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Mesurer l'Efficacité du Marketing Digital

Quelques Mots et sur l'Objectif d'ensemble de mon Prochain Livre chez Dunod, "Digital Impact : Mesurer l'Effiacité du Marketing Digital"

L’objectif de cet ouvrage est de définir les bases d’un langage commun entre les différents acteurs intéressés par la mesure d’efficacité ou ROI (Return On Investment) du marketing digital.

Une expérience de plus de 15 ans dans ce domaine  permet de constater que bien souvent les choses ne sont pas comprises, tout simplement parce que les différents intervenants du marché (agences médias, réseaux médias, agences interactives, annonceurs, sociétés d’études, etc.) ne parlent pas le même « langage », et n’attribuent pas la même signification aux termes, expressions et autres jargons utilisés par les spécialistes de l’Internet.

Sans doute que le caractère technique du média, d’abord exploité et popularisé par les techniciens (les fameux « geeks »), y est pour beaucoup mais cela n’explique pas tout. En effet, jusqu’à une période relativement récente (moins de deux ans), les annonceurs déléguaient bien volontiers la gestion de leur marketing digital à leurs agences. Les marques les plus averties essayaient de travailler avec des agences online, les autres considéraient Internet comme « un autre média » et de fait en donner la gestion à leur agence de publicité traditionnelle. Après tout, les investissements Internet ne représentaient que moins de 5% de l’ensemble des dépenses médias, à quoi bon s’organiser différemment et imaginer son marketing autrement ? Mais voilà, le point d’inflexion est atteint pour la France  en 2010, avec plus de 10% (12%) des investissements publicitaires pour le seul média Internet... Certains pays comme l’Angleterre ou les Etats Unis ont atteint ce point d’inflexion plus tôt, puisque aujourd’hui les investissements publicitaires sur Internet y représentent déjà plus ou moins 20% de l’ensemble des dépenses médias des annonceurs. Au-delà du seul investissement Internet, sur le marché français, 9 annonceurs sur 10 qui font du pluri-média (les 2/3 des annonceurs) intègrent Internet dans leur plan média. Nul doute dès lors, qu’Internet devient de plus en plus important même si les investissements n’ont pas encore rattrapé les usages des consommateurs.

C’est dire tout l’avenir que le digital a devant lui (et ce sans prendre encore pleinement en compte l’Internet mobile qui se développe de façon exponentielle). Pour les annonceurs, il est donc capital d’investir de plus en plus sur Internet et les médias digitaux en général, la problématique de la mesure et de l’efficacité des investissements devient donc centrale et essentielle pour structurer, pérenniser et optimiser les actions marketing. Pourtant rien n’est simple. En effet, et de façon assez paradoxale, le média qui se veut le « plus mesurable »[1] reste souvent difficile à mesurer et à valoriser, et les annonceurs éprouvent de grandes difficultés pour démontrer son impact sur les ventes, plus généralement sa contribution dans la chaine de valeur marketing, et donc son retour sur investissement (ROI).

Nos amis angalis résument assez bien la situation du Digital en disant :

You can not manage what you can not measure….What gets measured, gets done !

Mesurons pour progresser, et mieux Gérer, Manager....

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[1] les pionniers d’Internet, et en particulier les agences médias, ont très largement relayé que « sur Internet on pouvait tout mesurer », la réalité est moins vraie. On peut beaucoup « compter », mais compter n’est pas mesurer. Nous reviendrons sur ce point.

Kellogg Special K Digital ROI Surpasses that of TV!

Some really encoraging news as more marketers join the crowd of sharing more insights in the ability of digital to increase brand spending ROI. Again online spending is here well capitalized on a Special K brand website that expands the brand experience beyond what any other media can do.

Below a few insights as provided by Kellog's CMO Mark Baynes.

Source: Ad Age (Emily Bryson York)

"It's still relatively early in our learning," Mark Baynes, chief marketing officer at the Battle Creek, Mich., company told the Lehman Bros. Back to School Consumer Conference during a discussion on how Kellogg is trying to increase advertising and marketing efficacy. "But analysis of the Special K initiative of the last 18 months showed digital media exceeding that of broadcast ROI."

