Digital Marketing Live: Earn your owned media

1,203 views
1,125 views

Published on

Published in: Education, Travel
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,203
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
37
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Digital Marketing Live: Earn your owned media

  1. 1. Earn yourowned mediaBased on TNS Digital LifeMartin WarmelinkDirector Technology & Media TNS Nipo ©TNS 2012
  2. 2. The Global Digital Growth Index High Penetration, Low Index – High Internet High Penetration, High Index– Utilise large reach, engage Penetration Major opportunity, invest outliers heavily Netherlands South KoreaLow Growth High Growth Index Index China Ghana Low Penetration, High Index – Low Penetration, Low Index– Low Internet Drive growth through engaged Tap into latent demand, Penetration early adopters plan for future opportunity Digital Life 2 ©TNS 2012
  3. 3. Social networks and advocacy present only a smallopportunity for brands to grow through digital Global Netherlands Internet 30% 88% Penetration % of internet % of internet users that: users that: Go online daily 68% 69% Reach Are brand fans on SN 33% 19% Engage Write about brands online 47% 19% Activate Research brands online 81% 83% Convert Digital Life 3 ©TNS 2012
  4. 4. Tanzania Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt©TNS 2012 Thailand write them Nigeria Philippines Peru Vietnam % writing about brands Mexico % reading about brands Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal Italy Chile Poland Malaysia Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Digital Life Austria Estonia Singapore Belgium Online users read comments far more than they US Australia Japan Canada Germany Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway 4
  5. 5. Advocacy can impact on some categories more thanothers, depending on how involved the category is Mobile PhoneHigh impact, low quantity – Most read Most advocated –engage the influencers Travel Join the conversation about ISP PC Camera clothes MusicLeast written Most written about about TobaccoLow online chatter – Lots of noise, little interest –drive engagement through Least read Track & respond to keycreative execution about messages Digital Life 5 ©TNS 2012
  6. 6. Who is the real Samsung??!!? Digital Life 6 ©TNS 2012
  7. 7. Tanzania Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt©TNS 2012 Thailand Nigeria Philippines Peru Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal Italy Chile Poland % using Digital to research products or services % using Digital to purchase products or services Malaysia Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Digital Life Austria Estonia Singapore Belgium US Australia products and purchasing products on line is huge! Japan In mature markets like the Netherlands researching Canada Germany Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway 7
  8. 8. People do more research for highly involved (andhigher priced) purchases, and a greater percentageof this research takes place online % researching online 89 87 87 68 80 73 73 31 25 45 22 20 19 20 9 10 10 9 Cleaning Food Personal Alcohol Prescription Credit cards New Car TV Travel products hygiene Medicine Digital Life 8 ©TNS 2012
  9. 9. Influencing purchase behaviour used to be sosimple... Digital Life 9 ©TNS 2012
  10. 10. ...until the Internet came along Digital Life 10 ©TNS 2012
  11. 11. Word of mouth and other earned media play astrong role for consumers researching productsonline% using touchpoint to research 69% 60% 56% 57% 50% 52% 41% 38% 35% 31% 28% 23% 25% 21% 17% 12% 12% 13% 14% 12% 6%Banner Ad Online Search Ad Social Net. Online viral Direct mail Email Ad Newspaper TV Ad Brand page Online Product Sales Brand Online Consumer Consumer Expert Consumer Price Word of video ad Ad ad Ad on SN retailer sample assistant website consumer views on views on review review Comparison mouth website video microblogs SN site Bought media: Owned media: Earned media: Utilised by 67% Utilised by 84% Utilised by 85% Digital Life 11 ©TNS 2012
  12. 12. Zoom in: owned and earned media Brand websites still hugely important!! % using touchpoint to research Price Comparison site 57% Consumer review 52% Expert review 50% Consumer views on SN 25%Consumer views on microblogs 23% Earned media: Online consumer video 12% Utilised by 85% Brand website 60% Online retailer website 28% Owned media: Utilised by 84% Digital Life 12 ©TNS 2012
