Conférence à la Tsinghua University de Beijing (Chine)

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Conférence donnée par Bernhard Adriaensens aux étudiants doctorants et du MBA. à la Tsinghua University de Beijing (Chine)

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  • Conférence à la Tsinghua University de Beijing (Chine)

    1. 1. The Future of Commercial Communications
    2. 2. The Future of Commercial Communications Conference given at Tsinghua University School of Economics and Management - Beijing - P.R. of China by Bernhard Adriaensens May 2005
    3. 3. Most national and international university rankings place Tsinghua as one of the best universities in mainland China. Admission to Tsinghua is extremely competitive. Tsinghua has a reputation for hosting some of the most distinguished guest speakers of any university in the world, with international leaders such as Bill Clinton, Tony Blair, Henry Kissinger, Carlos Ghosn..., all recently giving lectures to the university community. The Tsinghua School of Economics and Management (SEM) is consistently ranked one of the best among business schools in China. It is currently the only mainland Chinese institution outside of Hong Kong to have achieved the prestigious AACSB and EQUIS accreditations for its business and accounting programs. Founded in 1984, SEM was the first economics and management school in China. Its Founding Dean, Professor ZHU Rongji, later became the fifth Premier of the People’s Republic of China.
    4. 4. The conference of today is a first for Asia and China
    5. 5. The conference of today is a first for Asia and China The key results of a fundamental research made in North America and Europe about the behavior of the new consumer
    6. 6. The new consumer and the implication for marketeers
    7. 7. Global Marketing Communication Expenditures in 2004 Major Media
    8. 8. Global Marketing Communication Expenditures in 2004 Major Media 45 %
    9. 9. Global Marketing Communication Expenditures in 2004 Major Media 45 % 55 %
    10. 10. Global Marketing Communication Expenditures in 2004 Directories BtoB Direct Mail Sponsorship Public Major Relations Media 45 % 55 %
    11. 11. Global Marketing Communication Expenditures in 2004 Directories BtoB Direct Mail Sponsorship Public Major Relations Media 45 % 55 %
    12. 12. Global Marketing Communication Expenditures in 2004 TV Cinema Radio Internet Directories Print Outdoor BtoB Direct Mail Sponsorship Public Major Relations Media 45 % 55 %
    13. 13. Global Marketing Communication Expenditures in 2004 TV Cinema Radio Internet Directories Print Outdoor BtoB Direct Mail Sponsorship Public Major Relations Media 42 % 45 % 55 %
    14. 14. Global Marketing Communication Expenditures in 2004 TV Cinema Radio Internet Directories Print Outdoor BtoB Direct Mail Sponsorship Public Major Relations Media 42 % 45 % 55 % 1 %
    15. 15. Global Marketing Communication Expenditures in 2004 TV Cinema Radio Internet Directories Print Outdoor BtoB Direct Mail Sponsorship Public Major Relations Media 42 % 45 % 55 % 1 % 9 %
    16. 16. Global Marketing Communication Expenditures in 2004 TV Cinema Radio Internet Directories Print Outdoor BtoB Direct Mail Sponsorship Public Major Relations Media 42 % 45 % 55 % 1 % 3 % 9 %
    17. 17. Global Marketing Communication Expenditures in 2004 TV Cinema Radio Internet Directories Print Outdoor BtoB Direct Mail Sponsorship Public Major Relations Media 42 % 45 % 55 % 41 % 1 % 3 % 9 %
    18. 18. Global Marketing Communication Expenditures in 2004 TV Cinema Radio Internet Directories Print Outdoor BtoB 5 % Direct Mail Sponsorship Public Major Relations Media 42 % 45 % 55 % 41 % 1 % 3 % 9 %
    19. 19. World Advertising Expenditures Major Media Forecasts in US$ million
    20. 20. World Advertising Expenditures Major Media Forecasts 500,000 375,000 250,000 125,000 0 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 in US$ million
    21. 21. World Advertising Expenditures Major Media Forecasts 500,000 375,000 250,000 125,000 0 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 in US$ million
    22. 22. World Advertising Expenditures Major Media Forecasts 500,000 375,000 250,000 125,000 0 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 in US$ million
    23. 23. World Advertising Expenditures Major Media Forecasts 500,000 375,000 250,000 125,000 0 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 in US$ million
    24. 24. World Advertising growth 2002 - 2007 Actual Forecast Source : WARC
    25. 25. World Advertising growth 2002 - 2007 Actual Forecast 5.00 3.75 2.50 1.25 0 -1.25 -2.50 2002 2003 2004 2005 2006 2007 Source : WARC
    26. 26. World Advertising growth 2002 - 2007 Actual Forecast 5.00 3.75 2.50 1.25 0 -1.25 -2.50 2002 2003 2004 2005 2006 2007 Source : WARC
    27. 27. World Advertising growth 2002 - 2007 Actual Forecast 5.00 3.75 2.50 1.25 0 -1.25 -2.50 2002 2003 2004 2005 2006 2007 Source : WARC
    28. 28. World Advertising growth 2002 - 2007 Actual Forecast 5.00 3.75 2.50 1.25 0 -1,1 -1.25 -2.50 2002 2003 2004 2005 2006 2007 Source : WARC
    29. 29. World Advertising growth 2002 - 2007 Actual Forecast 5.00 3.75 2.50 1.25 +0,5 0 -1,1 -1.25 -2.50 2002 2003 2004 2005 2006 2007 Source : WARC
    30. 30. World Advertising growth 2002 - 2007 Actual Forecast 5.00 3.75 2.50 +4,1 1.25 +0,5 0 -1,1 -1.25 -2.50 2002 2003 2004 2005 2006 2007 Source : WARC
    31. 31. World Advertising growth 2002 - 2007 Actual Forecast 5.00 3.75 2.50 +4,1 +2,9 1.25 +0,5 0 -1,1 -1.25 -2.50 2002 2003 2004 2005 2006 2007 Source : WARC
    32. 32. World Advertising growth 2002 - 2007 Actual Forecast 5.00 3.75 2.50 +4,1 +2,9 +4,1 1.25 +0,5 0 -1,1 -1.25 -2.50 2002 2003 2004 2005 2006 2007 Source : WARC