The marketer described the company's findings as "obviously very encouraging," and predicted they would help "drive stronger adoption across the business."

Kellogg crossed the $1 billion benchmark on ad spending during 2007, and its outlay is set to increase this year. Mr. Baynes said his company spends an additional $300 million on promotional marketing.

"For the right opportunity, the [online] space offers fresh ways to commercialize new and existing brands, target specific audiences on needs more cost effectively," he said.

Over the past year, Kellogg has been praised for sticking with its advertising spending despite the recession. The company has credited its brand-building efforts with its ability pass some of the heavy commodity-cost increases onto the consumer.

Mr. Baynes did not specify how Kellogg was measuring success of the campaigns, and the company did not immediately return calls for additional comment. While he did not address specifics of the Special K work, the company has repeatedly touted the success of its "Special K challenge," which calls for two bowls of the cereal every day for two weeks. Dieters replace a more traditional lunch or dinner with cereal, and are told they can expect to drop a full clothing size after two weeks.

CEO David Mackay has said the initiative has not only resonated with consumers, but also boosted cereal consumption outside of breakfast.

A Special K website offers customized plans for consumers, sign-ups for a Yahoo e-mail group, tips from a trainer and nutritionist and a point-of-purchase link to Amazon.com. The company has added a number of products to the Special K platform in recent years, including cereal bars, flavored waters and waffles.

The investment may continue to pay off, given the economic environment. UBS analyst David Palmer said he anticipates cereal consumption to grow during the fourth quarter, not only because of food costs, but higher rates of unemployment. More people will be eating breakfast at home because they don't have anywhere else to go, he said.

technorati tags: kellog special K digital Roi brand website

The disturbing truth about metrics

I just read a great article from Susan Kuchinskas on ImediaConnection.com.

Indeed, as I am currently wirting an article about using web data to predict market share and sales, I found Susan article useful to put things in perspectives when it comes to understanding internet audience measurement... It was said at the beginning of the Internet that you could measure everything on the Internet, the truth is that you can count everything rather than measure everything because as Susan explains, the different methods to measure provide different results...the truth is probably an hybrid approach using both panel and site centric approaches. At the end, what I usually say is make up your opinion using different sources to understand dynamics then you are smarter thanks to the data gathered...indeed, as marketers we should not complain too much about different results, for years we cried to get more data, now that we have a lot just let's use it and make sense of it...At this stage both Analysis and Intuition are keys to make the right decision...Clearly, the game is different for media owners that make their living on audience mesurement... The future still holds passionated debates and innovations in this area...

To read the full article from Susan Kuchinskas.

Google Reputation Tops...Microsoft & all others...

All-conquering Google, which has trounced arch-rival Microsoft in almost every online arena, has delivered yet another blow – this time to the software titan's reputation.

The 2007 Reputation Quotient survey shows the web search leader atop the league of America's most trusted companies, knocking Microsoft from the number one spot.

In fact the latter has plummeted to tenth place behind the likes of Johnson & Johnson, Kraft Foods and Warren Buffet's investment colossus, Berkshire Hathaway.

The full top ten list is as follows (with last year's position in parentheses):

1. Google (4)
2. Johnson & Johnson (2)
3. Intel (16)
4. General Mills (6)
5. Kraft Foods (not listed)
6. Berkshire Hathaway (21)
7. 3M (3)
8. Coca-Cola (5)
9. Honda (14)
10. Microsoft (1)

The phone survey of 7,000 consumers, followed by 20,000 online interviews, asked them to rate companies' reputations in six categories: emotional appeal, products and services, social responsibility, vision and leadership, workplace environment and financial performance.

P&G (Canada) Will Put 'Up to' 20% of Budget in Digital in the Great North

By Jack Neff AdAge

Published: May 19, 2008

BATAVIA, Ohio (AdAge.com) -- Procter & Gamble Co. is talking about dramatically shifting funds from traditional media to digital. And this time, it may just do it -- if only in Canada at first.

