Content & CommerceA new type of Corporate Publishing Michael HöflichForum Corporate Publishing

Ljubliana, 20th September 2012

>> The Association1

• Founded May 1999 (14 members)

• 103 members D, A, CH (April 2012)

• Six board members

• Working groups and regional meetings

• Main office in Munich

• International Network ICMF

(www.icpfonline.org)

FCP – BASIC

INFORMATION

• positioning CP industry

• promote positive image of industry /

market

• create transparency in the market

• promote CP quality standards

• provide information resources

• document market trends

• represent CP industry proactively

FCP – GOALS

>> The Market2

Executive Media

Point of Sales-Magazine

Field Service Magaines

Youth Magazine

Magalog

Supplements

WallpaperCase Studies

Newsletter

Sales Magazine

Corporate Books

Employer MagazinesSpecial Reports

Corporate Responsibility Magazine

Content Apps

Members Magazines

Mobile News Service

Podcast

Mobile Radio

Corporate-TV

Vodcasts

Story-Site

Electronic Magazine

E-Newsletter

Corporate Weblogs

Annual ReportsPortals

Customer Magazine

NewsMag

CORPORATE PUBLISHING

MEDIA

CORPORATE PUBLISHING In D-A-

CH (2011)

FUTURE MARKET SITUATION

Most of the companies and publishers judge the future market situation favourably.

Companies

Publishers / Agencies

83.0 17.0

72.5 17.69.8

very positive positive mediocre negative very negative

>> European CP Institute2

• first CP-Institut in Europe

• founded by FCP in June 2007

• advisory board with 15 university professors from Germany, Switzerland and Austria

• tasks: research, apprenticeship, consulting, marketing

• partners (associations, academics and practitioners) from 14 European countries

EICP – EUROPEAN

INSTITUTE

FOR CORPORATE

PUBLISHING

>> Study on Content & Commerce3

About two thirds of the companies use Corporate Publishing for Sales support. Only one-fifth of the companies is not interested in Editorial Shopping.

Do you use Corporate Publishing for sales support?

Companies

... but Editorial Shopping would be an option

Publisher

20.8No

66.0Yes, we use

CP to support sales

13.2No

... and Editorial Shopping is absolutely out of question

... but Editorial Shopping would be an option11.8

No

64.7Yes, we use

CP to support sales

23.5No

... and Editorial Shopping is absolutely out of question

Usage of „Content & Commerce“

CP is particularly suited to set the stage for products and to inform about sources of supply. Direct incentive to buy is seen as an opportunity.

What is your estimate as to the potential of Corporate Publishing to provide the following types of support in terms of distribution?

Companies

71.7Attractive

presentation of products

67.9Information onbuying sources

49.1Guidance for the establishment of

personal contact

41.5Guidance to

direct shopping options

39.6Impulse for

visiting events

Publisher

78.4Attractive

presentation of products

70.6Information onbuying sources

60.8Guidance to

direct shopping options

58.8Impulse for

visiting events

54.9Guidance for the establishment of

personal contact

Potential Sales Support

From a corporate perspective sales is best supported by websites and print magazines. 40% think apps, e-newsletters, video and mobile websites are especially suitable.

How appropriate do you consider the following media channels to be in terms of Editorial Shopping, namely in the area of sales support?

Websites / Microsites

Printmagazine

Apps

E-Newsletter

Videos

Mobile Websites

E-Magazine

Soziale Networks

Blogs / Microblogs

Corporate Books

Sales Support: Media

(Companies)

Coupon codes and links with incentives are considered as the most appropriate instruments to build a bridge between customer magazines and online shops.

How appropriate do you basically consider the following instruments to be in order to motivate the readers of customer magazines to do their shopping in an online shop?

Companies

39.6Couppon codes for products / services

39.6Links in printed

magazines combinedwith incentives

26.4Reference tocontent onthe internet

24.5 Links in printed

magazines

24.5QR-Codes /

Mobile Tagging

Publisher

45.1Couppon codes for products / services

41.2Links in printed

magazines combinedwith incentives

37.3Reference tocontent onthe internet

33.3 Links in printed

magazines

29.4QR-Codes /

Mobile Tagging

Connection between Magazine

& Shop

Agreement with the statement:

Smartphones and tablets will open new possibilities for Editorial Shopping in the future.

