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Why Every Brand Needs A F***g Digital Agency To Re-Connect With The Consumer

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Vortrag vor MTP-Studenten am 23.6.2011 in Hamburg (german)

Published in: Business, News & Politics
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Why Every Brand Needs A F***g Digital Agency To Re-Connect With The Consumer

  1. 1. WHY EVERY BRAND NEEDSA F***G DIGITAL AGENCY TORE-CONNECT WITH THE CONSUMER
  2. 2. MATTHIAS SCHRADER CEO@mattesmattes
  3. 3. SINNERSCHRADERCREATING RADICAL RELATIONSHIPS
  4. 4. OUR KPIs AT A GLANCE Founded 1996, today one of the leading top 5 digital agencies in germany 380+ talents on board: 50/50 split between tech and consulting/creative 26.9 Mio € turnover, 10% EBITA in 2010 unique mix: owner-driven, indie & public listed since 11/1999
  5. 5. BLUE CHIP CLIENTS
  6. 6. SINNERSCHRADERCREATING RADICAL RELATIONSHIPS
  7. 7. Altona, 1855WIE ALLES BEGANN.
  8. 8. DAS PROBLEM, 1855 Produkt Mensch Massenproduktion Massengesellschaft
  9. 9. DIE LÖSUNG, 1855 Produkt Tages- Mensch zeitung Ferdinand Haasenstein gründete die erste Werbeagentur und begann Anzeigen (Annoncen) in der „Altonaer Zeitung“ (Expedition) zu schalten
  10. 10. (NEBENBEI ENTSTANDEN MARKEN) Marken Medium Mensch Ferdinand Haasenstein gründete die erste Werbeagentur und begann Anzeigen (Annoncen) in der „Altonaer Zeitung“ (Expedition) zu schalten
  11. 11. IDEE DER „UNTERBRECHERWERBUNG“ Die Haltung des Konsumenten: lean back
  12. 12. UNTERBRECHERWERBUNG, 1855 BIS 20011855: Marke Tages- Mensch zeitung1855: Marke Litfaß- Mensch säule1876: Marke Zeit- Mensch schrift1920: Marke KIno Mensch1926: Marke Radio Mensch1951: Marke Fern- Mensch Sehen Die Haltung des Konsumenten:1996: Marke Web Mensch lean back
  13. 13. DAS WEB IST KEIN „LEAN BACK“-MEDIUM1996: Marke Web Mensch Die Haltung des Konsumenten: lean forward
  14. 14. DAS NETZ UMARMT MARKE & MENSCH 2001: Marke Web Mensch Yahoo
  15. 15. DAS NETZ IST NICHT NUR MEDIUMSONDERN AUCH UTILITY Marke Web Mensch
  16. 16. DIE MARKETING HERAUSFORDERUNGES GEHT NICHT NUR UM BRANDING PRODUCT PLACE KONSUMENT PROMOTION PRICE
  17. 17. KONSEQUENZ FÜR DEN MARKETING MIX PRODUCT PLACE INTERAKTIVER KONSUMENT PROMOTION PRICE
  18. 18. KONSEQUENZ FÜR DEN MARKETING MIX OPPORTUNITY WEAKNESS PRODUCT PLACE INTERAKTIVER KONSUMENT STRENGTH THREAT PROMOTION PRICE
  19. 19. KONSEQUENZ FÜR DEN MARKETING MIX OPPORTUNITY WEAKNESS PRODUCT PLACE INTERAKTIVER KONSUMENT STRENGTH THREAT PROMOTION PRICE
  20. 20. KONSEQUENZ FÜR DEN MARKETING MIX OPPORTUNITY WEAKNESS PRODUCT PLACE INTERAKTIVER KONSUMENT STRENGTH THREAT PROMOTION PRICE
  21. 21. KONSEQUENZ FÜR DEN MARKETING MIX OPPORTUNITY WEAKNESS PRODUCT PLACE INTERAKTIVER KONSUMENT STRENGTH THREAT PROMOTION PRICE
  22. 22. DAS NEUE FELD DER DIGITALAGENTUREN OPPORTUNITY WEAKNESS PRODUCT PLACE SERVICE INNOVATION E-COMMERCE PRODUKT INNOVATION MULTICHANNEL INTERAKTIVER KONSUMENT STRENGTH THREAT PROMOTION PRICE MEDIA SOCIAL BRANDING CRM
  23. 23. EIN BLICK IN DIEWERKSTATT PRODUCT PLACE KONSUMENT PROMOTION PRICE
  24. 24. PRODUKT INNOVATION
  25. 25. SERVICE INNOVATION
  26. 26. MEDIA SOCIAL MEDIA E-COMMERCE SERVICECRM BRANDING MULTICHANNEL PRODUKT
  27. 27. www.youtube.com/www.slideshare.net/mattes

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