Tim Penner, P&G's president in the country, has vowed to boost online spending from 3% of its media budget to as much as 20% for the company's fiscal year that starts July 1. The promise, first reported on Canadian Marketing Blog, was confirmed last week by a P&G spokeswoman, who noted that the proportion would likely vary from brand to brand.

P&G's Global Marketing Officer Jim Stengel

Related Story: The Upfront Budget Cuts That Weren't Why We Were Wrong About P&G, Unilever and Their Spending Plans

Of course, in and of itself, Canada isn't a big deal compared with the U.S. media market. The bigger deal is that Canada frequently has served as a testing ground for initiatives that P&G eventually rolled out elsewhere.

Mr. Penner should know: He led the launch of Swiffer WetJet in Canada a year before its U.S. rollout in 2001 and poked fun at P&G's stodgy ways in at least one media interview during that launch. Before that, as general manager in the U.S., he greenlighted a radical-for-P&G father-son Bounty ad with no sound and minimal product identification in the late 1990s.

The "up to" 20% solution in Canada culminates two years of rumblings from people close to P&G that the company was preparing to shift one-fifth of its U.S. budget to "experimental media."

'Disinformation campaign'
P&G has denied any such mandate or guideline repeatedly, though a spokeswoman at one point acknowledged that Lisa Hillen-brand, a P&G marketing director, had brought up during one of Global Marketing Officer Jim Stengel's webcast "Marketing Hours" the idea of earmarking 20% of marketing funds for experiments, echoing a call by consultants Rex Briggs and Greg Stuart in their 2006 book "What Sticks."

But P&G will have to scale a tall wall of skepticism before some people believe it will make such a dramatic move, even in Canada.

"The Procter disinformation campaign continues," said one competitor's marketing executive, who joked that his own company plans to spend "up to $100 million" online in Canada next year, too. He noted that P&G's Canadian TV spending appears to be heavier than ever right now.

The advantage for P&G, of course, is that its executives could safely state details of their digital spending plans publicly without fear of tipping off competitors, who wouldn't believe what they heard anyway.

"If they really do shift 20% of their spending online," added the competitive marketing executive, "that would be profound."

Big talk
P&G's record of talking big but doing less on interactive marketing goes back 14 years, when former Chairman-CEO Edwin Artzt issued his clarion call for the ad industry to wake up to the future of interactive advertising. It's been 10 years since P&G hosted the Future of Advertising Stakeholders summit, inviting competitors to Cincinnati to discuss the brave new world of interactive advertising.

Since then, P&G's spending on measured internet media has "soared" to 2.2% of its $3.5 billion U.S. media budget last year, according to TNS Media Intelligence. That was a P&G record, but less than a third of the 7.6% allocated by advertisers on average.

Of course, digital marketing means a lot more than simply online display advertising -- and depending on the definition, can encompass everything from websites to search advertising, mobile marketing, gaming and more.

Since Mr. Stengel gave his "marketing model is broken" speech in early 2004, P&G's measured spending on TV is up $450 million to $2.4 billion (2003 to 2007); its spending on print is up $361 million to $1 billion; while its measured spending on the internet is up $65 million to $79 million.

Glacial pace
In terms of media mix, this does reflect a gradual shift from TV to print and online -- but far slower even than that of some rivals, such as Unilever and Kimberly-Clark.

Of course, P&G's internet tally doesn't count all of its websites, some large e-mail relationship programs or search marketing. But given the costs of such programs or the limited extent of P&G's involvement in search, it would be hard to get past the mid-single digits by the most generous estimate.

Still, the ramifications of what happens in Canada could be huge, and just what data-driven P&G would need to shift major funds from TV and print to digital in the U.S. and beyond.

Years of "experiments" in digital media by P&G and other big package-goods players haven't yielded usable comparisons to TV or print effectiveness, because the marketing-mix modeling P&G uses to evaluate its bigger media outlays usually can't measure the effects of low-budget digital efforts dispersed over lengthy time frames.

Big ifs
Measuring results of a meaningful media shift in a defined market such as Canada, however, could yield some meaningful comparisons that would validate a broader media shift in the U.S. and globally, all without putting too much of P&G's $80 billion-plus global business or its roughly $35 billion U.S. business on the line.

