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Dommick - Integriert? Internalisiert?

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Integriert? Internalisiert? …

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

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  • Also KonzentrationKonzentration auf das wesentliche
  • Wenn man….
  • Online: 6172
  • Online: 6172
  • Online liukeable 22Trustworthy 42Competent 30Like 32Trust 54Competent 43
  • ALSO Vielen Dank dass sie heute hier sind
  • Transcript

    • 1. Confidential and Proprietary Dominik Dommick, 20. November 2010 Integriert? Internalisiert? Ins Gehirn kommen, im Gehirn bleiben, Gespräche auslösen.
    • 2. Confidential and Proprietary 2 30/01/15 | Confidential PayPal?
    • 3. Confidential and Proprietary Käufer Verkäufer 1/30/2015 3
    • 4. Confidential and Proprietary 1/30/2015 4
    • 5. Confidential and Proprietary 1/30/2015 5
    • 6. Confidential and Proprietary 1/30/2015 6 SICHERERERER.
    • 7. Confidential and Proprietary 7
    • 8. Confidential and Proprietary 8
    • 9. Confidential and Proprietary Ins Gehirn kommen! Im Gehirn bleiben! Gespräch auslösen!
    • 10. Confidential and Proprietary 10
    • 11. Confidential and Proprietary Marke Bild
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    • 25. Confidential and Proprietary Vorurteil Assoziation Bild Knoten Brand Somatischer Marker
    • 26. Confidential and Proprietary30/01/15 | Confidential and Proprietary 26 Das Bild. Botschaft
    • 27. Confidential and Proprietary 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
    • 28. Confidential and Proprietary 28 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)
    • 29. Confidential and Proprietary 29 Tatsache Wahrnehmung
    • 30. Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 30
    • 31. Confidential and Proprietary
    • 32. Confidential and Proprietary 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…
    • 33. Confidential and Proprietary 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
    • 34. Confidential and Proprietary
    • 35. Confidential and Proprietary
    • 36. Confidential and Proprietary Wir sind groß! Wir sind sicher! Wir sind sympatisch!
    • 37. Confidential and Proprietary Sicherheit & Vertrauen
    • 38. Confidential and Proprietary
    • 39. Confidential and Proprietary
    • 40. Confidential and Proprietary30/01/15 | Confidential and Proprietary 40 Der Weg zum Kopf… Medien
    • 41. Confidential and Proprietary 1/30/2015 41
    • 42. Confidential and Proprietary 1/30/2015 42
    • 43. Confidential and Proprietary WERBEAUSGABEN SEIT 1990 43
    • 44. Confidential and Proprietary DAS EIGENTLICHE PROBLEM 44
    • 45. Confidential and Proprietary30/01/15 | Confidential and Proprietary 45
    • 46. Confidential and ProprietaryOnline & Performance Marketing Strategy - DE / AT / CH
    • 47. Confidential and Proprietary 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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    • 54. Confidential and Proprietary30/01/15 | Confidential and Proprietary 54 Beispiel 1/5 Kampagnen
    • 55. Confidential and Proprietary Online Flight 55
    • 56. Confidential and Proprietary AD-RECOGNITION 9 15 0 20 40 60 80 100 Homepage Event Freemailer pre post
    • 57. Confidential and Proprietary 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
    • 58. Confidential and Proprietary FUTURE USAGE OF PAYPAL 0 20 40 60 80 100 Sep 09 (n=466) Dec 09 (n=449)
    • 59. Confidential and Proprietary Preisvergleiche
    • 60. Confidential and Proprietary REDIRECT FLOW DOOYOO 1/30/2015 60
    • 61. Confidential and Proprietary 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
    • 62. Confidential and Proprietary 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)
    • 63. Confidential and Proprietary30/01/15 | Confidential and Proprietary 63 Beispiel 2/5 Kampagnen
    • 64. Confidential and Proprietary 6430/01/15 | Confidential and Proprietary
    • 65. Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 65
    • 66. Confidential and Proprietary 66
    • 67. Confidential and Proprietary30/01/15 | Confidential and Proprietary 67 Beispiel 3/5 Kampagnen
    • 68. Confidential and Proprietary 68
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    • 88. Confidential and Proprietary 88 München „Hauptbahnhof“
    • 89. Confidential and Proprietary EFFEKT? GO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 89
    • 90. Confidential and Proprietary ATTACKED VS. NON-ATTACK CITIES 90 München Frankfurt Hamburg Berlin Does it show in the BrandTracker?
    • 91. Confidential and Proprietary AWARENESS SIGNIFCANTLY UP 91 Pre Post Pre Post 69 63 52 62 Source: Brand Tracker Base: Total. Caution low base size for Campaign Markets.
    • 92. Confidential and Proprietary PURCHASE PROTECTION UP Pre Post Pre Post 92 54 84 68 60 Source: Brand Tracker Base: Total. Caution low base size for Campaign Markets.
    • 93. Confidential and Proprietary COMPREHENSION INDEX - HIGH Pre Post Pre Post 93 Source: Brand Tracker Base: Total. Caution low base size for Campaign Markets. 36 34 36 51
    • 94. Confidential and Proprietary „Paypal“: 1.056 Tweets von 719 Nutzern „sicherererer“: 20 Tweets von 20 Nutzern TWEETVERLAUF
    • 95. Confidential and Proprietary BEISPIEL 95
    • 96. Confidential and Proprietary 96 BEISPIEL
    • 97. Confidential and Proprietary30/01/15 | Confidential and Proprietary 97 Online vs. Offline Vergleich
    • 98. Confidential and Proprietary AD RECOGNITION… % offline online
    • 99. Confidential and Proprietary COMPREHENSION (SAFETY)… % offline online
    • 100. Confidential and Proprietary IMAGE… % offline online
    • 101. Confidential and Proprietary30/01/15 | Confidential and Proprietary 101 Beispiel 4/5 Kampagnen
    • 102. Confidential and Proprietary30/01/15 | Confidential and Proprietary 102
    • 103. Confidential and Proprietary30/01/15 | Confidential and Proprietary 103 Beispiel 5/5 Kampagnen
    • 104. Confidential and Proprietary 104
    • 105. Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 105
    • 106. Confidential and Proprietary
    • 107. Confidential and Proprietary 1/30/2015 107
    • 108. Confidential and Proprietary30/01/15 | Confidential and Proprietary 108
    • 109. Confidential and Proprietary30/01/15 | Confidential and Proprietary 109 FazitIns Gehirn kommen! Im Gehirn bleiben! Gespräch auslösen!
    • 110. Confidential and Proprietary 110
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    • 112. Confidential and Proprietary skype dominikdommick phone +49 30 8019 5516 mobile +49 160 713 37 82 mail ddommick@paypal.com http://übermarketing.de

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