Jens Böcker – Smart media: the new way to the consumer

University of Applied SciencesBonn-Rhein-Sieg


Zwischenpräsentation Forschungsprojekt:

SMART MEDIA – THE NEW WAY TO THE CONSUMER

Prof. Dr. Jens Böcker28th April 2011


Agenda

1) Status Quo

2) Communication Channels

3) Smart Media

4) Conclusion


Status Quo

“A surge of new technologies and social media

innovations is altering the media landscape.

Convergence is everywhere.

It‘s easier than ever to reach a large audience,

but harder than ever to really connect with it.”(XPLANE, The Economist, Scott McLeod, Karl Fisch, & Laura Bestler)


Status Quo

The number of communication channels has risen over the years. More and more advertising is being sent to the customers. However, it is difficult to achieve attention: customers are actually aware of only 1-2% of advertising.

The number of communication channels has risen over the years. More and more advertising is being sent to the customers. However, it is difficult to achieve attention: customers are actually aware of only 1-2% of advertising.

Source: Nielsen, 2009

Approx. 3500

contacts per

day


MyMom

Status Quo Customers react differently to different media. It is important to understand these affinities and send messages on the right channels.Customers react differently to different media. It is important to understand these affinities and send messages on the right channels.

DIGITAL NATIVESDIGITAL IMMIGRANT

DIGITAL NATIVEDIGITAL NEWBIE


Status Quo Customers react differently to different media. It is important to understand these affinities and send messages on the right channels.Customers react differently to different media. It is important to understand these affinities and send messages on the right channels.

DIGITAL CLUELESS

Source: BBC, Stern.de 2011


Agenda

1) Status Quo


3) Smart Media

4) Conclusion


Communication ChannelsThe traditional communication channels are being supplemented by those of Web 2.0.The traditional communication channels are being supplemented by those of Web 2.0.

Challenge:

How to handle the

media variety?

• Social• Local• Mobile

• Broadcast• One-To-One


Communication Channels

Different communication channels have different strengths and opportunities. They can be categorized with reference to the form of appearance and the synchronicity of response.Different communication channels have different strengths and opportunities. They can be categorized with reference to the form of appearance and the synchronicity of response.

Med

ia F

orm

Time Form

Te

xtu

al

Vis

ua

l

Asynchron SynchronSource: Böcker, based on Gary Hayes, 2008, www.personalizemedia.com

Chat

Embedded Video

EMBEDDED IDENTITY


Advertisement @ Facebook

Precise definition of target group by specific parameters•Country•Age•Birthday•Gender

Social AdsAdvertisements based on the preferences of friends

• Training & Employment• Languages• Relationship Status• Keywords

Facebook advertising is extremely target group orientated and offers the possibility of “Social Advertisement”.Facebook advertising is extremely target group orientated and offers the possibility of “Social Advertisement”.

Social Ads as pre-condition for

e-commerce:

Facebook as an intelligent

gatekeeper for Amazon?


One-To-One

Past: Personal exchange of experience between individuals. Past: Personal exchange of experience between individuals.

Influenceable Manageable

Slow


One-To-Many

Now: The message is spread across the Web 2.0Now: The message is spread across the Web 2.0

Fast Interactive

High Coverage

RISK: LOSS OF CONTROL


Communication Channels

Source: ARD/ZDF-Langzeitstudie Massenkommunikation 1964 - 2010

Time Spent on Different Channels (Age: 14-29 years, Germany)Minutes

per Day

Time spent on the Internet has been growing significantly in recent years. TV, Radio and Internet are on the same level. Time spent on the Internet has been growing significantly in recent years. TV, Radio and Internet are on the same level.

TV

Radio

Newspapers

Sound Storage Media (e.g. CD)

Internet

Books

Journals

Video/DVD


Marketing Expenses

Source: Fachverband Aussenwerbung, January 2010, Böcker

Budgets are changing as well: Spending on newspapers decline considerably while the spending on Internet is growing strongly.Budgets are changing as well: Spending on newspapers decline considerably while the spending on Internet is growing strongly.

-9,7%

-17,9%

-13,0%

-15,0%

+400%

+300%

Media Market Share (1994-2009, Germany)

(expected)


Agenda

1) Status Quo


3) Smart Media

4) Conclusion


Key Challenges

How can the

interaction be

optimized?

What are the

key factors to

transport the

messages?

Which customers

react to which

media?


