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Vortrag Prof Drüner: Zukunft Drogeriemarkt

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Vortrag Prof Drüner: Zukunft Drogeriemarkt

  1. 1. Rosenstr. 1810178 BerlinTEL +49 (0)30 2787 600 FAX +49 (0)30 2787 6066www.td-berlin.cominfo@td-berlin.comOmnichannel: Kann Online ohneOffline funktionieren?VortragDüsseldorf, 26.04.2013Prof. Dr. Marc Drüner
  2. 2. MANAGEMENT CONSULTING WITH FOCUS ON INNOVATION MARKETING90 EMPLOYEES; OFFICES IN BERLIN AND BEIJINGAGENCY OF TROMMSDORFF + DRÜNERSPECIALIZED IN SOCIAL MEDIA,APPLICATIONS AND ENTERPRISE 2.0SCIENTIFIC EXPERTISE SUBSTANTIATED THROUGHCLOSE COLLABORATION WITH TWO UNIVERSITY CHAIRSMANAGEMENT AND DIGITAL MARKETINGCONSULTANCY OF TROMMSDORFF + DRÜNER,SPECIALIZED ON CHINESE MARKETCOLLABORATION WITH CHAIR OFMARKETING AT TONJI UNIVERSITY
  3. 3. CLIENT REFERENCESCONSULTING INTERNATIONAL BRANDS SINCE 1999
  4. 4. marc.druener@td-berlin.com - 4Agenda1. Intro: Central Beliefs2. Digital Shopper Marketing: Zielgerichtetes Marketing fürjede Zielgruppe3. Digital Benchmarking System: Erfolgsmessung und –optimierung4. Mobile Couponing: Kundentreue gewinnen durchLoyalitätsprogramme
  5. 5. marc.druener@td-berlin.com - 5“…SOCIAL NETWORKS ARE THE OPERATINGSYSTEMS OF THE DIGITAL SOCIETY…”(Digital Quarters, 2011)
  6. 6. marc.druener@td-berlin.com - 6“…TECHNOLOGY IS THE NEW CREATIVE…”(Technology Strategy Board)
  7. 7. marc.druener@td-berlin.com - 7“…MARKETING IS THE NEXT BIG MONEY SECTORIN TECHNOLOGY - BY 2017, A CMO WILL SPENDMORE ON IT THAN THE CIO…”(Gartner Group, 2012)
  8. 8. marc.druener@td-berlin.com - 8“…DATA IS THE OIL OF THE 21ST CENTURY…”(GARTNER, 2010)
  9. 9. marc.druener@td-berlin.com - 9“…COPY AND PASTE – APPLY EXCELLENT SOCIAL EXPERIENCESFROM OTHER INDUSTRIES TO THE IBM WORLD…”
  10. 10. marc.druener@td-berlin.com - 10
  11. 11. marc.druener@td-berlin.com - 11…everyone wants to capture the endcustomer!Third partiesOEMSupplier Retail End customersCompetitors
  12. 12. marc.druener@td-berlin.com - 12The business success oftomorrow depends on the datacollection of today
  13. 13. marc.druener@td-berlin.com - 13data driven business =enriched user data:= behavioral user profiles & understanding= build better products, better services, better …= make more moneyWhat’s my data?TALKINGABOUT…+…OwnedmediaMarketresearch…+ + + +
  14. 14. marc.druener@td-berlin.com - 14Agenda1. Intro: Central Beliefs2. Digital Shopper Marketing: Zielgerichtetes Marketing fürjede Zielgruppe3. Digital Benchmarking System: Erfolgsmessung und –optimierung4. Mobile Couponing: Kundentreue gewinnen durchLoyalitätsprogramme
  15. 15. marc.druener@td-berlin.com - 15Do we have to choose???OROFFLINEONLINE
  16. 16. marc.druener@td-berlin.com - 16No! Offline and Online are a great match!AND= PERFECT MATCH!OFFLINEONLINE
  17. 17. marc.druener@td-berlin.com - 17Shopper Marketing:Leveraging the online and mobile trend for sales increase across all channelsAPPSMOBILEONLINESOCIALLOCALGAMING…COUPONSBRICK AND MORTARMOBILE COMMERCEONLINE COMMERCE
  18. 18. marc.druener@td-berlin.com - 18Welcome to the world of Digital Shopper marketingCUSTOMER INTEGRATIONSHOPPING ASSISTANTSLOYALTY CREDITS COUPONING
  19. 19. marc.druener@td-berlin.com - 19Key benefits of all stakeholders by implementing strategic shopper marketingShopper LoyaltyAdditional SalesBrand ImageActivated ShopperConsumer LoyaltyAdditional SalesBrand imageLeveraged Customer RelationshipCapabilities in Digital ShopperMarketingBRAND RETAILERTargeted DealsSHOPPER
  20. 20. 20DIGITAL SHOPPER MARKETINGWEB-BASED PLANNING TOOLTARGET-ORIENTED PLANNINGOF DIGITAL SHOPPER ACTIVITIESREGION & KEY ACCOUNTIntensive involvement with familiar productsWHICH STRATEGIC GOALS SHOULD BE REACHED?WEIGHT THE STRATEGIC GOALS BYDISTRIBUTING A TOTAL OF 100%Interest in new productsIncentive for unplanned purchasesInfluence of store choiceInfluence of product choiceInitiation of additional purchasesInforming friends/ acquaintancesBRAND SELECTIONTARGET GROUPSRECOMMENDEDACTIVITIES100%TARGETEDSTRATEGIC GOALSGOAL-ORIENTEDPRESELECTIONBRAND SELECTIONENGAGINGBRAND SELECTIONSUCCESSFULSTART OPTIMIZATIONRECOMMENDEDACTIVITES
