Integriert? Internalisiert? Ins Gehirn kommen, im Gehirn bleiben, Gespräche auslösen. Der Marketing Ansatz von PayPal Deutschland. Dommick

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Dominik Dommick, 20. November 2010
Integriert? Internalisiert?
Ins Gehirn kommen, im Gehirn bleiben, Gespräche auslösen.

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30/01/15 | Confidential
PayPal?

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Käufer Verkäufer
1/30/2015 3

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SICHERERERER.

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Ins Gehirn kommen!
Im Gehirn bleiben!
Gespräch auslösen!

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Marke Bild

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Vorurteil
Assoziation
Bild
Knoten
Brand
Somatischer Marker

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Das Bild.
Botschaft

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230 Millionen Konten190 Märkte24 WährungenZahlungsvolumen 2009: $72 MrdRevenue 2009: $2.8 Mrd>37% von eBay Inc.15% des globalen eCommerce12 neue Kunden pro Minute2700 $ pro Sekunde

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18
13,05
5,63 4,85 4,27 3,4
15
KUNDEN VON ONLINE-SHOPS-
14
11
10
6,5
4 3,4
15
KUNDENKONTEN
14,6
6,2 5,6
5,1
3,3 3
2,1 2 1,9 1,8
15
30
Online Shoppers
ZIELGRUPPENPENETRATION
PayPal Accounts
15
ACCOUNTS
(Alle Zahlen in Millionen)

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Tatsache
Wahrnehmung

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9%
29%
13%
16%
10%
13%
10%
7%
22%
8%
9%
14%
32%
9%
23%
0%
3%
7%
59%
0%
9%
Savvy
Spenders
Online
Pacesetters
Crunched
Connectors
Reward
Reachers
Cautious
Conservatives
Frugal
Fashionistas
Pragmatic
Purchasers
DAS GEGENÜBER : DER DEUTSCHE…

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DAS IST GUT…DENN…
Das Gehirn lässt sich in Hauptmotivfelder einteilen:
″Balance ist das stärkste Motiv. Es lässt den Menschen nach
Harmonie, Ruhe und Sicherheit streben. Es vermeidet Gefahr und Risiko.
Brain View. Warum Kunden kaufen.
Hans-Georg Häusel

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Wir sind groß!
Wir sind sicher!
Wir sind sympatisch!

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Sicherheit & Vertrauen

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Der Weg zum Kopf…
Medien

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WERBEAUSGABEN SEIT 1990
43

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DAS EIGENTLICHE PROBLEM
44

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46. Confidential and ProprietaryOnline & Performance Marketing Strategy - DE / AT / CH

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FLORIAN ILLIES
... Mir geht es gut. Es ist Samstag abend, ich sitze in der
warmen Wanne, im Schaum schwimmt das braune
Seeräuberschiff von Playmobil... Nachher gibt es "Wetten,
daß..?" mit Frank Elstner... Es war damals
selbstverständlich, dass man "Wetten, daß..?"
mit Frank Elstner guckte, niemals wieder hatte man in
späteren Jahren solch ein sichereres Gefühl, zu
einem bestimmten Zeitpunkt genau das
Richtige zu tun...

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Beispiel 1/5
Kampagnen

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Online Flight
55

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AD-RECOGNITION
9
15
0
20
40
60
80
100
Homepage Event
Freemailer
pre post

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0 10 20 30 40 50 60 70 80
is likeable
is competent
is a service I could trust
is a secure way to pay online
is an easy way to pay online
is a fast way to pay online
Mar-10
Jun-10
COMPREHENSION
S
S = statistisch signifikant
unterschiedlich

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FUTURE USAGE OF PAYPAL
0
20
40
60
80
100
Sep 09 (n=466) Dec 09 (n=449)

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Preisvergleiche

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REDIRECT FLOW DOOYOO
1/30/2015 60

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0 20 40 60 80 100
is likeable
is competent
is a service I could trust
is a secure way to pay online
is an easy way to pay online
is a fast way to pay online
total (n=605) redirect SCS (n=167)
COMPREHENSION 2
S = statistisch signifikant
unterschiedlich
S
S
S
S
S
S

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total (n=605)
67
redirect SCS
(n=167)
79
0
20
40
60
80
100
• People who recall the Paypal site sponsoring or redirect are
siginificantly higher interested in using PayPal in the future.
Future usage of PayPal
S
S = statistisch signifikant
unterschiedlich (kein Zufall)

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Beispiel 2/5
Kampagnen

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Beispiel 3/5
Kampagnen

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88
München „Hauptbahnhof“

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EFFEKT?
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ATTACKED VS. NON-ATTACK CITIES
90
München
Frankfurt
Hamburg
Berlin
Does it show in the
BrandTracker?

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AWARENESS SIGNIFCANTLY UP
91
Pre Post Pre Post
69
63
52
62
Source: Brand Tracker
Base: Total. Caution low base size for Campaign Markets.

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PURCHASE PROTECTION UP
Pre Post Pre Post
92
54
84
68
60
Source: Brand Tracker
Base: Total. Caution low base size for Campaign Markets.

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COMPREHENSION INDEX - HIGH
Pre Post Pre Post
93
Source: Brand Tracker
Base: Total. Caution low base size for Campaign Markets.
36 34 36
51

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„Paypal“: 1.056 Tweets von 719 Nutzern
„sicherererer“: 20 Tweets von 20 Nutzern
TWEETVERLAUF

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BEISPIEL
95

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BEISPIEL

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Online vs. Offline
Vergleich

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AD RECOGNITION…
%
offline
online

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COMPREHENSION (SAFETY)…
%
offline online

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IMAGE…
%
offline
online

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Beispiel 4/5
Kampagnen

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Beispiel 5/5
Kampagnen

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FazitIns Gehirn kommen!
Im Gehirn bleiben!
Gespräch auslösen!

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skype dominikdommick
phone +49 30 8019 5516
mobile +49 160 713 37 82
mail ddommick@paypal.com
http://übermarketing.de