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Omnichannel: Kann Online ohne Offline funktionieren?

Vortrag

Düsseldorf, 26.04.2013

Prof. Dr. Marc Drüner

MANAGEMENT CONSULTING WITH FOCUS ON INNOVATION MARKETING 90 EMPLOYEES; OFFICES IN BERLIN AND BEIJING

AGENCY OF TROMMSDORFF + DRÜNER SPECIALIZED IN SOCIAL MEDIA, APPLICATIONS AND ENTERPRISE 2.0

SCIENTIFIC EXPERTISE SUBSTANTIATED THROUGH CLOSE COLLABORATION WITH TWO UNIVERSITY CHAIRS

MANAGEMENT AND DIGITAL MARKETING CONSULTANCY OF TROMMSDORFF + DRÜNER, SPECIALIZED ON CHINESE MARKET

COLLABORATION WITH CHAIR OF MARKETING AT TONJI UNIVERSITY

CLIENT REFERENCES CONSULTING INTERNATIONAL BRANDS SINCE 1999

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Agenda

1. Intro: Central Beliefs

2. Digital Shopper Marketing: Zielgerichtetes Marketing für jede Zielgruppe

3. Digital Benchmarking System: Erfolgsmessung und –optimierung

4. Mobile Couponing: Kundentreue gewinnen durch Loyalitätsprogramme

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“…SOCIAL NETWORKS ARE THE OPERATING SYSTEMS OF THE DIGITAL SOCIETY…”

(Digital Quarters, 2011)

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“…TECHNOLOGY IS THE NEW CREATIVE…” (Technology Strategy Board)

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“…MARKETING IS THE NEXT BIG MONEY SECTOR IN TECHNOLOGY - BY 2017, A CMO WILL SPEND

MORE ON IT THAN THE CIO…” (Gartner Group, 2012)

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“…DATA IS THE OIL OF THE 21ST CENTURY…” (GARTNER, 2010)

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“…COPY AND PASTE – APPLY EXCELLENT SOCIAL EXPERIENCES FROM OTHER INDUSTRIES TO THE IBM WORLD…”

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…everyone wants to capture the end customer!

Third parties

OEM Supplier Retail End customers

Competitors

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The business success of tomorrow depends on the data

collection of today

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data driven business = enriched user data:

= behavioral user profiles & understanding = build better products, better services, better … = make more money

What’s my data?

TALKING ABOUT

… + …

Owned media

Market research

… + + + +

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Agenda

1. Intro: Central Beliefs

2. Digital Shopper Marketing: Zielgerichtetes Marketing für jede Zielgruppe

3. Digital Benchmarking System: Erfolgsmessung und –optimierung

4. Mobile Couponing: Kundentreue gewinnen durch Loyalitätsprogramme

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Do we have to choose?

?? OR

OFFLINE

ONLINE

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No! Offline and Online are a great match!

AND

= PERFECT MATCH!

OFFLINE

ONLINE

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Shopper Marketing: Leveraging the online and mobile trend for sales increase across all channels

APPS

MOBILE

ONLINE

SOCIAL

LOCAL

GAMING

…

COUPONS

BRICK AND MORTAR

MOBILE COMMERCE

ONLINE COMMERCE

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Welcome to the world of Digital Shopper marketing

CUSTOMER INTEGRATION SHOPPING ASSISTANTS

LOYALTY CREDITS COUPONING

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Key benefits of all stakeholders by implementing strategic shopper marketing

Shopper Loyalty

Additional Sales

Brand Image

Activated Shopper

Consumer Loyalty

Additional Sales

Brand image

Leveraged Customer Relationship

Capabilities in Digital Shopper Marketing

BRAND RETAILER

Targeted Deals

SHOPPER

20

DIGITAL SHOPPER MARKETING WEB-BASED PLANNING TOOL

TARGET-ORIENTED PLANNING

OF DIGITAL SHOPPER ACTIVITIES

REGION & KEY ACCOUNT

Intensive involvement with familiar products

WHICH STRATEGIC GOALS SHOULD BE REACHED? WEIGHT THE STRATEGIC GOALS BY DISTRIBUTING A TOTAL OF 100%

Interest in new products

Incentive for unplanned purchases

Influence of store choice

Influence of product choice

Initiation of additional purchases

Informing friends/ acquaintances

BRAND SELECTION

TARGET GROUPS

RECOMMENDED ACTIVITIES

100%

TARGETED

STRATEGIC GOALS

GOAL-ORIENTED

PRESELECTION

BRAND SELECTION

ENGAGING

BRAND SELECTION

SUCCESSFUL

START OPTIMIZATION

RECOMMENDED ACTIVITES

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Agenda

1. Intro: Central Beliefs

2. Digital Shopper Marketing: Zielgerichtetes Marketing für jede Zielgruppe

3. Digital Benchmarking System: Erfolgsmessung und –optimierung

4. Mobile Couponing: Kundentreue gewinnen durch Loyalitätsprogramme

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AND HOW CAN WE MEASURE OUR SUCCESS?

