2. 1994 - 1st BANNER AD: CTR 44%

4. 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

5. 1. CHANNEL AND FORMAT
COMPLEXITY
THE CHALLENGES

9. SMM with Radian 6SMM – Radian 6

10. 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

11. 1. CHANNEL AND FORMAT COMPLEXITY
2. DOMINATION OF MOBILE
THE CHALLENGES

12. Via Della Conciliazione (AP)

13. Via Della Conciliazione (AP)
CHANGING BEHAVIOUR

14. 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

15. 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

16. Source: comScore Device Essentials, January 2013, UK
Device Preferences Throughout the Day
Most weekday tablet usage occurs between 8pm and 9pm

17. 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…

18. THE CHALLENGES
1. CHANNEL AND FORMAT
COMPLEXITY
2. DOMINATION OF MOBILE
3. LACK OF CLARITY ON ROI

20. THE CHALLENGES
1. CHANNEL AND FORMAT COMPLEXITY
2. DOMINATION OF MOBILE
3. LACK OF CLARITY ON ROI
4. HUMANS LIKE STORIES AND NOT
BRANDS

21. 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

23. NOBODY WANTS TO TALK ABOUT BRANDS
ONLINE,
UNLESS THEY GET FREE STUFF
Source: ExactTarget, CoTweet Study

24. WHICH IS WHY REACH FOR BRANDS IS STEADILY
DECRASING …

25. A LITTLE STORY FROM 2001

27. 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

29. DIGITAL BRAND BUILDING
OF THE FUTURE …

30. HYPOTHESIS 1
LOCAL RELEVANT MESSAGES

31. EXAMPLE: ACTIVATION AT POS

32. Jetzt mit
Bedeutet Bezahlen per Fingerprint

34. HYPOTHESIS 1
DEEP CONSUMER
INTEGRATION
(CO-CREATION)

35. Page 34
•
•
•
•

39. HYPOTHESIS 1
DIGITAL BRANDING AS
PRODUCT

40. CARS BECOMING IP-BASED SERVICES

42. Car-enabled
mobility services
Car-related
mobility services
Car-independent
mobility services
AUTOMOBILE USER
MOBILE USER
BMW & MINI
DRIVER

43. HYPOTHESIS 1
DOMINANCE OF RETAIL
(MAKES IT EVEN HARDER)

45. BUYING AT A FINGERTIP …

46. GATEKEEPERS WILL
DOMINATE
“POINT-KNOW-BUY”
SHOPPING
= THE NEXT LAYER AFTER SOCIAL

49. mpfeiffer@bloom-partners.com
http://www.slideshare.net/mpfeiffer/
@markuspfeiffer1
www.bloom-partners.com

50. Bloom Partners sucht Werkstudenten.
Page 49
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