Dommick - Integriert? Internalisiert?

2,987 views

Published on

Integriert? Internalisiert?
Ins Gehirn kommen, im Gehirn bleiben, Gespräche auslösen. Der Marketing Ansatz von PayPal Deutschland. Dommick

Published in: Education
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,987
On SlideShare
0
From Embeds
0
Number of Embeds
1,955
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Also KonzentrationKonzentration auf das wesentliche
  • Wenn man….
  • Online: 6172
  • Online: 6172
  • Online liukeable 22Trustworthy 42Competent 30Like 32Trust 54Competent 43
  • ALSO Vielen Dank dass sie heute hier sind
  • Dommick - Integriert? Internalisiert?

    1. 1. Confidential and Proprietary Dominik Dommick, 20. November 2010 Integriert? Internalisiert? Ins Gehirn kommen, im Gehirn bleiben, Gespräche auslösen.
    2. 2. Confidential and Proprietary 2 30/01/15 | Confidential PayPal?
    3. 3. Confidential and Proprietary Käufer Verkäufer 1/30/2015 3
    4. 4. Confidential and Proprietary 1/30/2015 4
    5. 5. Confidential and Proprietary 1/30/2015 5
    6. 6. Confidential and Proprietary 1/30/2015 6 SICHERERERER.
    7. 7. Confidential and Proprietary 7
    8. 8. Confidential and Proprietary 8
    9. 9. Confidential and Proprietary Ins Gehirn kommen! Im Gehirn bleiben! Gespräch auslösen!
    10. 10. Confidential and Proprietary 10
    11. 11. Confidential and Proprietary Marke Bild
    12. 12. Confidential and Proprietary
    13. 13. Confidential and Proprietary
    14. 14. Confidential and Proprietary
    15. 15. Confidential and Proprietary
    16. 16. Confidential and Proprietary
    17. 17. Confidential and Proprietary
    18. 18. Confidential and Proprietary
    19. 19. Confidential and Proprietary
    20. 20. Confidential and Proprietary
    21. 21. Confidential and Proprietary
    22. 22. Confidential and Proprietary
    23. 23. Confidential and Proprietary
    24. 24. Confidential and Proprietary
    25. 25. Confidential and Proprietary Vorurteil Assoziation Bild Knoten Brand Somatischer Marker
    26. 26. Confidential and Proprietary30/01/15 | Confidential and Proprietary 26 Das Bild. Botschaft
    27. 27. Confidential and Proprietary 230 Millionen Konten190 Märkte24 WährungenZahlungsvolumen 2009: $72 MrdRevenue 2009: $2.8 Mrd>37% von eBay Inc.15% des globalen eCommerce12 neue Kunden pro Minute2700 $ pro Sekunde
    28. 28. Confidential and Proprietary 28 18 13,05 5,63 4,85 4,27 3,4 15 KUNDEN VON ONLINE-SHOPS- 14 11 10 6,5 4 3,4 15 KUNDENKONTEN 14,6 6,2 5,6 5,1 3,3 3 2,1 2 1,9 1,8 15 30 Online Shoppers ZIELGRUPPENPENETRATION PayPal Accounts 15 ACCOUNTS (Alle Zahlen in Millionen)
    29. 29. Confidential and Proprietary 29 Tatsache Wahrnehmung
    30. 30. Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 30
    31. 31. Confidential and Proprietary
    32. 32. Confidential and Proprietary 9% 29% 13% 16% 10% 13% 10% 7% 22% 8% 9% 14% 32% 9% 23% 0% 3% 7% 59% 0% 9% Savvy Spenders Online Pacesetters Crunched Connectors Reward Reachers Cautious Conservatives Frugal Fashionistas Pragmatic Purchasers DAS GEGENÜBER : DER DEUTSCHE…
    33. 33. Confidential and Proprietary DAS IST GUT…DENN… Das Gehirn lässt sich in Hauptmotivfelder einteilen: ″Balance ist das stärkste Motiv. Es lässt den Menschen nach Harmonie, Ruhe und Sicherheit streben. Es vermeidet Gefahr und Risiko. Brain View. Warum Kunden kaufen. Hans-Georg Häusel
