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The Future Of Brand Communications GöTtgens Zum Versand

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Digital Media 2.0

Digital Media 2.0

Published in: Business, News & Politics
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  • 1. The Future of Brand Communications at Mercedes-Benz DaimlerChrysler AG Dr. Olaf Göttgens Vice President Brand-Communications, Mercedes-Benz Passenger Cars
  • 2. A Challenges for Brand Communications Agenda C New methods of communications B Mercedes-Benz: Communications in the digital era
  • 3. Media: More and more ways lead to the consumers. 1 Source: BDZV/ BVDA/ Media Daten/ AGMA/ IVW 2 Source: OMD 2603 German print media titles 2005 1 308 TV channels in Germany 2005 2 www TV Radio 331 German radio stations 2005 2 93 mill. German websites 2005 2
  • 4. 1900 1930 1950 1980 1990 2004 2007 Source: Interone Worldwide, trend study „Generation Tekki“ Technologies: Increasing numbers of devices. Colour TV Video Terrestrial TV Camera Radio Records/Cassette Cinema Records Cinema Terrestrial TV Camera Radio Records Cinema CD Walkman Computer Diskette Gameboy Video games BTX Private TV Satellite TV Kabel TV Video text Colour TV Cassette Video Terrestial TV Camera Radio Records Cinema Mini-Disc Digital camera Pay-TV Laptop Discman CD Walkman Computer Diskette Gameboy Video games BTX Private TV Satellite TV Cabel TV Video text Colour TV Cassette Video Terrestrial TV Camera Radio Records Cinema iPod DVD/DVR Flatscreens Web TV/Digital TV Music Downloads Blackberry/Mobile PVR MP3 Internet UMTS Playstation M-Commerce E-Book Personal roboters Mini-Disc Digital Camera Pay-TV Laptop CD/Discman Walkman Computer Diskette Gameboy Video Games BTX Private TV Satellite TV Cabel TV Video text Colour TV Cassette Video Terrestrial TV Camera Radio Records Cinema
  • 5. Formats: New opportunities are emerging.
    • Technology convergence
    • Media contents will be usable without any restrictions in time or place
    • The consumer designates his own media: „user controlled“
    • New „on-demand formats“ achieving acceptance
  • 6. The new consumer: Markets consist of people, not of demographic categories. ≠ Quote: Cluetrain Manifesto
  • 7.
    • YouTube
    • 70 million users per day
    • 35,000 new videos daily
    Content: Consumer becomes media creator. Wikipedia
    • BILDblog
    • 35,000 visits per day  Rising trend
    • Wikipedia
    • 2792 new entries per day
    • 132 million users
  • 8. The media of the future will cater to new consumers. Source: Future of Media Report Juli 2006, Future Exploration Network User Media Content Format
  • 9. A Challenges for Brand Communications Agenda B Mercedes-Benz: Communications in the digital era C New methods of communications
  • 10. Not just another Car Launch > the Mercedes-Benz C-Class Introduction
  • 11. Clear Message with Call to Action and a Strong Positioning Claim.
  • 12. A Bunch of Measures was Developed for Different Phases. Press Exhibitions Eurotraining Internet Second Life Mobile One-to-One Print TV Flyers Brochures Internet Events
  • 13. Digital Communications Activities at a Glance. Activities above the line (TV, Print) Online Campaign Platform Mobile Marketing Second Life Activities Below the line MB Platforms Online Media Campaigns Viral Marketing Podcast Mixed Tape Guidance to Test Drives Guidance to transaction tools (CarConfigurator, Dealer locator…)
  • 14. One of the First in Second Life…
  • 15. Film
  • 16. Second Life Guidance to Test Drives Guidance to transaction tools (CarConfigurator, Dealer locator…) Activities above the line (TV, Print) Online Campaign Platform Mobile Marketing Activities Below the line Digital Communications Activities at a Glance. MB Platforms Online Media Campaigns Viral Marketing Podcast Mixed Tape
  • 17. A holistic concept of Mobile Marketing is installed to reach younger target groups. Integration Call2Action in ATL & BTL Web Special on .mpc Bluetooth-Spots on fairs and events Registration C-Class Mobile Special Mobile Client (Java) WAP (Fallback) Integration on mobile portals Regular communication via SMS Content Updates incl. soft configurator Dealer Search, Dealer Contact, Brochure Call Center
  • 18. Second Life Guidance to Test Drives Guidance to transaction tools (CarConfigurator, Dealer locator…) Activities above the line (TV, Print) Online Campaign Platform Mobile Marketing Activities Below the line Digital Communications Activities at a Glance. MB Platforms Online Media Campaigns Viral Marketing Podcast Mixed Tape
  • 19. Campaign module starts directly with soft configurator Prominent link to transaction tools Explainer supports user during configuration process
  • 20.  
  • 21.  
  • 22.  
  • 23. User selects a feature film
  • 24. Film Film
  • 25. They Have Seen The C-Class for Themself… Mercedes-Benz.com/“Protagonists“
  • 26. Mercedes-Benz.com/“User generated content“
  • 27. A Challenges for Brand Communications Agenda C New methods of communications B Mercedes-Benz: Communications in the digital era
  • 28. 1. Dialogue between brand and customers! Quote: Cluetrain Manifesto Think across boarders! Crossmedia is the key.
  • 29. 2. Participation instead of publication! 1. Dialogue between brand and customers! Think across boarders! Crossmedia is the key.
  • 30. 2. Participation instead of publication! 1. Dialogue between brand and customers! 3. The power of a connected community! Think across boarders! Crossmedia is the key.
  • 31. 2. Participation instead of publication! 1. Dialogue between brand and customers! 3. The power of a connected community! 4. Efficiency vs. price policy! Think across boarders! Crossmedia is the key.
  • 32. 2. Participation instead of publication! 1. Dialogue between brand and customers! 3. The power of a connected community! 4. Efficiency vs. price policy! 5. Make success measurable! Think across boarders! Crossmedia is the key.
  • 33. 2. Participation instead of publication! 1. Dialogue between brand and customers! 3. The power of a connected community! 4. Efficiency vs. price policy! 5. Make success measurable! 6. Develop international platforms! Think across boarders! Crossmedia is the key.
  • 34. 2. Participation instead of publication! 1. Dialogue between brand and customers! 3. The power of a connected community! 4. Efficiency vs. price policy! 5. Make success measurable! 6. Develop international platforms! 7. E xploit the bonus of the first mover ! Think across boarders! Crossmedia is the key.
  • 35. A powerful global discussion has begun. Let‘s become part of it.

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