Ulbe Jelluma - Print Media Defaul or

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Ulbe Jelluma - Print Media Defaul or

  1. 1. PRINT MEDIA, DEFAULT OR OPTION?maandag 28 november 11
  2. 2. PERSPECTIVE Lost case Print Media share of Ad Expenditures 1998 - 2012 Dr. Doommaandag 28 november 11
  3. 3. PERSPECTIVE Denial Silvio Berlusconimaandag 28 november 11
  4. 4. PERSPECTIVE New reality Technology determines media developments Angela Merkelmaandag 28 november 11
  5. 5. TECHNOLOGICAL CHANGE The Law of Disruption Technological change Change Social change Business change Political change Timemaandag 28 november 11
  6. 6. TECHNOLOGICAL CHANGEmaandag 28 november 11
  7. 7. TECHNOLOGICAL CHANGE “...The result will be nothing less than a new organisation of society-a state of things in which every individual in the society, however secluded, will have at call every other individual in the community....” The information - Thomas Gleick 2011maandag 28 november 11
  8. 8. TECHNOLOGICAL CHANGE The impact of the Telegraph “For this purpose the newspapers will become emphatically useless. Anticipated at every point by the lightning wings of the Telegraph, they can only deal in local “items” or abstract speculations. Their power to create sensations, even in election campaigns, will be greatly lessened-as the infallible Telegraph will contradict their falsehood as fast as they can publish them”. The information, - Thomas Gleick 2011maandag 28 november 11
  9. 9. MARKETERS CHALLENGES Social media challenge and opportunity top of mind of CCOs. One third of CCOs report social media threat. Sociability to contribute for 52% to brand’s overall reputation. Weber Shandwick 2011maandag 28 november 11
  10. 10. MARKETERS CHALLENGES Social media and proliferation of channels and devices among 4 dominant challenges CMOs. Successful organisations focus on relationships. ROI remains most important KPI for 2/3 of CMOs, but 50% feel insufficiently prepared to deliver hard numbers. IBM 2011maandag 28 november 11
  11. 11. ADOPTING NEW STRATEGIES Different models % 60 45 30 15 0 Brazil Japan France Italy Brazil Japan France Italy Spain Spain USA USA UKUK India Sweden India Sweden NL NL Germany Austria Germany Austria Magazine adv. Newpspaper adv. Online adv. Source: ZenithOptimedia 2011maandag 28 november 11
  12. 12. EFFECTIVENESS Continued confidence % 60 55 45 38 38 30 21 21 15 16 16 16 16 12 12 8 8 0 INTERNET NEWSPAPERS MAGAZINES RADIO TV DIRECT MAIL CUST. MAGS D-t-D PAPERS 2 2010 2011 Source: Synovate 2011maandag 28 november 11
  13. 13. MARKETERS AND DIRECT MAIL Importance marketing tool TNT Post (UK) 2011maandag 28 november 11
  14. 14. CONSUMERS AND DIRECT MAIL and DOOR DROPS Sweden UK Belgium Direct mail is unnecessary, 43% of adults trust door Mail moment remains but 70% say offers good tips drops leaflets or vouchers. privileged moment. and offers. more than any other medium 31% prefer addressed dm for 59% like dm based upon 7% have confidence in advertising messages. buying habits. unsolicited emails. Addressed dm preferred 71% prefer hand-written channel for Digital Natives. letter. Power of Print 2011 Royal Mail 2011 bpost 2011maandag 28 november 11
  15. 15. CONSUMER CHALLENGE Media consumption shaped by multi-taskingmaandag 28 november 11
  16. 16. CONSUMER CHALLENGE Media consumption shaped by multi-tasking Reading or watching content via media or channels, on different devices, simultaneously Content in snack size and including pictures and graphsmaandag 28 november 11
  17. 17. PRINT MEDIA will keep you smartmaandag 28 november 11
  18. 18. PRINT MEDIA will keep you smartmaandag 28 november 11
  19. 19. MARKETERS CHALLENGE When information is abundant, attention becomes expensivemaandag 28 november 11
  20. 20. MARKETERS CHALLENGE How to get attention? “Always on” Added value channels Information overload (personalisation, paper, Information fatigue bridging technologies, ....) Screen fatigue Filters Search Quiet time Non-Email Daymaandag 28 november 11
  21. 21. MARKETERS CHALLENGE Printed media: Default or Option?maandag 28 november 11
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  31. 31. Thank you for your attention ulbe.jelluma@printpower.eu www.printpower.eu #printpowermaandag 28 november 11

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