    34. 34. Confidential and Proprietary
    35. 35. Confidential and Proprietary
    36. 36. Confidential and Proprietary Wir sind groß! Wir sind sicher! Wir sind sympatisch!
    37. 37. Confidential and Proprietary Sicherheit & Vertrauen
    38. 38. Confidential and Proprietary
    39. 39. Confidential and Proprietary
    40. 40. Confidential and Proprietary30/01/15 | Confidential and Proprietary 40 Der Weg zum Kopf… Medien
    41. 41. Confidential and Proprietary 1/30/2015 41
    42. 42. Confidential and Proprietary 1/30/2015 42
    43. 43. Confidential and Proprietary WERBEAUSGABEN SEIT 1990 43
    44. 44. Confidential and Proprietary DAS EIGENTLICHE PROBLEM 44
    45. 45. Confidential and Proprietary30/01/15 | Confidential and Proprietary 45
    46. 46. Confidential and ProprietaryOnline & Performance Marketing Strategy - DE / AT / CH
    47. 47. Confidential and Proprietary FLORIAN ILLIES ... Mir geht es gut. Es ist Samstag abend, ich sitze in der warmen Wanne, im Schaum schwimmt das braune Seeräuberschiff von Playmobil... Nachher gibt es "Wetten, daß..?" mit Frank Elstner... Es war damals selbstverständlich, dass man "Wetten, daß..?" mit Frank Elstner guckte, niemals wieder hatte man in späteren Jahren solch ein sichereres Gefühl, zu einem bestimmten Zeitpunkt genau das Richtige zu tun...
    48. 48. Confidential and Proprietary
    49. 49. Confidential and Proprietary
    50. 50. Confidential and Proprietary
    51. 51. Confidential and Proprietary
    52. 52. Confidential and Proprietary
    53. 53. Confidential and Proprietary
    54. 54. Confidential and Proprietary30/01/15 | Confidential and Proprietary 54 Beispiel 1/5 Kampagnen
    55. 55. Confidential and Proprietary Online Flight 55
    56. 56. Confidential and Proprietary AD-RECOGNITION 9 15 0 20 40 60 80 100 Homepage Event Freemailer pre post
    57. 57. Confidential and Proprietary 0 10 20 30 40 50 60 70 80 is likeable is competent is a service I could trust is a secure way to pay online is an easy way to pay online is a fast way to pay online Mar-10 Jun-10 COMPREHENSION S S = statistisch signifikant unterschiedlich
    58. 58. Confidential and Proprietary FUTURE USAGE OF PAYPAL 0 20 40 60 80 100 Sep 09 (n=466) Dec 09 (n=449)
    59. 59. Confidential and Proprietary Preisvergleiche
    60. 60. Confidential and Proprietary REDIRECT FLOW DOOYOO 1/30/2015 60
    61. 61. Confidential and Proprietary 0 20 40 60 80 100 is likeable is competent is a service I could trust is a secure way to pay online is an easy way to pay online is a fast way to pay online total (n=605) redirect SCS (n=167) COMPREHENSION 2 S = statistisch signifikant unterschiedlich S S S S S S
    62. 62. Confidential and Proprietary total (n=605) 67 redirect SCS (n=167) 79 0 20 40 60 80 100 • People who recall the Paypal site sponsoring or redirect are siginificantly higher interested in using PayPal in the future. Future usage of PayPal S S = statistisch signifikant unterschiedlich (kein Zufall)
    63. 63. Confidential and Proprietary30/01/15 | Confidential and Proprietary 63 Beispiel 2/5 Kampagnen
    64. 64. Confidential and Proprietary 6430/01/15 | Confidential and Proprietary
    65. 65. Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 65
    66. 66. Confidential and Proprietary 66
