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Dommick - PayPal: Marken. Regeln brechen, auffallen, anders sein.

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Vortrag media.net: “media.netCOMMUNICATION 03.November 2010: Marken. Regeln brechen, auffallen, anders sein. Dominik Dommick - GF PayPal

Wie sollten Marken in On- und Offline-Kanälen kommunizieren, um erfolgreich zu sein?

Warum wir uns mit der Online-Brand PayPal offline präsentieren müssen und weitere Einblicke in Kampagnen, die ich für kreativ und ungewöhnlich halte und die strategischen Überlegungen dahinter.

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Dommick - PayPal: Marken. Regeln brechen, auffallen, anders sein.

  1. 1. Confidential and Proprietary Dominik Dommick, 03. November 2010 Marken. Regeln brechen, auffallen, anders sein. media.netCOMMUNICATION
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  4. 4. Confidential and Proprietary 4 Medien Botschaft Kampagnen
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  8. 8. Confidential and Proprietary 8 Medien Botschaft Kampagnen
  9. 9. Confidential and Proprietary30/01/15 | Confidential and Proprietary 9 Das Bild. Botschaft
  10. 10. 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
  11. 11. Confidential and Proprietary 11 Tatsache Wahrnehmung
  12. 12. Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 12
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  14. 14. 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…
  15. 15. 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
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  18. 18. Confidential and Proprietary Wir sind groß! Wir sind sicher! Wir sind sympatisch!
  19. 19. Confidential and Proprietary 19 Medien Botschaft Kampagnen
  20. 20. Confidential and Proprietary30/01/15 | Confidential and Proprietary 20 Der Weg zum Kopf… Medien
  21. 21. Confidential and Proprietary 1/30/2015 21
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  23. 23. Confidential and Proprietary WERBEAUSGABEN SEIT 1990 23
  24. 24. Confidential and Proprietary DAS EIGENTLICHE PROBLEM 24
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  30. 30. Confidential and Proprietary 30 Medien Botschaft Kampagnen
  31. 31. Confidential and Proprietary30/01/15 | Confidential and Proprietary 31 Beispiel 1/5 Kampagnen
  32. 32. Confidential and Proprietary Online Flight 32
  33. 33. Confidential and Proprietary AD-RECOGNITION 9 15 0 20 40 60 80 100 Homepage Event Freemailer pre post
  34. 34. 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
  35. 35. Confidential and Proprietary FUTURE USAGE OF PAYPAL 0 20 40 60 80 100 Sep 09 (n=466) Dec 09 (n=449)
  36. 36. Confidential and Proprietary Preisvergleiche
  37. 37. Confidential and Proprietary REDIRECT FLOW DOOYOO 1/30/2015 37
  38. 38. 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
  39. 39. 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)
  40. 40. Confidential and Proprietary30/01/15 | Confidential and Proprietary 40 Beispiel 2/5 Kampagnen
  41. 41. Confidential and Proprietary 4130/01/15 | Confidential and Proprietary
  42. 42. Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 42
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  44. 44. Confidential and Proprietary30/01/15 | Confidential and Proprietary 44 Beispiel 3/5 Kampagnen
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  65. 65. Confidential and Proprietary 65 München „Hauptbahnhof“
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  67. 67. Confidential and Proprietary BEISPIEL 67
  68. 68. Confidential and Proprietary 68 BEISPIEL
  69. 69. Confidential and Proprietary30/01/15 | Confidential and Proprietary 69 Online vs. Offline Vergleich
  70. 70. Confidential and Proprietary AD RECOGNITION… % offline online
  71. 71. Confidential and Proprietary COMPREHENSION (SAFETY)… % offline online
  72. 72. Confidential and Proprietary IMAGE… % offline online
  73. 73. Confidential and Proprietary30/01/15 | Confidential and Proprietary 73 Beispiel 4/5 Kampagnen
  74. 74. Confidential and Proprietary30/01/15 | Confidential and Proprietary 74
  75. 75. Confidential and Proprietary30/01/15 | Confidential and Proprietary 75 Beispiel 5/5 Kampagnen
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  77. 77. Confidential and ProprietaryGO TO HEADER/ FOOTER MENU TO SET TITLE 1/30/2015 77
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  80. 80. Confidential and Proprietary30/01/15 | Confidential and Proprietary 80
  81. 81. Confidential and Proprietary30/01/15 | Confidential and Proprietary 81 FazitIns Gehirn kommen! Im Gehirn blieben! Gespräch auslösen!
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  84. 84. Confidential and Proprietary 84 30/01/15 | Confidential Fragen? Fragen!
  85. 85. Confidential and Proprietary skype dominikdommick phone +49 30 8019 5516 mobile +49 160 713 37 82 mail ddommick@paypal.com http://übermarketing.de

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