18. 2009 (2008) ONLINE USER DECLINATION ONLY 1 YEAR DIFFERENCE JOINERS RISING HIGH Base: 13,834 EU online adults Source: European Benchmark Survey, Q2 2008 & 2009
19. all channelswillbe social TV PRINT POS CRM DIGITAL DIGITAL DIGITAL DIGITAL SOCIAL SOCIAL SOCIAL SOCIAL
50. If webelievethis, then … TV PRINT POS CRM DIGITAL DIGITAL DIGITAL DIGITAL SOCIAL SOCIAL SOCIAL SOCIAL
51. 360 ideasdigitalized 365 SM concepts Microsites (Banner) Campaigns McCANN DIGITAL Online Branding FB ADVERTISING BRANDING The CP comesfrom one of ouragencies and isresponsible for overall coordination MEDIA MB CLIENT PARTNER MULTIMEDIA G Online touchpoints Owned, paid, earnedshares SEO, SEM Performance Research PR Video Content Broadcasting WebTV Online Events BTL POS WS CRM eINFLUENCE Relatiponships to online journalists and bloggers eINFLUENCE Relatiponships to online journalists and bloggers Online kiosks at POS, interactive touchscreens and isntallations eCommerce Online CRM porgrams Loyalty/ point systems CommunityMgmt and customer helpdesk Online portals Customer Utility MRM
58. ABC APPROACH Audience insights Target groups, values, way of life? Role of the product or brand? Needs, motivations, barriers? Which media? …audience continued When, where, how often, how long? Information gathering behavior: brand sites, information portals, weblogs, communities? Who are the opinion leaders? A C B Competitive insights Digital market drivers? Today? Tomorrow? Category competitors? Digital competitors? What could the brand do which would be unique in this context? Brand insights SWOT analysis? Desired digital brand experience? Role of Internet and mobile? Communication goals? Which digital added-values possible? Strategic recommendations