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Push is Evolving to Pull

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  • 1. BSI Push is Evolving to Pull Marketing 2.0 Conference, Hamburg 2005
  • 2. BSI Join the conversation MARKETING 2.0 CONFERENCE Paris, France 28/29 March 2011 www.marketing2conference.com
  • 3. Michael Wall 6th October 2005 Word of Mouth Conference Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 4. 2 Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 5. 3 Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 6. 4 Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 7. 5 Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 8. Time-shifting And Ad-Skipping Are Not Just Limited To Television. On-Demand & DVRs “The TiVo Of TV” Satellite & Podcasting “The TiVo Of Radio” Copyright ©2005 Fallon Worldwide. All rights reserved. RSS & Blogs “The TiVo Of The Internet” 6
  • 9. It’s Fast Becoming An On-Demand, Content-Filled World Where Consumers Are Taking Control. U.S. Households (millions) 80 70 60 50 Broadband DVR (1) 40 Video game conso 30 Copyright ©2005 Fallon Worldwide. All rights reserved. 20 10 Actual Forecast 0 2003 2004 2005 2006 2007 2008 2009 Source: Forrester Research, 2004 Benchmark Data Overview 7
  • 10. Rationales For Buying Mainstream Media Are Becoming Less Compelling. “Broadcast network television ratings continue to decline while ad rates continue to rise.” ≥ “Advertisers Continue To Complain About Rates, But Keep On Spending.” AdWeek, 9/27/04 “Circulation practices…have become one of the most divisive issues in magazine publishing, souring the relationship between those who sell advertising and those who buy it.” ≥ “In Fight For Ads, Publishers Often Overstate Their Sales.” The Wall Street Journal, 8/6/03 Copyright ©2005 Fallon Worldwide. All rights reserved. Sources: AdWeek, 9/27/04; The Wall Street Journal, 8/6/03. 8
  • 11. Even Wall Street Is Questioning The Effectiveness Of TV Advertising. “Why TV Advertising Doesn’t Work For Mature Brands.” Industry Focus Study, 2004 “Industry dynamics are changing with channel shift and technology-enabled migration from network TV.” Copyright ©2005 Fallon Worldwide. All rights reserved. “We like companies that are willing to acknowledge the problem.” Source: Deutsche Bank, "Why TV Advertising Doesn't Work For Mature Brands," 5/18/04 9
  • 12. 40% of US HHs will have access to on-demand TV by 2007 . 7M US HHs with DVR, 33.5M by 2008 56% of European Internet users have downloaded music HHs with mobile phones HHs with Video 44% in Mexico Game Consoles 88% in Europe Copyright ©2005 Fallon Worldwide. All rights reserved. 33% in Brazil 115% in Hong Kong Broadband 35% in USA 50% in US Subscribers: 26% in Europe Asia Pac – 61 75% in Japan mm Europe – 48 mm USA – 47 mm 10
  • 13. Push Is Evolving To Pull. Providing Consumer Value Is What’s Driving Success. Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 14. Entertainment Is What Draws Consumers In. In 2003, the scales tipped as U.S. consumer spending on personal media (i.e., DVDs, CDs, video games, etc.) exceeded U.S. spending on media advertising. Ad Media Personal Media Spend $175.8 Spend Billion $178.4 Billion Copyright ©2005 Fallon Worldwide. All rights reserved. Source: Veronis Suhler Stevenson, Communication Industry Forecast 2003 12
  • 15. Frankly, We’re Thrilled. Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 16. BMW Films Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 17. Copyright ©2005 Fallon Worldwide. All rights reserved. 15
  • 18. Buddy Lee Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 19. Copyright ©2005 Fallon Worldwide. All rights reserved. 17
  • 20. Sony Bravia Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 21. Copyright ©2005 Fallon Worldwide. All rights reserved. 19
  • 22. The New Rules Are The Old Rules Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 23. Respect And Reward The Consumer Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 24. Fit Seamlessly. Make The Brand And The Execution Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 25. Agency. Build The Expertise Into The Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 26. Be Brave And Relentless. Copyright ©2005 Fallon Worldwide. All rights reserved.
  • 27. Copyright ©2005 Fallon Worldwide. All rights reserved.

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