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Digital Marketing Live: Earn your owned media
1.
Earn your owned media Based
on TNS Digital Life Martin Warmelink Director Technology & Media TNS Nipo ©TNS 2012
2.
The Global Digital
Growth Index High Penetration, Low Index – High Internet High Penetration, High Index– Utilise large reach, engage Penetration Major opportunity, invest outliers heavily Netherlands South Korea Low Growth High Growth Index Index China Ghana Low Penetration, High Index – Low Penetration, Low Index– Low Internet Drive growth through engaged Tap into latent demand, Penetration early adopters plan for future opportunity Digital Life 2 ©TNS 2012
3.
Social networks and
advocacy present only a small opportunity for brands to grow through digital Global Netherlands Internet 30% 88% Penetration % of internet % of internet users that: users that: Go online daily 68% 69% Reach Are brand fans on SN 33% 19% Engage Write about brands online 47% 19% Activate Research brands online 81% 83% Convert Digital Life 3 ©TNS 2012
4.
Tanzania
Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt ©TNS 2012 Thailand write them Nigeria Philippines Peru Vietnam % writing about brands Mexico % reading about brands Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal Italy Chile Poland Malaysia Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Digital Life Austria Estonia Singapore Belgium Online users read comments far more than they US Australia Japan Canada Germany Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway 4
5.
Advocacy can impact
on some categories more than others, depending on how involved the category is Mobile Phone High impact, low quantity – Most read Most advocated – engage the influencers Travel Join the conversation about ISP PC Camera clothes Music Least written Most written about about Tobacco Low online chatter – Lots of noise, little interest – drive engagement through Least read Track & respond to key creative execution about messages Digital Life 5 ©TNS 2012
6.
Who is the
real Samsung??!!? Digital Life 6 ©TNS 2012
7.
Tanzania
Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt ©TNS 2012 Thailand Nigeria Philippines Peru Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal Italy Chile Poland % using Digital to research products or services % using Digital to purchase products or services Malaysia Hungary Spain Ireland Czech Republic Internet Penetration Hong Kong UAE France Taiwan Israel Slovakia Digital Life Austria Estonia Singapore Belgium US Australia products and purchasing products on line is huge! Japan In mature markets like the Netherlands researching Canada Germany Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway 7
8.
People do more
research for highly involved (and higher priced) purchases, and a greater percentage of this research takes place online % researching online 89 87 87 68 80 73 73 31 25 45 22 20 19 20 9 10 10 9 Cleaning Food Personal Alcohol Prescription Credit cards New Car TV Travel products hygiene Medicine Digital Life 8 ©TNS 2012
9.
Influencing purchase behaviour
used to be so simple... Digital Life 9 ©TNS 2012
10.
...until the Internet
came along Digital Life 10 ©TNS 2012
11.
Word of mouth
and other earned media play a strong role for consumers researching products online % using touchpoint to research 69% 60% 56% 57% 50% 52% 41% 38% 35% 31% 28% 23% 25% 21% 17% 12% 12% 13% 14% 12% 6% Banner Ad Online Search Ad Social Net. Online viral Direct mail Email Ad Newspaper TV Ad Brand page Online Product Sales Brand Online Consumer Consumer Expert Consumer Price Word of video ad Ad ad Ad on SN retailer sample assistant website consumer views on views on review review Comparison mouth website video microblogs SN site Bought media: Owned media: Earned media: Utilised by 67% Utilised by 84% Utilised by 85% Digital Life 11 ©TNS 2012
12.
Zoom in: owned
and earned media Brand websites still hugely important!! % using touchpoint to research Price Comparison site 57% Consumer review 52% Expert review 50% Consumer views on SN 25% Consumer views on microblogs 23% Earned media: Online consumer video 12% Utilised by 85% Brand website 60% Online retailer website 28% Owned media: Utilised by 84% Digital Life 12 ©TNS 2012
13.
