Onze consument wordt overladen met commerciële boodschappen en een veelheid aan producten. Er zijn ondertussen ontelbare mogelijkheden om hem te bereiken. We moeten dus keuzes maken.

1. E commerce as part of a media strategy ?
Marketing Day

6. Henkel Brands:
Performance around the clock

7. Sales 2010
Total sales: 15,092 million euros
Sales by business sector Sales by region
29 % Laundry & Home Care 41 % Growth regions1)
22 % Cosmetics/Toiletries 36 % Western Europe
48 % Adhesive Technologies 18 % North America
1 % Corporate 4 % Japan/Australia/New Zealand
1 % Corporate
Corporate = sales and services not assignable 1) Eastern Europe, Africa/Middle East,
to the individual business sectors. Latin America, Asia (excluding Japan).

8. The changing marketing challenge

9. New marketing situation

19. Technology makes WOM easier, faster and more
flexible

21. A good media campaign starts from
the right
communication
objectives NOT from the
right media tools

22. And the right

23. Think
Awareness? Brand
knowledge ? ect
Feel
Brand values?
Do
Buy the product ?
Online buzz ? Website
traffic ?

24. Classic advertising model
The “new” orientation journey

25. Computer says no!

26. Classic advertising model
The “new” orientation journey

28. How does e-commerce fit
in this new story for Henkel ?

29. Own e-store
Brick & mortar
e-tailer
Permanent
Independent e-
platforms
Occasional
sales on
e-platforms

31. (1)
Communicatie ROI

32. groupolitan

33. I. BREF DEAL 3000 sold
Print eMailing

34. Online
Offline

35. Wehkamp

38. (2)
learning

40. The current shelf

41. The new online shelf

43. (3)
Top Of Mind

45. Start with communication objectives. Not with the tools.
Take the ZMOT into account
E-COM is part of the ZMOT and goes beyond turnover
COMMUNICATION ROI
LEARNING
TOP OF MIND