Jens Böcker – Smart media: the new way to the consumer


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Klanten interpreteren boodschappen op een andere manier. Enerzijds wordt het dus alsmaar belangrijker om het gedrag van klanten te doorgronden. Anderzijds moeten bedrijven rekening houden met zeer uiteenlopende media-effecten en budgetten. Bijgevolg i

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Jens Böcker – Smart media: the new way to the consumer

  1. 1. Zwischenpräsentation Forschungsprojekt: SMART MEDIA – THE NEW WAY TO THE CONSUMER Prof. Dr. Jens Böcker 28th April 2011
  2. 2. Agenda <ul><li>Status Quo </li></ul><ul><li>Communication Channels </li></ul><ul><li>Smart Media </li></ul><ul><li>Conclusion </li></ul>
  3. 3. Status Quo “ A surge of new technologies and social media innovations is altering the media landscape. Convergence is everywhere. It‘s easier than ever to reach a large audience, but harder than ever to really connect with it. ” (XPLANE, The Economist, Scott McLeod, Karl Fisch, & Laura Bestler)
  4. 4. Status Quo The number of communication channels has risen over the years. More and more advertising is being sent to the customers. However, it is difficult to achieve attention: customers are actually aware of only 1-2% of advertising. Source: Nielsen, 2009 Approx. 3500 contacts per day
  5. 5. My Mom Status Quo Customers react differently to different media. It is important to understand these affinities and send messages on the right channels. DIGITAL NATIVES DIGITAL IMMIGRANT DIGITAL NATIVE DIGITAL NEWBIE
  6. 6. Status Quo Customers react differently to different media. It is important to understand these affinities and send messages on the right channels. Source: BBC, 2011 DIGITAL CLUELESS
  7. 7. Agenda <ul><li>Status Quo </li></ul><ul><li>Communication Channels </li></ul><ul><li>Smart Media </li></ul><ul><li>Conclusion </li></ul>
  8. 8. Communication Channels The traditional communication channels are being supplemented by those of Web 2.0. Traditional Challenge: How to handle the media variety? <ul><li>Social </li></ul><ul><li>Local </li></ul><ul><li>Mobile </li></ul><ul><li>Broadcast </li></ul><ul><li>One-To-One </li></ul>Communication 1.0 Communication 2.0
  9. 9. Communication Channels Different communication channels have different strengths and opportunities. They can be categorized with reference to the form of appearance and the synchronicity of response. Media Form Time Form Textual Visual Asynchron Synchron Source: Böcker, based on Gary Hayes, 2008, Chat Embedded Video EMBEDDED IDENTITY
  10. 10. Advertisement @ Facebook <ul><li>Precise definition of target group by specific parameters </li></ul><ul><li>Country </li></ul><ul><li>Age </li></ul><ul><li>Birthday </li></ul><ul><li>Gender </li></ul>Social Ads Advertisements based on the preferences of friends <ul><li>Training & Employment </li></ul><ul><li>Languages </li></ul><ul><li>Relationship Status </li></ul><ul><li>Keywords </li></ul>Facebook advertising is extremely target group orientated and offers the possibility of “Social Advertisement”. Social Ads as pre-condition for e-commerce: Facebook as an intelligent gatekeeper for Amazon?
  11. 11. One-To-One Past: Personal exchange of experience between individuals. Influenceable Manageable Slow
  12. 12. One-To-Many Now: The message is spread across the Web 2.0 Fast Interactive High Coverage RISK: LOSS OF CONTROL
  13. 13. Communication Channels Source: ARD/ZDF-Langzeitstudie Massenkommunikation 1964 - 2010 Time Spent on Different Channels (Age: 14-29 years, Germany) Minutes per Day Time spent on the Internet has been growing significantly in recent years. TV, Radio and Internet are on the same level. TV Radio Newspapers Sound Storage Media (e.g. CD) Internet Books Journals Video/DVD
  14. 14. Marketing Expenses Source: Fachverband Aussenwerbung, January 2010, Böcker Budgets are changing as well: Spending on newspapers decline considerably while the spending on Internet is growing strongly. -9,7% -17,9% -13,0% -15,0% +400% +300% Media Market Share (1994-2009, Germany) (expected)
  15. 15. Agenda <ul><li>Status Quo </li></ul><ul><li>Communication Channels </li></ul><ul><li>Smart Media </li></ul><ul><li>Conclusion </li></ul>