If P&G's digital adventure in the great north works -- and leads it to shift 20% of measured media online in the U.S. -- that could mean more than $600 million moving from TV and print into digital media within two years.

Those, of course, are all big ifs.

Séminaire IREP 3 Juin: De la convergence des médias jusqu'à l'acte d'achat

Nous serons présents au séminaire de l'IREP le 3 Juin 2008 et animeront une tribune sur l'importance stratégique du site Internet de marketing comme "hub marketing". Nous illustrerons nos propos avec des retours d'expériences issus de la solution de mesure des sites SiteCRM et de sa base de données normative.

Le site Internet de marque: véritable "hub marketing"

Pour accéder au programme: Téléchargement IREP-CONVERGENCE-03_06.pdf

technorati tags: sitecrm crmmetrix seminaire irep 2008

Le NY Times en ligne est "gratuit" depuis le 17 Septembre...

La nouvelle ne me surprend pas et correspond à la logique de notre monde "Internet". En effet, l'information a une vraie valeur, mais l'avenir des médias est de proposer à leurs audiences un contenu intégré, où l'analyse de l'information plus que l'accès à l'information brute garantira leur avenir. Trop parmi eux ne l'ont pas encore intégré. Avec le développement de l'intégration de contenu, des flux RSS, etc. demain nous n'irons plus à l'information, elle viendra vers nous, celle que nous voulons, et les médias qui n'auront pas anticipé... mourront...

Surpris par le NY Times ? Pas vraiment non...Un peu tard peut-être d'ailleurs...

Lire l'article du Monde "gratuit"... A quand notre quotidien national passera au gratuit?

   

technorati tags: ny times gratuit Le Monde RSS

Second Life for brands? I am still suspicious...

Eric Kintz has a great post on the fact that he still needs to be convinced about the true value of Second Life for branding... I though I was one of the few to yet be convinced, I guess I am not, as mutiple marketing bloggers seem to share the same views...

The points I specifically agree with are listed below...  and plus as most of us ... I still not have enough time in my First Life either... so difficult for me to cope with my feminine avatar in Second Life!... Still this should not prevent marketers to experiment if they do it respecting the Second Life environment, but maybe there has been so much buzz about it that brands needed to be there... I simply hope that brands will Listen more than what they did/do in the the real world, the way it goes, I do not think they do... Time will tell I guess...

#6. Brands are underestimating the investments required. Most brands have focused on the upfront cost (i.e buying land, web design and creative fees), but most have not taken into account the on-going investment into Second Life. Most indigenous businesses will have hosts and even the owner welcoming you to the island or store – most branded islands do not have any employees and operate on self service. Furthermore many indigenous businesses pay other residents to dance on their properties (a tradition in Second Life to boost your ranking) and I have not seen any brand operate that way.

#7. Brands are not staying true to the Second Life values. Second Life is about realizing your fantasies and being something different than you are in real life. Many avatars have a different gender than the subscriber or take animal forms. However most brands mimic their real life experiences and value proposition in Second Life. Brands have also disrupted the local economy by offering some of their goods and services, prompting a backlash by residents. 70% of Second Life residents are disappointed by the branded experiences.

#8. Second Life experiences are not integrated with the overall brand experience. New Second Life ventures by leading brands still feel too much to me like PR coups vs. being truly integrated into the broader set of the brand promise and experience. How many brands have a link from their online branded presence to their Second Life presence and seamlessly connect both?

To read Eric full post: Top 10 Reasons as to why I still need to be convinced about marketing on Second Life

technorati tags: second life marketing eric kintz

Baromètre de l'Ecoute et de la Participation : premiers résultats

L'idée me trottait dans la tête depuis quelques mois déjà, nous l'avons fait....

Crmmetrix et Thierry Maillet, l'auteur de Génération Participation, lancent le 1er Baromètre de l'écoute et de la Participation. D’une fréquence trimestrielle, ce baromètre fait le point sur la perception qu’ont les internautes de l’écoute et de la participation d’un certain nombre d’organismes et institutions publiques et privées comme les marques et les entreprises..

