Digital Communication within Crossmedia (2006)

Digital Marketing/Communication Cross Media Integration Cross Media Seminar 2007

Agenda ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Impact of Digital Technology on Media ,[object Object],[object Object],[object Object]

Impact of Digital Technology on Society ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: trendwatching.com

Life Caching ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Generation C ,[object Object],[object Object],[object Object],[object Object],[object Object]

Online Oxygen ,[object Object],[object Object],Amount in USD you would have to pay to an American to abandon the Internet for 14 days

Yuppie  Yindie ,[object Object],[object Object],[object Object],[object Object]

Masters of the Youniverse ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],Masters of the Youniverse

Masters of the Youniverse ,[object Object],[object Object],[object Object],[object Object],[object Object]

Virtual Friendship ,[object Object],[object Object],[object Object],[object Object],[object Object]

Virtual Friendship ,[object Object],[object Object],[object Object]

Conclusion Background ,[object Object],[object Object],[object Object]

New Playgrounds of the Digital Society ,[object Object],[object Object],1

Exchange Platforms ,[object Object],[object Object],[object Object],[object Object]

Blogs ,[object Object],[object Object],[object Object]

Citizen Journals ,[object Object],[object Object]

Vlogs ,[object Object],[object Object],[object Object]

Social Networking Platforms ,[object Object],[object Object],[object Object],[object Object],[object Object]

Virtual Reality and Gaming Platforms ,[object Object]

Massively Multiplayer Online Games ,[object Object],[object Object],[object Object]

Massively Multiplayer Online Role-Playing Games ,[object Object],[object Object]

Metaverse - the real virtual parallel world ,[object Object],[object Object],[object Object],[object Object],[object Object]

Rules and Mechanics in Virtual Worlds ,[object Object],[object Object],[object Object],[object Object]

Social Behaviour in Virtual Realities ,[object Object],[object Object],[object Object],[object Object],[object Object]

Convergence of virtual reality with real life ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mobile Conenectedness ,[object Object],[object Object],[object Object],[object Object],[object Object]

Mobile Games ,[object Object],Forecast of mobile game sales volume in Europe in Mio. Euros (Jupiter Research)

Mobile Content and Services ,[object Object],[object Object]

Mobile TV ,[object Object],[object Object]

New Toys of Digital Marketing Communication ,[object Object],[object Object],[object Object],[object Object],2

Online Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Mobile Marketing ,[object Object],[object Object],[object Object],[object Object]

Home Entertainment ,[object Object],[object Object],[object Object],[object Object]

Digital On-the-Way ,[object Object],[object Object],[object Object]

Digital Poster / Signage Custom images are digitally delivered to sign-like devices located throughout retail environ-ments, the enterprise or in the street. The advantages of digital signage include the rapid ability to update content, and the ability to deliver specific messages to specific target audiences in specific locations. Digital signage helps to merge the industries of advertising networks and point of purchase display merchandising.

Interactive Digital Posters / Signage ,[object Object],[object Object]

Pervasive Marketing - Cases ,[object Object],[object Object]

Pervasive Marketing ,[object Object]

Pervasive Kunst - Case ,[object Object],[object Object]

Nano Technology The next big thing!

RFID ,[object Object],[object Object],[object Object]

The Future Store ,[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],Evaluation of Digital Situation

Consumer‘s Worlds In the virtual world , they aspire to explore their Youniverse and probe all facets of it. In the virtual playgrounds, they want to interact, exchange, try out, discover and experiment. It’s all about the experience of their own personality (through different identities), of relationships with others (through different stories and situations) and of life as a whole (through diff. environments and set ups). At home , when deliberately disconnected from the outside, consumers aim at enjoyment, and passively consume selected entertainment and information - fitting their current interests and momentary moods best. In the mobile world , consumers intend to connect with their peers as well as with information, services and entertainment. Mobile playgrounds should enhance their time while commuting and improve their quality of life.

Marketers are limping behind... ,[object Object],[object Object],[object Object],[object Object]

Conclusion Digital Situation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Become Part of the Virtual Youniverse ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1

Invade Private Content Consumption ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2

Entertain, Involve and Engage Consumers ,[object Object],[object Object],[object Object],3

Create Cross-World and -Media Experiences ,[object Object],[object Object],[object Object],4

Conclusion Digital Issues ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

OPPORTUNITIES OPPORTUNITIES Key Issues  Become part of the virtual youniverse  Invade private content consumption  Entertain, involve and engage consumers  Create cross-world and –media experiences Opportunities  Virtual reality enhancer  Experience provider  Engagement trigger Integration Engagement Experience ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Virtual Reality Enhancer ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],1

Experience Provider ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2

Engagement Trigger ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],3

IDENTIFICATION OF MOST PROMISING APPROACH ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],IDENTIFICATION OF MOST THE PROMISING APPROACHES

Overview and Rating of Digital Approaches

Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

KEY SUCCESS FACTORS KEY SUCCESS FACTORS

Engagemement Level based Communication Hooks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],ca. 1% ca. 10% ca. 90% Hook? Hook? Hook? Channels?

Function of Media in the Communication Life Cycle Approach, content and form according to mind set and needs of consumers in the specific phase Mobile Mrkt. Online Mrkt. Guerilla PR Website POS Promotion DM Event Radio Print OOH TV Loyalty Action Consideration Awareness

Consumer Journey / Media Consumption Situations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Radiospot TV Anzeigen Events Product Placement MMS DM Packaging Internet PR, SMS Shop Sponsoring Plakate Bsp.: Mobile Communication Communication approach (media, content, appearance) according to mood, interests and needs of consumers in the specific situation and at the specific day time.

Hooks ,[object Object],[object Object],[object Object],[object Object]

Touchpoints und Hooks (Consumer Journey) F200 F12 Print Internet F200 Wildplakat BTL Internet Gerät Angebot Angebot Incentive Angebot Incentive Angebot Incentive

Communication Architecture - Event Event Infos Community Area Background Information Event Ticket-Bestellung/-Kauf Follow Up Communication Newsletter Abo

Digital Communication within Crossmedia (2006)

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