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Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
Media Allocation Tool
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Media Allocation Tool

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  • 1. Forrester Research December, 2008 Choosing The Right Media Mix
  • 2. Start with what consumers do, not which media to buy.
  • 3. <ul><li>Marketing Leaders face a fragmented world. </li></ul><ul><li>How are your consumers mixing traditional media with new media? </li></ul><ul><li>Self-test your media mix. </li></ul>Agenda
  • 4. Younger consumers spend more time using the Internet than watching TV &quot;On average, how much time do you spend per week using the following media?&quot; Base: 22,209 European consumers Source: European Technographics ® Benchmark Survey, Q2 2008 (Hours per week) (Age) 0 2 4 6 8 10 12 16-18 19-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+ Internet TV Radio Magazines Newspapers
  • 5. Consumers use DVRs to watch television on their own schedule
  • 6. Consumers trust their peers for product information &quot;To what extent do you trust* each of the following types of advertising/promotion? &quot; Base: 22,673 European consumers Source: European Technographics ® Benchmark Survey, Q2 2008 *Selected 4 or 5 on a scale from 1 (do not trust at all) to 5 (trust completely) 4% 4% 7% 13% 14% 15% 16% 16% 17% 20% 25% 0% 5% 10% 15% 20% 25% Mobile phone advertising Banners Search engine Brand sponsorship Email updates Magazine advertising Radio advertising Newspapers advertising Brand site Television advertising Consumer opinions
  • 7. Marketers must cross media to pull consumers through the funnel TV ad Email Game Email In store Marketing becomes an interactive sequence, leading to purchase where all media contributes to the experience. Awareness Awareness Consideration Consideration Preference Preference Purchase Purchase Loyalty Loyalty
  • 8. But this is more easily said than done Base: 105 Marketing Leadership professionals (multiple responses accepted) &quot;What were the five main media planning challenges you’ve faced in 2007?&quot; Source: Marketing Leaders Global Online Survey, Q1, 2008 71% 52% 48% 42% 38% Measuring the effectiveness of my media strategy Determining the right media mix in light of changing consumers media behavior Getting creative that work accross Getting a sufficient budget to achieve my advertising goals Understanding consumers media behavior
  • 9. Agenda <ul><li>Marketing Leadership professionals face a fragmented world. </li></ul><ul><li>How are your consumers mixing traditional media with new media? </li></ul><ul><li>Self-test your media mix. </li></ul>
  • 10. What is Michèle’s Social Technographics® profile? Source: European Technographics ® Benchmark Survey, Q2 2008 Base: 2,538 online French consumers
  • 11. Michèle also . . . Often tells her friends about products that interest her. 40% Relies on recommendations from peers when making purchases. 34% Researches products online regularly.* 52% * At least monthly ** Magazines are the first source of information Michèle relies on for beauty products Doesn’t trust mobile phone advertising 95% Trusts consumers opinions. 40% Is more likely than the average French consumer to trust brand Web sites. 21% Uses the Internet as an additional source of information for beauty products.** 31% Likes to shop around before making purchases. 63%
  • 12. <ul><li>Marketing Leadership professionals face a fragmented world. </li></ul><ul><li>How are your consumers mixing traditional media with new media? </li></ul><ul><li>Self-test your media mix. </li></ul>Agenda
  • 13. <ul><li>Forrester uses the following components (marketing goal, product type, targeting approach, audience gender, audience age, and audience income) as a basis for the analysis. </li></ul><ul><li>Each of these selections feeds into our analysis engine for a comparison with our Consumer Technographics ® data. </li></ul>Source: Forrester Consumers Technographics ® European Benchmark Survey, 2007
  • 14. <ul><li>Based on the analysis engine and the inputs defining the marketing goals and audience, each of the channels is given a rank based on its likely effectiveness. </li></ul><ul><li>The channels are grouped in three priority segments based on their rank. </li></ul>Source: Forrester Consumers Technographics ® European Benchmark Survey, 2007
  • 15. <ul><li>Finally, the MAT provides guidance on media allocation, based on consumers’ media behavior AND your media costs. </li></ul>Source: Forrester Consumers Technographics ® European Benchmark Survey, 2007
  • 16. How can you reach Michèle?
  • 17.  
  • 18.  
  • 19. Thank you <ul><li>Frédéric Crehan </li></ul><ul><li>+33 1 47 58 93 15 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.forrester.com </li></ul>
  • 20. Suave — &quot;Say yes to beautiful&quot; Source: Suave (www.suave.com)
  • 21. The Net sparked the debate around motherhood Source: Suave (www.suave.com)
  • 22. &quot;In The Motherhood&quot; involved consumers with the Suave brand Source: Suave (www.suave.com)
  • 23. Online instant win promotions closed the loop and enabled Suave to measure impact on store sales Source: Suave (www.suave.com)
  • 24. Suave “Say yes to beautiful” integrated marketing funnel Awareness Consideration Preference Purchase Loyalty Eyeballs TV commercial Magazines advertising Suave Web site Suave online community Online promotions &quot;In The Motherhood&quot; Online registration

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