Content & CommerceA new type of Corporate PublishingMichael HöflichForum Corporate PublishingLjubliana, 20th September 2012
1>> The Association
FCP – BAS IC INFORMATION• Founded May 1999 (14 members)• 103 members D, A, CH (April 2012)• Six board members• Working gro...
FCP – GOALS• positioning CP industry• promote positive image of industry / market• create transparency in the market• prom...
2 >> The Market
G CORPO RATE PUBLISHIN MEDIAMobile News Service Sales Magazine Content AppsExecutive Media Mobile RadioNewsMag Portals...
G In D-A-CH (2011)CORPO RATE PUBLISHIN
FUTURE MA RKET SITUATIONMost of the companies and publishers judge the future market situationfavourably.Companies ...
2 >> European CP Institute
EICP – EUROP EAN INSTITUTE G FOR CORPO RATE PUBLISHIN• first CP-Institut in Europe• founde...
3 >> Study on Content & Commerce
n t & Commerce“ Usage of „ConteAbout two thirds of the companies use Corporate Publishing for Sales support.Only o...
Potentia l Sales SupportCP is particularly suited to set the stage for products and to inform aboutsources of supply. Dire...
ed ia (Companies) S ales Support: MFrom a corporate perspective sales is best supported by websites and printmagaz...
& Connection be tween Magazine ShopCoupon codes and links with incentives are considered as the most appropr...
ROLE OF M OBILE DEVICESAgreement with the statement:Smartphones and tablets will open newpossibilities for Editorial Shopp...
4 >> Development of Content & Commerce
NTE NT … CO NTENT BY JOURN ...
„IN THE FUTURECOMMUNICATION WILLBE COMPLETELY ABOUTLIFESTYLE AND LIFEWORLDOF THE CONSUMER.“ DR. TONIO KRÖGER (CEO & CHAI...
on the way into theMedia an d Communication21. Century Mass Media Personal Media Ad Push ...
ERS EA C H CONSUM OMPANIES RBRANDS AND C FERENT WAYS.ON THE THREE DIF ...
RNEDA SHIFT TO OWNED AND EA Development Communication Market (Segments) in Mrd. EU...
GETSIN THE US AND U K 12% OF MARKETING BUD IAARE SPEND ON OWNED MED Owned Media ...
5 >> Retail is changing
THE 90S! NG– SINCERE TAIL IS CHANGI Agent ...
TW OFORFASHION (OTT O) VERSUS S.OLIVER TWOFORFASHION S.OLIVER OTTO STA...
TOM TAILORNIVEA ONLINE VERSUS NIVEA LINKAGE TO THE TOM TAILOR ARTICLES AN...
BLOG POWERED BY TURN-ON CONTENT CHANNEL SALES ...
6 >> The next step
THE NEX T ST E P… Anchorage in the life world ...
LES IN HRISTMAS SA ...
RCE“:„CR OSS OVER COMME RKET G IN THE VIRTUAL SUPERMAQR CODE SHOPPIN ...
7 >> Conclusion
„THE CUSTOMERBECOMES THE MOSTIMPORTANTMEDIACHANNEL.“ GREGOR GRÜNDGENS (DIRECTOR BRAND MARKETING VODAFONE)
MICHAEL HÖFLICHFORUM CORPORATE PUBLISHING e.V.Dachauer Str. 21aD-80335 MünchenTel. +49 89 34 07 79 77Fax: +49 89 34 07 79 ...