  21. 21. marc.druener@td-berlin.com - 21Agenda1. Intro: Central Beliefs2. Digital Shopper Marketing: Zielgerichtetes Marketing fürjede Zielgruppe3. Digital Benchmarking System: Erfolgsmessung und –optimierung4. Mobile Couponing: Kundentreue gewinnen durchLoyalitätsprogramme
  22. 22. marc.druener@td-berlin.com - 22AND HOW CAN WEMEASURE OURSUCCESS?
  23. 23. marc.druener@td-berlin.com - 23TURNING DATA INTO SUCCESSThe challenge is to build a tool that aggregates existing and new data automatically,reduces complexity and creates actionable insights for research and marketing.CHALLENGE“Using information from the internetis like drinking water from a fire hydrant”Mitchell Kapor, founder of Second Life
  24. 24. marc.druener@td-berlin.com - 24Do we have to choose???ORTVONLINE
  25. 25. marc.druener@td-berlin.com - 25No! TV and Online are a great match!AND= PERFECT MATCH!TVONLINE
  26. 26. marc.druener@td-berlin.com - 26SOCIAL NETWORKINGfriends & workWATCHING TVmultiple screens88% of tabletowners and 86%of smartphones usetheir devices whilewatching TVNielsen Social TV Aug. 2012Television& Internet
  27. 27. marc.druener@td-berlin.com - 27SOCIAL NETWORKINGfriends & workWATCHING TVmultiple screens38% surf on facebookwhilst watching TV
  28. 28. marc.druener@td-berlin.com - 28SOCIAL NETWORKINGfriends & workWATCHING TVmultiple screensTaking this behavior intoaccount provider developparallelprogramsTALKINGABOUT
  29. 29. 29DIGITAL PERFORMANCE MANAGEMENT & LIVE DASHBOARDALIGN MULTIPLE DATA SOURCES WITH BUSINESS OBJECTIVES AND INDUSTRY BENCHMARKS TOGENERATE ACTIONABLE INSIGHTSONLINE DASHBOARD FOR LIVE PERFORMANCE MEASUREMENT AND REACTIONvs.internalcasesVs.CompetitionVs.AwardWinnerOPINIONMININGONLINESURVEYSWEBANALYTICSSOCIALDATASEARCHDATAMEDIASPENDINGDATA SOURCES (heterogeneous,old & new data)LIVE STEERING WITHONLINE DASHBOARD(e.g. Coca Cola)ACTIONABLESTEPSTO SUCCESSBUSINESSOBJEVTIVESBENCHMARKING(internal & external )
  30. 30. marc.druener@td-berlin.com - 30Data-driven change: How new data can fulfill the CMO’s key needsUNSURE WHERE TO INVEST SUCCESS PER CHANNELEX-POST REPORTING REAL-TIME IMPROVEMENTDATA SILOS FOR EXPERTS ALL DATA IN ONE PLACEDISPERSED, ANONYMOUSCOMMUNICATIONTARGETED MESSAGINGLACK OF COMPARABILITY 360°BENCHMARKINGOLD WORLD NEW WORLD
  31. 31. marc.druener@td-berlin.com - 31A central hub for data aggregation, reporting and insightsTaking KPI management to the next level
  32. 32. marc.druener@td-berlin.com - 32Agenda1. Intro: Central Beliefs2. Digital Shopper Marketing: Zielgerichtetes Marketing fürjede Zielgruppe3. Digital Benchmarking System: Erfolgsmessung und –optimierung4. Mobile Couponing: Kundentreue gewinnen durchLoyalitätsprogramme
  33. 33. marc.druener@td-berlin.com - 33Retail + mobile: THE combination for the future of commercehttp://www.factbrowser.com/facts/8207/Mobile commerce will accountfor 24.4% of overall ecommercerevenues by the end of 20171 in 8 EU5 smartphoneusers actually completed aretail transaction on theirphoneMobile commerce saleswill reach $30B in 2016More than 2/3 of mobiletransactions use alternativepayment methods likePayPal instead of credit ordebit cards8 in 10 shoppers interested inmobile wallets would use a Paypalwallet if one was available, vs 6 in10 for Google and Apple46% of smartphone owners aged 18-34have shared their locations with aretailer, compared to 22% of thoseaged 35-54
  34. 34. marc.druener@td-berlin.com - 34Mobile Couponing Market is explodingSource: http://www.fiercemobilecontent.com/story/forecast-users-will-redeem-43b-mobile-coupons-2016/2011-11-01Consumers worldwide will redeemmore than $43 billionin mobile coupons in 2016,an eightfold increase from the$5.4 billion in mobile coupon valuessubscribers will redeem in 2011.
  35. 35. marc.druener@td-berlin.com - 35It’s all about giving & taking
  36. 36. marc.druener@td-berlin.com - 36Perfectly leverage shopper preferences along different key success factors of mobileloyalty approachesGAMIFICATIONUNIQUE USEREXPERIENCESOCIAL SHARETARGETEDENGAGINGATTRACTIVE BARGAIN
  37. 37. marc.druener@td-berlin.com - 37Thank you foryourattention!Prof. Dr. Marc Drünertrommsdorff + drünerinnovation + marketing consultants GmbHRosenstraße 1810178 BerlinFon +49 (0)30 27876027Fax +49 (0)30 27876066Mob +49 (0)151 18440018marc.druener@td-berlin.comwww.td-berlin.com

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