    33. 33. World Advertising growth 2002 - 2007 Actual Forecast 5.00 3.75 2.50 +4,1 +2,9 +4,1 +3,6 1.25 +0,5 0 -1,1 -1.25 -2.50 2002 2003 2004 2005 2006 2007 Source : WARC
    34. 34. 2004 Internet Advertising Expenditures in € million
    35. 35. 2004 Internet Advertising Expenditures Some selected countries in € million
    36. 36. 2004 Internet Advertising Expenditures 6,000 Some selected countries 4,500 3,000 1,500 0 USA Japan UK Germany France Sweden Italy in € million
    37. 37. 2004 Internet Advertising Expenditures 6,000 Some selected countries 4,500 3,000 1,500 0 USA Japan UK Germany France Sweden Italy in € million
    38. 38. 2004 Internet Advertising Expenditures 6,000 Some selected countries 4,500 3,000 1,500 0 USA Japan UK Germany France Sweden Italy in € million
    39. 39. 2004 Internet Advertising Expenditures 6,000 Some selected countries 4,500 3,000 1,500 0 USA Japan UK Germany France Sweden Italy in € million
    40. 40. 2004 Internet Advertising Expenditures 6,000 Some selected countries 4,500 3,000 1,500 0 USA Japan UK Germany France Sweden Italy in € million
    41. 41. 2004 Internet Advertising Expenditures 6,000 Some selected countries 4,500 3,000 1,500 0 USA Japan UK Germany France Sweden Italy in € million
    42. 42. 2004 Internet Advertising Expenditures 6,000 Some selected countries 4,500 3,000 1,500 0 USA Japan UK Germany France Sweden Italy in € million
    43. 43. 2004 Internet Advertising Expenditures 6,000 Some selected countries 4,500 3,000 1,500 0 USA Japan UK Germany France Sweden Italy in € million
    44. 44. 2004 Internet Advertising Expenditures 881 305 197 137 130 94 75 in € million
    45. 45. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    46. 46. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    47. 47. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    48. 48. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    49. 49. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    50. 50. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    51. 51. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    52. 52. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    53. 53. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    54. 54. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    55. 55. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    56. 56. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 65 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    57. 57. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 65 26 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    58. 58. 2004 Internet Advertising Expenditures 900 881 675 450 305 225 197 137 130 94 65 26 19 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    59. 59. 2004 Internet Advertising Expenditures 900 881 Selected European countries 675 450 305 225 197 137 130 94 65 26 19 75 0 UK Germany France Sweden Italy Spain DenmarkNetherlands Finland Belgium in € million
    60. 60. Internet Champions in percentage of Ad Spend 881 305 197 137 130 94 75 % Source : ZenithOptimedia
    61. 61. Internet Champions in percentage of Ad Spend Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    62. 62. Internet Champions in percentage of Ad Spend Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    63. 63. Internet Champions in percentage of Ad Spend Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    64. 64. Internet Champions in percentage of Ad Spend Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    65. 65. Internet Champions in percentage of Ad Spend Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    66. 66. Internet Champions in percentage of Ad Spend Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    67. 67. Internet Champions in percentage of Ad Spend Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    68. 68. Internet Champions in percentage of Ad Spend Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    69. 69. Internet Champions in percentage of Ad Spend Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    70. 70. Internet Champions in percentage of Ad Spend Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    71. 71. Internet Champions in percentage of Ad Spend Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    72. 72. Internet Champions in percentage of Ad Spend World average Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    73. 73. Internet Champions in percentage of Ad Spend World average Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 4 6 8 % Source : ZenithOptimedia
    74. 74. Internet Champions in percentage of Ad Spend World average Australia 881 Canada Estonia Japan Israel S.Korea UK 305 Denmark 197 USA 137 130 94 75 Sweden 0 2 3 4 6 8 % Source : ZenithOptimedia
    75. 75. Internet Advertising Expenditures in Belgium 25 22 19 18 13 11 11 5 3 in € million Source : Zenith Optimedia, May 2005
    76. 76. Internet Advertising Expenditures in Belgium 30.0 22.5 25 22 19 15.0 18 13 11 11 7.5 5 3 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 in € million Source : Zenith Optimedia, May 2005
    77. 77. Internet Advertising Expenditures in Belgium 30.0 22.5 25 22 19 15.0 18 13 11 11 7.5 5 3 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 in € million Source : Zenith Optimedia, May 2005
    78. 78. Internet Advertising Expenditures in Belgium 30.0 22.5 25 22 19 15.0 18 13 11 11 7.5 5 3 0 1998 1999 2000 2001 2002 2003 2004 2005 2006 in € million Source : Zenith Optimedia, May 2005
    79. 79. Advertising expenditures are up.
    80. 80. Advertising expenditures are up. Internet advertising expenditures are up.
    81. 81. Good news
    82. 82. Good news Where is the bad news?
    83. 83. Good news Where is the bad news? Have a look at what consumers think about media and advertising....
