Real MarketingHow the Power Shifts to Consumers(and what Marketeers Need to Understand)Arndt C. Groth, CEO, PubliGroupe Lt...
More Than Just TechnologyFor the First Time Consumers Are in the Driving Position"In a few hundred years, when the history...
AgendaBusiness Talk with Arndt Groth      Time            Responsible                                    (hrs:mins)    1  ...
Agenda3 Chapters        6 Backgrounds in Real Customer / Corporate Behavior and Business Environment    1        - #1 Back...
Background     01    Massive Change    in Media Usage5
The Consumption of Media Is Shaped by Digital Media Media Usage: ! Hours per Week100 90                                   ...
Online Usage in Competition to Traditional MediaDevelopment of Usage by Reach in % in Switzerland8Source: WEMF, MACH Cinem...
Our Daily Lifewith Digital Media9Source: Tomorrow Focus Media
Background     02 Negative Impact to Classic (Offline) Media10
Massive Pressure on PrintThe Latest Loss of Print Ad Revenues Went Beyond ExpectationsPrint ad-spend vs. GDP, Switzerland ...
Market Sharesby Media in 2011 in Switzerland                           10%                                                ...
Switzerland not in the Top 10Share of Online by Media Mix in EU [Online spend as % of main media]13Source: WARC / IAB Euro...
But the High Potential is Still Not IdentifiedTime Spendings vs. Advertising Spendings                                    ...
Background     03 Total Information Overload15
Digital Media Can’t Replace Real Life ActivitiesBut Can Enrich Our Digital Lifestyle16Source: Manfred Spitzer – Digitale D...
Background     04 More and More Competitors in the Same Market17
18
Display Advertising Ecosystem Europe   We Are Herein 201219Source: Improve Digital
Background     05 Less USP’s – Not Even A UAP21
Lack of RelevanceBrand Experience Gap – Homeless Communication22
Background     06 New Ecosystems Emerge23
New Players with New Biz Models Enter the MarketiTunes As Worldwide the Biggest Distributor for Digital Content24
How Can We Help Advertisers and Publishers?To Reduce Complexity?                             Where   Stand Alone          ...
Learning     01 Likes Are Completely Overrated26
The New Engagement ParadigmFrom 4 Ps to 4 Is                           Involvement                             Influence  ...
Learning     02 Video – The Next Big Thing28
Online Video Will Soon Overtake Broadcast TVHours:Mins spent Watching Video per Week> 72 h = Video-Upload on YouTube per M...
Learning     03 Think Mobile – Act Mobile30
Interactive Offline-2-Mobile PossibilitiesGenerates More Value and Experience for Customers•  Shortcut:•  QR-Code:•  Augme...
Not Technology But User Experience in the FocusResponsive Design for the Same Content On Every Digital Channel32Source: Na...
Learning     04 ROI Optimization Is More Than Turn the Regulator33
The CPM-Based Pricing Model Is Not DeadBut Performance-Based Models Tends to Create More Transparency                     ...
Learning     05 Real Marketing Needs Realtime Advertising35
Online Display Advertising SpendingsRTA Is Strongly Gaining Relevance In Germany [in Mio. $ US] 3000                      ...
The Future of Display Advertising in 202037
Learning     06 Deep Understanding of Customer Behaviors38
360° View – The Right Crossmedia MixAnalysis for More Sales-Performance & Positive Brand-Association                      ...
KPI’s in 360° ControllingAggregated in an Integrated Reporting40Source: Namics
Big Data – The New OilAnalytics of All Kind of Insights (Product, Service, Customer …)41Source: SAS
Do You Know the Value of Your Touchpoints?The Customer Journey and the Performance of Various Touchpoints42
Attribution Modeling - Audience plus PerformanceData Improves the Relevance of the Advertising Delivery43Source: Quisma
Result     01 Preparing for the New Digital Marketing World44
Performance-Oriented Full-Service ProviderOrganized into 3 Segments, Emplying State-of-the-Art Data Tools Media Sales     ...
PubliGroupeMarketing.More.Effective.•  PubliGroupe is a leading Swiss     -based provider of marketing and      media sale...
Result     02 Orchestrate Profitable Growth47
Digital Ecosystems Remains ComplexPubliGroupe with Stakes Across the Entire Digital Display EcosystemDigital display ecosy...
Online Revenues with Strong GrowthGood Progress with Consolidated and Associated Online Revenue                           ...
