The Path to Improved
Corporate Media
Performance
Ljubljana, 09/19/13
Prof. Dr. Clemens Koob
Situation (1)
2
Today, only one in three companies continuously assesses the impact of its
Corporate Media.
33
continuousl...
Situation (2)
3
51
great need for improvement:
impact measurement of print
media (%)
45
great need for improvement:
impact...
Qualitative expert study (German-speaking countries, UK)
4
14 BASIC PRINCIPLES
for a best-in-class
Corporate Media
Perform...
Principle: Strategy integration
5
Performance
measurement
should be an
integral part of any
Corporate Media
strategy
»»
Principle: Strategy integration
6
Rigorous performance management can best be achieved
if impact measurement is seen as an...
Principle: A- and D-Checks
7
Realize
A-Checks and
D-Checks.
»»
Principle: A- and D-Checks
8
Life-cycle of the medium
Conception: professional
pretests before launch
Launch: extensive
te...
Principle: Strategic and operational perspective
9
Take a strategic
and an operational
perspective.
»»
Principle: Strategic and operational perspective
10
Do we meet our strategic
communication targets?
How should we arrange ...
Principle: Agility and continuity
11
Agility and
continuity as
guiding
principles.
»»
Principle: Agility and continuity
12
test- & learn-environment:
Rapid availability of
results for immediate
optimization a...
Principle: Performance-Management-System
13
Establish a
Performance-
Management-
System.
»»
Principle: Performance-Management-System
14
A best-in-class Corporate Media Performance-
Management-System consists of a s...
Principle: Keep eyes firmly on key parameters of success
15
Keep eyes firmly on
the key parameters of
success regarding
cu...
Principle: Keep eyes firmly on key parameters of success
There are three dimensions of success regarding
customer communic...
Principle: Keep eyes firmly on key parameters of success
17
1) Success regarding medium itself:
> reach
> usage
> acceptan...
Principle: Keep eyes firmly on key parameters of success
18
2) Success in terms of effectiveness:
> communication success ...
Principle: Keep eyes firmly on key parameters of success
19
> Brand awareness and presence
> Brand image, brand knowledge,...
Principle: Keep eyes firmly on key parameters of success
20
3) Success in terms of efficiency:
> Return on communications
...
Principle: Adequate KPIs
21
Define adequate
Key Performance
Indicators (KPIs).
»»
Principle: Adequate KPIs
22
KPIs
>  unique users, average daily users, new users
>  «quality reach» without occasional use...
Principle: Big Picture
23
Get the
Big Picture!
»»
Principle: Big Picture
24
Understanding details is indispensable when it comes to
continuous fine-tuning of Corporate Medi...
Principle: Benchmarking
25
Broaden your
horizon.
»»
Principle: Benchmarking
With the help of internal and external benchmarks it is possible
to better classify communication ...
Principle: Instruments and methods
27
Choose the best-
of-breed
instruments and
methods.
»»
Principle: Instruments and methods
28
1) Quantitative methods:
> «facts & figures»: assessment of
Corporate Media success ...
Principle: Instruments and methods
29
2) Qualitative methods:
> Explorations / explorative analyses
> detailed understandi...
Principle: Instruments and methods
30
3) Physiological methods:
> Deep drilling regarding users‘
experiences and behavior
...
Principle: Instruments and methods
The instruments for proactive
performance management are at hand.
31
!   There is a bro...
Principle: Just Do It!
32
Just Do It!»»
33
Thank you for
your attention!
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[POMP 2013] Clemens Coob - Zakaj je content marketing tako učinkovit

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Poznavalec formule za uspešno in učinkovito strategijo

Mednarodno priznani strokovnjak na področju svetovanja ter oblikovanja marketinških strategij. Uspešen poslovnež, izjemen strateg in pozoren poslušalec, ki vedno najde pot do končnih kupcev.

