digital marketing live: earn your owned media
TRANSCRIPT
©TNS 2012 ©TNS 2012
Earn your owned media Based on TNS Digital Life
Martin Warmelink
Director Technology & Media TNS Nipo
©TNS 2012
Digital Life
The Global Digital Growth Index
2
High Growth Index
High Internet Penetration
Low Growth Index
Low Internet Penetration
Low Penetration, High Index – Drive growth through engaged
early adopters Low Penetration, Low Index– Tap into latent demand, plan for future opportunity
High Penetration, Low Index – Utilise large reach, engage outliers
High Penetration, High Index– Major opportunity, invest
heavily
South Korea Netherlands
Ghana
China
©TNS 2012
Digital Life
69%
19%
19%
83%
Internet Penetration
30% 88%
68%
33%
47%
81%
Go online daily
Are brand fans on SN
Write about brands online
Research brands online
% of internet users that:
% of internet users that:
Social networks and advocacy present only a small opportunity for brands to grow through digital
Global Netherlands
3
Reach
Engage
Activate
Convert
©TNS 2012
Digital Life 4
Internet Penetration
% reading about brands
% writing about brands
Online users read comments far more than they write them
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©TNS 2012
Digital Life
Most written about
Least written about
Most read about
Least read about
Lots of noise, little interest – Track & respond to key
messages
Low online chatter – drive engagement through creative execution
High impact, low quantity – engage the influencers
Most advocated – Join the conversation Travel
Music
Tobacco
Camera
Mobile Phone
ISP PC
clothes
Advocacy can impact on some categories more than others, depending on how involved the category is
5
©TNS 2012
Digital Life 6
Who is the real Samsung??!!?
©TNS 2012
Digital Life
In mature markets like the Netherlands researching products and purchasing products on line is huge!
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% using Digital to research products or services
% using Digital to purchase products or services
Internet Penetration
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©TNS 2012
Digital Life 8
People do more research for highly involved (and higher priced) purchases, and a greater percentage of this research takes place online
9 10 10 9 20
45
80 73 73
22 20 25
19
31
68
89 87 87
Cleaning
products
Food Personal
hygiene
Alcohol Prescription
Medicine
Credit cards New Car TV Travel
% researching
online
©TNS 2012
Digital Life
Influencing purchase behaviour used to be so simple...
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©TNS 2012
Digital Life
...until the Internet came along
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©TNS 2012
Digital Life
Word of mouth and other earned media play a strong role for consumers researching products online
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6% 12% 12% 13% 14%
21%
35% 38%
41%
17%
28% 31%
56% 60%
12%
23% 25%
50% 52% 57%
69%
Banner Ad Onlinevideo ad
Search Ad Social Net.Ad
Online viralad
Direct mail Email Ad NewspaperAd
TV Ad Brand pageon SN
Onlineretailerwebsite
Productsample
Salesassistant
Brandwebsite
Onlineconsumer
video
Consumerviews on
microblogs
Consumerviews on
SN
Expertreview
Consumerreview
PriceComparison
site
Word ofmouth
Bought media: Utilised by 67%
Owned media: Utilised by 84%
Earned media: Utilised by 85%
% using touchpoint to research
©TNS 2012
Digital Life
Zoom in: owned and earned media Brand websites still hugely important!!
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28%
60%
12%
23%
25%
50%
52%
57%
Online retailer website
Brand website
Online consumer video
Consumer views on microblogs
Consumer views on SN
Expert review
Consumer review
Price Comparison site
Owned media: Utilised by 84%
Earned media: Utilised by 85%
% using touchpoint to research
©TNS 2012
Digital Life
The prominent touchpoints that influence Mobile device selection are brand websites, price comparisons and reviews
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Owned media: Utilised by 87%
26%
23%
67%
58%
22%
72%
54%
44%
44%
18%
TV ads
Print ads
Brand website
Sales assistant
Retailer website
Word of mouth
Price comparison site
Consumer reviews
Expert review
Consumer views on microblogs
Bought media: Utilised by 51%
Earned media: Utilised by 80%
©TNS 2012
Digital Life
Highly Researched
Highly researched but rarely talked about – ensure information hungry consumers are kept up-to-date with info
Highly engaged and talkative consumers – engage via
multiple channels and touchpoints
Lightly Researched
High Levels of Category
WoM
Low Levels of Category WoM
Low levels of engagement – buy media or produce a campaign that’s engaging in its own right
Buzz heavy but important sources of information are
offline – earn media and invest in offline
Differing levels of research and buzz across categories, means different opportunities to engage consumers
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Mobile
Personal Hygiene
Credit Cards
Cosmetics
Travel
©TNS 2012
Digital Life
BOUGHT Buy media or produce a campaign that is engaging in its own right
EARNED
Earn media and invest in offline communication
OWNED Ensure information-hungry consumers are kept up-to-date with information
EARNED & OWNED
Engage customers through multiple channels and
touchpoints
High Levels of
Category WoM
And define the optimal mix of media across product categories
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Highly
Researched
Low Levels of
Category WoM
Lightly
Researched
©TNS 2012
Digital Life
Earned and owned media BOTH important
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0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
New cars
TV
Mobile phones
Cameras
Insurance policy
A PC/Laptop/Tablet
Banking products
Holiday/travel
Over-the-countermedicines
Personal care products
Credit cards
Food
Baby care products
Manufacturer's/service provider websites Consumer product review sites
©TNS 2012
Searching, searching, searching
21.49: Google: Samsung tv
21.50: Plasma discounter.nl
Samsung UE40D6500
Specs
22.04: Google: UE40D6500
22.04: Tweakers
Expert review
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!!!
Session: 70 minutes
Visited:
1 e-tailer
5 times back to google
1 time you tube
2 cons/prof. review / price comp.
2 prof. review / price comp.
2 manufacturer sites
Source: TNS NIPO clicks
©TNS 2012
Digital Life
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?
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Digital Life 19
Some brands try to get reviews on their Websites - Getting them selves
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Digital Life 20
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Some brands try to get reviews on their Websites Collaborate with review specialists
©TNS 2012
Digital Life 22
Some brands try to get reviews on their Websites Collaborate with e-tailers
©TNS 2012
Digital Life 23
©TNS 2012
Digital Life
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?
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©TNS 2012
Digital Life
Do it
Collaborate
Build on your image
Convert
Earn your owned Media
25
©TNS 2012 ©TNS 2012
Earn your owned media Based on TNS Digital Life
www.tnsdigitallife.com
Schuif aan bij ronde tafel sessie om 15.00 uur
Martin Warmelink
TNS NIPO
06 53720496