Documenti di Didattica
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INDEX
INDEX SLIDE INSERTED HERE!!! Introduction
Introduction
BRAND COMMUNICATION
Noise!
HOW DO
PLAN ON STANDING OUT?
YOU
If you dont like change, youre going to like irrelevance even less.
General Eric Shinseki, Former Chief of Staff, U.S. Army
CONFUSION
Female Fever
YOUNIVERSAL BRANDING
Eco-ecosystem
Post-consumerism
HOME TROTTING
5*STAR*LIVING
Counter-Googling
Too many trends, and not a lot you can do about them
CHANGE
CHANGE
ITS ABOUT
FUNDAMENTAL CHANGES
The marketing rule book has been torn up and thrown out the window
HYPERREALITY
HYPERREALITY
Las Vegas
HYPERREALITY
Young people are scorning social interaction for virtual relationships.
HYPERREALITY
HYPERREALITY
FRAGMENTATION Proliferation of media and consumption choices has meant that the rulebook gets thrown out the window
FRAGMENTATION
FRAGMENTATION
CONSUMER POWER
EXPERIENCE ECONOMY
Resources
Goods/services
Solutions
EXPERIENCES
EXPERIENCES = KNOWLEDGE!
OPPOSITE-ISM
ORGANISM ???
RESPONSE INDIFFERENCE
TRADITIONAL COMMUNICATION
BRAND X
CUSTOMERS
AUTO-COMMUNICATION
BRAND
RESPONSE CUSTOMERS
+
COMMUNICATION
or
APATHY
Do your customers care about what you try to tell.. and SELL?
EVOLVED COMMUNICATION
BRAND X
THE CUSTOMER
CUSTOMERS
CUSTOMERS
CLARITY
CLARITY
TECHNOLOGY IS CHANGING
TECHNOLOGY IS CHANGING
TECHNOLOGY IS CHANGING
TECHNOLOGY IS CHANGING
TECHNOLOGY IS CHANGING
TECHNOLOGY IS CHANGING
DIGITAL CHANNELS
VIDEO E-MAIL
BLOGS
GAMES
DIGITAL CHANNELS
INSTANT MESSAGING SEM
PODCASTS
WEB
WEB
WEB
WEB
WEB - SEM
User makes a search
Contact
WEB - ADVERTAINMENT
WEB - ADVERTAINMENT
WEB - ADVERTAINMENT
WEB - ADVERTAINMENT
BLOGS
PODCASTS
VIRAL MARKETING
Viral videos
VIRAL MARKETING
Viral videos
INSTANT MESSAGING
DESKTOP APPLICATIONS
DESKTOP APPLICATIONS
DING $ $ $
Estimated cost to build:
$80,000
Confirmed revenues:
$20 million +
INTERACTIVE POSTERS
INTERACTIVE POSTERS
INTERACTIVE POSTERS
INTERACTIVE MIRRORS
HOLOGRAPHIC PROJECTIONS
The Opportunity
THE NUMBERS
More than 1 billion Internet users in the world 250 million have broadband
Source: eMarketer, May 2006
58% 50% 45% 41.3% 38% 31% 28% 23% 19% 10% 13.5% 15.6% 47% 51% 53% 54%
60%
62%
6%
8%
Dec 1995
Jun 1996
Dec 1996
Jun 1987
Dec 1997
Jun 1998
Dec 1998
Jun 1999
Dec 1999
Jun 2000
Dec 2000
Jun 2001
Dec 2001
Jun 2002
Dec 2002
Jun 2003
Dec 2003
Jun 2004
Dec 2004
Jun 2005
TURKEY
In Turkey: 16 million Internet users
Source: CIA World Factbook, 2005
TURKEY
In 2015: 24 million broadband users in Turkey
CAGR: 31%!
Source: Quantum-Web
TURKEY
Phones: 20 million fixed lines in Turkey 48.7 million mobile phone users
Source: Turkcell, Telecommunications Authority, 2006
MEDIA CONSUMPTION
Newspaper subscription Cell phone Radio TV Large supply of books Computer with Internet access
1% 4% 6% 6% 18 % 64 %
INTERNET
Base = 1,000 online households Source: Ipsos U.S. Express, August 2004
MEDIA CONSUMPTION
ONLINE ADVERTISING
ONLINE ADVERTISING
Telecommunications Retailers
Automobile
2005
WHY?
