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Brand Building in a Digital World
1994 - 1st BANNER AD: CTR 44%
Brand Building in a Digital World
THE PROBLEM IN DIGITAL BRANDING…
Source: TNS Infratest, 2012
14% TRUST ADS
57% TRUST FRIENDS’ COMMENTS ABOUT BRANDS MORE THAN
THE BRAND’S MESSAGES
41% TRUST COMMENTS FROM PEOPLE THEY DON’T KNOW
MORE THAN THE BRAND’S MESSAGES
1. CHANNEL AND FORMAT
COMPLEXITY
THE CHALLENGES
Brand Building in a Digital World
Brand Building in a Digital World
Brand Building in a Digital World
SMM with Radian 6SMM – Radian 6
Coordinated Decision-Making Processes
Companies worldwide, by channel and performance level
36%
40%
44%
58%
62%
58%
63%
67%
70%
79%
Mobile display
Mobile apps
Online video
Social media
Online display
Leaders (n=102) Others (n=410)
Note: Leaders are the top 20% based on adoption of cross-channel optimization technologies and ownership of customer experience
Source: IBM, The State of Marketing 2013, eMarkter
1. CHANNEL AND FORMAT COMPLEXITY
2. DOMINATION OF MOBILE
THE CHALLENGES
Via Della Conciliazione (AP)
Via Della Conciliazione (AP)
CHANGING BEHAVIOUR
MOBILE WEB IS STILL INTERNET, BUT …
PROXIMITYFOR 91% OF THE POPULATION THE
DEVICE IS ONLY AN ARM’s LENGTH
AWAY (24/7)
PERSONAL 60% OF MARRIED PEOPLE WILL NOT
SHARE THEIR MOBILE WITH SPOUSE
RELEVANT
10% OF UNDER-25 YEAR-OLDS FIND IT
OK TO TEXT WHILST HAVING SEX.
Source: Gartner, 2010; Morgan Stanley, 2007; Wired Magazine, 2006); Retrevo Gadgetology Report, 2010
Source: statista / eMarketer (United States)
267 264
274 278
146
155
167 173
98 96 94 92
22
34
54
82
33 30 26 2222 20 18 16
33
47 45
36
0
50
100
150
200
250
300
2009 2010 2011 2012
Dailyuseinminutes
TV Online Radio Mobile (nonvoice) Newspapers Magazines Other
Average daily media use in the United States from 2009 to 2012 (in minutes)
Significant Increase of Time Spent Online and the Mobile Web –
With no Cannibalization of TV
Source: comScore Device Essentials, January 2013, UK
Device Preferences Throughout the Day
Most weekday tablet usage occurs between 8pm and 9pm
Others includes voicemail, charging, and miscellaneous activities, Source: Tomi Ahonen Almanac 2013
# of times Typical User Checks Phone per Day
14
3
3
5
6
8
8
9
12
13
18
22
23
Others
Web
Search
Calender
News & Alerts
Camera
Alarm
Social media
Gaming
Music
Speaking Time
Voice Call
Messaging
Smartphone Users Reach to Phone ~150x a Day…
THE CHALLENGES
1. CHANNEL AND FORMAT
COMPLEXITY
2. DOMINATION OF MOBILE
3. LACK OF CLARITY ON ROI
Brand Building in a Digital World
THE CHALLENGES
1. CHANNEL AND FORMAT COMPLEXITY
2. DOMINATION OF MOBILE
3. LACK OF CLARITY ON ROI
4. HUMANS LIKE STORIES AND NOT
BRANDS
Average Minutes Per Visitor / Month
Source:comScore, July 2012
* total usage of all users per site
Facebook 438.8
Pinterest 55.1 LinkedIn 20,9
Tumblr 167.6
Twitter 40.6
Brand Building in a Digital World
NOBODY WANTS TO TALK ABOUT BRANDS
ONLINE,
UNLESS THEY GET FREE STUFF
Source: ExactTarget, CoTweet Study
WHICH IS WHY REACH FOR BRANDS IS STEADILY
DECRASING …
A LITTLE STORY FROM 2001
Brand Building in a Digital World
BuzzFeed traffic in September:
- More than 160M unique visitors
- More reach than MTV in the US in the age bracket 15-24y.
- 50 posts received more than 1M views
- More than 150M video views, a record high
Brand Building in a Digital World
DIGITAL BRAND BUILDING
OF THE FUTURE …
HYPOTHESIS 1
LOCAL RELEVANT MESSAGES
EXAMPLE: ACTIVATION AT POS
Jetzt mit
Bedeutet Bezahlen per Fingerprint
Brand Building in a Digital World
HYPOTHESIS 1
DEEP CONSUMER
INTEGRATION
(CO-CREATION)
Page 34
•
•
•
•
Brand Building in a Digital World
Brand Building in a Digital World
Brand Building in a Digital World
HYPOTHESIS 1
DIGITAL BRANDING AS
PRODUCT
CARS BECOMING IP-BASED SERVICES
Brand Building in a Digital World
Car-enabled
mobility services
Car-related
mobility services
Car-independent
mobility services
AUTOMOBILE USER
MOBILE USER
BMW & MINI
DRIVER
HYPOTHESIS 1
DOMINANCE OF RETAIL
(MAKES IT EVEN HARDER)
Brand Building in a Digital World
BUYING AT A FINGERTIP …
GATEKEEPERS WILL
DOMINATE
“POINT-KNOW-BUY”
SHOPPING
= THE NEXT LAYER AFTER SOCIAL
Brand Building in a Digital World
Brand Building in a Digital World
mpfeiffer@bloom-partners.com
http://www.slideshare.net/mpfeiffer/
@markuspfeiffer1
www.bloom-partners.com
Bloom Partners sucht Werkstudenten.
Page 49
• Bloom Partners sucht kurzfristig Werkstudenten.
• Deine Aufgaben: Desk Research, Analysen und Aufbereitung (insbesondere
Trends, Benchmarks, Wettbewerb & Partner)
• Dein Profil: Leidenschaft für Digital, smart und unternehmerisch.
• Kompetitive Vergütung, sehr dynamisches Arbeitsumfeld.
> info@bloom-partners.com

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