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Guido Modenbach, Geschäftsführer Sevenone Media @Gmodenbach Das Thema ROI Dominiert Die Fachöffentliche Diskussion Seit Monaten

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Guido Modenbach, Geschäftsführer Sevenone Media @Gmodenbach Das Thema ROI Dominiert Die Fachöffentliche Diskussion Seit Monaten Ein Unternehmen der ProSiebenSat.1 Media AG Guido Modenbach, Geschäftsführer SevenOne Media @GModenbach Das Thema ROI dominiert die fachöffentliche Diskussion seit Monaten 2 Warum ist das Thema ROI so „hot“?? Wie erzielt man Wirkung?? Was wir aus der Grundlagenforschung bislang wissen... Why Three Exposures May Be Enough Journal Of Advertising Research, 1972 Wirkung wird durch persönliche Relevanz und Bedarfsmoment gesteuert! Short Term Advertising Strength – STAS 7 Tage vor Kauf Werbung gesehen? Kaufakte mit ja Werbekontakt John Philip Jones STAS- Differential nein Kaufakte ohne Werbekontakt TV-Werbung stimuliert kurzfristig Sales! ... und der erste Kontakt ist der wertvollste!! Recency Planning Bedarfsmoment treibt Werbewirkung Große Reichweiten garantieren Kontakt zu Personen mit Bedarfsmoment! Was wir aus der Grundlagenforschung bislang wissen... Wirkung wird durch persönliche Relevanz und Bedarfsmoment gesteuert! TV-Werbung stimuliert kurzfristig Sales! ... und der erste Kontakt ist der wertvollste!! Große Reichweiten garantieren Kontakt zu Personen mit Bedarfsmoment! Ein kleiner Desktop-Research zum Thema Customer Journey Eine Auswahl der gängigsten Begriffe im Context Customer Journey (ohne Anspruch auf Vollständigkeit). Customer Journey Consumer Journey User Journey Consumer Pathway Mindshare u.v.a. Aegis Media, MEC u.v.a. Unique Digital u.v.a. ZenithMedia Consumer Radar Path-to-Conversion Consumer Orbit Consumer Decision ZMG Journey Neuer Begriff aus USA Begriff aus dem Online Marketing McKinsey Motivation-to-Media Real World Vizeum Stimulus/Response Multichannel-Tracking Communication Die „Mutter“ aller Modelle Customer Engagement Cycle intelliAd und sehr viele andere Mediacom diverse engl. Quellen AIDA RTB/Trading Desk Rubikon-Modell Die „Tochter“ der „Mutter“ Bought-Owned-Earned div. Spezialisten, Agenturen Ansatz aus der Motivationstheorie Media Kaufentscheidungsprozeß div. Mediaagenturen Customer Experience Uncooles, deutsches Wort Modell Consumer Connection Touchpoint ROI Tracker Accenture System ZenithOptimedia Aegis Media Quelle: .companion, SevenOne Media Ein kleiner Desktop-Research zum Thema Customer Journey Eine Auswahl der gängigsten Begriffe im Context Customer Journey (ohne Anspruch auf Vollständigkeit). Customer Journey Consumer Journey User Journey Consumer Pathway Mindshare u.v.a. Aegis Media, MEC u.v.a. Unique Digital u.v.a. ZenithMedia Consumer Radar Path-to-Conversion Consumer Orbit Consumer Decision ZMG Journey Neuer Begriff aus USA Begriff aus dem Online Marketing Active Awareness Involvement Purchase Consumption Relationship Advocacy McKinsey consideration Motivation-to-Media Vizeum Stimulus/Response Real World Consumer Pathway nach ZMG/ZenithMedia Multichannel-Tracking Communication Die „Mutter“ aller Modelle Customer Engagement Cycle intelliAd und sehr viele andere Mediacom diverse engl. Quellen AIDA RTB/Trading Desk Rubikon-Modell Die „Tochter“ der „Mutter“ Bought-Owned-Earned