Upload
fcrehan
View
1.109
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Citation preview
Choosing The Right Media Mix
Forrester Research
December, 2008
Start with what consumers do, not
which media to buy.
3Entire contents © 2008 Forrester Research, Inc. All rights reserved.
• Marketing Leaders face a fragmented world.
• How are your consumers mixing traditional media with new media?
• Self-test your media mix.
Agenda
4Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Younger consumers spend more time using the Internet than watching TV
"On average, how much time do you spend per week using the following media?"
Base: 22,209 European consumers
Source: European Technographics® Benchmark Survey, Q2 2008
(Ho
urs
pe
r w
ee
k)
(Age)
0
2
4
6
8
10
12
16-18 19-20 21-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65+
Internet
TV
Radio
Magazines
Newspapers
5Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Consumers use DVRs to watch television on their own schedule
6Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Consumers trust their peers for product information
"To what extent do you trust* each of the following types of advertising/promotion? "
Base: 22,673 European consumers
Source: European Technographics® Benchmark Survey, Q2 2008
*Selected 4 or 5 on a scale from 1 (do not trust at all) to 5 (trust completely)
4%
4%
7%
13%
14%
15%
16%
16%
17%
20%
25%
0% 5% 10% 15% 20% 25%
Mobile phone advertising
Banners
Search engine
Brand sponsorship
Email updates
Magazine advertising
Radio advertising
Newspapers advertising
Brand site
Television advertising
Consumer opinions
7Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Marketers must cross media to pull consumers through the funnel
TV ad EmailGame Email In store
AwarenessAwareness Consideration
Consideration Preference Preference PurchasePurchase LoyaltyLoyalty
Marketing becomes an interactive sequence, leading to purchase where all media contributes to the experience.
8Entire contents © 2008 Forrester Research, Inc. All rights reserved.
But this is more easily said than done
Base: 105 Marketing Leadership professionals(multiple responses accepted)
"What were the five main media planning challenges you’ve faced in 2007?"
Source: Marketing Leaders Global Online Survey, Q1, 2008
71%
52%
48%
42%
38%
Measuring the effectiveness of my media strategy
Determining the right media mix in light of changing consumers media behavior
Getting creative that work accross
Getting a sufficient budget to achieve my advertising goals
Understanding consumers media behavior
9Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Agenda
• Marketing Leadership professionals face a fragmented world.
• How are your consumers mixing traditional media with new media?
• Self-test your media mix.
10Entire contents © 2008 Forrester Research, Inc. All rights reserved.
What is Michèle’s Social Technographics® profile?
Source: European Technographics® Benchmark Survey, Q2 2008
Base: 2,538 online French consumers
11Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Michèle also . . .
Often tells her friends about products that interest her.
40%
Relies on recommendationsfrom peers when making
purchases.
34%
Researches products online regularly.*
52%
* At least monthly** Magazines are the first source ofinformation Michèle relies on for beauty products
Doesn’t trust mobile phone advertising
95%
Trusts consumers opinions.
40%
Is more likely than the average French consumer to trust brand
Web sites.
21%
Uses the Internet as an additional source of information for beauty
products.**
31%Likes to shop around before making purchases.
63%
12Entire contents © 2008 Forrester Research, Inc. All rights reserved.
• Marketing Leadership professionals face a fragmented world.
• How are your consumers mixing traditional media with new media?
• Self-test your media mix.
Agenda
13Entire contents © 2008 Forrester Research, Inc. All rights reserved.
1. Forrester uses the following components (marketing goal, product type, targeting approach, audience gender, audience age, and audience income) as a basis for the analysis.
2. Each of these selections feeds into our analysis engine for a comparison with our Consumer Technographics® data.
Source: Forrester Consumers Technographics® European Benchmark Survey, 2007
14Entire contents © 2008 Forrester Research, Inc. All rights reserved.
3. Based on the analysis engine and the inputs defining the marketing goals and audience, each of the channels is given a rank based on its likely effectiveness.
4. The channels are grouped in three priority segments based on their rank.
Source: Forrester Consumers Technographics® European Benchmark Survey, 2007
15Entire contents © 2008 Forrester Research, Inc. All rights reserved.
5. Finally, the MAT provides guidance on media allocation, based on consumers’ media behavior AND your media costs.
Source: Forrester Consumers Technographics® European Benchmark Survey, 2007
16Entire contents © 2008 Forrester Research, Inc. All rights reserved.
How can you reach Michèle?
17Entire contents © 2008 Forrester Research, Inc. All rights reserved.
18Entire contents © 2008 Forrester Research, Inc. All rights reserved.
19Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Thank you
Frédéric Crehan
+33 1 47 58 93 15
www.forrester.com
20Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Suave — "Say yes to beautiful"
Source: Suave (www.suave.com)
21Entire contents © 2008 Forrester Research, Inc. All rights reserved.
The Net sparked the debate around motherhood
Source: Suave (www.suave.com)
22Entire contents © 2008 Forrester Research, Inc. All rights reserved.
"In The Motherhood" involved consumers with the Suave brand
Source: Suave (www.suave.com)
23Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Online instant win promotions closed the loop and enabled Suave to measure impact on store sales
Source: Suave (www.suave.com)
24Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Awareness Consideration Preference Purchase LoyaltyEyeballs
Suave “Say yes to beautiful” integrated marketing funnel
TV commercial
Magazines advertising
Suave Web site
Suave online community
Online promotions
"In The Motherhood"
Online registration