金屬質(zhì)感年計劃年終總結(jié)案例47P課件

1、Kent WertimeChief Operating Officer Ogilvy & Mather Asia Pacific The DigiMarketing ImperativeTectonic ChangesThe Global User Base1996Asia44% of global2012U.S. 11.7%Rest of world88.3%U.S. 66%Rest of world34%China 22.9%Japan 4.6%India 4.7%The Digital Device Shift1 Million new devices connected dailyTh

2、e Digital Device ShiftToward 10 Billion8DigiMarketing Shift:A defining topic for a generation of marketing Three Eras of Digital MarketingNew & Experimental90sMass & Mainstream00sPredominant & Pervasive10sGlobal Ad Spend$500 Billion2012fGlobal Ad Spend200441.5%4.3%6.5%26.1%15.4%6.0%43.7%18.6%5.2%16.

3、6%9.8%5.9%Source: GroupM TYNY Summer 2011TVInternetRadioNewspaperMagazinesOutdoors2012fGlobal Ad Spend2004$16B$100BSource: GroupM TYNY Summer 2011TVInternetRadioNewspaperMagazinesOutdoorsIndia Ad Spend2012fIndia Ad Spend200438.5%0.6%2.0%47.2%4.3%7.4%41.6%4.5%4.8%40.7%2.4%5.6%Source: GroupM TYNY Summ

4、er 2011TVInternetRadioNewspaperMagazinesOutdoors2012fIndia Ad Spend2004$17M$353MMSource: GroupM TYNY Summer 2011TVInternetRadioNewspaperMagazinesOutdoorsConfidence Gap:A continued lag,an under-invested marketMarketers Still Lag ConsumersSource: eMarketer 2008, EdisonMedia Research 2008, MRI 2008, Ni

5、elsen Media Research 2008, NeoOgilvy Media Analytics, PricewaterhouseCoopers LLP, Wilkofsky Gruen Associate. November 2009 Report,eMarketer Jun 2010 Online Ad Spend Bounces Back and Forrester Dec 2010 Understanding the Changing Needs of the US Online Consumer% Consumer Time Spent Online% Advertising

6、 Dollars Spent OnlineThe Marketing Confidence Gap DigiMarketing Imperatives01From P-O-E to P-U-CMarketer Organizing Principle - POEPaidOwnedEarnedConsumer Organizing Principle - PUCParticipationUtilityContributionMore tweets, lower the priceConsumer Organizing Principle - PUCParticipationUtilitySour

7、ce: Mobile Apps Worldwide Forecast 2011-20159.00AMSINGTELSlide to unlockFriday, March 179:002011201589.0 B18.4 BNike, Becks, Smirnoff, Tiger beer & Adidas help you to find activities around your locationNorth Face provides you with the latest Snow reportsNIVEA tells you what sun lotion you should us

8、eOnce a weekOnce a quarterBranded Utility ProliferationConsumer Organizing Principle - PUCParticipationUtilityContributionLoyalty / PurchaseInfluence / Word-of-MouthNew Dimension of Customer ValueCustomer ContributionFan sitesViral videosBlog postingsVotingConsumer critiquesCo-creationCrowd sourcing

9、Customer feedback surveysLoyalty clubs onlineVirtual fan eventsOnline corporate eventsOnline pre-orderingFriend-get-friend campaignsBulk purchasing onlineParticipation in online promotionsUse of companys virtual goodsProduct customization and sharingSecondly markets (E-Bay)Customer ContributionInvit

10、ing community members of to openly submit their ideas for the new Muji product.More than 50 of Muji product has been developed from this community.Community Driven Product Innovation02Content EcosystemsContent = Digital BaitWATSON on Jeopardy!ToplineResultsXXX in validated Lead VenueXXX in Win Reven

11、ue03Social at the Center04Data Value ExchangeData Value TransactionPredictive models / RecosCustomer user preferencesPersonal comparisons to averageValue promptsOffer bundlesParticipation incentivesCo-brand data sharing / offersPersonal habits tracking05Managing Consumer Trust(Constantly)Tim Berners-Lee, Developer of the InternetBBC Interview, March 18, 2008On personal data: “Its mine you cant have it. If you want to use it for something, then you have to negotiate with me. I have to agree. I have to understand what Im getting in return.”Thank you!graduation thesis