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RESEARCH, ANALYSIS & TRENDS
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