Result     03 Focus On Customers and Partners50
PubliGroupeCustomers and PartnersThe group has more than 400’000 customers:•  Private persons•  SME•  National advertisers...
Switzerland and Europe Largest MarketsGeographical Distribution52
Result     04 Walk As We Talk53
6 Take AwaysFor More Effectiveness in Your (Digital) Marketing Strategy 1   SOCIAL: Communities + Engagement = MME (Market...
Thank You for Your Attention         “                     “55
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PubliGroupe: Real Marketing.
How the Power Shifts to Consumers
(and what Marketeers Need to Understand)

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  1. 1. Real MarketingHow the Power Shifts to Consumers(and what Marketeers Need to Understand)Arndt C. Groth, CEO, PubliGroupe Ltd.Zurich, 21.11.121
  2. 2. More Than Just TechnologyFor the First Time Consumers Are in the Driving Position"In a few hundred years, when the historyof our time is written from a long-termperspective, it is likely the most importantevent historians will see is not technology,but the unprecedented change in thehuman condition. For the first time, peoplehave choices."Peter F. DruckerAmerican management consultant, educator, and author,whose writings contributed to the philosophical and practical foundations of the modern business corporation2
  3. 3. AgendaBusiness Talk with Arndt Groth Time Responsible (hrs:mins) 1 Annual 16:30 - 17:00 All 2 Greeting and Introduction 17:00 - 17:30 Prof. Dr. Ch. Belz 3 Presentation PubliGroupe 17:30 - 18:15 Arndt C. Groth 4 Discussion 18:15 - 18:45 All 5 Apéro Riche / Networking 18:45 - 19:45 All 6 Closing 20:00 All3
  4. 4. Agenda3 Chapters 6 Backgrounds in Real Customer / Corporate Behavior and Business Environment 1 - #1 Background: Massive Change in Media Usage - #2 Background: Negative Impact to Classic (Offline) Media - #3 Background: Total Information Overload - #4 Background: More and More Competitors in the Same Market - #5 Background: Less USP’s – Not Even A UAP - #6 Background: New Ecosystems Emerge 6 Learnings for Real Marketing and Communication 2 - #1 Learning: Likes (in Social Media) Are Completely Overrated - #2 Learning: Video – The Next Big Thing - #3 Learning: Think Mobile – Act Mobile - #4 Learning: ROI Optimization Is More Than Turn the Regulator - #5 Learning: Real Marketing Needs Realtime Advertising - #6 Learning: Deep Understanding of Customer Behaviors (Customer Journey) 4 Results for PubliGroupe 3 - #1 Result: Preparing for the New Digital Marketing World (Organisation) - #2 Result: Orchestrate Profitable Growth (DSP – SSP) - #3 Result: Focus On Customers and Partners (Strategy) - #4 Result: Walk As We Talk (6 Take Aways)4
  5. 5. Background 01 Massive Change in Media Usage5
  6. 6. The Consumption of Media Is Shaped by Digital Media Media Usage: ! Hours per Week100 90 Games 80 ! 80h Mobile 70 60 Digital Radio Outdoor 50 40 Digital TV Kino 30 Analog Radio 20 Analog TV 10 Internet 0 Print 1920 1940 1960 1980 2000 2020 7 Source: Microsoft
  7. 7. Online Usage in Competition to Traditional MediaDevelopment of Usage by Reach in % in Switzerland8Source: WEMF, MACH Cinema Basic, NET-Metrix, Net-Metrix Profile
  8. 8. Our Daily Lifewith Digital Media9Source: Tomorrow Focus Media
  9. 9. Background 02 Negative Impact to Classic (Offline) Media10
  10. 10. Massive Pressure on PrintThe Latest Loss of Print Ad Revenues Went Beyond ExpectationsPrint ad-spend vs. GDP, Switzerland Forecast 4.0% 2,487 -0.1% 2,369 2,406 2,294 2,299 -12.3% 550 543 527 533 2,302 516 517 497 1.3% 467 2.5% 455 0.1% 479 3.8% 2.3% 2,001 2.6% 2,004 -6.0% 1,915 1,884 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012e1.  GDP calculation based on production statistics GDP in CHF bn1 Ad spend Print in CHF m11Source: WEMF; Stiftung Werbestatistik Schweiz; IMF; SECO; OC&C analysis
