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Change in marketing&communications -2011

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Guest lecture to BBA students (Marketing) in Estonian Business School, 2011

Guest lecture to BBA students (Marketing) in Estonian Business School, 2011

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Change in marketing&communications -2011 Change in marketing&communications -2011 Presentation Transcript

  • Everything Changes Change in marketing and communications Lassi Nummi, Zeeland Guest lecture - Estonian Business School - 2011torstaina 9. helmikuuta 2012
  • Agenda - Advertising in 2011 - what the f*** is happening ? - Money money money - New forms of marketing - How companies can adapt the change ? (by Janne Saarikko)torstaina 9. helmikuuta 2012
  • QUOTES FROMtorstaina 9. helmikuuta 2012
  • torstaina 9. helmikuuta 2012
  • torstaina 9. helmikuuta 2012
  • torstaina 9. helmikuuta 2012
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  • “The company also said they have extended the offer to the rest of the cast, and "are urgently waiting a response."torstaina 9. helmikuuta 2012
  • Future ? http://vimeo.com/10251808torstaina 9. helmikuuta 2012
  • Clearly something is happening. Why ?torstaina 9. helmikuuta 2012
  • Since in business school - Let’s talk moneytorstaina 9. helmikuuta 2012
  • John Wanamaker I know half the money I spend on advertising is wasted, but I can never find out which half.torstaina 9. helmikuuta 2012
  • torstaina 9. helmikuuta 2012
  • Copyright magnaglobal 2009torstaina 9. helmikuuta 2012
  • ?? ?? Copyright magnaglobal 2009torstaina 9. helmikuuta 2012
  • Finland - opinion of marketing executives -asked 08/2011. 60 50 40 40 36 33 30 20 22 19 15 16 16 9 8 6 0 * 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012* -20 * Kysytty 8/2011 -40 -41 -60 Mainosbarometri® 27.9.2011torstaina 9. helmikuuta 2012
  • volyymin kehittyminenFinland - opinion of marketing executives -asked 08/2011.MEDIA INVESTMENTS 2012 0% 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % SALDO 100 % Newspapers total SANOMA- JA KAUPUNKILEHDET -31 YHTEENSÄ 9% 51 % 40 % Daily (4-7 / week) Päivälehdet (4-7 krt/vk 6% 53 % 41 % -35 newspapers ilmestyvät sanomal.) 1-3 krt viikossa ilmestyvät 1-3 / week newspapers 2 % sanomalehdet 47 % 51 % -49 11 % 53 % 36 % -25 Free newspapers Kaupunki- ja noutolehdet Magazines total AIKAKAUSLEHDET YHTEENSÄ 18 % 56 % 26 % -9 GeneralYleisölehdet magazines 13 % 46 % 41 % -28 -13 Professional magazines Ammatti- ja järjestölehdet 13 % 61 % 26 % Customer magazines 4 % Asiakaslehdet 85 % 11 % -7 Kasvaa Ennallaan Pieneneetorstaina 9. helmikuuta 2012
  • Finland - opinion of marketing executives -asked 08/2011.MEDIA INVESTMENTS 2012 100 0% 10 % 20 % 30 % 40 % 50 % 60 % 70 % 80 % 90 % % SALDO -54 Printed directories PAINETUT HAKEMISTOT 0 % 46 % 54 % TV advertising TELEVISIOMAINONTA 25 % 58 % 16 % 9 VERKKOMEDIAMAINONTA Online advertising (tot) 77 % 20 % 3% 74 YHTEENSÄ Display- (banner) ja Online banner advertising luokiteltu verkkomainonta 61 % 35 % 4% 57 Online directories and Sähköiset hakemistot ja 52 % 41 % 7% 45 search word advertising hakusanamainonta Radio advertising RADIOMAINONTA 13 % 75 % 12 % 1 Cinema advertising 6 % ELOKUVAMAINONTA 67 % 27 % -20 ULKO- JA Outdoor advertising 20 % 58 % 22 % LIIKENNEMAINONTA -2 Grows Kasvaa No change Ennallaan Decreases Pieneneetorstaina 9. helmikuuta 2012
  • WHY?torstaina 9. helmikuuta 2012
  • WHY? Cause everyone is broke - except China - Measuring counts - Focusing on more cost effective ways (digital)torstaina 9. helmikuuta 2012
  • ROItorstaina 9. helmikuuta 2012
  • ROI RETURN ON INVESTMENT - EVERYTHING what you do has to have a monetary measurable value!!torstaina 9. helmikuuta 2012
  • KPItorstaina 9. helmikuuta 2012
  • KPI KEY PERFORMANCE INDICATORS - these are WHAT YOU MEASURE - When followed and defined correctly they generate ROItorstaina 9. helmikuuta 2012
  • Measuring : measure + measure + measure + measure + react react react react Customer service Set up KPI:s and Campaign Q1 Campaign Q2 Campaign Q3 Campaign Q4 goals for each function Social media Other selected business functions (Sales, online sales, etc etc.) define short term and long term measurement periods for each action and total actions Cumulative data collection- keep KPI:s consistent to keep up the measurementtorstaina 9. helmikuuta 2012
  • Ok, financial crisis hits hard- but there’s upside..torstaina 9. helmikuuta 2012
  • New forms of marketing - or actually new ways to do it.torstaina 9. helmikuuta 2012
  • Traditional funnel.. FUTURELAB The Feedback Cycle Marketer-generated Consumer-generated (Think ”funnel”) (Think ”megaphone”) Be aware Talk Consider Opinion Buy Use !? Social content, networks, interactions By Dave Evanstorstaina 9. helmikuuta 2012
