Dm discovery bpost: presentation DM in the new media landscape
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Transcript of Dm discovery bpost: presentation DM in the new media landscape
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24% of 12-18 years old use another media most of the time while watching TV
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According to Peter Wylie in his article,
“Emerging Social Media Sites to Watch in 2010”, we are already seeing new entries into
the social media space -not as popular as Facebook, he points out it only took 6 years for
Facebook to generate their following.
The takeaway for marketers is clear - keep an eye out for these new channels and their potential for
your target audience but remember your first priority is to ensure you have included those
channels of most importance to your consumers in your
marketing efforts
Foursquare / GoogleBuzz / Loopt / Blippy / Groupons
Consumers Today Have More Choice Than Ever
And It’s Only Getting Worse …
The media revolution is on
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9Weekly number of advertising messages per capita, Source: Mindshare – Henley Centre (and TNS Media and bpost survey)
‘Choice is good but more choice is not necessarily better’Barry Schwartz, The paradox of choice
1000’s of ambient ads
...
350+ outdoor ads
350+ outdoor ads
200 TV ads200
TV ads
150 radio ads
150 radio ads
20 e-mail ads
400 press
ads/inserts
2+ DM pieces
3 cinema ads
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ENO
RMO
US
GAP
Does the consumer stillunderstand the
advertiser ?
Does the advertiser still understand the
consumer ?
11Source: Mediaxim 2010; bpost estimates (door-to-door)
DMD2D
TV
Press
RadioOutdoor
InternetCinema
Advertisers Investments
Media investments 2010 in Belgium
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“Overall, which advertising media do you like the most ?”
Source : Mediaxim 2010 ; Media preference study – Market probe -dec 2010 n=1006
8,65,3
35,1
30,0
9,96,34,2 0,6
Advertisers Investments Consumer preferences
Which media do the consumers prefer to receive advertising?
DMD2D
TV
Press
RadioOutdoorInternet
CinnemaSocial Networks
Like?
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• Representative sample of the Belgian population, aged 15 years and olderTarget
Sample
Data Collection
• Field: Tuesday 7 to Thursday 23 December 2010• Market Probe’s call center in Brussels
• 1006 interviews• Quota were set per region in terms of gender, age,
province and profession to assure a representative sample of target universe
Media Preference Study (December 2010)
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“Overall, which advertising media do you like the most ?”
Source : Mediaxim 2010 ; Media preference study – Market probe -dec 2010 n=1006
8,6
455,3
28
35,1
1530,0
9,93
6,34,2 13
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0,6
Advertisers Investments Consumer preferences
Growing discrepancy between media investments and consumer media preferences
DMD2D
TV
Press
RadioOutdoorInternet
CinnemaSocial Networks
DM
D2D
TV
PressRadio
Internet
0,0
15
29%
14%
21%
4%
7%
10%
7%
“Overall, which media do you like the most for advertising messages?”
Source : Market Probe 2010
Addressed DM remains the preferred advertising medium
In het algemeen, via welk medium ontvangt u het liefst reclame?De manière générale, sur quel média préférez-vous la publicité ?
29%
22%
12%
7%
6%
5%
4%
33%
27%
12%
8%
4%
1%
2%
Digital Natives(< 25 years)
Digital Immigrants(25-45 years)
Late Adopters(> 45 years)
Radio
Internet
Press
TV
Unadressed DM
Adressed DM
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01020304050
Like
Attract
Irritate
Incite
DMTVE-mailSocial NetworksRadio
J’aime recevoir de la publicité via ce canal - Ik ontvang graag reclame via dit medium La publicité via ce média m’irrite souvent - Reclame via dit medium irriteert me vaak La publicité via ce média m’incite à réagir - Reclame via dit medium spoort me om dan te reageren
La publicité via ce média retient souvent mon attention - Reclame via dit medium houdt vaak mijn aandacht vast
DM is the media that incites the most Digital Natives to react
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Paid, Owned, Earned media
How to close the gap?
Paid mediaBrand pays to
leverage a channel
Owned media
Channels a brand control
Earned media
Customers become the
Channel
Pubonline/offlineSponsoring
Web siteBlog
TwitterAccountFan Page
Like, Comments
BuzzWord of Mouth
ViralSharing
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Hype technologieën Heb ik Overweeg ik aan te kopen
Overweeg ik niet aan te
kopenKen ik niet
E-reader 1.5% 4.3% 67.7% 26.5%iPad 1.4% 8.0% 71.3% 19.2%3D-TV 0.6% 5.9% 80.0% 13.5%Google-TV 1.5% 3.3% 69.1% 26.1%WebTV 4.3% 4.9% 66.6% 24.2%
Source : ibbt, digimeter
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According to Peter Wylie in his article,
“Emerging Social Media Sites to Watch in 2010”, we are already seeing new entries into the social media space -not as popular as Facebook, he points out
it only took 6 years for Facebook to generate their following.
The takeaway for marketers is clear – keep an eye out for these new channels and their potential for your target audience but remember your first priority is to ensure
you have included those channels of most importance to your consumers
in your marketing efforts
Foursquare / GoogleBuzz / Loopt / Blippy / Groupons
Consumers Today Have More Choice Than Ever
And It’s Only Getting Worse …
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Shop
Dressing room & assistance
Contact
website
Paper mailing
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LIFE
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EVEN
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http://www.youtube.com/watch?v=jy57TBz3l_I‘Magical Christmas Cards’
http://www.youtube.com/watch?v=jy57TBz3l_I
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LOCA
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Dynamise the brand by usingtriggers
Install & support
the brandOn-going brand presence
Targetedinteractive
media
Broad media, POS,
website, …
Life Stagetriggers
Purchase /Transaction
triggers
Locationbased
triggersEvent
triggers
Mood
BRAND
Consumer lifecycle
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And did you know?
That DIRECT MAIL OFFERS DISTINCTIVE ADVANTAGES…
Direct Mail is part of this dialogue