»Kar 94 % podjetij vlaga v korporativne medije, vendar le vsako tretje podjetje meri učinkovitost ter uspešnost svojih naložb. Potrebno se je zavedati, da je ključ za trajnostni uspeh in razvoj podjetij na področju založništva, redni pregled vseh dejavnosti in aktivnosti, ki jih podjetje opravlja.«

Clemens je generalni direktor ter ustanovni partner vodilne svetovalne in marketinške družbe Zehnvier v Švici in redni profesor na Univerzi v Erdingu v Nemčiji. Ima več kot deset let bogatih izkušenj s področja oblikovanja ter zasnove poslovnih in marketinških strategij. V svoji karieri je svetoval in pomagal mnogim mednarodnim in lokalnim podjetjem pri reševanju kompleksnih marketinških ter strateških vprašanj v številnih panogah. Ima ogromno znanja s področja tržnega raziskovanja in pozicioniranja blagovnih znamk. Deluje znotraj različnih gospodarskih panog, poseben poudarek pa namenja področju medijev.

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[POMP 2013] Clemens Coob - Zakaj je content marketing tako učinkovit

  1. 1. The Path to Improved Corporate Media Performance Ljubljana, 09/19/13 Prof. Dr. Clemens Koob
  2. 2. Situation (1) 2 Today, only one in three companies continuously assesses the impact of its Corporate Media. 33 continuously measuring the impact of B2C magazines (%) occasionally measuring the impact of B2C magazines (%)42 31 continuously measuring the impact of digital media (%) occasionally measuring the impact of digital media (%)30Source: Corporate Media Baseline Study 3, DACH region
  3. 3. Situation (2) 3 51 great need for improvement: impact measurement of print media (%) 45 great need for improvement: impact measurement of digital Corporate Media (%) Source: Corporate Media Baseline Study 3, DACH region More and more communications executives see great need for improvement in the area of Corporate Media performance measurement.
  4. 4. Qualitative expert study (German-speaking countries, UK) 4 14 BASIC PRINCIPLES for a best-in-class Corporate Media Performance-Management
  5. 5. Principle: Strategy integration 5 Performance measurement should be an integral part of any Corporate Media strategy »»
  6. 6. Principle: Strategy integration 6 Rigorous performance management can best be achieved if impact measurement is seen as an essential building block of the Corporate Media strategy right from the start. !   Precise definition of communication objectives (what, until when) and criteria for success already during conception stage !   Clear definition of impact measurement responsibilities within the Corporate Media team !   The timing of the impact measurement must be a core part of the Corporate Media strategy !   Impact measurement has to be included in the budget plan right from the beginning
  7. 7. Principle: A- and D-Checks 7 Realize A-Checks and D-Checks. »»
  8. 8. Principle: A- and D-Checks 8 Life-cycle of the medium Conception: professional pretests before launch Launch: extensive testing after launch Growth & maturity: continuous performance tracking over the course of time Actualization: extensive testing at relaunch measurement intensity intensity of media usage 1 2 3 4
  9. 9. Principle: Strategic and operational perspective 9 Take a strategic and an operational perspective. »»
  10. 10. Principle: Strategic and operational perspective 10 Do we meet our strategic communication targets? How should we arrange our Corporate Media activities in the long run? Examples: >  Continuous tracking of communication success relating to the customer journey >  Analysis of the media requirements of the target group What can be done immediately to further optimize our Corporate Media efforts? Examples: >  Continuous A/B-testing of magazine covers >  Continuous analysis of digital media bounce rates and dwell times
  11. 11. Principle: Agility and continuity 11 Agility and continuity as guiding principles. »»
  12. 12. Principle: Agility and continuity 12 test- & learn-environment: Rapid availability of results for immediate optimization and iterative improvements Meaningful comparisons over time, visibility of long- term effects / impact performance measurement agility continuity & consistency Corporate Medium
  13. 13. Principle: Performance-Management-System 13 Establish a Performance- Management- System. »»