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(POMP Forum 2012): Michael Hoeflich: Vsebina in tržna uspešnost podjetij

Published on: Mar 4, 2016
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Transcripts - (POMP Forum 2012): Michael Hoeflich: Vsebina in tržna uspešnost podjetij

  • 1. Content & CommerceA new type of Corporate PublishingMichael HöflichForum Corporate PublishingLjubliana, 20th September 2012
  • 2. 1>> The Association
  • 3. FCP – BAS IC INFORMATION• Founded May 1999 (14 members)• 103 members D, A, CH (April 2012)• Six board members• Working groups and regional meetings• Main office in Munich• International Network ICMF (www.icpfonline.org)
  • 4. FCP – GOALS• positioning CP industry• promote positive image of industry / market• create transparency in the market• promote CP quality standards• provide information resources• document market trends• represent CP industry proactively
  • 5. 2 >> The Market
  • 6. G CORPO RATE PUBLISHIN MEDIAMobile News Service Sales Magazine Content AppsExecutive Media Mobile RadioNewsMag PortalsCorporate Responsibility Magazine Annual Reports Employer Magazines Point of Sales-MagazineStory-SiteSupplements Electronic Magazine Special ReportsCorporate Books Podcast Field Service MagainesMagalog Corporate Weblogs Newsletter VodcastsCustomer Magazine Corporate-TVYouth MagazineE-Newsletter Members Magazines Case Studies Wallpaper
  • 7. G In D-A-CH (2011)CORPO RATE PUBLISHIN
  • 8. FUTURE MA RKET SITUATIONMost of the companies and publishers judge the future market situationfavourably.Companies 83.0 17.0 very positivePublishers /Agencies positive 9.8 72.5 17.6 mediocre
  • 9. 2 >> European CP Institute
  • 10. EICP – EUROP EAN INSTITUTE G FOR CORPO RATE PUBLISHIN• first CP-Institut in Europe• founded by FCP in June 2007• advisory board with 15 university professors from Germany, Switzerland and Austria• tasks: research, apprenticeship, consulting, marketing• partners (associations, academics and practitioners) from 14 European countries
  • 11. 3 >> Study on Content & Commerce
  • 12. n t & Commerce“ Usage of „ConteAbout two thirds of the companies use Corporate Publishing for Sales support.Only one-fifth of the companies is not interested in Editorial Shopping.Do you use Corporate Publishing for sales support?Companies Publisher 66.0 64.7 Yes, we use Yes, we use CP to support sales CP to support sales 23.5 20.8 No No ... and Editorial Shopping is ... but Editorial Shopping 13.2 absolutely out of question 11.8 would be an option No No ... but Editorial Shopping ... and Editorial Shopping is would be an option absolutely out of question
  • 13. Potentia l Sales SupportCP is particularly suited to set the stage for products and to inform aboutsources of supply. Direct incentive to buy is seen as an opportunity.What is your estimate as to the potential of Corporate Publishing to provide the following types of support in terms ofdistribution?Companies Publisher 71.7 78.4 Attractive Attractive presentation of presentation of products products 54.9 Guidance for the 39.6 establishment of Impulse for visiting events 67.9 personal contact 70.6 Information on Information on buying sources buying sources 41.5 Guidance to 58.8 direct shopping 49.1 Impulse for options Guidance for the visiting events 60.8 establishment of Guidance to personal direct shopping contact options
  • 14. ed ia (Companies) S ales Support: MFrom a corporate perspective sales is best supported by websites and printmagazines. 40% think apps, e-newsletters, video and mobile websites areespecially suitable.How appropriate do you consider the following media channels to be in terms of Editorial Shopping, namely in the area ofsales support? Websites / Microsites 58.5 Printmagazine 52.8 Apps 41.5 E-Newsletter 39.6 Videos 39.6 Mobile Websites 37.7 E-Magazine 32.1 Soziale Networks 26.4 Blogs / Microblogs 11.3 Corporate Books 3.8
  • 15. & Connection be tween Magazine ShopCoupon codes and links with incentives are considered as the most appropriateinstruments to build a bridge between customer magazines and online shops.How appropriate do you basically consider the following instruments to be in order to motivate the readers ofcustomer magazines to do their shopping in an online shop?Companies Publisher 45.1 39.6 Couppon codes for products / services Couppon codes for products / services 29.4 QR-Codes / 24.5 39.6 Mobile Tagging 41.2 Links in printed QR-Codes / Links in printed magazines combined Mobile magazines combined with incentives Tagging with incentives 33.3 24.5 Links in printed Links in printed 26.4 magazines 37.3 magazines Reference to Reference to content on content on the internet the internet