div. Spezialisten, Agenturen Ansatz aus der Motivationstheorie Media Kaufentscheidungsprozeß div. Mediaagenturen Customer Experience Uncooles, deutsches Wort Modell Consumer Connection Touchpoint ROI Tracker Accenture System ZenithOptimedia Aegis Media Quelle: .companion, SevenOne Media Ein kleiner Desktop-Research zum Thema Customer Journey Eine Auswahl der gängigsten Begriffe im Context Customer Journey (ohne Anspruch auf Vollständigkeit). Customer Journey Consumer Journey User Journey Consumer Pathway Mindshare u.v.a. Aegis Media, MEC u.v.a. Unique Digital u.v.a. ZenithMedia ConsumerCONSUMER Radar DECISION JOURNEY Path-to-Conversion Consumer Orbit Consumer Decision ZMG Journey Neuer Begriff aus USA Begriff aus dem Online Marketing McKinsey MotivationINSPIRATION -to-Media Real World Vizeum Stimulus/Response Multichannel-Tracking Communication Die „Mutter“ aller Modelle ADVOCATECustomer Engagement CycleCONSIDERATION intelliAd und sehr viele andere Mediacom diverse engl. Quellen AIDA RTB/Trading Desk Rubikon-Modell Die „Tochter“ der „Mutter“ Bought-Owned-EarnedLOYALITY div. Spezialisten, Agenturen EXPERIENCE AnsatzBOND aus der MotivationstheorieEVALUATION Media LOOP Kaufentscheidungsprozeß div. Mediaagenturen Customer Experience Uncooles, deutsches Wort Modell PURCHASE ConsumerVALIDATION Connection Touchpoint ROI Tracker Accenture System ZenithOptimedia von McKinsey Aegis Media Quelle: .companion, SevenOne Media Ein kleiner Desktop-Research zum Thema Customer Journey Eine Auswahl der gängigsten Begriffe im Context Customer Journey (ohne Anspruch auf Vollständigkeit). Customer Journey Consumer Journey User Journey Consumer Pathway Mindshare u.v.a. Aegis Media, MEC u.v.a. Unique Digital u.v.a. ZenithMedia Consumer Radar Path-to-Conversion Consumer Orbit Consumer Decision ZMG Journey Neuer Begriff aus USA Begriff aus dem Online Marketing McKinsey Motivation-to-Media Real World Vizeum Stimulus/Response Multichannel-Tracking Communication Die „Mutter“ aller Modelle Customer Engagement Cycle intelliAd und sehr viele andere Mediacom diverse engl. Quellen AIDA RTB/Trading Desk Rubikon-Modell Die „Tochter“ der „Mutter“ Bought-Owned-Earned div. Spezialisten, Agenturen Ansatz aus der Motivationstheorie Media Kaufentscheidungsprozeß div. Mediaagenturen Customer Experience Uncooles, deutsches Wort Modell Customer Experience Model, Accenture Consumer Connection Touchpoint ROI Tracker Accenture System ZenithOptimedia Aegis Media Quelle: .companion, SevenOne Media Ein kleiner Desktop-Research zum Thema Customer Journey Eine Auswahl der gängigsten Begriffe im Context Customer Journey (ohne Anspruch auf Vollständigkeit). Customer Journey Consumer Journey User Journey Consumer Pathway Mindshare u.v.a. Aegis Media, MEC u.v.a. Unique Digital u.v.a. ZenithMedia Consumer Radar Path-to-Conversion Consumer Orbit Consumer Decision ZMG Journey Neuer Begriff aus USA Begriff aus dem Online Marketing McKinsey Motivation-to-Media Real World Vizeum Stimulus/Response Multichannel-Tracking Communication Die „Mutter“ aller Modelle Customer Engagement Cycle intelliAd und sehr viele andere Mediacom diverse engl. Quellen AIDA RTB/Trading Desk Rubikon-Modell Die „Tochter“ der „Mutter“ Bought-Owned-Earned div. Spezialisten, Agenturen Ansatz aus der Motivationstheorie Media Kaufentscheidungsprozeß div. Mediaagenturen Customer