Transcript PowerPoint-Präsentation

6th Transatlantik Dialog 15.03.2004
Digitalising and new forms of advertising
Jürgen Rösger
Crossmedia links different communication functions
... and thereby raises the advertising effect
Lifecycle
Emotional
adress:
Branding
Print
TV
possible
crossmedia
integration
Online
Post
Telefon
Outlet
Information
Transaction
Service
Online breaks up compromise
 Transmitted amount of information
 Degree of individual adaption of
information
Richness
 Degree of interaction
 Validity of information
 Timeliness of information
eg face to face dialog
Simultaneous increase
of richness and reach
Trigger:
 Increasing reach
 Individualization technology
eg mailshot letter
Reach
Abb.: Online Marketing Strategien;Conrady, Jaspersen, Pepels; Luchterhand 2002, S.69
Online marketing: 3 market segments
MAR-COM. GOAL
GOAL
LOYALTY
PURCHASE
ALT. TYPE OF MEDIA
++ Direct Mailings (higher
cpm for bulk mail, market
up 2,4% in 20031)
++ Yellow Pages (market
under pressure, minus 2%
in 20032)
O-I-O-T
AV. CPM ONLINE
On the Internet
increasing reach is
followed by decrea-sing
cpm, at AOL it is at
6,36 €.
LOYALTY
LOYALTY
PURCHASE
Source: ZAW (2003): Werben in
Deutschland 1) 335 2) 353
PURCHASE
CONSIDERATION
CONSIDERATION
CONSIDERATION
Awareness
Awareness
Selling products or services over the
web.
AWARENESS
Brand Equity Resp.
Promotion Response Commerce Response
MAR-COM. SEGMENT
Temporarily limited campaigns to
support other marketing activities or
sales to retailers and especially
consumers.
Functions of consumer-promotion:
O - I - OF - T
O - I - OF - T
++ Information-function (brochures,
leaflets etc.)
++ Motivation-function (raffles,
sampling etc.)
++ Sales-function (tokens, give-aways)
++ Television (stable cpm
during the last five years at
approx. 18 €)
The AOL-cpm is at
12,02 in 2003
++ Daily newspaper (lost
marketshare in 2002,
made good in 2003)
++ Radio (stable
marketshare in 2003)
The success of a brand concerning:
++ Television
++ potential for success (brandawareness, brand-image, brandattitude)
++ Key success data (marketshare,
brand-loyality)
++ brand value (total revenue und
profit, value of brand in monetary units)
++ Magazines (big losses
In revenue but stable cpm)
++ Outdoor
Increased reach is
followed by
increasing cpm, AOL
at 18,71 € for 2003
EXAMPLE
Learn from TV business, use TV presence
Crossmedia today: „Is it Love?“
Offline: television and print
Crossmedia today: „Is it Love?“
Online: interactive, engaging, diverting and playfully
Crossmedia today: „Aibo“
Offline: TV
Crossmedia today: „Aibo“
Online: interactive, diverting and playfully
Crossmedia today: „Aibo“
Online: information and engagement
What do we need to do tomorrow?
Less is more
 Reduction of overall inventory and implementation of AD-penetration rules
analog to privat TV.
Take care about consumers needs
 Intrinsic instead of extrinsic ad-formats are the success driver of online
advertising because it is voluntary! Otherwise the „blocker decade“ has only
just begun.
Be relevant and entertaining
 Create and offer crossmedia communication-functionalities with high
entertainment, fun and maybe „humor“ aspects to increase involvement.
Involve online experts in strategic planning
 Online integration in the early development process of campaigns to ensure
fulfillment of overall marcom value chain.
Vielen Dank für Ihre Aufmerksamkeit!
Es freut sich auf den Dialog mit Ihnen
Jürgen Rösger
VP Interactive Marketing AOL Deutschland GmbH & Co. KG