    84. 84. The trust gap Source : USA, Gallup Poll, 2004
    85. 85. The trust gap Who do American Consumers trust ? Source : USA, Gallup Poll, 2004
    86. 86. The trust gap Who do American Consumers trust ? • Nurses : 79 % Source : USA, Gallup Poll, 2004
    87. 87. The trust gap Who do American Consumers trust ? • Nurses : 79 % • Teachers, Chemists,Military Officer : 70 % Source : USA, Gallup Poll, 2004
    88. 88. The trust gap Who do American Consumers trust ? • Nurses : 79 % • Teachers, Chemists,Military Officer : 70 % • Lawyers : 18 % Source : USA, Gallup Poll, 2004
    89. 89. The trust gap Who do American Consumers trust ? • Nurses : 79 % • Teachers, Chemists,Military Officer : 70 % • Lawyers : 18 % • Advertisers : 10 % Source : USA, Gallup Poll, 2004
    90. 90. The trust gap Who do American Consumers trust ? • Nurses : 79 % • Teachers, Chemists,Military Officer : 70 % • Lawyers : 18 % • Advertisers : 10 % • Used car sales men : 9 % Source : USA, Gallup Poll, 2004
    91. 91. The trust gap
    92. 92. The trust gap Advertisers are just a little better than second hand car salesmen
    93. 93. The trust gap Advertisers are just a little better than second hand car salesmen
    94. 94. The trust gap Compared trust in media USA/EU Source : EU : Eurobarometer Feb-March 2004 USA : National Harris Poll - Autumn 2004
    95. 95. The trust gap Compared trust in media USA/EU EU USA Press Trust 47 % 22 % Do not trust 46 % 62 % Radio Trust 62 % 43 % Do not trust 29 % 33 % TV Trust 54 % 22 % Do not trust 39 % 58 % Source : EU : Eurobarometer Feb-March 2004 USA : National Harris Poll - Autumn 2004
    96. 96. The trust gap Compared trust in media USA/EU EU USA Press Trust 47 % 22 % Do not trust 46 % 62 % Radio Trust 62 % 43 % Do not trust 29 % 33 % TV Trust 54 % 22 % Do not trust 39 % 58 % Source : EU : Eurobarometer Feb-March 2004 USA : National Harris Poll - Autumn 2004
    97. 97. The trust gap Compared trust in media USA/EU EU USA Press Trust 47 % 22 % Do not trust 46 % 62 % Radio Trust 62 % 43 % Do not trust 29 % 33 % TV Trust 54 % 22 % Do not trust 39 % 58 % Source : EU : Eurobarometer Feb-March 2004 USA : National Harris Poll - Autumn 2004
    98. 98. The trust gap Compared trust in media USA/EU EU USA Press Trust 47 % 22 % Do not trust 46 % 62 % Radio Trust 62 % 43 % Do not trust 29 % 33 % TV Trust 54 % 22 % Do not trust 39 % 58 % Source : EU : Eurobarometer Feb-March 2004 USA : National Harris Poll - Autumn 2004
    99. 99. The trust gap Compared trust in media USA/EU EU USA Press Trust 47 % 22 % Do not trust 46 % 62 % Radio Trust 62 % 43 % Do not trust 29 % 33 % TV Trust 54 % 22 % Do not trust 39 % 58 % Source : EU : Eurobarometer Feb-March 2004 USA : National Harris Poll - Autumn 2004
    100. 100. The trust gap Compared trust in media USA/EU EU USA Press Trust 47 % 22 % Do not trust 46 % 62 % Radio Trust 62 % 43 % Do not trust 29 % 33 % TV Trust 54 % 22 % Do not trust 39 % 58 % Source : EU : Eurobarometer Feb-March 2004 USA : National Harris Poll - Autumn 2004
    101. 101. The trust gap Compared trust in media USA/EU EU USA Press Trust 47 % 22 % Do not trust 46 % 62 % Radio Trust 62 % 43 % Do not trust 29 % 33 % TV Trust 54 % 22 % Do not trust 39 % 58 % Source : EU : Eurobarometer Feb-March 2004 USA : National Harris Poll - Autumn 2004
    102. 102. The advertising trust gap
    103. 103. The advertising trust gap According to the Yankelovich Partners consumer survey
    104. 104. The advertising trust gap According to the Yankelovich Partners consumer survey • the effectiveness of ad campaigns is deteriorating because negative perceptions about advertising have substantially increased.
    105. 105. The advertising trust gap According to the Yankelovich Partners consumer survey • the effectiveness of ad campaigns is deteriorating because negative perceptions about advertising have substantially increased. • People have a love-hate relationship with advertising.
    106. 106. The advertising trust gap According to the Yankelovich Partners consumer survey • the effectiveness of ad campaigns is deteriorating because negative perceptions about advertising have substantially increased. • People have a love-hate relationship with advertising. • But a far greater percentage are saying they have concerns, primarily related to its growing obstrusiveness.
    107. 107. The advertising trust gap USA EU
    108. 108. The advertising trust gap “I buy products because of ads for them” USA EU
    109. 109. The advertising trust gap “I buy products because of ads for them” USA EU 68 %
    110. 110. The advertising trust gap “I buy products because of ads for them” 32 % USA EU 68 %
    111. 111. The advertising trust gap “I buy products because of ads for them” 32 % USA EU 68 %
    112. 112. The advertising trust gap “I buy products because of ads for them” 32 % USA EU 68 %
    113. 113. The advertising trust gap “I buy products because of ads for them” “Accepters” 32 % USA EU 68 %
    114. 114. The advertising trust gap “I buy products because of ads for them” “Accepters” 32 % USA EU 68 % “Rejecters”
    115. 115. The advertising trust gap “I buy products because of ads for them” “Accepters” 32 % USA EU 68 % 77 % “Rejecters”
    116. 116. The advertising trust gap “I buy products because of ads for them” “Accepters” 23 % 32 % USA EU 68 % 77 % “Rejecters”
    117. 117. The advertising trust gap “I buy products because of ads for them” “Accepters” 23 % 32 % USA EU 68 % 77 % “Rejecters”
    118. 118. The advertising trust gap “I buy products because of ads for them” “Accepters” 23 % 32 % USA EU 68 % 77 % “Rejecters”
    119. 119. The advertising trust gap “I buy products because of ads for them” “Accepters” “Accepters” 23 % 32 % USA EU 68 % 77 % “Rejecters”
    120. 120. The advertising trust gap “I buy products because of ads for them” “Accepters” “Accepters” 23 % 32 % USA EU 68 % 77 % “Rejecters” “Rejecters”
    121. 121. The advertising trust gap
    122. 122. The advertising trust gap According to the Yankelovich Partners consumer survey
    123. 123. The advertising trust gap According to the Yankelovich Partners consumer survey • 54 % of consumers told they avoid buying products that overwhelm them with advertising and marketing.
