2. People
don’t
like
ads
(anymore)
-‐
for
various
reasons.
That’s
why
adver<sing
works
less
and
less.
But
many
ad-‐people
are
s1ll
in
the
denial
phase.
3. Prof.
Dr.
Gerard
Tellis
1980-‐1990:Adver<sing
+10%
=
+2.2%
marketshare
2008:Adver<sing
+20%
=
+2.2%
marketshare
“
….
the
authors
conduct
a
meta-‐analysis
of
751
short-‐term
and
402
long-‐term
direct-‐to-‐consumer
brand
adver1sing
elas1ci1es
es1mated
in
56
studies
published
between
1960
and
2008.
the
study
finds
several
new
empirical
generaliza1ons
about
adver1sing
elas1city.
the
most
important
are
as
follows:
the
average
short-‐term
adver1sing
elas1city
is
.12,
which
is
substan1ally
lower
than
the
prior
meta-‐analy1c
mean
of
.22;
there
has
been
a
decline
in
the
adver1sing
elas1city
over
1me.”
Gerard
Tellis,
PhD
Michigan,
is
Professor
of
Marke<ng,
Management,
and
Organiza<on,
Neely
Chair
of
American
Enterprise,
and
Director
of
the
Center
for
Global
Innova<on,
at
the
USC
Marshall
School
of
Business.
He
is
Dis<nguished
Visitor
of
Marke<ng
Research,
Erasmus
University,
RoZerdam
and
has
been
Visi<ng
Chair
of
Marke<ng,
Strategy,
and
Innova<on
at
the
Judge
Business
School,
Cambridge
University,
UK.
Tellis
specializes
in
the
areas
of
innova<on,
adver<sing,
global
strategy,
market
entry,
new
product
growth,
promo<on,
and
pricing.
4. Why
the
hell
then
is
adver<sing
(in
the
US)
growing
faster
than
BNP
or
the
median
salary?
5. Which
brands
will
con<nue
to
pay
that?
Media
rates
set
to
increase
by
14%
in
China
in
2013.
Media
spending
was
expected
to
grow
by
7%
on
an
annual
basis
in
2013.
• Digital:
+18%
• Outdoor:
+6%
• TV:
+5%
• Radio:
+5%
• Newspapers:
+3%
• Magazines:
+2%
6. Less
and
less
brands
are
willing
to
sponsor
the
media.
Hence
the
growth
of
the
recommenda<on
phenomenon.
13. At
the
moment
we
move
from
impressions
to
expressions,
ZO
broadens
brand
experience
to
…the
“good
old
impressions”.
Holaba Zenith Optimedia
“the brand experience that has real Broadens “Experience” to
influence on other consumers has to “Impressions”: opportunities to be
be limited to the actual, physical seen, heard .
experience with the product/brand
itself. Older experiences and "hearsay “a sum total of the actions and scale in
experiences", or "nice advertising" the market – and since large amounts
only play very little role in influential of dollars still go behind mass media –
WOM. the impressions (or experiences) from
these tend to overwhelm the earned
space.”
14. Our
2007
(!)
research
in
China
made
clear
that
experience
is
more
powerful
that
hearsay.
16. Who’s
influencing?
Is
all
that
buzzing
trustworthy?
“…
while
consumer
electronics
buyers
pay
more
aTen1on
to
other
consumers’
reviews
than
to
editorial
reviews
–
by
a
margin
of
more
than
three
to
one
(77
percent
vs.
23
percent)
–
a
majority
are
concerned
about
the
authen1city
of
consumer
reviews
(80
percent),
leading
them
to
conduct
considerable
analysis
before
making
their
decision.”
18. How
do
you
measure
your
recommenda<on
score?
How
do
you
iden<fy
recommenders
and
detractors?
De
éne
vraag
die
nu
door
meer
en
meer
bedrijven
gesteld
wordt.
In
dit
geval
op
de
site
van
Klout.
19.
20. Where
does
this
recommenda<on
phenomenon
come
from?
Why
is
it
growing?
Where
can
it
lead
us
too?
Back
to
China
and
history.
21. “Gini
=
0.61
for
2010”
Southwestern
University
of
Finance
(Chengdu)
in
2012
0.469
0.474
or
0.61?
22. It’s
difficult
to
trust
the
Chinese
numbers.
Give
it
a
try.
”Verdienen
deze
10%
“rijken”
maar
7.000€
/
jaar
of
…
15
à
16.000?”
Meer
dan
40€
per
dag
9% 9% 1%
For
2012,
the
na<onal
G.D.P.
figure
is
es<mated
to
be
nearly
52
trillion
renminbi
(about
$8.3
trillion,)
while
the
provincial
total
was
nearly
58
trillion
(about
$9.3
trillion.)
“Media
exposes
total
G.D.P.
of
all
provinces
exceeds
na<onal
G.D.P.
by
over
5
trillion
renminbi,”
(the
exact
figure
was
5.76
trillion,)
a
headline
announced
in
the
21CN
News.