BECAUSE IT WORKS!
IT WORKS!
Message association
measuring how messages are linked to brand
Brand favourability
see if respondents have positive opinions to brand
Purchase consideration
likelihood of consumer purchasing the brand
Actual purchase
ADVERTISING EXPOSURE
Effective Frequency For Brand Awareness
8 6.7 6
5.1
Point Change
4 3.4 2.9
3.9
Additional ad exposure increases brand awareness Awareness is 2.5 X higher among those with 10 exposures versus those with 1 exposure Diminishing effectiveness after three exposures
0 1 2 3 4 to 9 10 +
Exposure Frequency
Effective frequency
DIMINISHING RETURNS
Internet
Television
Marketing spend
COST/BENEFIT
COST DRIVERS vs. ROI
$/AWP %
Internet
TV
Ca. 20 %
AWP %
Source: MINDSHARE
Using the Internet is the most cost-efficient way to create your first 20% awareness
COST/BENEFIT
+5.4%
68.9 72.6
Control Exposed
80
Which of the following [brands, products] have you heard of before? Of those who had not seen the online ad, 68.9% were aware of the brand Of those who had seen the online ad, 72.6% were aware of the brand So, the ad caused a 5.4% increase in awareness
60
Percent
40
20
Brand Awareness
Ad Recall
Message Association
Brand Favourability
Purchase Intent
Source: Dynamic Logic MarketNorms MarketNorms data through June 30, 2004; N=199 European campaigns, n=163,262 respondents
+5.4%
80
68.9 72.6
Control Exposed
+5.6%
60
Percent
40
+45.3%
34 23.4
+21.6%
33.2 27.3
44.6
47.1
+5.0%
38.3 40.2
20
Brand Awareness
Ad Recall
Message Association
Brand Favourability
Purchase Intent
TV only
Online only
TV + Online
Source: NFO/Infratest Study
Both media impact key brand attributes separately yet are more powerful together
42% 74%
76%
77% 42
IT IS EFFECTIVE
Lots of case studies, research and data showing that online advertising improves brand metrics such as awareness and favourability
THE BENEFITS
THE BENEFITS
Measurable ROI
THE BENEFITS
THE BENEFITS
KEY LESSON
10 15%
Optimal media mix includes 10 15% spend on digital
US: 6%
UK: 7.8%
As a percentage of total advertising spend
UK TOP 20 ADVERTISERS
Total spend Top 20 advertisers Unilever UK Ltd Procter & Gamble Ltd COI Communications 1,757,128,753 217,374,235 183,764,561 168,949,805 Internet spend 30,683,912 467,782 531,664 1,536,482 % spent online 1.75 0.22 0.29 0.91 % spend on all other media 98.25 99.78 99.71 99.09
BSkyB Ltd
L'Oreal Golden Ltd DFS Furniture Masterfoods Orange Plc BT Ltd Nestle Reckitt Benckiser Ltd Vauxhall Motors Ltd Tescos Plc Ford Motor Company Ltd Renault Uk Ltd Kellogg Company Lloyds TSB Plc Sainsbury's Vodafone Ltd Capital One
104,769,013
103,712,826 93,461,848 79,091,280 77,778,373 76,469,097 68,510,585 67,473,880 63,460,028 62,885,215 62,807,418 60,126,322 58,840,448 56,139,386 52,925,167 50,572,728 48,016,538
9,832,258
171,439 0 381,082 5,842,074 1,494,089 283,873 10,324 497,881 197,954 867,839 709,243 0 161,677 80,653 300,328 7,317,270
9.38
0.17 0.00 0.48 7.51 1.95 0.41 0.02 0.78 0.31 1.38 1.18 0.00 0.29 0.15 0.59 15.24
90.62
99.83 100.00 99.52 92.49 98.05 99.59 99.98 99.22 99.69 98.62 98.82 100.00 99.71 99.85 99.41 84.76
UK TOP 20 ADVERTISERS
