12.07.2012 t04 digital takeover, herbert pratter, vizeum austria
TRANSCRIPT
Herbert Pratter, Managing Director, Vizeum Austria Media Service GmbH [email protected]
Wien, 12.07.2012
Clientlogo
Digital Takeover
What does it mean for Consumers & Advertisers?
The industrial revolution was triggered by inventions of machines.
It leds to massive changes in all areas of life.
150 years later people´s life changes extensively again. The digital
revolution affects economical, social and cultural habits.
The process of digitization isn´t over yet…
Information is available at any time – quickly and comprehensively
Transparancy & Control
Location-independent and time-independent communication
Global collaboration
Maximum comfort
TOUCHPOINTS: IN WHICH CHANNEL DO I REACH MY PEOPLE?
0
10
20
30
40
50
60
70
80
90
100 Fernsehwerbung
Werbeprospekte in ZS/TZ
Zeitungsanzeigen
Radiowerbung
Zeitschriftenanzeigen
Gratisproben
Schaufenster
Freunde/Verwandte
Plakate am Straßenrand
Empfehlungen eines Experten
Postkarten
Fußballplatz/Stadion
Öffentliche WCs
Sporthalle/Fitness-/Freizeitzentrum
Empfehlungen in Blogs/Foren
Kneipe/Bar/Club
Online-Werbevideos
Im/am Taxi
Werbung am Handy (z.B. SMS)
Werbung in Online-Spielen
THINK
FEEL
DO
Source: CCS Austria 2010
Another 28
touchpoints are
queried in CCS
51
29
42
31
21
49
43
67
61
49
56
52
63
63
32
83
80
TOUCHPOINTS: IN WHICH CHANNEL DO I REACH MY PEOPLE?
65
25
42
60
44
42
63
37
23
41
10
18
22
38
33
21
Werbung auf Plakaten
Werbung an Haltestellen (Bus/U-Bahn)
Plakatein Einkaufsstraßen
Werbung an Bussen/Taxis
Bandenwerbung im Sportstadion
Werbeplakate in Geschäften
Werbebroschüre im Shop /Produktverpackung
Empfehlung von Verkäufern
Verteilung von Warenproben
Schaufenster
Beilage in Printmedien
Persönlich adressierte Werbebriefe
Prospekte und Handzettel
Rabattgutscheine
Kundenbewertungen online
Blogs/Foren
Empfehlung von Freunden/Verwandten
Produktprobe von Freunden/Verwandten
Werbung im Fernsehen
Sponsoring von TV-Sendungen
Radiowerbung
Anzeigen in Magazinen
Anzeigen in bezahlten Tageszeitungen
Anzeigen in Gratis Tageszeitungen
Advertorials
Werbung im Kino
Sponsoring im Kino
Gewinnspiel im Radio
Werbe-SMS
Banner im Internet
Online Videos
Werbe-Emails
Search Anzeigen
Onlinewerbung (bewegt) Word
of
Mouth
Direct
Mark
eting
Poin
t of
Sale
P
ublic
Space
Mo
bile
/
Inte
rne
t C
lassic
Me
dia
RW in % RW in % Reach
Source: Aegis Media CCS 2011, „Werbung auf… fällt mir auf“
Day in a Life illustrates the use of different media of a day, and the differences between weekdays and
weekends
DAY IN A LIFE OF A CUSTOMER
Source: CCS 2011/2012 (Deutschland)
TV
Uh
r
6:00 0:00 9:00 12:00 15:00 18:00 21:00 24:00
TV www
Radio
TV
We
ek
da
y
We
ek
en
d
www
Radio
www TV
CONSUMER LIFETIME FUNNEL
Fast Food Clothes, Shoes
& Accessories
68%
14%
18%
40%
39%
21%
Groceries &
Personal Care
22%
66%
12%
42%
52%
6% Research purchase
Longer path to purchase
Greater effort
Habitual purchase
Shorter path to purchase
Minor effort
Impulse purchase
Short path to purchase
Little or no effort
Effo
rt
High
Low "Thinking about the last time you bought, which statement best describes your actions?"
Home
Electronics
Source: New Shopper Journeys Europe 2010
THE FUTURE IS BRIGHT FOR DIGITAL…
Source: New Shopper Journeys Europe 2010
Groceries & Personal Care n=2622
of Groceries & Personal Care consumers believe they will be
utilising digital technologies for their future purchases 4 3
Make a
purchase online
Send
pictures/videos
of potential
purchases
Ask opinions
from people
don’t personally
know on forums,
blogs, social
networks
Use mobile to
research whilst
in-store
Make a
purchase
via a mobile
Use mobile to
interact with
billboards/
download
special offers
etc via the
phone
19%
63%
17% 8% 8% 13%
Which of the following are you likely to do in the future?
And what does it mean for advertisers strategy?
Multichannel strategy describes the simultaneous
and coordinated use of multiple marketing
channels to construct and service customer
relationships.
We differentiate:
Media channels & institutional channels (shop, call
center etc.)
Sales/distribution channel & service channel
Channel´s objectives:
Direct adressing
Distribution & sales
Service
MULTICHANNEL STRATEGY
Source: http://www.absolit.de/PDF/Leitfaden-Permission-Marketing-Kap-2.pdf
