where do you actually reach your customers
TRANSCRIPT
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OFFLINE, ONLINE, MULTICHANNEL WHERE DO YOU REACH YOUR CUSTOMER?
Jens Barczewski – Head of GfK Digital Market Intelligence Germany & Switzerland
Dörte Nordbeck – Head of GfK Travel & Logistics Germany
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GfK. Growth from Knowledge
Trusted for quality. FOR 80 YEARS.
…enable our
clients to create
winning strategies
to enrich
consumer‘s lives.
13.000
passionate
experts
We are the
trusted source of
relevant market
and consumer
information
Thought
leader in the
industries we
serve
We deliver globally
vital insights into
local markets –
in 100 countries
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The 4th Industrial Revolution.
What does this mean for OUR CLIENTS?
Automotive
4th Industrial
Revolution
Health
Financial Services
Fashion & Lifestyle
Retail
Consumer Goods
Technology
Media & Entertainment
Travel & Logistics
Energy, Environment & Industrial Goods
Source: GfK Ad hoc Online Survey „Usage of different Communication Channels“, March 2014, n = 1.607 ; Travel Behavior from GfK MobilitätsMonitor
10% off travel reducing
because of digital
substitution*
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0
10
20
30
40
50
60
2007 2008 2009 2010 2011 2012 2013 2014
Ta
use
nd
e
Smart TV Desktop Tablet Laptop Smartphone
Source: GfK Consumer Choices sales data, Germany, Q1 2007 to Q4 2014
Smartphones and Tablets REPLACE fixed line devices
Sold devices in Mio.
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Significance of digital in our PERSONAL LIVES
source: iab future trends
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TV consumption
http://www.thestar.com/content/dam/thestar/life/parent/2013/07/15/parents_tv_habits_strongest_predictor_of_kids_screen_time_study_finds/watching_tv.jpg
http://www.solarsunwerx.com.au/wp-content/uploads/2010/07/Modern-Family-blank-lo-res.jpg
In the past Today
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Did you ever ask yourself how
often you unlock your smartphone
– each day?
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Source: GfK Crossmedia Link (MEP) June 2014;
Multi-Screener Sample. (= Measurement of internet usage on desktop and smartphone).
Smartphones with high presence to users:
37 distinct apps and 59 different websites PER MONTH!
Today‘s smartphone user…
…unlocks his phone Ø 33 times a
day
…uses Ø 37 distinct apps per month
…visits Ø 59 different
websites per month
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Radio
Cinema Outdoor
Sponsor
ship
TV
Smart-
phone
Youtube Website
Online
video
Banners
Friends
Retail/
Office
Street
Sample
Hotline
Loyalty
programs
Coupons
…increased number of touchpoints DIGITAL AGE… Sample
…increased interactivity of experiences
Increasing NUMBER OF EXPERIENCE POINTS, especially
digital touch points, issues new challenges to marketing
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GfK Crossmedia Link panel is allowing SINGLE SOURCE
Off- and Online Measurement!
* in home scanning; query
covering services (travel,
finance etc.)
Purchase
(scanning & query*)
Media Exposure
Internet@work
Internet@home measured on
individual level Internet Mobile
measured on individual level
TV measured on individual level
Print MA like questionnaire
Individual
Consumer
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All devices are available in ONE SOURCE:
Insights on cross-device online usage are available today.
Data Source: Measurement within GfK Crossmedia Link panel
GfK Consumer Panel
GfK Crossmedia Link
(MEP Germany)
TV Measurement
Unique single source
measurement of TV, Online and
mobile
Covering panelists’
purchase behavior,
demographics, attitudes,
magazines etc.
12,500 individuals fixed line @home: 23,000
individuals 14+
Desktop
Measurement
Smartphone & Tablets 2,000 individuals
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Cross-channel usage IS STRONG, so ensure synergy of
message across on- and offline touch points
75 96 2 2 14 10
Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.
