Marketing Dynamics: trends incommunication and role of paper        i ti    d l f
The old transmission model of communication
TheTh most fundamental technological change today is the           f d         l h l i l h         d i hdigitalization of ...
The new transmission model of communication
Consumption of different media
More channels = more response                     How profitable  are the campaigns  that use the following combinations  ...
Recession began an accelleration of shift from traditional to digitalmarketing channels a trend that continues in 2011    ...
2011 Above the Line: decline has continued to affect most traditionalmediaSource: Winterberry Group
2011 Digital Channel growth has once again paced the market ofBelow the LineSource: Winterberry Group
While print has been      psqueezed in 2010, it stillappears to be a top-performerforf companies using it            i    ...
An Industry Perspective, DMA Italy 2011
Direct Mail place in the marketing mix has changedSource: Winterberry Group
2011 Digital growth driven by rapid mobile adoption and reawakeningof interest in display advertisingSource: Winterberry G...
SEARCH: 2012 spending expected to reach 19.4 $ BB, up 10.2 YOY –No slowdown in sightSource: Winterberry Group
E_MAIL: Spending up 12.5% (to 1.8$ BB), driven by databasesegmentation and targetingSource: Winterberry Group
MOBILE: 2012 spending up 41.7% YOY (to 1.7 $ BB). The year ofmobile rollout led by device proliferation and marketer exper...
DIGITAL COUPONING: a new entrySource: WinterberrySource: Winterberry Group
SOCIAL MEDIA: 2012 revenues up to 27.7 % YOYSource: Winterberry GS       Wi    b     Group
2012: Year of DIGITAL DATA and ANALITYCS taking offSource: Winterberry GS       Wi    b     Group
Marketers face DATA GOVERNANCE challenges, such as consumerprivacy, data security and data rights managementSource: Winter...
Thank you !valentina.carnevali@dmaitalia.itSources used for this presentation:Fith Annual Usage Media Report, Target Marke...
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Valentina Carnevali - Marketing Dynamics across Europe_

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Valentina Carnevali - Marketing Dynamics across Europe_

  1. 1. Marketing Dynamics: trends incommunication and role of paper i ti d l f
  2. 2. The old transmission model of communication
  3. 3. TheTh most fundamental technological change today is the f d l h l i l h d i hdigitalization of media
  4. 4. The new transmission model of communication
  5. 5. Consumption of different media
  6. 6. More channels = more response How profitable  are the campaigns  that use the following combinations  of media channels?  (Means) Print, e‐mail, Web/mobile landing pages, and gp g 4.0 40 mobile marketing Print, e‐mail, and Web/mobile landing pages 3.8 Print and e‐mail Print and e mail 3.7 37 Print and Web/mobile landing pages 3.5 E‐mail and Web/mobile landing pages E mail and Web/mobile landing pages 3.4 34 Print only 3.2 E‐mail only E‐mail only 2.7 27 1 2 3 4 5 Least  Most  Profitable Profitable N = 166  Print‐for‐Pay Respondents who offer Cross‐Media Marketing Services N = 166 Print for Pay Respondents who offer Cross Media Marketing Services  Source: The Evolution of the Cross‐Media Marketing Services  Provider, InfoTrends 2011Source: InfoTrends
  7. 7. Recession began an accelleration of shift from traditional to digitalmarketing channels a trend that continues in 2011 channels,Source: Winterberry Group
  8. 8. 2011 Above the Line: decline has continued to affect most traditionalmediaSource: Winterberry Group
  9. 9. 2011 Digital Channel growth has once again paced the market ofBelow the LineSource: Winterberry Group
  10. 10. While print has been psqueezed in 2010, it stillappears to be a top-performerforf companies using it i iFith Annual Usage Media Report Target Marketing 2011 Media Report, Target Marketing 2011
  11. 11. An Industry Perspective, DMA Italy 2011
  12. 12. Direct Mail place in the marketing mix has changedSource: Winterberry Group
  13. 13. 2011 Digital growth driven by rapid mobile adoption and reawakeningof interest in display advertisingSource: Winterberry Group
  14. 14. SEARCH: 2012 spending expected to reach 19.4 $ BB, up 10.2 YOY –No slowdown in sightSource: Winterberry Group
  15. 15. E_MAIL: Spending up 12.5% (to 1.8$ BB), driven by databasesegmentation and targetingSource: Winterberry Group
  16. 16. MOBILE: 2012 spending up 41.7% YOY (to 1.7 $ BB). The year ofmobile rollout led by device proliferation and marketer experience rollout,Source: Winterberry Group
  17. 17. DIGITAL COUPONING: a new entrySource: WinterberrySource: Winterberry Group
  18. 18. SOCIAL MEDIA: 2012 revenues up to 27.7 % YOYSource: Winterberry GS Wi b Group
  19. 19. 2012: Year of DIGITAL DATA and ANALITYCS taking offSource: Winterberry GS Wi b Group
  20. 20. Marketers face DATA GOVERNANCE challenges, such as consumerprivacy, data security and data rights managementSource: Winterberry GS Wi b Group
  21. 21. Thank you !valentina.carnevali@dmaitalia.itSources used for this presentation:Fith Annual Usage Media Report, Target Marketing 2011An Industry Perspective, DMA Italy 2011Direct and Digital Marketing Outlook 2012, Winterberry GroupDirect and Digital Marketing Outlook 2012, Winterberry GroupThe Evolution of the Cross‐Media Marketing Services Provider, InfoTrends 2011

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