Page 6 - AeM_Aug_2018
P. 6


             Interconnectedness makes the

             difference in marketing’s future

            Our economy never changed so rapidly and on so many    1.  non-digital users with just little exposure to online
            levels  simultaneously  as  today  This  high  degree  of   media, so-called "nons",
            varied  and  complex  change  dynamics  has  led  many
            companies to focus on individual topics and measures,   2.  digital standard users, so-called "stans" and
            rather  than  linking  them.  In  fact,  there  are  two  very   3.  mobile digital users, so-called "modis".
            different  types  of  change  that  occur  at  very  different
            speeds which are worth to mention:                     ‘Modis’  are  mainly  younger  age  groups  that  grow
                                                                   rapidly,  while  the  so-called  ‘nons’  are  losing  in
               Evolutionary, slow and rather quiet changes that   importance,  but  still  account  for  about  40%  of  the
                are not always apparent at first glance: New potential   adult  population.  GfK  revealed  as  well,  that  brands
                in demographics, rising gross domestic product, but   focusing  on  the  ‘stans”  are  empirically  more
                only  low  productivity,  declining  volume  sales  and   successful  in  their  sales  development  than  those
                brand  loyalty,  but  an  increasingly  individual  buying   focused  on  the  ‘nons’,  and  that  the  theoretical
                and brand behavior.                                requirement  to  address  each  individual  target
                                                                   person,  which  is  often  raised  today,  remains  an
               Revolutionary,  rapid  and  spectacular  changes:   exception in practice.
                Digitization, which is still picking up speed thanks to
                the  mobile  internet,  artificial  intelligence,  the  cloud,   Touchpoints
                robotics, genetic engineering, etc.
            The  great  opportunity  of  marketing  and  communication   Of all success factors, touchpoints and media are
            is  to  respond  to  both  evolutionary  and  digital  changes,   changing  the  fastest  and  most  sustainably.  For
            and  to  integrate  them  holistically  and  in  real-time,  to   those  who  want  to  keep  up,  we  recommend
            succeed  and  continue  to  win  and  keep  customers.     paying attention to the following three points:

                                                                    1.  Defining  the  touchpoints  and  the  use  of
            Target group                                               media  for  the  brand-relevant  target  groups:
                                                                       All  three  target  groups,  non-users  of  digital
            The  first  prerequisite  for  the  exploitation  of  previously   media,  standard  users  and  mobile  digital  users
            neglected  potentials  of  a  networked,  digital  trans-
            formation is a clear target group definition, like e.g. GfK’s   consume  very  differently.  If  you  want  to  reach
            three target group types, including:                       them all, you must plan multimedia-based.

      6            August 2018 - Predictive Algorithms & Native Ads
   1   2   3   4   5   6   7   8   9   10   11