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.

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.

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

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.

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.

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.

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.

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.

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

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

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.

Things You Missed at SXSW 2015 by Gapingvoid

This ebook compiles awesome outtakes from SXSW2015. Written by @Briansolis and illustrated by @gapingvoid, it captures why you should be very sorry you failed to get to Austin this year:)

About Gapingvoid:

Gapingvoid is a multifaceted agency, publishing and advisory firm that provides creative services to a broad range of companies based on the drawings and sensibilities of cartoonist, Hugh MacLeod and his business partner, Jason Korman.

“We publish Hugh’s work in limited edition giclée prints and license it for corporate use. The limited editions as well as original works are available here in our store. Gapingvoid also specializes in corporate installations for companies wishing to create dynamic workspaces, brainstorming areas, and enlightening offices. We also provide a variety of advisory services designed to help companies build better cultures, as well as strategies and implementation for social and paid media.”

About Hugh Macleod:

Hugh MacLeod is a cartoonist who has been drawing about life and business for twenty years. Hugh’s blog, gapingvoid has been one of the most popular blogs since the early days of social media, thus developing a loyal following of the best and brightest of Silicon Valley.  It remains in the top 20 of the AdAge Power 150 blogs today.

His work has informed an entire generation of entrepreneurs, advertising execs and senior leadership in enterprise. He has created work for some of the largest and smartest companies in the world including Intel, Microsoft, HP, Roche, Pearson, Dell, Havas Worldwide and Rackspace, just to name a few.

Hugh has written three books published by Penguin, including a best seller, “Ignore Everybody, which began its life as a PDF, downloaded over four million times since last count.

Hugh is loved by the startup community. He has embraced and defined what it means to be a 21st Century entrepreneur in his art, writing, and business. There is no one more qualified than Hugh to bring the entrepreneurial experience to life through art. He has participated in it, chronicled it on his blog and in other media properties, like TechCrunch and Wired.

While Hugh has done most of his several thousand drawings on the backs of little business cards, he has also worked extensively both on canvas and print.

Amazon Echo: Get info and Pilot your Home with your voice.

La dernière innovation d’Amazon, qui ne veut plus se cantonner à la vente, mais également inventer de nouveaux produits. Ainsi, fin novembre Amazon a dévoilé Echo, une enceinte de nouvelle génération, connectée, intelligente et capable d’être contrôlée par une simple commande vocale. Le système se veut intuitif et capable de comprendre un langage relativement naturel, à l’image des systèmes de Google Now ou de Siri. Comme ces derniers, le système se veut également intelligent et connecté: il est ainsi possible de contrôler ses pistes musicales (depuis une application mobile, des radios ou encore le service Amazon Prime Music), mais il est également possible de demander la météo, d’ajouter des produits à sa liste de course, de consulter une définition Wikipédia ou encore de déclencher une alarme par exemple. Pour lancer une demande particulière, il suffit de prononcer le mot clé « Alexa », puis de formuler l’ordre.

Capture d'écran 2015-04-11 03.57.36

Amazon Echo is always ready, connected, and fast. Just ask for information, music, news, weather, and more. Echo is controlled by your voice for hands-free convenience and is connected to the cloud so it’s always getting smarter.

Echo’s brain is in the cloud, running on Amazon Web Services so it continually learns and adds more functionality over time. The more you use Echo, the more it adapts to your speech patterns, vocabulary, and personal preferences.

Echo is always ready, connected, and fast. Just say the wake word, “Alexa,” for:

  • New – Connected Home: Control compatible WeMo and Philips Hue devices with your voice.
  • New – Pandora: Listen to and discover music from Pandora’s library of over 1 million tracks.
  • New – Traffic: Hear commuting time and the fastest route to your destination.
  • New – Sports: Ask for sports scores and schedules from the NFL, NBA, MLS, MLB, and more.
  • Music: Listen to your Amazon Music Library, Prime Music, TuneIn, and iHeartRadio.
  • News, weather, and information: Hear up-to-the-minute weather and news from a variety of sources, including local radio stations, NPR, and ESPN from TuneIn.
  • Questions and answers: Get information from Wikipedia, definitions, answers to common questions, and more.
  • Alarms, timers, and lists: Stay on time and organized with voice-controlled alarms, timers, shopping, and to-do lists.
  • More coming soon: Echo automatically updates through the cloud with new services and features.

Paris-Roubaix on Sunday: ‘Hell of the North’ awesome infographic. (Team Sky) + Trailer

This blog is suppose to be about Advertising, Digital and technology.
But, Let’s have a short pause … to Celebrate Hell on Sunday.
Go Sir Bradley! Go !