  13. 13. The prominent touchpoints that influence Mobiledevice selection are brand websites, pricecomparisons and reviews TV ads 26% Bought media: Utilised by 51% Print ads 23% Brand website 67% Owned media: Sales assistant 58% Utilised by 87% Retailer website 22% Word of mouth 72% Price comparison site 54% Earned media: Consumer reviews 44% Utilised by 80% Expert review 44% Consumer views on microblogs 18% Digital Life 13 ©TNS 2012
  14. 14. Differing levels of research and buzz acrosscategories, means different opportunities toengage consumersHighly researched but rarely Highly Highly engaged and talkativetalked about – ensure Researched consumers – engage viainformation hungry Mobile multiple channels andconsumers are kept up-to- Travel touchpointsdate with info Low Levels of Credit Cards High Levels of Category Category WoM WoM CosmeticsLow levels of engagement – Personal Hygiene Buzz heavy but importantbuy media or produce a sources of information arecampaign that’s engaging in Lightly offline – earn media andits own right Researched invest in offline Digital Life 14 ©TNS 2012
  15. 15. And define the optimal mix of media acrossproduct categories Highly Researched OWNED EARNED & OWNED Ensure information-hungry Engage customers through consumers are kept up-to-date multiple channels and with information touchpointsLow Levels of High Levels ofCategory WoM Category WoM BOUGHT EARNED Buy media or produce a Earn media and invest in offline campaign that is engaging in its communication own right Lightly Researched Digital Life 15 ©TNS 2012
  16. 16. Earned and owned media BOTH important Baby care products Food Credit cards Personal care products Over-the-counter medicines Holiday/travel Banking products A PC/Laptop/Tablet Insurance policy Cameras Mobile phones TV New cars 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Manufacturers/service provider websites Consumer product review sites Digital Life 16 ©TNS 2012
  17. 17. Searching, searching, searching Session: 70 minutes21.49: Google: Samsung tv Visited:21.50: Plasma discounter.nl 1 e-tailer Samsung UE40D6500 5 times back to google Specs 1 time you tube22.04: Google: UE40D6500 2 cons/prof. review / price comp.22.04: Tweakers 2 prof. review / price comp. Expert review 2 manufacturer sites Specs Afbeeldingen22.08: Google: UE40D650022.09: Beste product.nl video22.15: Google: Samsung22.15: Samsung Specs What is smarttv22.30: Kieskeurig Lees reviews22.39: Google: UE40D700022.39: Kieskeurig Lees reviews22.57: Plasmadiscounter youtube filmpje23.02: Google: Philips 40PFL8608The searching continues!!! Source: TNS NIPO clicks ©TNS 2012
  18. 18. Shoppers go to brand sites, to price comparisonsites and review sitesAll in one sessionWe all know this!!Brands:Can you combine them?Should you combine them? Digital Life 18 ©TNS 2012
  19. 19. Some brands try to get reviews on their Websites- Getting them selves Digital Life 19 ©TNS 2012
  20. 20. Digital Life 20©TNS 2012
  21. 21. Some brands try to get reviews on their WebsitesCollaborate with review specialists Digital Life 21 ©TNS 2012
  22. 22. Some brands try to get reviews on their WebsitesCollaborate with e-tailers Digital Life 22 ©TNS 2012
  23. 23. Digital Life 23©TNS 2012
  24. 24. So, what should brands do?The facts- Brand websites are important in the shopping process- Shoppers are looking for reviews- Many brand sites are static and specs driven- Reviews can give a personal touch / emotion to your brand. You are open to criticism (Everyone makes mistakes) and you can show what you do with it- You can keep shoppers on your site and convertQuestions- Do people trust it?- Do it yourself or collaborate?- Are your products and services good enough to be open?- Does it help your brand in the conversion as well? Digital Life 24 ©TNS 2012
  25. 25. Do it Collaborate Build on your image ConvertEarn your owned Media Digital Life 25 ©TNS 2012
  26. 26. Earn yourowned mediaBased on TNS Digital Lifewww.tnsdigitallife.com Martin WarmelinkSchuif aan bij ronde tafel sessie om TNS NIPO15.00 uur 06 53720496 martin.warmelink@tns-nipo.com ©TNS 2012

×