    124. 124. The advertising trust gap According to the Yankelovich Partners consumer survey • 54 % of consumers told they avoid buying products that overwhelm them with advertising and marketing. • 60 % underlined that advertising is much more negative than just a few years ago.
    125. 125. The advertising trust gap According to the Yankelovich Partners consumer survey • 54 % of consumers told they avoid buying products that overwhelm them with advertising and marketing. • 60 % underlined that advertising is much more negative than just a few years ago. • 61 % agreed with the statement that the amount of advertising to which they are exposed is out of control.
    126. 126. The advertising trust gap
    127. 127. The advertising trust gap According to the Yankelovich Partners consumer survey
    128. 128. The advertising trust gap According to the Yankelovich Partners consumer survey • 65 % believe they are “constantly bombarded with too much advertising”
    129. 129. The advertising trust gap According to the Yankelovich Partners consumer survey • 65 % believe they are “constantly bombarded with too much advertising” • 69 % said they are “interested in products and services that would help them to skip, block or opt-out of ads”
    130. 130. The advertising trust gap According to the Yankelovich Partners consumer survey • 65 % believe they are “constantly bombarded with too much advertising” • 69 % said they are “interested in products and services that would help them to skip, block or opt-out of ads” • For online ads the percentage grows to 80 %.
    131. 131. The advertising trust gap
    132. 132. The advertising trust gap According to the Yankelovich Partners consumer survey :
    133. 133. The advertising trust gap According to the Yankelovich Partners consumer survey : • 33 % “would be willing to have a slightly lower standard of living to live in a society without marketing and advertising”
    134. 134. The advertising trust gap According to the Yankelovich Partners consumer survey : • 33 % “would be willing to have a slightly lower standard of living to live in a society without marketing and advertising” • Nearly 50 % of consumers use “Spam blockers” and 40 % use “banner blockers”.
    135. 135. The advertising trust gap
    136. 136. The advertising trust gap The Top 5 areas needing further governmental regulation are :
    137. 137. The advertising trust gap The Top 5 areas needing further governmental regulation are : Water pollution
    138. 138. The advertising trust gap The Top 5 areas needing further governmental regulation are : Water pollution Toxic waste
    139. 139. The advertising trust gap The Top 5 areas needing further governmental regulation are : Water pollution Toxic waste Air pollution
    140. 140. The advertising trust gap The Top 5 areas needing further governmental regulation are : Water pollution Toxic waste Air pollution Advertising
    141. 141. The advertising trust gap The Top 5 areas needing further governmental regulation are : Water pollution Toxic waste Air pollution Advertising Nuclear safety
    142. 142. The advertising trust gap Source : GfK Opinion Poll in 28 European countries, Oct. 2003)
    143. 143. The advertising trust gap The consumers perception in Europe is not better than in North America. Source : GfK Opinion Poll in 28 European countries, Oct. 2003)
    144. 144. The advertising trust gap The consumers perception in Europe is not better than in North America. 77 % of Europeans say that “there is too much advertising” Source : GfK Opinion Poll in 28 European countries, Oct. 2003)
    145. 145. The advertising trust gap The consumers perception in Europe is not better than in North America. 77 % of Europeans say that “there is too much advertising” 66 % of Europeans think that advertising “tempts people to buy products they do not need” Source : GfK Opinion Poll in 28 European countries, Oct. 2003)
    146. 146. The advertising trust gap The consumers perception in Europe is not better than in North America. 77 % of Europeans say that “there is too much advertising” 66 % of Europeans think that advertising “tempts people to buy products they do not need” 54 % of Europeans believe that “advertising provides a stereotype giving an unbalanced view of women” Source : GfK Opinion Poll in 28 European countries, Oct. 2003)
    147. 147. The advertising trust gap The consumers perception in Europe is not better than in North America. 77 % of Europeans say that “there is too much advertising” 66 % of Europeans think that advertising “tempts people to buy products they do not need” 54 % of Europeans believe that “advertising provides a stereotype giving an unbalanced view of women” 16 % of Europeans believe “advertising is credible” Source : GfK Opinion Poll in 28 European countries, Oct. 2003)
    148. 148. Other key challenges for advertisers
    149. 149. Other key challenges for advertisers Speed : any firm that wants to differentiate must got to the market quickly with message and products. Marketing must become more proactive to changes in ther business environment and dynamically re-tool messages and channels.
    150. 150. Other key challenges for advertisers Speed : any firm that wants to differentiate must got to the market quickly with message and products. Marketing must become more proactive to changes in ther business environment and dynamically re-tool messages and channels. Channel proliferation : technological evolution opens new communication channels. Which ones will resonate at the appropriate times? Which one should be de-emphasized or even dropped?
    151. 151. Other key challenges for advertisers
    152. 152. Other key challenges for advertisers Expanding market place : multinational companies have since long understood that they had to go from local concerns to global ones. This is now true fort most players.
    153. 153. Other key challenges for advertisers Expanding market place : multinational companies have since long understood that they had to go from local concerns to global ones. This is now true fort most players. Outsourcing : work is increasingly outsourced and corporations are looking for partners with deep expertise, specialized skills and/or geographical knowledge.