  • 16. ROLE OF M OBILE DEVICESAgreement with the statement:Smartphones and tablets will open newpossibilities for Editorial Shopping in the future.Companies Publisher 75,5 % 80,4 %
  • 17. 4 >> Development of Content & Commerce
  • 18. NTE NT … CO NTENT BY JOURN ALISTIC CO VINCES C REDIBILITY – RAISE OFCON RTAINS RIENCES IONAL EXPE ENTE EMOT SELLS ITSELF MORE THAN 115 MILLION TIMES
  • 19. „IN THE FUTURECOMMUNICATION WILLBE COMPLETELY ABOUTLIFESTYLE AND LIFEWORLDOF THE CONSUMER.“ DR. TONIO KRÖGER (CEO & CHAIRMAN DDB GERMANY)
  • 20. on the way into theMedia an d Communication21. Century Mass Media Personal Media Ad Push Content Pull Consumer Confessor Sender Reciever Marketing Objective Clients Budget
  • 21. ERS EA C H CONSUM OMPANIES RBRANDS AND C FERENT WAYS.ON THE THREE DIF Access to the Access to the PAID consumer with consumer with Adds incl Online Adds incl Online MEDIA Access to the Access to the Access to the Access to the consumer consumer consumer with consumer with with own with own „Endorsement“ „Endorsement“ EARNED OWNED media media channels channels MEDIA MEDIA Quelle: WPP
  • 22. RNEDA SHIFT TO OWNED AND EA Development Communication Market (Segments) in Mrd. EUR in 2015; CAGR 2010-2015 in percentage terms in % 30 0,8 15 10,9 0 16,8 Paid Media Owned Media Earned Media Quelle: McKinsey Marktmodell Werbe- und Kommunikationsmarkt 2011
  • 23. GETSIN THE US AND U K 12% OF MARKETING BUD IAARE SPEND ON OWNED MED Owned Media Marketing Budgets Examples form the US und UK 2010, estimated split Traditional 18% Advertising 7% Digital Advertising 7% Paid Search 10% Direct Marketing 12% Owned Media Trade Programs 13% & Promotions 19% Events / PR Developing Sales 13%& Marketing Collateral Other 3% „Paid Media“ „Owned Media“ „Earned Media“ „POS / Direct Marketing Source: WPP, Booz & Company Survey 2009; Booz & Company Analysis
  • 24. 5 >> Retail is changing
  • 25. THE 90S! NG– SINCERE TAIL IS CHANGI Agent Pr ovoca Nespresso teur Kaufhaus bie & Fitch Abercrom KaDeW e
  • 26. TW OFORFASHION (OTT O) VERSUS S.OLIVER TWOFORFASHION S.OLIVER OTTO STANDARD ONLINE LINKAGE TO SHOP WITHOUT E-COMMERCE – CONTENT SHOPPING POSSIBILITY IN THE ONLINE-SHOP OF OTTO
  • 27. TOM TAILORNIVEA ONLINE VERSUS NIVEA LINKAGE TO THE TOM TAILOR ARTICLES AND ONLINE SHOP STANDARDADVISES IN ADDITION ONLINE SHOPPING TO THE CUSTOMER WITHOUT CONTENT MAGAZINE
  • 28. BLOG POWERED BY TURN-ON CONTENT CHANNEL SALES SICHERER SOUND Ultraleicht und ebenso stabil schickt Ride seinen Ninja- Helm ins Rennen. Das Modell passt sich optimal dem Kopf an, und der integrierte Skullcandy-Kopfhörer schützt vor Après-Ski-Lärm. Außerdem gibt es einewww.ridesnowboards.com Kamerahalterung, um Tricks aus der Ego-Perspektive zu filmen. TURN ON –AUTHORS BLOG TURN ON MAGAZIN DEEP LINKS TO THE PRODUCTS ABOUT PRODUCTS SATURN.DE PREORDERL-BUTTON WRITE TURN ON SPECIALS, TURN ON iPAD APP TURN ON DISCOUNT MAKE RECOMMENDATIONS COUNTDOWN TURN ON PRODUCT OF THE WEEK TURN ON 4 AT 4
  • 29. 6 >> The next step
  • 30. THE NEX T ST E P… Anchorage in the life world „Relevance“ Content Mobile / Social Editorial Shopping Closeness to Measurement Commerce Community consumer of success „Credibility“ „Resonance “
  • 31. LES IN HRISTMAS SA EW IN C BLET GR ON E OR TA ER). MARTPH TURNOV OPPRANSG H NT (T I N A VIA S CENT ( 323 PER OBIL1E 7SPERCE ) OR CTIONSMEUROPE 38 201 SOCIAL NE TWORK . S ARE A T LEAST IN ONE OF INTERNET USER 74 PERCENT ERS. T ARE ACTIVE US 66 PERCEN TION (D) SHOPS ONLINE NEARLY HA LF OF TH).E POPULA PEOPLE IO (46,6% OR 32,94 M SOCIAL COMMERCE TURNOVER WAS 6,38 BN EURO IN 2011 FORECAST FOR 2015 IS 14,4 BN. EURO (CAGR 2010-2015: 52,2%)Source: BITKOM 2011; Zweite, erweiterte Studie 12/2011
  • 32. RCE“:„CR OSS OVER COMME RKET G IN THE VIRTUAL SUPERMAQR CODE SHOPPIN EBAY EASYCOSMETICS D TESCO KOREA
  • 33. 7 >> Conclusion
  • 34. „THE CUSTOMERBECOMES THE MOSTIMPORTANTMEDIACHANNEL.“ GREGOR GRÜNDGENS (DIRECTOR BRAND MARKETING VODAFONE)
  • 35. MICHAEL HÖFLICHFORUM CORPORATE PUBLISHING e.V.Dachauer Str. 21aD-80335 MünchenTel. +49 89 34 07 79 77Fax: +49 89 34 07 79 78michael.hoeflich@forum-corporate-publishing.dewww.forum-corporate-publishing.com

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