Pour cette première vague réalisée du réalisée du 9 au 14 mars 2007 (auprès d’un échantillon online de 780 personnes, selon la méthode des quotas, représentatif des internautes français) nous faisons un focus sur le politique à 30 jours de la Présidentielle.

L’attente d’écoute et de participation des internautes Français[1] est forte mais encore insuffisamment comprise par les hommes politiques dans la perspective de l’élection présidentielle.

Plus de quatre internautes français sur dix ne se sentent pas écoutés et ce sentiment est exacerbé parmi certains segments de populations (population âgée et habitants de communes de moins de dix mille habitants).

La grande solitude récemment évoquée par un chroniqueur du Monde[2] n’a jamais semblé aussi établie.

« 43% des internautes Français estiment que la société d’aujourd’hui n’est dans son ensemble pas à leur écoute, 39% estiment par ailleurs qu’on les écoute aujourd’hui moins qu’avant et ce malgré le développement des moyens de communication participatifs » rapportent Laurent Florès et Thierry Maillet, respectivement CEO de crmmetrix et l’auteur de Génération Participation. « Le sentiment des Français est celui d’une fausse écoute, d’une écoute intéressée selon le verbatim des internautes ».

Les résultats du Baromètre de l’écoute et de la participation soulignent une demande extrêmement forte d’écoute qui ne trouve pourtant qu’un écho très relatif à l’occasion de cette campagne présidentielle.

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[1] Le Baromètre de l’Ecoute et de la Participation est une étude exclusive de crmmetrix et Thierry Maillet, réalisée du 9 au 14 mars auprès d’un échantillon de 780 personnes selon la méthode des quotas, représentatif des internautes français. D’une fréquence trimestrielle, ce baromètre fait le point sur la perception qu’ont les internautes de l’écoute et de la participation d’un certain nombre d’organismes et institutions publiques et privées comme les marques et les entreprises. Pour plus d’information veuillez contacter crmmetrix au 01 41 05 90 10.

[2] Jean-Michel Dumay, Dans les sociétés de grande solitude, LE MONDE du 17.03.07

POUR LIRE LA SUITE: Téléchargement Presse_Baro_Ecoute_Participat_mars_07.pdf

technorati tags: Baromètre Ecoute Participation crmmetrix Thierry Maillet Generation Participation Laurent Flores Presidentielle

Nouvelle Intelligence des Publics

Article issu du Journal du Net de ce jour (merci à Lucile Reynard) suite à la Réunion des Rendez-Vous du Sens organisée par Publicis:

"L'avènement du Web 2.0 ne serait-il pas le signe d'un bouleversement profond de notre société ? Beaucoup de spécialistes, qu'ils soient marketers, publicitaires, analystes financiers mais aussi universitaires s'accordent pour le dire : d'une crise de confiance du public est née une envie de prendre la parole. L'Internet, media interactif par excellence, catalyse cette dynamique. Conséquence : les entreprises ont de plus en plus de mal à maitriser leur image et ne savent pas toujours comment réagir face à des internautes souvent très critiques.

S'appuyant sur une enquête réalisée par Crmmetrix, Publicis Consultants a donc décidé de créer Publicis Consultants Net Intelligenz, une nouvelle entité, dont l'offre s'appuie sur la double expertise Web et Corporate de ses consultants. A l'origine de cette démarche, l'enquête "Nouvelle Intelligence des publics" de Crmmetrix a permis à Publicis Consultants de comprendre comment était perçue et utilisée la communication d'entreprise par les publics auxquels elle s'adresse (actionnaires, étudiants, cadres et membres d'associations) à travers six thèmes clés : l'emploi, l'innovation, l'organisation des entreprises, l'économie et les finances, le dialogue social et l'environnement."

Pour lire la suite de l'article du JDN : "Publicis Consultants : Net Intelligenz, le consulting 2.0 ?"

Télécharger la présentation dans son intégralité: "Nouvelle Intelligence des Publics"

technorati tags: Publicis NetIntelligenz crmmetrix rendez des vous du sens Nouvelle Intelligence des Publics