Marketing today Ricardo-José Vybiral CEO Wunderman Germany & Austria

“We have more media channels than time”

People’s behavior has changed

MAGAZINES 3,4 are read per

week/person

RADIO 15,1 hours

listening per week/person

MOBILE PHONE

SUBSCRIBERS 4,6 billion worldwide

BLOGS 1,5 million new posts created

daily

NEWSPAPERS 3,8 are read per

week/person

TV 23,8 hours

watching per week/person

EMAILS 247 billion sent daily

ONLINE SEARCHES

4 billion daily

INSTANT MESSAGES

10 billion daily

TEXT MESSAGES 980 million

daily

TWITTER 50 million tweets

per day

iTUNES MUSIC 10 billion songs

were already downloaded

INTERNET 11,7 hours per month/person

YOUTUBE 20 hours of videos are

uploaded each minute

Communication is a basic need of humanity – and so is Social Media

People always have been communicating and will continue to do so. About their lives, their interests, their jobs . . . . . . and about brands!

Customers are social . . . And trust each other.

68% of people say ‚A person like me‘ is the most credible source info - Forrester

70% of consumers trust opinions posted online

Evolution of Marketing

Brands have changed

Trust remains essential. It is the customer's belief, cultivated over time, in the efficacy and reliability of the brand.

Recommendation is a separate and vital component of the consumer-brand relationship. Recommendation is the customer's belief, grounded in recent experience, that the brand continues to perform consistently and fulfil its promise.

The bond is 50% stronger among brands that consumers say they both trust and recommend.

Trust is a state of mind. It's how we think and feel about a brand. It is about the history with a brand and how the brand has treated us over time.

Recommendation is more about action. It is a reaction to our recent experiences with a brand. By recommending a brand we demonstrate and affirm our deep trust in it.

Media has changed

„Telling & Selling“ is out. Brands have to capitalise the conversations.

Who creates topics of conversation will win

wunderman creates

between our clients impactful conversations

and their customers

listen anticipate

create participate

Listen „actively“ to consumers and their conversations

Create Ideas that spark interactions

Participate by connecting consumers with brands and with each other

Anticipate in real time and create new opportunities to connect with consumers

Well-established Know-How for measurable success

Impactful conversations

Microsoft

Story telling & Involvement

Austrian Airlines Redguide Einordnung:

§  Neugierde statt Schnäppchenjagd war das erfolgreiche Motto §  Der Konsument und seine Interessen standen damit im Mittelpunkt §  Es wurden relevante Mehrwerte geschaffen, diese über eine

designmäßig wertige Art kommuniziert und interaktive Mechanismen (Online Portal, iPhone App, Facebook, etc) eingesetzt

§  Das Individualisieren fand über den persönlichen LogIn sowie den persönlichen Travel Guide als iPhone App statt

§  Das CRM Programm basierte auf den erfassten persönlichen Insights und Interessen

Dialog 3.0 Worauf es ankommt.

Dialog 3.0

Konsumenten müssen Marken nicht nur vertrauen sondern sie auch empfehlen. Marken müssen Geschichten erzählen, die Konsumenten zu Gesprächen anregen. Mut zu Neuem.

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Danke. ricardo.vybiral@wunderman.com www.wunderman.de www.wundermanpxp.at facebook.com/rvybiral