  16. 16. Key Challenges How can the interaction be optimized? What are the key factors to transport the messages? Which customers react to which media?
  18. 18. Media Evolution Cross Media Cross Media is the implementation of communication activities with a consistent guiding principle in various and suitable media genres, which are integrated with respect to content, form and time. Smart Media Managing “new” and “classic” media successfully is the key challenge. Smart Media is the intelligent combination and integration of different communication channels considering customer affinities . Objective is the optimization of marketing expenses.
  19. 19. Media Evolution Quelle: Bitkom, Prof. Mahrdt, Prof. Böcker Stronger branding Use of media in accordance with specific strengths Increase of the efficiency of the used media Improved transport of message Improved perception and learning effect Higher advertising recall Cost optimization by media coordination Higher success rate Increased advertising pressure Impact of Cross Media Managing different media affinities Impact of Smart Media
  20. 20. Example: Publishing House approx. 4 weeks Immediate information in Online Shop approx. 6 weeks Source: Böcker, 2010 1 2 3 Teaser: attract attention „ Surprise“ Announcement & invitation: Online Shop + Detailed information on ordering process Reminder Email Smart Media 0 Identify „Online-Fans“ Prerequisite: Knowledge of media and segmentation
  21. 21. Example: Dunkin Donuts “ Founded in Boston in 1950, Dunkin' Donuts is now the world's largest coffee and bakery system.” ( Smart Media - Examples
  22. 22. Web 2.0 Your friends react via Social Media: „Bring me a donut.“ Web 2.0 Information about upcoming campaigns Shop Mobile App „dunkinrun“: Telling your friends you‘re going to get some Donuts at DD. Source: Smart Media - Examples
  23. 23. Example: Skittles Smart Media - Examples
  24. 24. <ul><li>TWITTER AS THE “VIRAL-MULTIPLICATOR” </li></ul><ul><li>Skittles is using Twitter as a kind of motor. </li></ul><ul><li> displays all Skittles-related tweets as a live feed. </li></ul><ul><li>People twitter about Skittles to appear on the homepage. </li></ul><ul><li> SMART NUCLEUS </li></ul>Smart Media - Examples
  25. 25. PRODUCTS Smart Media - Examples
  26. 26. PRODUCTS MEDIA Smart Media - Examples
  27. 27. PRODUCTS MEDIA FRIENDS Smart Media - Examples
  28. 28. PRODUCTS MEDIA FRIENDS PICS Smart Media - Examples
  29. 29. Smart Media 5 C‘s of Smart Media Continuity Consistence Consequence Prof. Böcker 2011, based on: Prof. Kreutzer, 2010 Consistent and perceived appearance Competence Validity of Marketing guidelines for longer periods Coherent presence of all marketing tools Consequent implementation of all measures Ensure authenticity Customer Affinities Understand customer affinities of media channels
  30. 30. Contact on preferred channels Customer profile Information about media affinities CRM Cycle: Gathering and analysing information on customer affinities and -preferences Continuous and systematic learning relationship Smart Media
  31. 31. Examples: Focused use of different media channels Smart Media Email Letter Twitter Facebook Teaser Regular offers Supersaver Direct dialogue Reminder High value Special offers Special offers Bargains Contact to loyal and premium customers Announcements and possibility of response Vouchers Fast response Formal transactions Traditionals Information-Junkies Networker
  32. 32. Agenda <ul><li>Status Quo </li></ul><ul><li>Communication Channels </li></ul><ul><li>Smart Media </li></ul><ul><li>Conclusion </li></ul>
  33. 33. A coordination and combination of the individual channels is mandatory. The different communication channels must be used in accordance to customer affinities. Consequence Impact of Smart Media Customer Affinities
  34. 34. <ul><li>The media landscape is becoming more and more colourful. </li></ul><ul><li>The key challenge for marketing: Keep track, don’t get lost! </li></ul><ul><li>Smart Media requires detailed knowledge about the customers media affinities and media perception. </li></ul><ul><li>This allows to get closer to the customer. </li></ul><ul><li>Don’t forget: customers could be surprised by an unexpected combination of media. </li></ul>Conclusion
  35. 35. Prof. Dr. Jens Böcker Hochschule Bonn-Rhein-Sieg Grantham-Allee 20 53757 Sankt Augustin [email_address]