Marketing Day 2012: E-commerce als onderdeel van een mediastrategie - David Debie

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Onze consument wordt overladen met commerciële boodschappen en een veelheid aan producten. Er zijn ondertussen ontelbare mogelijkheden om hem te bereiken. We moeten dus keuzes maken.

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Marketing Day 2012: E-commerce als onderdeel van een mediastrategie - David Debie

  1. 1. E commerce as part of a media strategy ?Marketing Day
  2. 2. Henkel Brands:Performance around the clock
  3. 3. Sales 2010Total sales: 15,092 million eurosSales by business sector Sales by region 29 % Laundry & Home Care 41 % Growth regions1) 22 % Cosmetics/Toiletries 36 % Western Europe 48 % Adhesive Technologies 18 % North America 1 % Corporate 4 % Japan/Australia/New Zealand 1 % Corporate Corporate = sales and services not assignable 1) Eastern Europe, Africa/Middle East, to the individual business sectors. Latin America, Asia (excluding Japan).
  4. 4. The changing marketing challenge
  5. 5. New marketing situation
  6. 6. Technology makes WOM easier, faster and moreflexible
  7. 7. A good media campaign starts from the right communication objectives NOT from the right media tools
  8. 8. And the right
  9. 9. ThinkAwareness? Brand knowledge ? ect Feel Brand values? Do Buy the product ?Online buzz ? Website traffic ?
  10. 10. Classic advertising modelThe “new” orientation journey
  11. 11. Computer says no!
  12. 12. Classic advertising modelThe “new” orientation journey
  13. 13. How does e-commerce fit in this new story for Henkel ?
  14. 14. Own e-storeBrick & mortar e-tailer PermanentIndependent e- platforms Occasional sales on e-platforms
  15. 15. (1)Communicatie ROI
  16. 16. groupolitan
  17. 17. I. BREF DEAL 3000 soldPrint eMailing
  18. 18. OnlineOffline
  19. 19. Wehkamp
  20. 20. (2)learning
  21. 21. The current shelf
  22. 22. The new online shelf
  23. 23. (3)Top Of Mind
  24. 24. Start with communication objectives. Not with the tools. Take the ZMOT into account E-COM is part of the ZMOT and goes beyond turnover COMMUNICATION ROI LEARNING TOP OF MIND

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