Missing in the infographic: 2 record winners with 4 victories each: Roger De Vlaminck & Tom Boonen

67% of the brands could disappear (Havas Media Meaningful Brands)

L’étude Meaningful Brands d’Havas Media représente à l’échelle mondiale un outil unique : 700 marques, plus de 134 000 consommateurs et 23 pays y sont analysés.Meaningful Brands mesure la contribution et l’impact des marques dans 13 sphères du bien-être individuel et collectif (santé, environnement, communauté, économie locale, sécurité financière, vie pratique, etc.) pour une vue à 360° sur la manière dont elles contribuent à la société. En 2015, plus 7.700 consommateurs belges ont été interrogés sur 70 marques de 12 secteurs différents.

What Is a Full Stack Startup? Full Customer Experience !

The Apple Approach: What Is a Full Stack Startup?.

Thanks to Chris Dixon of BuzzFeed, we have yet another business neologism — the “full stack startup approach.” The objective of this approach is to completely control the customer experience using all the channel(s) required to deliver it. Instead of inventing a widget and selling that technology to another business to bundle with their product or service, you sell it directly to your customers, sometimes in your own bundle.

The challenge is that you have to be good at a lot of things: software, hardware, supply chain management, design, marketing and anything else that goes into making, selling and distributing a product. Manage that, and you essentially lock out competitors who can’t replicate all these interlocking pieces.

Recommended for YouWebcast: Zero to Millions: The Secrets Behind Building a Business and Growing a Digital Audience

Steve Jobs Was Right

Dixon cites Apple as a classic example of the full stack approach. By contrast, Microsoft builds only portions of the stack. Back in the 1990s, Microsoft dominated business and consumer markets just by making an operating system and applications software. During that era, Apple was widely criticized for not emulating the Microsoft’s cornerstone strategy to license its software to other hardware vendors. Apple has had the last laugh with last quarter profits of $18 billion, the largest ever recorded by a public company, and cash reserves sufficient to buy the equivalent of every American at a price of $556. Dixon attributes such success with Apple’s ability to create a “magical experience” for its customers by building products from end-to-end in a way that completely bypasses the competition.

Examples of startups using the full-stack approach include ride-sharing companies Uber and Lyft, Nest and Tesla, not to mention Dixon’s own BuzzFeed, which recently obtained $50 million in financing from Andreessen Horowitz to expand its own full stack. (The New York Observer comments, “For its next trick, we expect BuzzFeed will work on colonizing Mars.”)

Full Stack Means Full Customer Experience

Full-stacking seems to be limited to high-tech companies, and should not be confused with traditional notions of vertical integration used by “old-style” manufacturers. The difference is the focus on the customer experience. In vertical integration, a manufacturer or producer contracts with suppliers to reduce production costs and improve efficiencies. The customer may get a better product, or a more affordable product, but it doesn’t provide the entire customer experience.

Full stack means that a tech company is building that experience from the ground up and using non-tech functions, such as unique retail stores or independent drivers, to deliver the tech. Uber isn’t merely an app, it’s a new way to get a better ride; essentially, it’s a new kind of taxi service.

Industry segments that are ripe for full-stack approaches include education, healthcare, food, transportation and financial services. All are sectors where prices have outpaced inflation, which Dixon believes is the result of lack of technology. If you have a technology that can help bring down pricing models in these sectors, the full-stack approach may be your best approach.

For those who may be skeptical of what might be seen as just a trendy phrase, Anshu Sharma points to a number of companies over the last 20 years that essentially were full-stack companies before Dixon came up with the term. These include Netflix, Amazon, YouTube, eBay and Google.


How Mad Men Missed The Social Media Revolution



But even with a devoted fan base, Mad Men isn’t exactly a social mediaphenomenon like The Walking Dead or Pretty Little Liars. If Don Draper handled the show’s marketing campaign, it might be a different story.

Even so, Twitter TWTR -0.1% buzz about Mad Men has been escalating leading up to the April 5 season premiere. About a month ago, the show averaged around 2,000 tweets per day, and the number hit around 14,300 daily tweets on March 24th, when news broke that star Jon Hamm had checked out of rehab.

Search is the most predictive digital metric for audiences aged 35 and up, according to Tobi Bauckhage, CEO of Moviepilot, an online platform that empowers film fans to become content creators. Five days leading up to Sunday’s premiere, Mad Men’s search metric had approximately 88,000 searches, which was more than double the volume of fellow April debut Daredevil. Then again, Daredevilis a new show, and it doesn’t have a longtime fan base that is dying to know what becomes of Peggy, Joan, Roger, Pete, Betty, and, of course, Don.


