The Future Of Brand Communications GöTtgens Zum Versand

The Future of Brand Communicationsat Mercedes-Benz

DaimlerChrysler AG Dr. Olaf Göttgens Vice President Brand-Communications, Mercedes-Benz Passenger Cars

A Challenges for Brand Communications

C New methods of communications

B Mercedes-Benz: Communications in the digital era

Agenda

The Future of Brand Communications 08.04.23 | Page 3Mercedes-Benz

Media: More and more ways lead to the consumers.

308 TV channels in Germany 20052

wwwTV

Radio

1Source: BDZV/ BVDA/ Media Daten/ AGMA/ IVW 2Source: OMD

2603 German

print media titles 20051

331 German radio stations

20052

93 mill. German websites 20052


1900 1930 1950 1980 1990 2004 2007 Source: Interone Worldwide, trend study „Generation Tekki“

Technologies: Increasing numbersof devices.

Colour TVVideoTerrestrial TVCameraRadioRecords/CassetteCinema

RecordsCinema

Terrestrial TVCameraRadioRecordsCinema

CDWalkmanComputerDisketteGameboyVideo gamesBTXPrivate TVSatellite TVKabel TVVideo text

Colour TVCassetteVideoTerrestial TVCameraRadioRecordsCinema

Mini-DiscDigital cameraPay-TVLaptopDiscmanCDWalkmanComputerDisketteGameboyVideo games

BTXPrivate TVSatellite TVCabel TVVideo textColour TVCassetteVideoTerrestrial TVCameraRadioRecordsCinema

iPodDVD/DVRFlatscreensWeb TV/Digital TVMusic DownloadsBlackberry/MobilePVRMP3Internet UMTSPlaystationM-CommerceE-BookPersonal robotersMini-DiscDigital CameraPay-TVLaptopCD/DiscmanWalkman

ComputerDisketteGameboyVideo GamesBTXPrivate TVSatellite TVCabel TVVideo textColour TVCassetteVideoTerrestrial TVCameraRadioRecordsCinema


Formats: New opportunities are emerging.

Technology convergence

Media contents will be usable without any restrictions in time or place

The consumer designates his own media: „user controlled“

New „on-demand formats“ achieving acceptance


The new consumer: Markets consistof people, not of demographic categories.

≠

Quote: Cluetrain Manifesto


YouTube 70 million users per day 35,000 new videos

daily

Content: Consumer becomes media creator.

Wikipedia BILDblog 35,000 visits per

day Rising trend

Wikipedia

• 2792 new entries per day

•132 million users


The media of the future will caterto new consumers.

Source: Future of Media Report Juli 2006, Future Exploration Network

User

Media

Content

Format


B Mercedes-Benz: Communications in the digital eraC New methods of communications

Agenda


Not just another Car Launch> the Mercedes-Benz C-Class Introduction


Clear Message with Call to Action and aStrong Positioning Claim.


A Bunch of Measures was Developed for Different Phases.

Press

Exhibitions

Eurotraining

InternetSecond Life

Mobile One-to-One

Print

TV

FlyersBrochuresInternet

Events


MB PlatformsMB Platforms

Digital Communications Activities at a Glance.

Online Media CampaignsOnline Media Campaigns

Viral MarketingViral Marketing

PodcastPodcast

Mixed TapeMixed Tape

Guidance to Test Drives

Guidance to transaction tools (CarConfigurator, Dealer locator…)

Activitiesabove the

line(TV, Print)

Online Campaign Platform

Mobile Marketing

Second Life

ActivitiesBelow the

line


One of the First in Second Life…


Film


Second Life




PodcastPodcast




Activities

above the

line (TV,

Print)


Mobile Marketing

ActivitiesBelow the line



A holistic concept of Mobile Marketing is installed to reach younger target groups.

Integration Call2Action in ATL

& BTL

Web Special on .mpc

Bluetooth-Spots on fairs and events

Registration C-Class Mobile Special

Mobile Client (Java)

WAP (Fallback)Integration on mobile portals

Regular communication via SMS

Content Updatesincl. soft

configurator

Dealer Search, Dealer Contact

, Brochur

e

Call Center



Second Life



PodcastPodcast




Activitiesabove the

line(TV, Print)


Mobile Marketing

ActivitiesBelow the

line



Campaign module starts directly with soft configurator

Prominent link to transaction tools

Explainer supports user during configuration process





User selects a feature film


FilmFilm


They Have Seen The C-Class for Themself…Mercedes-Benz.com/“Protagonists“


Mercedes-Benz.com/“User generated content“


C New methods of communications

B Mercedes-Benz: Communications in the digital era

Agenda


1. Dialogue between brand and customers!

Quote: Cluetrain Manifesto

Think across boarders! Crossmedia is the key.


2. Participation instead of publication!






3. The power of a connected community!






4. Efficiency vs. price policy!







5. Make success measurable!








6. Develop international platforms!








6. Develop international platforms!

7. Exploit the bonus of the first mover!



A powerful global discussion has begun.

Let‘s become part of it.

Date post:	11-Nov-2014
Category:	Business
Upload:	sergey-galyonkin
View:	1,271 times
Download:	3 times

The Future Of Brand Communications GöTtgens Zum Versand

Business