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TURNING DATA INTO SUCCESS

The challenge is to build a tool that aggregates existing and new data automatically, reduces complexity and creates actionable insights for research and marketing.

CHALLENGE

“Using information from the internet is like drinking water from a fire hydrant”

Mitchell Kapor, founder of Second Life

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Do we have to choose?

?? OR

TV

ONLINE

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No! TV and Online are a great match!

AND

= PERFECT MATCH!

TV

ONLINE

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SOCIAL NETWORKING friends & work

WATCHING TV multiple screens

88% of tablet

owners and 86% of smartphones use

their devices while

watching TV Nielsen Social TV Aug. 2012

Television & Internet

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SOCIAL NETWORKING friends & work

WATCHING TV multiple screens

38% surf on facebook whilst watching TV

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SOCIAL NETWORKING friends & work

WATCHING TV multiple screens

Taking this behavior into account provider develop

parallel programs

TALKING ABOUT

29

DIGITAL PERFORMANCE MANAGEMENT & LIVE DASHBOARD ALIGN MULTIPLE DATA SOURCES WITH BUSINESS OBJECTIVES AND INDUSTRY BENCHMARKS TO GENERATE ACTIONABLE INSIGHTS ONLINE DASHBOARD FOR LIVE PERFORMANCE MEASUREMENT AND REACTION

vs. internal

cases

Vs. Compet

ition

Vs. Award Winner

OPINION MINING

ONLINE SURVEYS

WEB ANALYTICS

SOCIAL DATA

SEARCH DATA

MEDIA SPENDING

DATA SOURCES (heterogeneous, old & new data)

LIVE STEERING WITH ONLINE DASHBOARD (e.g. Coca Cola)

ACTIONABLE STEPS

TO SUCCESS

BUSINESS OBJEVTIVES

BENCHMARKING (internal & external )

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Data-driven change: How new data can fulfill the CMO’s key needs

UNSURE WHERE TO INVEST SUCCESS PER CHANNEL

EX-POST REPORTING REAL-TIME IMPROVEMENT

DATA SILOS FOR EXPERTS ALL DATA IN ONE PLACE

DISPERSED, ANONYMOUS COMMUNICATION

TARGETED MESSAGING

LACK OF COMPARABILITY 360°BENCHMARKING

OLD WORLD NEW WORLD

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A central hub for data aggregation, reporting and insights

Taking KPI management to the next level

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Agenda

1. Intro: Central Beliefs

2. Digital Shopper Marketing: Zielgerichtetes Marketing für jede Zielgruppe

3. Digital Benchmarking System: Erfolgsmessung und –optimierung

4. Mobile Couponing: Kundentreue gewinnen durch Loyalitätsprogramme

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Retail + mobile: THE combination for the future of commerce

http://www.factbrowser.com/facts/8207/

Mobile commerce will account for 24.4% of overall ecommerce

revenues by the end of 2017

1 in 8 EU5 smartphone users actually completed a retail transaction on their

phone

Mobile commerce sales will reach $30B in 2016

More than 2/3 of mobile transactions use alternative

payment methods like PayPal instead of credit or

debit cards

8 in 10 shoppers interested in mobile wallets would use a Paypal wallet if one was available, vs 6 in

10 for Google and Apple

46% of smartphone owners aged 18-34 have shared their locations with a retailer, compared to 22% of those

aged 35-54

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Mobile Couponing Market is exploding

Source: http://www.fiercemobilecontent.com/story/forecast-users-will-redeem-43b-mobile-coupons-2016/2011-11-01

Consumers worldwide will redeem

more than $43 billion

in mobile coupons in 2016,

an eightfold increase from the

$5.4 billion in mobile coupon values

subscribers will redeem in 2011.

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It’s all about giving & taking

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Perfectly leverage shopper preferences along different key success factors of mobile loyalty approaches

GAMIFICATION UNIQUE USER EXPERIENCE

SOCIAL SHARE

TARGETED

ENGAGING ATTRACTIVE BARGAIN

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Thank you for your attention!

Prof. Dr. Marc Drüner trommsdorff + drüner innovation + marketing consultants GmbH Rosenstraße 18 10178 Berlin Fon +49 (0)30 27876027 Fax +49 (0)30 27876066 Mob +49 (0)151 18440018 marc.druener@td-berlin.com www.td-berlin.com