Maybe it’s a nod to Don Draper’s old-school ways (he’s a savant-like ad exec who doesn’t rely on trends to shape his campaigns), but Mad Men has focused on traditional marketing tactics like outdoor ads and media buys on TV, instead of Vine videos and Snapchat gimmicks. Does anyone who watchesMad Men actually use Snapchat? It’s pretty unlikely. It’s not as if the show’s marketing team is clueless when it comes to social media – they use Instagramand Twitter like everyone else – but the majority of the show’s audience probably isn’t staring at Instagram as they watch.

So maybe Mad Men never became a Twitter phenomenon like Pretty Little Liars, but they’re two completely different shows. There could be some audience overlap there, since being well-rounded means you watch both intellectual period dramas and light, campy teen murder mysteries. In the end,Mad Men’s popularity never relied on retweets, and it’ll still go down in history as one of the most accomplished dramas on television, with or without astronomical search numbers.

The true fans will be tweeting their hearts out throughout this final season, and I’ll be on the edge of my seat wondering what in the world is going to become of Peggy. And Joan. And Betty. And Don.

Whatever the final numbers are, there’ll probably be at least a few tweets that read: I wish it didn’t have to end.

Havas Media publie les résultats belges de ‘Meaningful Brands’: 67 % des marques pourraient disparaitre, les consommateurs belges ne s’en soucieraient guère.

Ce n’est pas totalement surprise mais un sérieux coup de semonce. Le consommateur exige désormais non seulement un produit et/ou un service de qualité à un prix juste, mais également un positionnement de marque responsable dans les domaines de l’environnement, du contrat social ou encore de la transparence financière.

L’étude Meaningful Brands d’Havas Media représente à l’échelle mondiale un outil unique : 700 marques, plus de 134 000 consommateurs et 23 pays y sont analysés. Meaningful Brands mesure la contribution et l’impact des marques dans 13 sphères du bien-être individuel et collectif (santé, environnement, communauté, économie locale, sécurité financière, vie pratique, etc.) pour une vue à 360° sur la manière dont elles contribuent à la société. En 2015, plus 7.700 consommateurs belges ont été interrogés sur 70 marques de 12 secteurs différents.

L’index Meaningful Brands d’Havas Media prend en considération 4 axes d’analyse : la performance, la valeur de marque, l’attachement et la contribution à la qualité de vie. La performance englobe outre le positionnement sur le marché, sa contribution au bien-être individuel et collectif. La valeur de marque évalue la notoriété de la marque, les intentions d’achat et la manière dont les consommateurs en parlent.

Capture d'écran 2015-04-01 14.59.47

Colruyt sur tous les podiums.

Colruyt, est la marque à laquelle les Belges sont les plus attachés. Mais c’est Google qui selon l’étude contribue le plus à la qualité de vie de nos concitoyens. En terme de bien-être individuel, on retrouve à nouveau Colruyt sur la première marche suivi de Google et d’Ikea. Alors qu’en terme de bien-être collectif, c’est un trio 100 % belge qui rafle la mise avec qui Colruyt, Spa et le sucre Tirlemont. Pour la performance de marque, Colruyt en N° 1 s’illustre pour la qualité de ses produits, Ikea en N° 2 pour la variété de son catalogue, et Samsung en N° 3 pour son écoute des consommateurs. Notoriété positive : Colruyt reste leader avec derrière lui, respectivement, Côte d’Or et Audi.

« Cet outil nous permet de mesurer dans quels domaines une marque est performante, de la situer dans son secteur et par rapport à la concurrence. Mais surtout Meaningful Brands est complété par une grille d’analyse des touch points (Paid, Owned, Earned & Shared) qui permettent aux marques d’identifier leurs leviers de développement stratégique pour devenir des marques plus utiles et pertinentes dans la vie des consommateurs » explique Hugues Rey, CEO d’Havas Media.

Contact Havas Media Brussels
Hugues Rey
Chief Executive Officer
Tel: +32 2 349 15 60 – Mobile Tel: +32 496 26 06 88
Rue du Trône 60/bte 5 – 1050 Bruxelles

A propos de Havas Media

Havas Media est la division media du Groupe Havas. Havas Media est présent dans 126 pays avec 5600 collaborateurs. Havas Media Brussels compte 75 collaborateurs couvrant tous les aspects de l’utilisation des médias (offline et online) dans les actions publicitaires