IAB EuropeInsight out, the whole truth!

« Talking with the consumer….beark….why? »

The European Trade Association Network of the digital and interactive marketing industry representing the National associations and Corporate members

THE GOOD NEWSThe World is Changing

Klik hier om tekst toe te voegen

The ad model will change dramatically…

THE ONLY TRUTHChange

THE BAD NEWSTrust - Trust - Trust

Control of data

is a hot topic

THE PARADOXSay what you think, and do what you Say

#CM48@Steven_InSites

Stop the Paradox

Stop the Paradoxby Steven Van Belleghem

Word-of-Mouth Word-of-MouthWord-of-Mouth

is growth driver

Word-of-Mouth

just happens

Word-of-Mouth Word-of-MouthWord-of-Mouth

is growth driver

73%

Word-of-Mouth

just happens

80%

Client happiness Client service is Client happiness

is important

Client service is

too expensive

@Steven_InSites #cm48

% never replies to questions:

11% through customer service

24% on branded social media

28% on social media

Every client is

important

If only 500

clients are important clients are

unhappy, well…

40% 7%

@Steven_InSites #cm48

40%

negative

7%

negative

40% 7%

The paradox?

@Steven_InSites #cm48

40%

negative

7%

negative

40% 7%

We say we care,

but we don’t

@Steven_InSites #cm48

40%

negative

7%

negative

40% 7%

2 simple questions:

@Steven_InSites #cm48

40%

negative

7%

negative

How important are happy clients?

@Steven_InSites #cm48

Are you serious about it?

@Steven_InSites #cm48

40% 7%

3 attitudes:

@Steven_InSites #cm48

40%

negative

7%

negative

@Steven_InSites #cm48

16% 77% 7%

How important are happy clients?

Very important!

@Steven_InSites #cm48

Very open &

positive intentions!

Are you serious about it?

@Steven_InSites #cm48

40% 7%

Only 1 option…

40%

negative

7%

negative

Happy

clients

Positive

WOMWOM

Growth

Listening

Product

development

CO-CREATE

WOM

strategy

& policy

Touchpoints

experienceConversations

on & offline

WOM strategy

Not an island

Create context for success

New KPIsNew KPIs

New KPIs: 38%New KPIs: 38%

2010

2010

Specific Whole

80% 20%

Specific

team

listens

Whole

company

listens

We are ALL listening

40%40%of companies is NOT present on social media

20%20%of companies has a Twitter account

#CM48@Steven_InSites

Stop the Paradox

Stop the Paradoxby Steven Van Belleghem

Not an island

Listening

Product

development

CO-CREATIE

Conv

Mgr

Conv

Mgr

WOM

strategy

& policy

Touchpoints

experienceConversations

on & offline

Conv

Mgr

Consumer in the boardroom

CCOCCO

Chief Consumer Officer

HOW CAN WE HELPThe IAB Europe Network

December 2010 :

Stakeholders and dedicated staff :

-26 countries with over 130 staff

-44 corporate members at European level

-more than 5000 member companies at National level

Potential New countries in 2011 :

-Portugal, Luxembourg, Serbia, Kazakhstan, Iceland ,

Cyprus and Dubaï

Priorities 2011-2012 :

-Public Policies :

-creating trust and transparency

-ongoing dialogue with the regulator

-self regulation

-Business :

-promoting Brand Advertising

-measurement

-Benchmarking :

-understanding the consumer

-comparing the markets-comparing the markets

-Networking :

-leaders and captains of the industry

Keep on pushing the digital economy....with www.iabeurope.eu

and try to join us in 2011 on June 7-8-9 in Barcelona again for our

5th Interact Congress and Second Mixx Europe Awards!