IMPA

CT

TIME

CROSS MEDIAINTEGRATED CONTENT,

FORM AND TIMING

CROSS MEDIAINTEGRATED CONTENT,

FORM AND TIMING

SMART MEDIACROSS MEDIA +

INDIVIDUAL AFFINITIES

SMART MEDIACROSS MEDIA +

INDIVIDUAL AFFINITIES

ISOLATED MEDIA

ISOLATED MEDIA

Media Evolution


Media Evolution

Cross MediaCross Media

Cross Media is the implementation of communication activities with a consistent guiding principle in various and suitable media genres, which are integrated with respect to content, form and time.

Cross Media is the implementation of communication activities with a consistent guiding principle in various and suitable media genres, which are integrated with respect to content, form and time.

Smart MediaSmart Media

Managing “new” and “classic” media successfully is the key challenge. Smart Media is the intelligent combination and integration of different communication channels considering customer affinities. Objective is the optimization of marketing expenses.

Managing “new” and “classic” media successfully is the key challenge. Smart Media is the intelligent combination and integration of different communication channels considering customer affinities. Objective is the optimization of marketing expenses.


Media Evolution

Quelle: Bitkom, Prof. Mahrdt, Prof. Böcker

Stronger branding

Use of media in accordance with specific

strengths

Increase of the efficiency of the used media

Improved transport of message

Improved perception and learning effectHigher advertising recall

Cost optimization by media coordination

Higher success rate

Increased advertising pressure

Impact of Cross Media

Managing different media affinities

Impact of Smart Media


Example: Publishing House

approx. 4 weeks

Immediate information in Online Shop

approx. 6 weeks

Source: Böcker, 2010

1

2

3

Teaser: attract attention„Surprise“

Announcement &invitation: Online Shop+Detailed information onordering process

Reminder Email

Smart Media

Prerequisite: Knowledge of media and segmentation

0 Identify „Online-Fans“


Example: Dunkin Donuts

“Founded in Boston in 1950, Dunkin' Donuts is now the world's largest coffee and bakery system.” (www.dunkin-donuts.de)

Smart Media - Examples


Web 2.0 Your friends react via Social Media: „Bring me a donut.“

Web 2.0

Information about

upcoming campaigns

Shop

Mobile App „dunkinrun“: Telling your friends you‘re going to get some Donuts at DD.

Source: www.conceptbakery.com



Example: Skittles



TWITTER AS THE “VIRAL-MULTIPLICATOR”

•Skittles is using Twitter as a kind of motor. •Skittles.com displays all Skittles-related tweets as a live feed.•People twitter about Skittles to appear on the homepage. SMART NUCLEUS



PRODUCTS



PRODUCTS

MED

IA



PRODUCTS

MED

IAFRIENDS



PRODUCTS

MED

IAFRIENDS

PICS



Smart Media

5 C‘s of Smart Media5 C‘s of Smart Media

ContinuityContinuity ConsistenceConsistence ConsequenceConsequence

Prof. Böcker 2011, based on: Prof. Kreutzer, 2010

Consistent and perceived appearanceConsistent and perceived appearance

CompetenceCompetence

Validity of Marketing

guidelines for longer periods

Validity of Marketing

guidelines for longer periods

Coherent presence of all marketing tools

Coherent presence of all marketing tools

Consequent implementation of

all measures

Consequent implementation of

all measuresEnsure

authenticity Ensure

authenticity

Customer Affinities

Customer Affinities

Understand customer affinities of media channels

Understand customer affinities of media channels


Contact on preferred channels

Customer profile

Information about media affinities

CRM Cycle: Gathering and analysing information on customer affinities and -preferences

Continuous and systematic

learningrelationship

Smart Media


Email Letter Twitter Facebook

Teaser Regular offers Supersaver Direct dialogue

Reminder High value Special offers Special offers

Bargains Contact to loyal and premium customers

Announcements and possibility of response

Vouchers

Fast response Formal transactions

Traditionals Information-Junkies Networker

Examples: Focused use of different media channels

Smart Media


Agenda

1) Status Quo


3) Smart Media

4) Conclusion


A coordination and combination of the individual channels is mandatory. The different communication channels must be used in accordance to customer affinities.A coordination and combination of the individual channels is mandatory. The different communication channels must be used in accordance to customer affinities.

Consequence

Impact of Smart Media

Customer Affinities


• The media landscape is becoming more and more colourful.

• The key challenge for marketing: Keep track, don’t get lost!

• Smart Media requires detailed knowledge about the customers media affinities and media perception.

• This allows to get closer to the customer.

• Don’t forget: customers could be surprised by an unexpected combination of media.

Conclusion


Prof. Dr. Jens Böcker

Hochschule Bonn-Rhein-SiegGrantham-Allee 20

53757 Sankt Augustin [email protected]

www.xing.com/profile/Jens_Boecker3

www.facebook.com/jens.boecker

www.twitter.com/jensbo

Jens Böcker – Smart media: the new way to the consumer

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