  11. 11. Market Sharesby Media in 2011 in Switzerland 10% Mediengattung Mio. CHF Printmedien Printmedien 2288.892 7% TV TV 1449.903 1% Radio 183.855 4% Radio Kino Kino 28.996 48% Teletext Teletext 8.322 Internet Internet 344.500 Plakat Plakat 465.183 Digitale Werbeflächen Digitale Werbeflaechen 11.859 30% Gesamt 4782.500 Sofern bei Internet die Umsätze der Classified Plattformen (Job-, Immo- und Auto) dazugerechnet werden steigt das Volumen auf CHF 520.8 Mio. Internet wäre somit an 3. Stelle vor Plakat!12Source: MediaFocus, Brutto Werbeaufwendungen und Online-Werbestatiistik in Mio. CHF
  12. 12. Switzerland not in the Top 10Share of Online by Media Mix in EU [Online spend as % of main media]13Source: WARC / IAB Europe / Screen Digest
  13. 13. But the High Potential is Still Not IdentifiedTime Spendings vs. Advertising Spendings ! $ 50B 50% Global Opportunity 45% Internet Ad Mobile Ad = $30B = $1.6B 43% 42% 40% 39% 35% 30% 31% 28% 25% 26% 26% ! $ 20B 25% Opportunity in USA 22% 20% 15% 16% 15% 13% 12% 10% 11% 10% 9% 7% 5% 0% 1% Print Radio TV Internet Mobile Time Spent 2010 Time Spent 2011 Ad Spend 2010 Ad Spend 201114Source: Morgen Stanley 16. Nov. 2010 / KPCB "Internet Trends 2012"
  14. 14. Background 03 Total Information Overload15
  15. 15. Digital Media Can’t Replace Real Life ActivitiesBut Can Enrich Our Digital Lifestyle16Source: Manfred Spitzer – Digitale Demenz
  16. 16. Background 04 More and More Competitors in the Same Market17
  17. 17. 18
  18. 18. Display Advertising Ecosystem Europe We Are Herein 201219Source: Improve Digital
  19. 19. Background 05 Less USP’s – Not Even A UAP21
  20. 20. Lack of RelevanceBrand Experience Gap – Homeless Communication22
  21. 21. Background 06 New Ecosystems Emerge23
  22. 22. New Players with New Biz Models Enter the MarketiTunes As Worldwide the Biggest Distributor for Digital Content24
  23. 23. How Can We Help Advertisers and Publishers?To Reduce Complexity? Where Stand Alone to or Buy? Cooperation? ROI? Optimized Budget? What About Free, Social Media? Freemium or Premium? Quantity Whos the or Typical Quality? User?25
  24. 24. Learning 01 Likes Are Completely Overrated26
  25. 25. The New Engagement ParadigmFrom 4 Ps to 4 Is Involvement Influence I feel involved with I would recommend this brand this brand Brand Engagement Intimacy Interaction This brand is very much This brand stimulates present in my daily life interaction with itself27Source: Butterfly Media
  26. 26. Learning 02 Video – The Next Big Thing28
  27. 27. Online Video Will Soon Overtake Broadcast TVHours:Mins spent Watching Video per Week> 72 h = Video-Upload on YouTube per Minute!> 3 h = Video-Upload on YouTube per Minute with Mobile Devices29Source: TDB / iBusiness, 14.05.2010
  28. 28. Learning 03 Think Mobile – Act Mobile30
  29. 29. Interactive Offline-2-Mobile PossibilitiesGenerates More Value and Experience for Customers•  Shortcut:•  QR-Code:•  Augmented Reality (Visual Search):•  Interactive Advertising:31
  30. 30. Not Technology But User Experience in the FocusResponsive Design for the Same Content On Every Digital Channel32Source: Namics
  31. 31. Learning 04 ROI Optimization Is More Than Turn the Regulator33
  32. 32. The CPM-Based Pricing Model Is Not DeadBut Performance-Based Models Tends to Create More Transparency Marketing Goals Awareness Interest Desire Action Contacts Visitor / User Sales Reach CPM CPC CPS Cost per Mille Cost per Click Cost per Sale Display / Brand Search Performance Advertising Advertising Advertising User Advertising Performance Models Performance Modelle Banner Ads Cost per Lead Cost per Click Text Ads Cost per Cost per Action CPO Order CPC CPA CPL eMail Contextual Ads Keywords34
  33. 33. Learning 05 Real Marketing Needs Realtime Advertising35
  34. 34. Online Display Advertising SpendingsRTA Is Strongly Gaining Relevance In Germany [in Mio. $ US] 3000 CAGR 2500 11% 495 68% 2000 366 252 2008 149 1801 6% 62 1500 1592 1641 1651 1000 500 0 2011 2012 2013 2014 2015 Klassisch RTA-basiert = ! 20% of all Online Display Ad Spendings36
  35. 35. The Future of Display Advertising in 202037
  36. 36. Learning 06 Deep Understanding of Customer Behaviors38