    154. 154. Other key challenges for advertisers
    155. 155. Other key challenges for advertisers Government oversight : regulators and policy makers are checking the claims firms can make (or not) about their products. Most corporations have incorporated severe legal review during the advertising development process (this costs time and money).
    156. 156. Other key challenges for advertisers Government oversight : regulators and policy makers are checking the claims firms can make (or not) about their products. Most corporations have incorporated severe legal review during the advertising development process (this costs time and money). Customers are in command : customers feel inundated with so many messages in their daily life that they use the new weapons they have to tune out advertisements.
    157. 157. The future of marketing
    158. 158. The future of Marketing Jim Stengel, Global Marketing Officer, P&G
    159. 159. The future of Marketing “Today’s traditional marketing model is obsolete. Jim Stengel, Global Marketing Officer, P&G
    160. 160. The future of Marketing “Today’s traditional marketing model is obsolete. Holistic marketing is driving our business. Jim Stengel, Global Marketing Officer, P&G
    161. 161. The future of Marketing “Today’s traditional marketing model is obsolete. Holistic marketing is driving our business. But we are going along somewhat reluctant and blindly. Jim Stengel, Global Marketing Officer, P&G
    162. 162. The future of Marketing “Today’s traditional marketing model is obsolete. Holistic marketing is driving our business. But we are going along somewhat reluctant and blindly. We are applying antiquitated thinking to a new world of possibilities.” Jim Stengel, Global Marketing Officer, P&G
    163. 163. The future of Marketing “Today’s traditional marketing model is obsolete. Holistic marketing is driving our business. But we are going along somewhat reluctant and blindly. We are applying antiquitated thinking to a new world of possibilities.” Jim Stengel, Global Marketing Officer, P&G
    164. 164. The future of Marketing
    165. 165. The future of Marketing The future of marketing is depending on finding a better way of meeting consumer needs... (nothing new under the sun !)
    166. 166. The future of Marketing The future of marketing is depending on finding a better way of meeting consumer needs... (nothing new under the sun !)
    167. 167. The future of Marketing The future of marketing is depending on finding a better way of meeting consumer needs... (nothing new under the sun !) Four tools :
    168. 168. The future of Marketing The future of marketing is depending on finding a better way of meeting consumer needs... (nothing new under the sun !) Four tools : Holistic marketing
    169. 169. The future of Marketing The future of marketing is depending on finding a better way of meeting consumer needs... (nothing new under the sun !) Four tools : Holistic marketing Breakthrough connections
    170. 170. The future of Marketing The future of marketing is depending on finding a better way of meeting consumer needs... (nothing new under the sun !) Four tools : Holistic marketing Breakthrough connections Measurement
    171. 171. The future of Marketing The future of marketing is depending on finding a better way of meeting consumer needs... (nothing new under the sun !) Four tools : Holistic marketing Breakthrough connections Measurement Collaboration
    172. 172. The future of Marketing The future of marketing is depending on finding a better way of meeting consumer needs... (nothing new under the sun !) Four tools : Holistic marketing Breakthrough connections Measurement Collaboration
    173. 173. Effective Holistic Marketing
    174. 174. Effective Holistic Marketing Starts with a deep knowledge of the targeted consumers
    175. 175. Effective Holistic Marketing Starts with a deep knowledge of the targeted consumers Marketeers must understand how their brands and products fit in the consumers life
    176. 176. Effective Holistic Marketing Starts with a deep knowledge of the targeted consumers Marketeers must understand how their brands and products fit in the consumers life With effective holistic communication multiple effective channels have to connect when consumers are most receptive
    177. 177. Holistic Marketing and the multimedia consumer Source : Forester International, North America users, 2004
    178. 178. Holistic Marketing and the multimedia consumer How do consumers use media? Source : Forester International, North America users, 2004
    179. 179. Holistic Marketing and the multimedia consumer How do consumers use media? What else were you doing watched listened to read a used the talked on when you last... ? TV the radio newspaper internet the phone watched TV * 9 % 38 % 17 % 54 % listened to the radio 13 % * 21 % 16 % 30 % read a newspaper 43 % 21 % * 2 % 14 % used the Internet 20 % 17 % 2 % * 19 % talked on the phone 57 % 25 % 14 % 18 % * Source : Forester International, North America users, 2004
    180. 180. Holistic Marketing and the multimedia consumer How do consumers use media? What else were you doing watched listened to read a used the talked on when you last... ? TV the radio newspaper internet the phone watched TV * 9 % 38 % 17 % 54 % listened to the radio 13 % * 21 % 16 % 30 % read a newspaper 43 % 21 % * 2 % 14 % used the Internet 20 % 17 % 2 % * 19 % talked on the phone 57 % 25 % 14 % 18 % * Source : Forester International, North America users, 2004
    181. 181. Holistic Marketing and the multimedia consumer How do consumers use media? What else were you doing watched listened to read a used the talked on when you last... ? TV the radio newspaper internet the phone watched TV * 9 % 38 % 17 % 54 % listened to the radio 13 % * 21 % 16 % 30 % read a newspaper 43 % 21 % * 2 % 14 % used the Internet 20 % 17 % 2 % * 19 % talked on the phone 57 % 25 % 14 % 18 % * Source : Forester International, North America users, 2004
    182. 182. Holistic Marketing and the multimedia consumer How do consumers use media? What else were you doing watched listened to read a used the talked on when you last... ? TV the radio newspaper internet the phone watched TV * 9 % 38 % 17 % 54 % listened to the radio 13 % * 21 % 16 % 30 % read a newspaper 43 % 21 % * 2 % 14 % used the Internet 20 % 17 % 2 % * 19 % talked on the phone 57 % 25 % 14 % 18 % * Source : Forester International, North America users, 2004
    183. 183. Holistic Marketing and the multimedia consumer How do consumers use media? What else were you doing watched listened to read a used the talked on when you last... ? TV the radio newspaper internet the phone watched TV * 9 % 38 % 17 % 54 % listened to the radio 13 % * 21 % 16 % 30 % read a newspaper 43 % 21 % * 2 % 14 % used the Internet 20 % 17 % 2 % * 19 % talked on the phone 57 % 25 % 14 % 18 % * Source : Forester International, North America users, 2004
    184. 184. Holistic Marketing and the multimedia consumer How do consumers use media? What else were you doing watched listened to read a used the talked on when you last... ? TV the radio newspaper internet the phone watched TV * 9 % 38 % 17 % 54 % listened to the radio 13 % * 21 % 16 % 30 % read a newspaper 43 % 21 % * 2 % 14 % used the Internet 20 % 17 % 2 % * 19 % talked on the phone 57 % 25 % 14 % 18 % * Source : Forester International, North America users, 2004
    185. 185. Holistic Marketing and TV commercials
    186. 186. Holistic Marketing and TV commercials • Holistic marketing is using all marketing communications together in full synergy?
