanding urban challenges and make the city more liveable, while the Citymapper app helps people plan faster, cheaper and smoother journeys in a bid to reinvent the city. Access to and sharing of aggregated data sits at the heart of ‘intelligent’ urban planning and positive change.

6. CONNECTED LIFESTYLES
The Internet of Everything (IoE) is bringing connectivityon a grand scale – with 50 billion devices connected by 2020 according to a recent forecast. Phones, wearables, consumer devices and other smart objects are already having silent conversations with each other in the background, opening up a whole new understanding of human behaviour with huge potential to facilitate meaningful experiences and better lives.

Already, almost 70% of Americans are taking control of their well-being through digital health monitoring. The key word here is collaboration, since Smart Living is an opportunity for business to collaborate with people to build better life, health and job outcomes.
 

7. CIRCULAR ECONOMY
Business needs to be at the centre of the communities it serves and that means developing new systems and innovation models that take account of how our lives are changing. With concerns about finite resources and a growing interest in the circular economy, people are increasingly favouring access over ownership and 3 in 5 think that ‘sharing is better’ for the environment’. This invites new approaches in developing and marketing products and services.

Success stories such as Airbnb and Zipcar are just the start of this transition, so you need to look at how
you can help people live better lives, use less and build communities based around sharing resources.

8. MEANINGFUL EXPERIENCES
Conventional ways of measuring success – corporate and individual – are increasingly being re-evaluated, but our goal remains achieving Meaningful Experiences. All the trends in this forecast relate back to a fundamental principle of the good life. As Umair Haque put it: “We need to rethink the future of human exchange. We need to get out of business and into betterness” That means organisations should focus on holistic value propositions to build a lasting legacy. One thing is clear: brands that engage in meaningful exchange through a purposeful strategy, and then deliver on their promises to internal and external stakeholders, are best prepared to survive the challenges of tomorrow’s business environment.

Ode to Kevin Spacey … Renault Espace New Spot

VÉRONIQUE RICHEBOIS / JOURNALISTE | LE 17/04  À 19:06
Après treize ans de silence, la Renault Espace communique sur son nouveau modèle. Avec un ambassadeur de choc, l’acteur Kevin Spacey, destiné à accompagner sa montée en gamme.

Qui a prétendu que le mensonge et le crime ne payaient pas ? Manipulateur, séducteur, assassin à ses heures, le personnage de Frank Underwood qu’interprète Kevin Spacey dans la série « House of Cards », a remis l’acteur sous les feux de la rampe de façon magistrale. Ce qui en langage business, signifie à la fois plus « bankable » pour le cinéma…et plus encore pour les marques.

Renault ne s’y est pas trompé, qui s’offre le comédien comme ambassadeur de sa nouvelle Espace, dans le cadre d’un film signé Publicis Conseil. Un spot au format de 75 secondes (pour le digital) et 60 secondes (en télévision et cinéma) est diffusé en France depuis le 15 avril, accompagné d’un dispositif presse. Tandis que cinq web – épisodes suivront. La campagne sera déclinée dans le reste de l’Europe, avec deux marchés clefs : la France et l’Allemagne.

En savoir plus sur http://www.lesechos.fr/tech-medias/medias/02115835443-kevin-spacey-sempare-de-tout-lespace-1112412.php?4O93jPEuZHlsLrJr.99

Why the ad tech industry is consolidating like crazy | VentureBeat | Marketing | by Donté Ledbetter, Decisive

Why the ad tech industry is consolidating like crazy | VentureBeat | Marketing | by Donté Ledbetter, Decisive.