Source: Germany: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012, Hongkong: N=322 Online Panel Behavior Tracking (weighted)
GERMANY HONGKONG
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A Purchase Journey of a SINGLE CUSTOMER
https://www.youtube.com/watch?v=sPCNIGWVMxM&feature=youtu.be
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1 Number of visits | Same color represents visit to same touchpoint | Destination Searches colored in dark blue! | Method: 1. Define the sequence of visits. Which type of website was
on average closest to the moment of purchase; 2. Define the average number of visits per type of website (i.e. retailer websites); 3. Show the sequence for the average number of visits
per type of website; 4. Specify websites per type and mark visits to the same website with the same color | Base: GfK Media Efficiency Panel 2012, Customer Journey Analysis for 2,155 travel bookings (thereof 853
online bookings) - Source: GfK Media Efficiency Panel 2012
…but the ONLINE REALITY is much more complex
Average clickstream prior to all bookings of Intensive Research Booker
Aggregators
Supplier
Travel
Agency
Branded
Search
Generic
Search
Destination
Longtail
19
10
4
5
15
3
22
1 5 4 3 2 9
8 7 6 13 12 11 10 14 19 18 17 15
16
4 3 2 1 6 5 10 9 8 7
4 3 2 1
1 5 4 3 2
3 2 1
1 5 4
3 2 9 8
7
6 11 10 15
14
13 12
4 3 2 1 8 7 6 5 12 11 10 9 13 16
15
14 18 17
22
21
20
19
15
SOURCE: Digital log-file data n=201 INFORMATION: All edges (lines linking nodes) are proportional to the volume of journeys made between these nodes.
Quantity transition analysis –
an example of a FLIGHT TICKETS BOOKING
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Hong K
ong
Airlin
es
CX
Fa
nF
are
s
U T
ravel
Yahoo H
K
Tra
vel
Yahoo H
K
Searc
h
Top 10 TP
for Online Purchaser
Consumers willing to spend nearly five hours buying a flight
ticket: “WHERE DID YOU BUY YOUR TICKET? in Hong Kong
Offline Purchasers
206 min spent on
online research
n = 51
96% Search (reach)
9.9 Travel Websites
were visited on average
$ HK$3,016
Ø expense
Online Purchasers
n = 123
94% Search (reach)
22.2 Travel Websites
were visited on average
$ HK$3,392
Ø expense
visits to Travel
Website
70.0
291 min spent on
online research
Baidu Search
MSN Search
CX FanFares
Cathay Pacific
Google Search
Yahoo HK Travel
Yahoo Search
Dragon Air
Yahoo HK Search
Google HK Search
Top 10 TP
for Offline Purchaser
68%
66%
46%
42%
40%
40%
33%
32%
30%
30%
Google HK Search 82%
Yahoo HK Search 70%
Cathay Pacific 60%
Yahoo HK Travel 61%
Agoda 63%
Yahoo Search 51%
U Travel 58%
CX FanFares 48%
HK Airlines 43%
Asia Miles 45%
visits to Travel
Website
92.4
53%
Ticket Only
33%
Ticket Only
100%
Econ Class 93%
Econ Class
98%
Short
Haul
86%
Short
Haul
N=174 | Final Survey: Where did you buy your air ticket?
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Understand ONLINE & OFFLINE ROLES during
the research and evaluation process in Hongkong
GfK, Hongkong Purchase Journey, N=322 Online Panel Behavior Tracking | N=191 Diary survey offline touchpoint users (weighted)
24%
38%
46%
47%
52%
54%
69%
70%
74%
79%
83%
91%
91%
Visited an event/show/exhibition
Social Media
Talked with a professional
Visited a specialized store
TV / Radio Program or News
Advertisement on TV or radio
Airline Company
Article Newspaper/ Magazine
Advertisement Newspaper/…
Travel Booking (OTA)
Travel Aggregator & Information
Search Engine
Talked to friends & family
Reach of offline touchpoints
(claimed in surveys)
Reach of online touchpoints -
Desktop & Mobile (measured)
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Germany, Internet is measured (MEP) on individual traveler level. Offline touchpoints are surveyed and are based on journey, not person.
Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012
Offline & Online touchpoint usage (%) during pre-booking
information process per TRAVEL CATEGORY in Germany
0%
11%
42%
30%
82%
5%
24%
12%
13%
83%
5%
8%
8%
8%
81%
Tourist office
Travel guide books
Catalogues
Travel agency
Internet
Hotels
Flights
Package
Travel
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2%
2%
2%
2%
2%
2%
2%
2%
3%
3%
4%
4%
5%
6%
10%
*.hotel.de
*.travel24.com
*.fewo-direkt.de
*.opodo.de
*.tui.com
*.secretescapes.de
*.fluege.de
*.hrs.de
*.trivago.de
*.expedia.de
*.tripadvisor.de
*.ab-in-den-urlaub.de
*.holidaycheck.de
*.booking.com
*.bahn.de
TOP 15 reach of Travel Domains January 2015:
reach is one but not the only condition for success
Quelle: GfK Media Efficiency Panel; , January 2015
20
0%
+2%
+27%
+34%
OTAs
Websites with flight focus
Metasearchers
Websites with hotel focus
GROWTH RATES in % of Unique Users 2014 against 2013:
the industry is changing
Quelle: GfK Media Efficiency Panel; , Growth rates in % , net reach, Unique Users 2014 vs. 2013
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Unique User (000) from GERMAN OTA DOMAINS
of the last 13 months
Quelle: GfK Media Efficiency Panel; , Growth rates in % , net reach, Unique Users 2014 vs. 2013
0
500
1.000
1.500
2.000
2.500
3.000
Jan.
14
Dez.
13
Dez.
14
Nov.
14
Okt.
14
Sept.
14
Aug.
14
Juli
14
Juni
14
Mai
14
Apr.
14
März
14
Febr.
14
holidaycheck.de
ab-in-den-urlaub.de
expedia.de
tripadvisor.de
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OVERLAP ANALYSES from relevant OTA websites
December 2014
Quelle: GfK WebValue, Internet-Nutzung @home, Dezember 2014
holidaycheck.de tripadvisor.de ab-in-den-
urlaub.de expedia.de
holidaycheck.de 30,3% 35,0% 35,1%
tripadvisor.de
25,2% 22,3% 36,0%
ab-in-den-
urlaub.de 26,2% 20,1% 30,6%
expedia.de
14,7% 18,1% 17,1%
User from … had
also visited
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BOUNCER are Users who only visited the Homepage once
in December 2014 without any further page impression
Quelle: GfK WebValue, Internet-Nutzung @home, Dezember 2014
2,9%
2,6%
1,5%
2,6%
1,7%
1,9%
1,2% expedia.de
ab-in-den-urlaub.de
holidaycheck.de
tripadvisor.de
Reach without Bouncer
Reach in %
3,5%
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Source: GfK MobilitätsMonitor and GfK Media Efficiency Panel 2012
Online research behavior shows 2 different groups: FAST
BOOKERS and INTENSIVE RESEARCHERS before booking
20%
16%
8% 7%
4% 3% 3% 3% 3%
2% 1%
2% 1% 1% 1% 1% 1%
2% 1% 1%
2% 2% 2% 3%
4%
2% 2%
0%
1 4 7 10 13 16 19 22 25 28
Intensive Researchers
49%
Fast Booker
51%
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ROPER CONSUMER STYLES - The global target
group approach, Example: Open-minded
Hedonistic, tolerant intellectuals searching
for individuality and personal harmony.
Between self-realization, social responsibility and
enjoyment
Exalted consumption style with focus on
lifestyle and ambience.
Photo credits: 1 © Jud / Pixelio
Individuality Internationality Excitement
Curiosity Beauty A varied life Creativity
Motto
Profile
Consumption Brands … I really like
International Segmentation of consumers based on
• fundamental and consumption- oriented value orientations
• Interests and activities
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7 key learnings for the multichannel CUSTOMER JOURNEY
1 Today, Online is
the relevant
channel and will
be more relevant
in the future 2 There is no
differentiation
between
Germany and
other industrial
countries 3 For specific
Journeys other
experience
points like
agencies will be
still relevant
7 Mobile happening
now, being
accelerator for
multi-device
approach 5 Google is the
starting point of the
Journey. In future,
there will be replace
price and
recommendation
platforms. 6
Ensure your
messages are
consistent across
the touchpoints
and optimized for
your target groups
4 The competitor is
only one click
away. Relevant
content is the
only way to keep
user on your sites
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Aviation | Hotels | Crews | Destinations ….OTHER???
THANKS FOR
YOUR ATTENTION
Turning research into
business opportunities
Jens Barczewski
Dörte Nordbeck