    187. 187. Holistic Marketing and TV commercials • Holistic marketing is using all marketing communications together in full synergy? • Does this mean that the we are going to see the decline of the traditional TV commercial?
    188. 188. Holistic Marketing and TV commercials • Holistic marketing is using all marketing communications together in full synergy? • Does this mean that the we are going to see the decline of the traditional TV commercial? • TV will remain for a foreseeable period the best single tool to build awareness.
    189. 189. Holistic Marketing and TV commercials • Holistic marketing is using all marketing communications together in full synergy? • Does this mean that the we are going to see the decline of the traditional TV commercial? • TV will remain for a foreseeable period the best single tool to build awareness. • TV is not dead...
    190. 190. Holistic Marketing and TV commercials • Holistic marketing is using all marketing communications together in full synergy? • Does this mean that the we are going to see the decline of the traditional TV commercial? • TV will remain for a foreseeable period the best single tool to build awareness. • TV is not dead... • But the good old 30 seconds commercial is dying!
    191. 191. Holistic Marketing and TV commercials • Holistic marketing is using all marketing communications together in full synergy? • Does this mean that the we are going to see the decline of the traditional TV commercial? • TV will remain for a foreseeable period the best single tool to build awareness. • TV is not dead... • But the good old 30 seconds commercial is dying! • And TV has already more difficulties to reach mass audiences
    192. 192. Holistic Marketing and TV commercials Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 Source : MindShare, 2003
    193. 193. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 Source : MindShare, 2003
    194. 194. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    195. 195. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    196. 196. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    197. 197. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    198. 198. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    199. 199. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    200. 200. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    201. 201. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    202. 202. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    203. 203. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    204. 204. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    205. 205. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK France 370 S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    206. 206. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam UK 300 France 370 S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    207. 207. Holistic Marketing and TV commercials TV commercials endured per week Sweden Vietnam 190 UK 300 France 370 S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    208. 208. Holistic Marketing and TV commercials TV commercials endured per week Sweden 150 Vietnam 190 UK 300 France 370 S. Korea 450 Italy 480 China 600 Hong Kong 700 USA 950 Japan 1.100 0 275 550 825 1,100 Source : MindShare, 2003
    209. 209. Too much advertising
    210. 210. Too much advertising
    211. 211. The Consumer has taken over the control
    212. 212. The Consumer has taken over the control
    213. 213. The digital revolution
    214. 214. The digital revolution 100 90 Games 80 Mobile 70 Outdoor 60 Digital radio Cinema 50 40 Analogue radio Digital TV 30 Analogue TV 20 10 Internet 0 Print 1900 1920 1940 1960 1980 2000 2020
    215. 215. The digital revolution A lot is still to come... 100 90 Games 80 Mobile 70 Outdoor 60 Digital radio Cinema 50 40 Analogue radio Digital TV 30 Analogue TV 20 10 Internet 0 Print 1900 1920 1940 1960 1980 2000 2020
    216. 216. The digital revolution A lot is still to come... 100 90 Games 80 Mobile 70 Outdoor 60 Digital radio Cinema 50 40 Analogue radio Digital TV 30 Analogue TV 20 10 Internet 0 Print 1900 1920 1940 1960 1980 2000 2020
    217. 217. The digital revolution A lot is still to come... 2008 100 90 Games 80 Mobile 70 Outdoor 60 Digital radio Cinema 50 40 Analogue radio Digital TV 30 Analogue TV 20 10 Internet 0 Print 1900 1920 1940 1960 1980 2000 2020
    218. 218. Holistic Marketing and TV commercials 450 480 600 700 950 1.100
    219. 219. Holistic Marketing and TV commercials A decade ago, Procter & Gamble used to put about 90 % of its advertising budget into TV, but now it spreads the money more widely. 450 480 600 700 950 1.100
    220. 220. Holistic Marketing and TV commercials A decade ago, Procter & Gamble used to put about 90 % of its advertising budget into TV, but now it spreads the money more widely. 450 480 For some new products, TV may account for 600 only 25 % of total spending. 700 950 1.100
    221. 221. Holistic Marketing and brands 450 480 600 700 950 1.100
    222. 222. Holistic Marketing and brands For brands it is hard to stay out of the crowd. 450 480 600 700 950 1.100
    223. 223. Holistic Marketing and brands For brands it is hard to stay out of the crowd. Everyday an astonishing 400 to 700 new brands are added to the 2,1 million brands tracked by TNS Media Intelligence.450 480 600 700 950 1.100
    224. 224. Holistic Marketing and brands For brands it is hard to stay out of the crowd. Everyday an astonishing 400 to 700 new brands are added to the 2,1 million brands tracked by TNS Media Intelligence.450 480 It is very easy to get a brand on the market, but there 600 is no guarantee that any of them will be noticed. 700 950 1.100
    225. 225. Holistic Marketing and brands For brands it is hard to stay out of the crowd. Everyday an astonishing 400 to 700 new brands are added to the 2,1 million brands tracked by TNS Media Intelligence.450 480 It is very easy to get a brand on the market, but there 600 is no guarantee that any of them will be noticed. 700 950 1.100 Consumers’ attention is becoming a scarce economic ressource.