Total spend Top 20 advertisers Unilever UK Ltd Procter & Gamble Ltd COI Communications BSkyB Ltd L'Oreal Golden Ltd DFS Furniture Masterfoods Orange Plc 1,757,128,753 217,374,235 183,764,561 168,949,805 104,769,013 103,712,826 93,461,848 79,091,280 77,778,373 Internet spend 30,683,912 467,782 531,664 1,536,482 9,832,258 171,439 0 381,082 5,842,074 % spent online 1.75 0.22 0.29 0.91 9.38 0.17 0.00 0.48 7.51 % spend on all other media 98.25 99.78 99.71 99.09 90.62 99.83 100.00 99.52 92.49
BT Ltd
Nestle
76,469,097
68,510,585
1,494,089
283,873
1.95
0.41
98.05
99.59
67,473,880
63,460,028 62,885,215 62,807,418 60,126,322 58,840,448 56,139,386 52,925,167 50,572,728 48,016,538
10,324
497,881 197,954 867,839 709,243 0 161,677 80,653 300,328 7,317,270
0.02
0.78 0.31 1.38 1.18 0.00 0.29 0.15 0.59 15.24
99.98
99.22 99.69 98.62 98.82 100.00 99.71 99.85 99.41 84.76
50 % 6% 9% 13 % 8% 9% 3% 2%
UK data 2005
BUT
There is ONE major problem afflicting traditional advertising
THESE DAYS
Unless your story is very compelling to them or it has been promoted by a trusted third party consumer
Instead of
CO-CREATION
CONSUMERS Are not just about CONSUMPTION Its as much about PARTICIPATION
Generation X
Generation Y
And then came
GENERATION C
GENERATION C(ONTENT)
Self-broadcast
GENERATION C(ONTENT)
Self-publish
GENERATION C(ONTENT)
Self-publish
CURATED CONSUMPTION
Bill
CURATED CONSUMPTION
Josh
CURATED CONSUMPTION
And Josh II
DANGERS DANGERS
BIG AD
Great reach shame about the target market
CORPORATE TOUCHPOINTS
CORPORATE TOUCHPOINTS
PUBLIC SERVICES
CROSS-MEDIA INTEGRATION
CONTENT EXTENSION
PRODUCT DEVELOPMENT
PRODUCT DEVELOPMENT
PRODUCT DEVELOPMENT
EXAMPLE
BRITISH AIRWAYS
BRITISH AIRWAYS
Executive Club
BRITISH AIRWAYS
Executive Club
BRITISH AIRWAYS
BRITISH AIRWAYS
E-mail newsletters
BRITISH AIRWAYS
Banner advertising
BRITISH AIRWAYS
Content sponsorships
BRITISH AIRWAYS
B2B advertainment
EXAMPLE
NIKE FOOTBALL
NIKE FOOTBALL
NIKE FOOTBALL
Branded games
NIKE FOOTBALL
NIKE ID
EXAMPLE
EXAMPLE
Marketing, advertising, PR
THE STRENGTHS
Branding
Acquisition/Direct Response Dynamic/Interactive
Measurable/Accountable
THE PROCESS
DIGITAL MARKETING
Traditional on- and off-line communication Above the line
TTL
BRAND
TTL
DIGITAL MARKETING
DIGITAL MARKETING
Marketing View
New on- and off-line communication
CRM
BRAND
Digital
DIGITAL STRATEGY
Identify ideal scenario Measure current position Determine waypoints Plan process
STRATEGIC DIRECTION
STRATEGIC CHOICES
STRATEGIC PROCESS
INTEGRATION
Where, why and how
Information sent
Information requested
search
SEO PPC
visit
Sponsorship Partner Viral Advertising Etc.
info
Campaign Product Service Brand Company
action
STRATEGY
CONCEPT
DESIGN PRODUCTION EXECUTION
Channel independent
Channel dependent
USER NEEDS
What do the users really need?
A process of identifying and matching the users particular needs to the companys relevant products, services and online offerings This process shapes each users individual experience at the digital touchpoints
THE PAST
THE FUTURE
Everything thats already in the world when youre born is just normal.
Douglas Adams, Author of The Hitchhiker's Guide to the Galaxy
We help brands connect with their audiences! We help brands establish trust! We help brands interact with their customers!
Casper Mller CEO, T-Viral E: casper.moller@t-viral.com T: +44 (0)20 7231 1320 42 Pump House Close