Experience Uncooles, deutsches Wort Modell Consumer Connection Touchpoint ROI Tracker Accenture System ZenithOptimedia Aegis Media Quelle: .companion, SevenOne Media Unterschiedliche Sichtweisen auf die Customer Journey „Contact Journey“ „Decision/Engagement Journey“ + Kontaktstrecke innerhalb eines Kanals oder + Veränderung von Einstellungen eines kanalübergreifend. Konsumenten. + Online Marketing bzw. eCommerce. + Customer Experience. + Welche Kontaktpunkte und werbliche Impulse + Welche Kontaktpunkte generieren welche optimieren Online Performance? Wahrnehmungs-, Einstellungs-, Verhaltensänderung? Quelle: .companion, SevenOne Media Customer Journey im Marketing Irrweg Brand Advocates – Konzept mit Social Media: ohne Relevanz und gescheitert! Herkunft der Advocates Sonstige 11% Fürsprecher / Brand Advocates 47% Stille Pflegefälle / Kritiker / Bindungslose / Mitarbeiter Multiplikatoren / Nursing Cases 42% Critics Unrelated Silent Multiplicators Kunden Ø 0,08% Ø 0,49% Ø 0,18% Ø 0,03% Ø 0,03% ØØ 0,8%0,8% Engagierte Follower / Engaged Subscribers Ø 5% Aktive Follower / Active Subscribers 100%100% Follower / Subscribers Quelle: .companion Brand Advocate Studie, Juni 2014 Die „isolierte“ Sicht der Digital Giants auf die Funktion der Werbung: RIGHT MESSAGE RIGHT PERSON RIGHT TIME ONLINE-RECHERCHE UND SEARCH SIND HÄUFIG EINE DIREKTE WIRKUNG VON TV Data Driven Advertising = Disruptive Innovation? • Data Driven Advertising verspricht gezielte Ansprache der relevanten Konsumenten. Beispiel Facebook „People-Based Marketing“ bei Facebook Persönliche Daten • Keine Cookies Identität Einkäufe (stattdessen neue AGB). Nutzung Kundenkarten etc. • Dauerhafte Sammlung, Orte Aggregation und Nutzung acxiom Interessen personenbezogener Datalogix Verhalten UID Daten BlueKai Demografie Epsilon Connections etc. etc. • Cross-device Auslieferung Facebook-Daten Daten-Anbieter Quelle: Dr. Ralf Kaumanns Auslagerung von Features in eigenständige Apps Tiefe Integration neuer, zusätzlicher Apps* „Unbundling“ von Features in eigenständige Apps Instagram Facebook Home Facebook Stickered Messenger Hyperlapse Facebook Core Facebook Groups Mobile App Whatsapp Facebook Paper Slingshot Facebook Rooms Bolt ? Facebook Mentions ? *Akquiriert oder selbst-entwickelt Weitere Facebook App Center Weitere Quelle: Dr. Ralf Kaumanns TV hat etwas, was Facebook gerne hätte… Nur TV kombiniert Reichweite, Geschwindigkeit und die suggestive Kraft der Spots Erwin Ephron: „A medium‘s advertising value is the product of its probability of exposing the average ad and its contribution to the impact of the message” probability of exposing the average ad contribution to the impact of the message Reichweite Geschwindigkeit Suggestive Kraft Emotion Die Kraft des Mediums Die Kraft des Werbemittels TV triggert Online triggert Germany‘s 20:30 20:32 Website und Werbung TV Timeline: 20:34 20:36 20:38 20:40 Next Topmodel (March 27, 2014) (March Next27, Topmodel 20:42 20:44 20:46 20:48 20:50 20:52 TV Commercial 20:54 - 20:56 unmittelbar Aktivitäten 20:58 21:00 21:02 21:04 21:06 21:08 21:10 21:12 Product Placement 21:14 21:16 21:18 21:20 21:22 TV Commercial 21:24 - Besuche 21:26 21:28 21:30 21:32 21:34 21:36 21:38 21:40 21:42 21:44 21:46 21:48 21:50 21:52 TV Commercial 21:54 21:56 21:58 22:00 22:02 22:04
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