    226. 226. Too much brands
    227. 227. Too much brands
    228. 228. Holistic Marketing and brands
    229. 229. Holistic Marketing and brands Do consumers need brands?
    230. 230. Holistic Marketing and brands Do consumers need brands? • With so much choice and information available, why don’t consumers simply ignore brands and make purely rational economic decision about what to buy?
    231. 231. Holistic Marketing and brands Do consumers need brands? • With so much choice and information available, why don’t consumers simply ignore brands and make purely rational economic decision about what to buy? • Because, brands offer trust and enable people to navigate through complex markets.
    232. 232. Holistic Marketing and brands
    233. 233. Holistic Marketing and brands What do consumers want today ?
    234. 234. Holistic Marketing and brands What do consumers want today ? What consumers want today is conversational communication :
    235. 235. Holistic Marketing and brands What do consumers want today ? What consumers want today is conversational communication : • direct,
    236. 236. Holistic Marketing and brands What do consumers want today ? What consumers want today is conversational communication : • direct, • friendly,
    237. 237. Holistic Marketing and brands What do consumers want today ? What consumers want today is conversational communication : • direct, • friendly, • enquiring,
    238. 238. Holistic Marketing and brands What do consumers want today ? What consumers want today is conversational communication : • direct, • friendly, • enquiring, • understanding
    239. 239. Holistic Marketing and brands What do consumers want today ? What consumers want today is conversational communication : • direct, • friendly, • enquiring, • understanding • and supportive
    240. 240. Holistic Marketing and brands What do consumers want today ? What consumers want today is conversational communication : • direct, Because that is • friendly, how people want • enquiring, relationship to be. • understanding • and supportive
    241. 241. Holistic Marketing and brands What do consumers want today ? What consumers want today is conversational communication : • direct, Because that is • friendly, how people want • enquiring, relationship to be. • understanding Dont’t you ? • and supportive
    242. 242. Holistic Marketing and brands
    243. 243. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience
    244. 244. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience
    245. 245. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media
    246. 246. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media
    247. 247. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing
    248. 248. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing
    249. 249. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing Sponsorship
    250. 250. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing Sponsorship
    251. 251. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing Sponsorship
    252. 252. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing Sponsorship Mobile Phone
    253. 253. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing Sponsorship Mobile Phone
    254. 254. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing Sponsorship Mobile Phone Internet
    255. 255. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing Sponsorship Mobile Phone Internet
    256. 256. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing Sponsorship Mobile Phone Internet In-Store Promotion
    257. 257. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing Sponsorship Mobile Phone Internet In-Store Promotion
    258. 258. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing Sponsorship Mobile Phone Internet In-Store Promotion Coop Ad.
    259. 259. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing Sponsorship Mobile Phone Internet In-Store Promotion Coop Ad.
    260. 260. Holistic Marketing and brands Marketeers must integrate advertising with other touch points to create a total brand experience Mass media Direct Marketing Sponsorship Mobile Phone Internet In-Store Promotion Coop Ad. and many others
    261. 261. Holistic Marketing a difficult task Advertisers need outside help
    262. 262. Holistic Marketing a difficult task Advertisers need outside help • With pace of change in media environment, advertisers cannot afford to rely solely on their own expertise
    263. 263. Holistic Marketing a difficult task Advertisers need outside help • With pace of change in media environment, advertisers cannot afford to rely solely on their own expertise • Media agencies, media suppliers, audience measurement companies also know their consumers and customers, viewers, readers, etc…
    264. 264. Holistic Marketing a difficult task Advertisers need outside help • With pace of change in media environment, advertisers cannot afford to rely solely on their own expertise • Media agencies, media suppliers, audience measurement companies also know their consumers and customers, viewers, readers, etc… • All can help advertisers to innovate new opportunities and solutions to connect with consumers
    265. 265. Holistic Marketing “the consumer is in control”
    266. 266. Holistic Marketing “the consumer is in control” « … there needs to be a climate of acceptability, not just in content but in volume for advertising to work at it’s most efficient… it has not to be just tolerated but welcome… » Andrew Cracknell - Bates UK
    267. 267. Holistic Marketing “the consumer is in control” « … there needs to be a climate of acceptability, not just in content but in volume for advertising to work at it’s most efficient… it has not to be just tolerated but welcome… » Andrew Cracknell - Bates UK
    268. 268. Holistic Marketing “the consumer is in control” « … there needs to be a climate of acceptability, not just in content but in volume for advertising to work at it’s most efficient… it has not to be just tolerated but welcome… » Andrew Cracknell - Bates UK Permission Marketing
    269. 269. Holistic Marketing “the consumer is in control” « … there needs to be a climate of acceptability, not just in content but in volume for advertising to work at it’s most efficient… it has not to be just tolerated but welcome… » Andrew Cracknell - Bates UK Permission Marketing
    270. 270. Holistic Marketing “the consumer is in control” « … there needs to be a climate of acceptability, not just in content but in volume for advertising to work at it’s most efficient… it has not to be just tolerated but welcome… » Andrew Cracknell - Bates UK Permission Marketing Advertising so appealing, we’re invited by consumers
    271. 271. Holistic Marketing Let us recap...
