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6th Transatlantik Dialog 15.03.2004Digitalising and new forms of advertising
Jürgen Rösger
Crossmedia links different communication functions
... and thereby raises the advertising effect
Information ServiceCommunication
functions TransactionEmotional
adress: Branding
TV
Online
Post
Telefon
Outlet
possible
cross-
media
integration
Lifecycle
Communi-
cation channel
Online breaks up compromise
Richness
Traditional compromise relationship eg mailshot letter
eg face to face dialog Simultaneous increase of richness and reach
Trigger:
Increasing reach
Individualization technology
Breakup of
compromise
Transmitted amount of information
Degree of individual adaption of information
Degree of interaction
Validity of information
Timeliness of information
ReachAbb.: Online Marketing Strategien;Conrady, Jaspersen, Pepels; Luchterhand 2002, S.69
Online marketing: 3 market segments
Increased reach isfollowed by increasing cpm, AOL at 18,71 € for 2003
The AOL-cpm is at 12,02 in 2003
On the Internet increasing reach is followed by decrea-sing cpm, at AOL it is at 6,36 €.
AV. CPM ONLINE
++ Television
++ Magazines (big losses In revenue but stable cpm)
++ Outdoor
The success of a brand concerning:
++ potential for success (brand-awareness, brand-image, brand-attitude)++ Key success data (marketshare, brand-loyality)++ brand value (total revenue und profit, value of brand in monetary units)
O - I - OF - T
++ Television (stable cpm during the last five years at approx. 18 €)
++ Daily newspaper (lost marketshare in 2002,made good in 2003)
++ Radio (stable marketshare in 2003)
Temporarily limited campaigns to support other marketing activities or sales to retailers and especially consumers.Functions of consumer-promotion:
++ Information-function (brochures, leaflets etc.)++ Motivation-function (raffles, sampling etc.)++ Sales-function (tokens, give-aways)
O - I - OF - T
++ Direct Mailings (higher cpm for bulk mail, market up 2,4% in 20031)
++ Yellow Pages (market under pressure, minus 2% in 20032)
Source: ZAW (2003): Werben in Deutschland 1) 335 2) 353
Selling products or services over the web.
O - I - O - T
EXAMPLEALT. TYPE OF MEDIAGOALMAR-COM. GOALMAR-COM. SEGMENT
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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 RösgerVP Interactive Marketing AOL Deutschland GmbH & Co. KG