  37. 37. 360° View – The Right Crossmedia MixAnalysis for More Sales-Performance & Positive Brand-Association  The right clients (and non-clients, employees, stakeholder) … to initiative and manage the right marketing processes for acquisitions, customer retention and branding know of a particular brand  to invest in the right touchpoints for the relevant target audience 39Source: Accelerom
  38. 38. KPI’s in 360° ControllingAggregated in an Integrated Reporting40Source: Namics
  39. 39. Big Data – The New OilAnalytics of All Kind of Insights (Product, Service, Customer …)41Source: SAS
  40. 40. Do You Know the Value of Your Touchpoints?The Customer Journey and the Performance of Various Touchpoints42
  41. 41. Attribution Modeling - Audience plus PerformanceData Improves the Relevance of the Advertising Delivery43Source: Quisma
  42. 42. Result 01 Preparing for the New Digital Marketing World44
  43. 43. Performance-Oriented Full-Service ProviderOrganized into 3 Segments, Emplying State-of-the-Art Data Tools Media Sales Search & Find Digital & Marketing Services Portfolio of leading international Producer and seller of media marketing and technology service products facilitating the search for companies, helping brand owners Preferred partner for media owners persons, companies, products to spend and advertisers worldwide, using and services focusing on local marketing budgets more effectively. effective advertising solutions. markets.45
  44. 44. PubliGroupeMarketing.More.Effective.•  PubliGroupe is a leading Swiss -based provider of marketing and media sales services, enabling advertisers to spend their marketing budgets more effectively and allowing media owners to help monetise their reach more successfully.•  Ultimate goal is to make marketing processes more effective for their clients, be it in traditional or digital media.46
  45. 45. Result 02 Orchestrate Profitable Growth47
  46. 46. Digital Ecosystems Remains ComplexPubliGroupe with Stakes Across the Entire Digital Display EcosystemDigital display ecosystem and selected Google & PubliGroupe investments Ad ExchangeADVERTISER AUDIENCE Agency Demand- Supply- Agency Trading Side Side Publisher Desk Platform Platform Ad Network + acquisition of Wildfire interactive for social media marketing solutions48Source: IAB; Google; Press
  47. 47. Online Revenues with Strong GrowthGood Progress with Consolidated and Associated Online Revenue Online Revenues, in millions of CHF•  Consolidated online revenue grows by 15.5%; incl. participations growth PubliGroupe Associated companies 800 represents 18% at constant fx 710 700 657•  Online revenue reaches 40% of total 600 493 business revenue; in terms of gross 500 margin, online represents 50% 548 400 517 300 380•  Growth mostly from Zanox and Namics: Zanox CAGR 29% since creation of the 200 joint venture in 2007; Namics with 14% 100 162 140 of continuous organic growth since 2004 113 0 2009 2010 2011•  Media Sales with CHF 50 m online sales Total revenue 2009: Total revenue 2010: Total revenue 2011: CHF 1’898 m CHF 1’906 m CHF 1’775 m (online 26%) (online 34%) (online 40%)49
  48. 48. Result 03 Focus On Customers and Partners50
  49. 49. PubliGroupeCustomers and PartnersThe group has more than 400’000 customers:•  Private persons•  SME•  National advertisers•  International brands MSNThe group cooperates with:•  Well-known media companies•  Digital Media owners•  Different types of websites51
  50. 50. Switzerland and Europe Largest MarketsGeographical Distribution52
  51. 51. Result 04 Walk As We Talk53
  52. 52. 6 Take AwaysFor More Effectiveness in Your (Digital) Marketing Strategy 1 SOCIAL: Communities + Engagement = MME (Marketing.More.Effective.) 2 VIDEO: All-Screen-Planning = MME (Marketing.More.Effective.) 3 MOBILE: Smartphone + Local = MME (Marketing.More.Effective.) 4 PERFORMANCE: CPM + CPx = MME (Marketing.More.Effective.) 5 REALTIME: RTA = ! CPA + ! Conversion = MME (Marketing.More.Effective.) 6 CUSTOMER JOURNEY: 360° + Attribution Modeling = MME (Marketing.More.Effective.)54
  53. 53. Thank You for Your Attention “ “55

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