The
gap
is
getng
bigger,
fast:
in
2009,
total
provincial
G.D.P.
was
nearly
2.7
trillion
more
than
na<onal
G.D.P.;
in
2010
it
was
more
than
3
trillion;
in
2011
it
was
4.6
trillion,
Minder
dan
2€
per
dag
the
Beijing
News
reported.
In
a
chain
of
exaggera<on
that
begins
at
the
village
or
county
level,
the
figures
pile
up
un<l
they
overreach
any
possible
na<onal
total,
the
ar<cles
indicate.
10% 10% 10% 10% 10% 10% 10% 10% 10%
Weinig verdieners Veel verdieners
23. This
is
how
the
rich
get
richer.
Nothing
stops
them.
http://online.wsj.com/article/SB10001424127887324906004578287182123200020.html?mod=djemITPA_t
24. Chinese
trust
their
media.
They
at
least
cover
the
scandals.
hZp://www.slideshare.net/EdelmanInsights/global-‐deck-‐2013-‐edelman-‐trust-‐barometer-‐16086761
25. Chinese
trust
Big
Companies.
Small
is
not
beau<ful.
”The
winners
take
it
all”.
26. Our
own
numbers
from
the
daily
deal
industry
prove
the
“magnet
of
Big”
28. Banks
in
China
(only
in
China?)
are
appreciated.
Hence
the
trust
29. At
the
top
of
the
Chinese
brands:
plenty
of
banks,
insurances
…
30. These
Chinese
topbrands
are
also
top-‐users
of
social
media.
hZp://www.resonancechina.com/2013/02/06/chinese-‐valuable-‐brands-‐more-‐present-‐in-‐social-‐media/
34. China:
46
minutes
per
day
on
social
media.
Japan:
7
min.
VS:
37
min.
35. More
social
media
is
less
<me
@
other
sites
…..
and
changing
communica<on-‐
behavior
(Record
34,977
posts
seen
on
Sina
Weibo
in
first
second
of
lunar
new
year)
50. Moments
of
truth.
All
3
are
crucial.
1st
moment
of
truth
2nd
moment
of
truth
3rd
moment
of
truth
Buying
Consuming
Evalua<ng
(Neutral)
Consumer
Promoter><Detractor
15%
are
85%
are
Selec<ng
Selec<ng
“influencing”
being
shop
brand
influenced
others
51. Back
to
the
Reichheld
ques<on.
And
the
Holaba-‐site
in
China.
52. Not
only
we
ask
clients
whether
they
will/will
not
recommend
a
brand…
8
8
8
NPS
53. We
ask
non-‐clients
too.
They
too
judge,
talk
and
influence.
That’s
why
we
ask
them.
NPS
57. This
is
what
the
social
consumer
will
buy
…based
on
recommenda<on
58. Add
recommenda<on
scores
in
your
tradi<onal
RFM
marcom-‐planning
(recency,
frequency,
monetary
value)
and
turn
it
into
RRFM.
59. From
RFM
to
Recency,
frequency,
monetary
value
(RFM)
of
RRFM
to
decide
about
clients
are
decisive
for
investment
in
RFM
-‐
axis
marke<ng
communica<on.
Therefore
lots
of
money
spent
(wasted)
in
this
group
of
heavy
what
to
invest
and
recent
buyers
where.
Light
and
non
frequent
buyers
are
ozen
“neglected”
60. The
recommenda2on
power
of
clients
becomes
the
decisive
tool
to
decide
on
marcom-‐investments
RFM
-‐
axis
Does
not
mean
they
all
give
posi1ve
+RFM
&
-‐
REC
+RFM
&
+
REC
recommenda1ons
RecommendaKon
axis
Frequency
and
intensity
of
recommenda2on.
-‐
RFM
&
+
REC
-‐
RFM
&
-‐
REC
61.
62. Use
it
also
to
analyze
your
retail
performance:
Shops
with
a
high
recommenda1on
power
sell
beZer.
Measure
their
recommenda1on
power
too.
83. “Uit
onze
gegevens
blijkt
dat
u
het
toestel
heei
aangekocht
op
14-‐07-‐2011
op
naam
van
xxxx.
Omdat
dit
een
bedrijfsaankoop
is
(met
BTW
nummer)
geldt
hier
1
slechts
een
garan1e
van
één
jaar,
het
toestel
valt
dus
momenteel
buiten
garan1e.
Indien
we
het
toestel
omruilen
buiten
garan1e
(voor
hetzelfde
toestel)
dan
zou
de
repara1eprijs
komen
op
ongeveer
€
494.”
84. 1
iPhone
Repeat
Purchase
Inten<on
Drops
13
points
in
Western
Europe.
Likely
to
buy
next
iPhone
from
Apple?
•
88
%
in
2011
•
75
%
in
2012
Strategy
Analy1cs
Wireless
Device
Lab
Report-‐
oct
2012
95. 3
“Als
geste
van
goede
wil
en
in
de
hoop
uw
vertrouwen
in
onze
maatschappij
enigszins
te
herstellen,
wil
ik
u
graag
5000
Flying
Blue
mijlen
aanbieden.
De
mijlen
worden
binnen
enkele
dagen
bijgeschreven
op
uw
Flying
Blue
rekening.”
J.
Viel
Customer
Care
Europe
26.10.2012
