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Data and comms strategy: the PHD perspective
PHD is the world’s leading global communications planning practice
Data driven evidence supports communication recommendations
Integrating data from multiple sources
CommsStrategy
MMMs
Brand Equity
3rd party reports
Social listening
SOURCE
To create and understand the Customer Journey
Healthy Decide to treatCold & Flu Symptoms
startCough starts Healthy
ConsiderationAwareness RecommendationAction
Strategy informed by great thinking
ROI is a key determinant
But innovation is more important than optimisation
NB: ROI figures are a representation of the typical improvements that can be achievedData has come from the PHD ROI results vault (via Annalect Marketing Science)
SOURCE: The Gamification of Comms Planning
What does this mean for magazine brands?
13
Magazines are reliant on key sectors
30.215.1
14.09.8
7.65.85.8
5.04.14.03.8
3.53.1
2.92.82.82.7
2.52.0
1.5
Clothing & AccessoriesCosmetics & Personal Care
Household Equipment & DIYLeisure Equipment
PharmaceuticalAll categories average
Mail OrderRetail
MotorsDrinkFood
ComputersTravel & Transport
FinanceBusiness & Industrial
Online RetailMedia
Entertainment & LeisureGovt,social,political Organis
Telecoms
Magazine share of adspend (%) - UK - 2015
Source: Nielsen Company/ PHD
The implications for magazines
1. Be clear on the role of magazines in the customer journey
2. Innovation is the best way to drive reappraisal of the medium
3. Invest in studies to sustain the ROI argument
Thanks