  14. 14. Principle: Performance-Management-System 14 A best-in-class Corporate Media Performance- Management-System consists of a six-steps cycle. Set ambitious goals Define criteria for success Define KPIs Measure success Evaluate impact and success Optimize communi- cations
  15. 15. Principle: Keep eyes firmly on key parameters of success 15 Keep eyes firmly on the key parameters of success regarding customer communications. »»
  16. 16. Principle: Keep eyes firmly on key parameters of success There are three dimensions of success regarding customer communications. The importance of these dimensions varies from project to project. 16 Dimensions of success: Medium Effectiveness Efficiency
  17. 17. Principle: Keep eyes firmly on key parameters of success 17 1) Success regarding medium itself: > reach > usage > acceptance > appraisal > media engagement (e.g. follow- up communication)
  18. 18. Principle: Keep eyes firmly on key parameters of success 18 2) Success in terms of effectiveness: > communication success related to the customer decision journey > in cognitive, affective, conative and economic terms
  19. 19. Principle: Keep eyes firmly on key parameters of success 19 > Brand awareness and presence > Brand image, brand knowledge, sympathy, brand trust > Desirability, buying consideration > Sales support (leads, purchases etc.) > Customer service function > Loyalty, retention, word-of-mouth
  20. 20. Principle: Keep eyes firmly on key parameters of success 20 3) Success in terms of efficiency: > Return on communications > Communication success in relation to investment
  21. 21. Principle: Adequate KPIs 21 Define adequate Key Performance Indicators (KPIs). »»
  22. 22. Principle: Adequate KPIs 22 KPIs >  unique users, average daily users, new users >  «quality reach» without occasional users >  time on site per visitor / time per visit >  page views per visit >  conversion rates >  revenue per purchase >  returning users, heavy users >  monthly visits per user Example: McKinsey / OMEX dashboard for online media
  23. 23. Principle: Big Picture 23 Get the Big Picture! »»
  24. 24. Principle: Big Picture 24 Understanding details is indispensable when it comes to continuous fine-tuning of Corporate Media. However, steering the overall performance of Corporate Media activities demands focusing on a manageable number of vital performance indicators. Performance Dashboard
  25. 25. Principle: Benchmarking 25 Broaden your horizon. »»
  26. 26. Principle: Benchmarking With the help of internal and external benchmarks it is possible to better classify communication performance and to challenge one‘s Corporate Media activities. 26 performance / impact of Corporate Media activities internal benchmarks §  previous values / time comparison §  other media / cross-comparison external benchmarks §  competitors §  within own sector §  cross-sector
  27. 27. Principle: Instruments and methods 27 Choose the best- of-breed instruments and methods. »»
  28. 28. Principle: Instruments and methods 28 1) Quantitative methods: > «facts & figures»: assessment of Corporate Media success on a solid fact base > continuous monitoring and steering > e.g. surveys, standardized web reports, social media tools, ReaderScan
  29. 29. Principle: Instruments and methods 29 2) Qualitative methods: > Explorations / explorative analyses > detailed understanding of media needs and requirements, media usage, and media effects > e.g. focus groups, in-depth interviews, shadowing, usability tests
  30. 30. Principle: Instruments and methods 30 3) Physiological methods: > Deep drilling regarding users‘ experiences and behavior > e.g. eye tracking, pupillometry, skin conductance measurement
  31. 31. Principle: Instruments and methods The instruments for proactive performance management are at hand. 31 !   There is a broad range of measurement methods and tools – with respect to print media as well as digital media. !   Methods and instruments need to be chosen in line with the research question / respective situation. !   This means there is no cure-all method being appropriate under all circumstances. !   A combination of different methods can lead to even more comprehensive findings and higher validity of results (triangulation).
  32. 32. Principle: Just Do It! 32 Just Do It!»»
  33. 33. 33 Thank you for your attention!
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