6th Transatlantik Dialog 15.03.2004 Digitalising and new forms of advertising J

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6th Transatlantik Dialog 15.03.2004Digitalising
and new forms of advertisingJürgen Rösger
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Crossmedia links different communication functions

• ... and thereby raises the advertising effect

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Online breaks up compromise

• Transmitted amount of information
• Degree of individual adaption of information
  
• Degree of interaction
• Validity of information
• Timeliness of information

Richness
Simultaneous increase of richness and reach
eg face to face dialog
Breakup of compromise

• Trigger
• Increasing reach
• Individualization technology

Traditional compromise relationship
eg mailshot letter
Reach
Abb. Online Marketing StrategienConrady,
Jaspersen, Pepels Luchterhand 2002, S.69
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Online marketing 3 market segments
AV. CPM ONLINE
EXAMPLE
ALT. TYPE OF MEDIA
GOAL
MAR-COM. GOAL
MAR-COM. SEGMENT
On the Internet increasing reach is followed by
decrea-sing cpm, at AOL it is at 6,36 .
Direct Mailings (higher cpm for bulk mail,
market up 2,4 in 20031) Yellow Pages
(market under pressure, minus 2 in
20032) Source ZAW (2003) Werben in
Deutschland 1) 335 2) 353
Selling products or services over the web.
O - I - O - T
Awareness
CONSIDERATION
PURCHASE
LOYALTY
Commerce Response
The AOL-cpm is at 12,02 in 2003
Television (stable cpm during the last five
years at approx. 18 ) Daily newspaper (lost
marketshare in 2002, made good in 2003)
Radio (stable marketshare in 2003)
Temporarily limited campaigns to support other
marketing activities or sales to retailers and
especially consumers. Functions of
consumer-promotion Information-function
(brochures, leaflets etc.) Motivation-function
(raffles, sampling etc.) Sales-function
(tokens, give-aways)
O - I - OF - T
Promotion Response
Awareness
CONSIDERATION
PURCHASE
LOYALTY
Increased reach is followed by increasing cpm,
AOL at 18,71 for 2003
Television Magazines (big losses In
revenue but stable cpm) Outdoor
The success of a brand concerning potential
for success (brand-awareness, brand-image,
brand-attitude) Key success data (marketshare,
brand-loyality) brand value (total revenue und
profit, value of brand in monetary units)
O - I - OF - T
AWARENESS
CONSIDERATION
PURCHASE
LOYALTY
Brand Equity Resp.
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Learn from TV business, use TV presence
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Crossmedia today Is it Love?

• Offline television and print

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Crossmedia today Is it Love?

• Online interactive, engaging, diverting and
  playfully

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Crossmedia today Aibo

• Offline TV

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Crossmedia today Aibo

• Online interactive, diverting and playfully

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Crossmedia today Aibo

• Online information and engagement

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What do we need to do tomorrow?

• Less is more
• Reduction of overall inventory and implementation
  of AD-penetration rules analog to privat TV.
• Take care about consumers needs
• Intrinsic instead of extrinsic ad-formats are the
  success driver of online advertising because it
  is voluntary! Otherwise the blocker decade has
  only just begun.
• Be relevant and entertaining
• Create and offer crossmedia communication-function
  alities with high entertainment, fun and maybe
  humor aspects to increase involvement.
• Involve online experts in strategic planning
• Online integration in the early development
  process of campaigns to ensure fulfillment of
  overall marcom value chain.

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• Vielen Dank für Ihre Aufmerksamkeit!
• Es freut sich auf den Dialog mit Ihnen
• Jürgen Rösger
• VP Interactive Marketing AOL Deutschland GmbH
  Co. KG