  • Consumer also has a funnell.. FUTURELAB The Feedback Cycle Marketer-generated Consumer-generated (Think ”funnel”) (Think ”megaphone”) Be aware Talk Consider Opinion Buy Use Social content, networks, interactions By Dave Evanstorstaina 9. helmikuuta 2012
  • Let’s simplify a bit.... Brief of a campaign : To make audience believe this man is a great lover.torstaina 9. helmikuuta 2012
  • Traditional advertising: This man is a great lover ! Only for you - only today. www.greatlover.com TV Online banner Outdoor billboard Print Radio adtorstaina 9. helmikuuta 2012
  • Direct sales I am a great lover !!!torstaina 9. helmikuuta 2012
  • PR Greatest lover ? Rome - 17.11.2011 During the press conference held in lorem ipsum som dolor Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna aliquam erat volutpat. Ut wisi enim ad minim veniam, quis nostrud exerci tation ullamcorper suscipit lobortis nisl ut aliquip ex ea commodo consequat. Duis autem vel eum iriure dolor in hendrerit in vulputate velit esse molestie consequat,torstaina 9. helmikuuta 2012
  • Reputation building - peer to peer. He is truly a great lover..torstaina 9. helmikuuta 2012
  • Who would you believe ? When used correctly - great effect.torstaina 9. helmikuuta 2012
  • Market is changing Marketing is changing Consumers are taking over ?torstaina 9. helmikuuta 2012
  • The Estonian advertising agency and client network Source: Piret Õunapuu, MA thesistorstaina 9. helmikuuta 2012
  • How companies should react to the change ? By Janne Saarikko, Zeeland’s Strategy director.torstaina 9. helmikuuta 2012
  • What should companies do ? 1 2 3 4torstaina 9. helmikuuta 2012
  • 1 2 3 4torstaina 9. helmikuuta 2012
  • 1 CTO CMO VP, CEO CFO COO VP, Com R&D 2 muni catio ns 3 4 Traditional organization - time spent on silos fiting each others.torstaina 9. helmikuuta 2012
  • 1 2 3 CMO CF VP, HR Sales &D O ,R VP 4 Everyone should be an expert and a generalist at the same time.torstaina 9. helmikuuta 2012
  • 1 2 3 4 2011 2012 2013 Old school planning with 2-3 year perspective is waste of time.torstaina 9. helmikuuta 2012
  • 1 2 3 4 2011 2012 2013 Planning should focus in agility and rapid changes, reaching for the star.torstaina 9. helmikuuta 2012
  • 1 2 Company 3 Customer 4 Time of corporate gatekeepers is over - transparency rules.torstaina 9. helmikuuta 2012
  • 1 Community X 2 Customer CompanySubcontractor 3 Competitor Community Y Partner Customer 4 Corporate walls are being breached, itʼs all about business ecosystems.torstaina 9. helmikuuta 2012
  • 1 2 3 4 Your country target market does not exist anymore!torstaina 9. helmikuuta 2012
  • 1 Global? Hyperlocal? 2 3 4 Your competition is either GLOBAL or HYPERLOCAL.torstaina 9. helmikuuta 2012
  • So, what about marketing and comms?torstaina 9. helmikuuta 2012
  • I like this! this looks cool! Find the rationale! Increased sales! - Great marketing! Measure for real! Work My decision. together! ʻCause I know! Old school marketing vs. new school marketing.torstaina 9. helmikuuta 2012
  • 2001 2009 Customer Customer Advertising agency AD PR DM DIGItorstaina 9. helmikuuta 2012
  • 2011 Customer Marketing agency AD PR DM DIGItorstaina 9. helmikuuta 2012
  • 2013 Customer Solution agency? AD PR DM DIGI ? ? Marketing Sales Business development Services offeringtorstaina 9. helmikuuta 2012
  • 2015 Customer Solution agency? AD PR DM DIGI ? ? Marketing Sales Business development Services offeringtorstaina 9. helmikuuta 2012
  • What should I do as marketer ?torstaina 9. helmikuuta 2012
  • Try to break the silos. Become multifaceted. Cross the organisational borders, you can.torstaina 9. helmikuuta 2012
  • Polish and communicate the vision. Do not plan too far ahead. Plan often. Measure your vision.torstaina 9. helmikuuta 2012
  • Stop opening the gates. Break the walls and let the business in!torstaina 9. helmikuuta 2012
  • Compete against the worldʼs best. Aim for the “best in our city” position.torstaina 9. helmikuuta 2012
  • My decision. Find the ʻCoz I know! rationale! Measure from a right distance. Work in teams. Create value by sharing.torstaina 9. helmikuuta 2012
  • Cooperate with those who endeavor the whole. Be brave with the brave ones!torstaina 9. helmikuuta 2012
  • The future of ad agencies ? http://youtu.be/IkOQw96cfyEtorstaina 9. helmikuuta 2012
  • To wrap up - what you should remember. - Choose your special area and develope in it - Innovation is the new creative - Measure, Measure, Measure - ROI (Return on investment) - KPI (Key performance indicator) - Be agile, react fast. - Be transparent on what you do - Think outside the boxtorstaina 9. helmikuuta 2012
  • Thank you!torstaina 9. helmikuuta 2012