    67. 67. Confidential and Proprietary30/01/15 | Confidential and Proprietary 67 Beispiel 3/5 Kampagnen
    68. 68. Confidential and Proprietary 68
    69. 69. Confidential and Proprietary
    70. 70. Confidential and Proprietary
    71. 71. Confidential and Proprietary
    72. 72. Confidential and Proprietary
    73. 73. Confidential and Proprietary
    74. 74. Confidential and Proprietary
    75. 75. Confidential and Proprietary
    76. 76. Confidential and Proprietary
    77. 77. Confidential and Proprietary
    78. 78. Confidential and Proprietary
    79. 79. Confidential and Proprietary
    80. 80. Confidential and Proprietary
    81. 81. Confidential and Proprietary
    82. 82. Confidential and Proprietary
    83. 83. Confidential and Proprietary
    84. 84. Confidential and Proprietary
    85. 85. Confidential and Proprietary
    86. 86. Confidential and Proprietary
    87. 87. Confidential and Proprietary
    88. 88. Confidential and Proprietary 88 München „Hauptbahnhof“
    89. 89. Confidential and Proprietary EFFEKT? GO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 89
    90. 90. Confidential and Proprietary ATTACKED VS. NON-ATTACK CITIES 90 München Frankfurt Hamburg Berlin Does it show in the BrandTracker?
    91. 91. Confidential and Proprietary AWARENESS SIGNIFCANTLY UP 91 Pre Post Pre Post 69 63 52 62 Source: Brand Tracker Base: Total. Caution low base size for Campaign Markets.
    92. 92. Confidential and Proprietary PURCHASE PROTECTION UP Pre Post Pre Post 92 54 84 68 60 Source: Brand Tracker Base: Total. Caution low base size for Campaign Markets.
    93. 93. Confidential and Proprietary COMPREHENSION INDEX - HIGH Pre Post Pre Post 93 Source: Brand Tracker Base: Total. Caution low base size for Campaign Markets. 36 34 36 51
    94. 94. Confidential and Proprietary „Paypal“: 1.056 Tweets von 719 Nutzern „sicherererer“: 20 Tweets von 20 Nutzern TWEETVERLAUF
    95. 95. Confidential and Proprietary BEISPIEL 95
    96. 96. Confidential and Proprietary 96 BEISPIEL
    97. 97. Confidential and Proprietary30/01/15 | Confidential and Proprietary 97 Online vs. Offline Vergleich
    98. 98. Confidential and Proprietary AD RECOGNITION… % offline online
    99. 99. Confidential and Proprietary COMPREHENSION (SAFETY)… % offline online
    100. 100. Confidential and Proprietary IMAGE… % offline online
    101. 101. Confidential and Proprietary30/01/15 | Confidential and Proprietary 101 Beispiel 4/5 Kampagnen
    102. 102. Confidential and Proprietary30/01/15 | Confidential and Proprietary 102
    103. 103. Confidential and Proprietary30/01/15 | Confidential and Proprietary 103 Beispiel 5/5 Kampagnen
    104. 104. Confidential and Proprietary 104
    105. 105. Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 105
    106. 106. Confidential and Proprietary
    107. 107. Confidential and Proprietary 1/30/2015 107
    108. 108. Confidential and Proprietary30/01/15 | Confidential and Proprietary 108
    109. 109. Confidential and Proprietary30/01/15 | Confidential and Proprietary 109 FazitIns Gehirn kommen! Im Gehirn bleiben! Gespräch auslösen!
    110. 110. Confidential and Proprietary 110
    111. 111. Confidential and Proprietary
    112. 112. Confidential and Proprietary skype dominikdommick phone +49 30 8019 5516 mobile +49 160 713 37 82 mail ddommick@paypal.com http://übermarketing.de

    ×