If you’ve been paying attention to the ad tech industry in the past two years, you know that a lot has been happening. Let’s take a quick glance at some of the major acquisitions:

August 2013: Millennial Media acquires Jumptap for $225 million (mostly stock).
September 2013: Twitter acquires MoPub for $350 million.
January 2014: Facebook acquires LiveRail for $500 million.
May 2014: Google acquires Adometry for an undisclosed amount.
July 2014: Yahoo acquires Flurry for between $200 and $300 million.
August 2014: Rocket Fuel acquires [x+1] for $230 million.
September 2014: Millennial Media acquires Nexage for $108 million.
November 2014: Yahoo acquires BrightRoll for $640 million.
March 2015: Rubicon Project acquires Chango for $122 million.
March 2015: Flipkart acquires AdIQuity for an undisclosed amount.
March 2015: Cheetah Mobile acquires MobPartner for $58 million.
March 2015: AppNexus acquires Yieldex for $100 million.
March 2015: Rumors of Google acquiring InMobi

The list gets longer, but I want to get straight to the point. The ad tech industry is consolidating like crazy. This was pretty much predicted, as larger companies are starting to realize the massive opportunity in online, programmatic, and mobile advertising, and small ad tech companies are developing the technologies that will push ad tech through the advertising stratosphere.

One can only wonder why this is all happening, who’s involved, whether it’s a good thing, and what’s in store for the future.

I have the answers right here for you.

A Crowded Space

It’s safe to say that the ad tech industry is extremely crowded. There are probably 20 or more smaller companies at each other’s throats, in addition to the big players who have the wherewithal to stomp on anyone in their path. The market simply cannot sustain the amount of competition that exists. Marketers are confused about where to go with their advertising budgets and ad tech companies are confused about exactly the type of marketer they want using their platform.

The reason the ad tech industry is so saturated is strong demand, especially in mobile.

According to eMarketer, mobile ad spend will top $100 billion in 2016, which will make it the biggest digital ad market. That’s saying a lot for a medium that was considered nascent just last year.

Brands and smaller advertisers are becoming more comfortable with programmatic and mobile. Social data is extremely appealing, retargeting technologies have proven to be effective, ad formats and industry metrics are improving, and the scale of programmatic is unprecedented.

Advertisers are straddling the line between euphoria and confusion as ad supply is increasing and ad technology is improving, yet advertisers still aren’t spending as much as they should on new ad technologies. Maybe there is such thing as too many options?

Big Players & Industry Consolidation

The Facebooks, Googles, Yahoos, and Twitters of the world have eaten up most of the ad tech market share. Not only do these companies provide the interface for advertisers to advertise, they provide the supply based on the data they already harbor about our social and search behaviors and the increasing number of people who use their services.

However, they aren’t the only players in the game. Companies such as AdRoll, Rubicon Project, InMobi, and AppNexus have solidified themselves in the ad tech space.

The big players have spotted a gold mine in ad tech and have decided that it’s easier to throw a couple of million at an acquisition than spend time on R&D to develop the same technologies that already exist. Increased competition means the life of small ad tech companies will be short-lived either because of acquisition or exhaustion.

Is Ad Tech Consolidation Good Or Bad?

Is all this M&A madness good or bad? It’s both.

On the one hand, consolidation will most likely lead to more standardization, better ad quality online and on mobile and less confusion among advertisers. Conversely, ad tech consolidation means limited options and higher costs for advertisers because of reduced competition.

Either way, ad tech consolidation is a sign of a maturing ad tech industry.

The Big Ad Tech Opportunity

Despite all the gloom and doom news you just read about the large players gobbling up everything, there’s still a big opportunity for any company interested in getting a piece of the ad tech pie.

The success of any ad tech company will be measured by its ability to scale, provide more scalable ad formats, provide better analytics and insights, and have a presence in all aspects of advertising (supply side, demand side, and ad integrations).

Unless you can (or have legitimate plans to) scale well, have unique differentiation, can provide a solution to an untapped customer segment, and can compete with the big dogs, there’s simply no reason for your company to exist. Period.

Donté Ledbetter is the marketing coordinator at Decisive. He specializes in digital marketing, brand strategy, and mobile advertising.