2. @CommandanteBLN 2October 15
Hi, we are Commandante Berlin.
In case you don’t know yet, we do
Content Marketing since 1998.
Strategy
Design
Distribution
Brand
4. @CommandanteBLN 4October 15
Content Marketing
A holistic approach focused on creating and distributing
valuable content to attract and retain a clearly-defined audience
– and, ultimately, to drive profitable customer action.
First, it’s necessary to understand
the effects of the digitalization
5. @CommandanteBLN 5October 15
Effects of the
digitalization
• Increased fight for
attention
• Shift into digital
channels
• Changed media
usage behavior
6. @CommandanteBLN 6October 15
BVDW und Google, „Global Connected Consumer Study“, Mai 2014, http://goo.gl/mYbz0B
8 Mio people in
Germany use a
computer, tablet
and smartphone
27%
31%7%
14% 5%
1% <1% 20%
77%
50%
Effects of the
digitalization
• Increased fight for
attention
• Shift into digital
channels
• Changed media
usage behavior
Multiscreening leads to shared
attention
7. 0
20
40
60
80
100
120
140
2009 2010 2011 2012 2013 2014
Mobile ads
Desktop ads
@CommandanteBLN 7October 15
$133
$117
$100
$85
$70
$59
Investments in digital marketing
encourage competition
KPCB, „Internet Trends 2015“, 27. Mai 2015, www.kpcb.com/internet-trends
+125%
Bill.
Effects of the
digitalization
• Increased fight for
attention
• Shift into digital
channels
• Changed media
usage behavior
8. @CommandanteBLN 8October 15
Statistic Brain Research Insitute, 2. April 2015, http://www.statisticbrain.com/attention-span-statistics/
Decline in attention span
Decline of
3.35 seconds
on average
0
8.25
12
2015
2000
Effects of the
digitalization
• Increased fight for
attention
• Shift into digital
channels
• Changed media
usage behavior
9. @CommandanteBLN 9October 15
More than 80% of people in Germany
are already online
BVDW und Google, „Global Connected Consumer Study“, Mai 2014, http://goo.gl/mYbz0B
0
20
40
60
80
100
120
16-24 25-34 35-44 45-54 55-64 65+
Online usage,
Germany (2014)
Ø 82%
Effects of the
digitalization
• Increased fight for
attention
• Shift into digital
channels
• Changed media
usage behavior
10. @CommandanteBLN 10October 15
Using 2.4 web-enabled devices on
average
BVDW und Google, „Global Connected Consumer Study“, Mai 2014, http://goo.gl/mYbz0B
0
0.5
1
1.5
2
2.5
3
2012 2013 2014
Number of web-
enabled devices,
Germany (2012 -
2014)
1.7
2.2
2.4
Effects of the
digitalization
• Increased fight for
attention
• Shift into digital
channels
• Changed media
usage behavior
11. @CommandanteBLN 11October 15
Every people
upload 1
hour of video
content
share 10
million
photos
post 2.1
billion
photos
tweet 500
million
messages
second hour
day month
Viktor Mayer-Schöneberger und Kenneth Cukier, „Big Data“, John Murray Verlag, 2013
Effects of the
digitalization
• Increased fight for
attention
• Shift into digital
channels
• Changed media
usage behavior
12. @CommandanteBLN 12October 15
0
1
2
3
4
5
6
2010 2011 2012 2013 2014 2015
Mobile
Desktop / Laptop
Other devices
3.2
3.7
4.3
4.9
5.3
5.6
Increased digital media consumption
KPCB, „Internet Trends 2015“, 27. Mai 2015, http://www.kpcb.com/internet-trends
Consumption in
hours per day
Effects of the
digitalization
• Increased fight for
attention
• Shift into digital
channels
• Changed media
usage behavior
13. @CommandanteBLN 13October 15
Edelmann, “Verbraucher wollen von Marken stärker eingebunden werden”, 2013, http://www.edelman.de/de/studien/articles/brandshare
of people in Germany
think brands do it well
of people in Germany
want brands to share
Customers want to participate
87% 7%
Effects of the
digitalization
• Increased fight for
attention
• Shift into digital
channels
• Changed media
usage behavior
14. @CommandanteBLN 14October 15
GlobalWebIndex Q1-Q4 2013, German Social Networkers aged 16-64 , https://goo.gl/WtbGDy
0% 10% 20% 30% 40% 50% 60%
passive
rate
socialise
create
comment
share
Online behavior of social media users
shows a tendency to share
Effects of the
digitalization
• Increased fight for
attention
• Shift into digital
channels
• Changed media
usage behavior
15. Sharing branded content is highly correlated with
«THE INTENTION TO PURCHASE
OR RECOMMEND»
15@CommandanteBLNOctober 15
Edelmann, „BRANDSHARE 2013“, www.edelman.de/de/studien/articles/brandshare
21. @CommandanteBLN 21October 15
Premium content
Take advantage of our network.
We make sure you get in touch
with the right partners– whether
it’s for film, text or image.
2Design
22. @CommandanteBLN 22October 15
The right mix
We help to distribute content
across platforms using the right
mix of paid, owned and earned
media.
3
Distribution
Brand
23. @CommandanteBLN 23October 15
Performance measurement
Data analysis allows a detailed,
specific and fast optimization
of your content marketing –
thereby we always keep an eye
on the ROI.
26. @CommandanteBLN 26October 15
Use this opportunity to
generate content for
your content marketing
Content
• Texts
• Images
• Videos
• Competitions
Event
Example
Costs: 200,000 EUR
Reach: 400
500 EUR / Contact
27. @CommandanteBLN 27October 15
Earned Media
Owned Media
• Blog posts
• Social media
• Emails
Paid Media
• Search engine
marketing
• Influencer relations
• Public relations
Costs: 160,000 EUR
Reach: 7.5 Mio
0.021 EUR / Contact
Increased awareness at
relatively low additional
investment
Event Content
• Texts
• Images
• Videos
• Competitions
Example
Costs: 200,000 EUR
Reach: 400
500 EUR / Contact
28. Why us?
@CommandanteBLN 28October 15
2011
Best of Corporate Publishing
Digital Media, B2C
2010
Best of Corporate Publishing
Best Crossmedia Solution, B2C
2009
Best of Corporate Publishing
Corporate Book
2008
Lead Award
Web Magazine
2007
Lead Award
Web design of the year
We have a proven dedication
to help our clients to excel