The prominent touchpoints
that influence Mobile device selection are brand websites, price comparisons and reviews TV ads 26% Bought media: Utilised by 51% Print ads 23% Brand website 67% Owned media: Sales assistant 58% Utilised by 87% Retailer website 22% Word of mouth 72% Price comparison site 54% Earned media: Consumer reviews 44% Utilised by 80% Expert review 44% Consumer views on microblogs 18% Digital Life 13 ©TNS 2012
14.
Differing levels of
research and buzz across categories, means different opportunities to engage consumers Highly researched but rarely Highly Highly engaged and talkative talked about – ensure Researched consumers – engage via information hungry Mobile multiple channels and consumers are kept up-to- Travel touchpoints date with info Low Levels of Credit Cards High Levels of Category Category WoM WoM Cosmetics Low levels of engagement – Personal Hygiene Buzz heavy but important buy media or produce a sources of information are campaign that’s engaging in Lightly offline – earn media and its own right Researched invest in offline Digital Life 14 ©TNS 2012
15.
And define the
optimal mix of media across product categories Highly Researched OWNED EARNED & OWNED Ensure information-hungry Engage customers through consumers are kept up-to-date multiple channels and with information touchpoints Low Levels of High Levels of Category WoM Category WoM BOUGHT EARNED Buy media or produce a Earn media and invest in offline campaign that is engaging in its communication own right Lightly Researched Digital Life 15 ©TNS 2012
16.
Earned and owned
media BOTH important Baby care products Food Credit cards Personal care products Over-the-counter medicines Holiday/travel Banking products A PC/Laptop/Tablet Insurance policy Cameras Mobile phones TV New cars 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Manufacturer's/service provider websites Consumer product review sites Digital Life 16 ©TNS 2012
17.
Searching, searching, searching
Session: 70 minutes 21.49: Google: Samsung tv Visited: 21.50: Plasma discounter.nl 1 e-tailer Samsung UE40D6500 5 times back to google Specs 1 time you tube 22.04: Google: UE40D6500 2 cons/prof. review / price comp. 22.04: Tweakers 2 prof. review / price comp. Expert review 2 manufacturer sites Specs Afbeeldingen 22.08: Google: UE40D6500 22.09: Beste product.nl video 22.15: Google: Samsung 22.15: Samsung Specs What is smarttv 22.30: Kieskeurig Lees reviews 22.39: Google: UE40D7000 22.39: Kieskeurig Lees reviews 22.57: Plasmadiscounter youtube filmpje 23.02: Google: Philips 40PFL8608 The searching continues!!! Source: TNS NIPO clicks ©TNS 2012
18.
Shoppers go to
brand sites, to price comparison sites and review sites All in one session We all know this!! Brands: Can you combine them? Should you combine them? Digital Life 18 ©TNS 2012
19.
Some brands try
to get reviews on their Websites - Getting them selves Digital Life 19 ©TNS 2012
20.
Digital Life
20 ©TNS 2012
21.
Some brands try
to get reviews on their Websites Collaborate with review specialists Digital Life 21 ©TNS 2012
22.
Some brands try
to get reviews on their Websites Collaborate with e-tailers Digital Life 22 ©TNS 2012
23.
Digital Life
23 ©TNS 2012
24.
So, what should
brands do? The facts - Brand websites are important in the shopping process - Shoppers are looking for reviews - Many brand sites are static and specs driven - Reviews can give a personal touch / emotion to your brand. You are open to criticism (Everyone makes mistakes) and you can show what you do with it - You can keep shoppers on your site and convert Questions - Do people trust it? - Do it yourself or collaborate? - Are your products and services good enough to be open? - Does it help your brand in the conversion as well? Digital Life 24 ©TNS 2012
25.
Do it
Collaborate Build on your image Convert Earn your owned Media Digital Life 25 ©TNS 2012
26.
Earn your owned media Based
on TNS Digital Life www.tnsdigitallife.com Martin Warmelink Schuif aan bij ronde tafel sessie om TNS NIPO 15.00 uur 06 53720496 martin.warmelink@tns-nipo.com ©TNS 2012
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