    272. 272. Holistic Marketing Let us recap... Traditional mass marketing tools are increasingly ineffective
    273. 273. Holistic Marketing Let us recap... Traditional mass marketing tools are increasingly ineffective Media is more and more fragmented
    274. 274. Holistic Marketing Let us recap... Traditional mass marketing tools are increasingly ineffective Media is more and more fragmented Consumers are less attentive to mass media since new media like Internet compete for consumer’s time.
    275. 275. Holistic Marketing Let us recap... Traditional mass marketing tools are increasingly ineffective Media is more and more fragmented Consumers are less attentive to mass media since new media like Internet compete for consumer’s time. Consumers are empowered with technologies that enable them to control the medium and the message
    276. 276. Holistic Marketing Let us recap...
    277. 277. Holistic Marketing Let us recap... The marketing equation is changing through the consolidation of retailers. Signs are there that 2 or 3 large retailers will be the largest media companies by 2012.
    278. 278. Holistic Marketing Let us recap... The marketing equation is changing through the consolidation of retailers. Signs are there that 2 or 3 large retailers will be the largest media companies by 2012. Marketing has to be more focused and need to define targets more precisely.
    279. 279. Holistic Marketing Let us recap... The marketing equation is changing through the consolidation of retailers. Signs are there that 2 or 3 large retailers will be the largest media companies by 2012. Marketing has to be more focused and need to define targets more precisely. The current measurement of the single mass media do not allow precise targeting.
    280. 280. The way forward
    281. 281. The way forward
    282. 282. The way forward Marketeers need to bridge the divide between :
    283. 283. The way forward Marketeers need to bridge the divide between : existing media research data which media agencies are using to buy media,
    284. 284. The way forward Marketeers need to bridge the divide between : existing media research data which media agencies are using to buy media, and the existing market research data which marketeers use to define their marketing strategy.
    285. 285. Advertisers need new ways to measure the results of total holistic marketing TV Direct Marketing Internet Retail ? Mobile Phone
    286. 286. Advertisers need new ways to measure the results of total holistic marketing TV Direct Marketing Internet Retail ? Mobile Phone
    287. 287. Advertisers need new ways to measure the results of total holistic marketing TV Direct Marketing Internet Retail ? Mobile Phone
    288. 288. The way forward
    289. 289. The way forward The WFA Media Committee has developped a blueprint for a vision for a holistic.
    290. 290. The way forward The WFA Media Committee has developped a blueprint for a vision for a holistic. Large sample sizes to accurately measure targets,
    291. 291. The way forward The WFA Media Committee has developped a blueprint for a vision for a holistic. Large sample sizes to accurately measure targets, Better target group descriptions going beyond demographics,
    292. 292. The way forward The WFA Media Committee has developped a blueprint for a vision for a holistic. Large sample sizes to accurately measure targets, Better target group descriptions going beyond demographics, An adaptive system that moves at the speed of the marketing models
    293. 293. The way forward The WFA Media Committee has developped a blueprint for a vision for a holistic. Large sample sizes to accurately measure targets, Better target group descriptions going beyond demographics, An adaptive system that moves at the speed of the marketing models Single source information to link multi-media use and purchase data
    294. 294. The way forward
    295. 295. The way forward
    296. 296. The way forward Shorter data delivery lead times,
    297. 297. The way forward Shorter data delivery lead times, Measurement of emerging media to stay at the forefront of expected consumer behavior
    298. 298. The way forward Shorter data delivery lead times, Measurement of emerging media to stay at the forefront of expected consumer behavior What we expect is the “next generation consumer understanding” which links multi-media and product consumption
    299. 299. The way forward
    300. 300. The way forward Who has a stake in this ?
    301. 301. The way forward Who has a stake in this ? Advertisers, of course, we are the users and must drive the improved system,
    302. 302. The way forward Who has a stake in this ? Advertisers, of course, we are the users and must drive the improved system, Agencies : as they can operate more efficiently if targets and media options are better understood,
    303. 303. The way forward Who has a stake in this ? Advertisers, of course, we are the users and must drive the improved system, Agencies : as they can operate more efficiently if targets and media options are better understood, Media suppliers : who want to offer integrated multi- media solutions.
    304. 304. The Apollo Project
    305. 305. The Apollo Project The first initiative to meet this vision is about to be launched in the US
    306. 306. The Apollo Project The first initiative to meet this vision is about to be launched in the US Project “Apollo” is a joint venture by Arbitron and VNU and seeks to merge multi-media exposure data with consumer behaviour data and provide sophisticated segmentation/lifestyle characteristics insight
    307. 307. The Apollo Project The first initiative to meet this vision is about to be launched in the US Project “Apollo” is a joint venture by Arbitron and VNU and seeks to merge multi-media exposure data with consumer behaviour data and provide sophisticated segmentation/lifestyle characteristics insight It will be based on a portable peoplemeter data, HomeScan data on purchases and store visits as well as online survey data on attitudes and print readership.
    308. 308. The Apollo Project The first initiative to meet this vision is about to be launched in the US Project “Apollo” is a joint venture by Arbitron and VNU and seeks to merge multi-media exposure data with consumer behaviour data and provide sophisticated segmentation/lifestyle characteristics insight It will be based on a portable peoplemeter data, HomeScan data on purchases and store visits as well as online survey data on attitudes and print readership. The panel will be composed of 30,000 households (70.000 individuals).
    309. 309. To succeed the strongest tool is
    310. 310. To succeed the strongest tool is collaboration
    311. 311. To succeed the strongest tool is collaboration without collaboration we will miss the key target
    312. 312. To succeed the strongest tool is collaboration without collaboration we will miss the key target “Please the consumer”
    313. 313. Many thanks to Prof. Zhao Ping for having given us the opportunity to present this conference to his MBA and PhD students.
    314. 314. Contact
    315. 315. Contact www.bestofmarketing.com
    316. 316. Contact www.bestofmarketing.com bernhard@baa-consulting.com

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