ROLE OF MOBILE

DEVICES

Companies

75,5 %

Publisher

80,4 %

>> Development ofContent & Commerce4

CONTENT…

CONVINCES – RAISE OF CREDIBILITY BY JOURNALISTIC CONTENT

ENTERTAINS EMOTIONAL EXPERIENCES

SELLS ITSELF MORE THAN 115 MILLION TIMES

„IN THE FUTURE COMMUNICATION WILL BE COMPLETELY ABOUT LIFESTYLE AND LIFEWORLD OF THE CONSUMER.“

DR. TONIO KRÖGER(CEO & CHAIRMAN DDB GERMANY)

Media and Communication on the way into the

21. Century

Mass Media

Ad Push

Consumer

Sender

Marketing Objective

Personal Media

Content Pull

Confessor

Reciever

Clients Budget

PAID MEDIA

OWNEDMEDIA

EARNEDMEDIA

Quelle: WPP

Access to the consumer with own media channels

Access to the consumer with own media channels

Access to the consumer with Adds incl Online

Access to the consumer with Adds incl Online

Access to the consumer with „Endorsement“

Access to the consumer with „Endorsement“

BRANDS AND COMPANIES REACH CONSUMERS

ON THE THREE DIFFERENT WAYS.

Quelle: McKinsey Marktmodell Werbe- und Kommunikationsmarkt 2011

Development Communication Market (Segments)in Mrd. EUR in 2015; CAGR 2010-2015 in percentage terms

16,8

Paid Media Owned Media Earned Media

10,9

0,8

0

15

30

A SHIFT TO OWNED AND EARNED

in %

Marketing Budgets2010, estimated split

Other

Developing Sales

& Marketing Collateral 

Events / PR

Trade Programs

& Promotions

Owned Media

Direct Marketing

Paid Search

Digital Advertising

Traditional

Advertising

3%

13%

19%

13%

12%

10%

7%

7%

18%

Source: WPP, Booz & Company Survey 2009; Booz & Company Analysis

„Owned Media“„Paid Media“

IN THE US AND UK 12% OF MARKETING BUDGETS

ARE SPEND ON OWNED MEDIA

Owned MediaExamples form the US und UK

„Earned Media“ „POS / Direct Marketing

>> Retail is changing 5

RETAIL IS CHANGING– SINCE THE 90S!

Nespresso

KaDeWe

Agent Provocateur

Abercrombie & Fitch

Kaufhaus

S.OLIVER STANDARD ONLINE SHOP WITHOUT CONTENT

TWOFORFASHION (OTTO) VERSUS

S.OLIVER

TWOFORFASHION OTTO LINKAGE TO E-COMMERCE – SHOPPING POSSIBILITY IN THE ONLINE-SHOP OF OTTO

NIVEA ONLINE VERSUS TOM

TAILOR

NIVEAARTICLES AND

ADVISES IN ADDITION TO THE CUSTOMER

MAGAZINE

LINKAGE TO THE ONLINE SHOP

TOM TAILOR STANDARD

ONLINE SHOPPING WITHOUT CONTENT

BLOG POWERED BY

TURN-ON

TURN ON –AUTHORS BLOG ABOUT PRODUCTSWRITE TURN ON SPECIALS, MAKE RECOMMENDATIONS

TURN ON MAGAZINSATURN.DETURN ON iPAD APP

CONTENT SALESCHANNEL

SICHERER SOUNDUltraleicht und ebenso stabil schickt Ride seinen Ninja-Helm ins Rennen. Das Modell passt sich optimal dem Kopf an, und der integrierte Skullcandy-Kopfhörer schützt vor Après-Ski-Lärm. Außerdem gibt es eine Kamerahalterung, um Tricks aus der Ego-Perspektive zu filmen.

www.ridesnowboards.com

DEEP LINKS TO THE PRODUCTSPREORDERL-BUTTONTURN ON DISCOUNT COUNTDOWNTURN ON PRODUCT OF THE WEEKTURN ON 4 AT 4

>> The next step6

Measurement of success

„Resonance “

Closeness toconsumer

„Credibility“

Anchorage in the life world„Relevance“

Content

CommunityCommerce

EditorialShopping

THE NEXT STEP…

Mobile /Social

SOCIAL COMMERCE TURNOVER WAS 6,38 BN EURO IN 2011FORECAST FOR 2015 IS 14,4 BN. EURO (CAGR 2010-2015: 52,2%)

74 PERCENT OF INTERNET USERS ARE AT LEAST IN ONE SOCIAL

NETWORK .

66 PERCENT ARE ACTIVE USERS.

NEARLY HALF OF THE POPULATION (D) SHOPS

ONLINE(46,6% OR 32,94 MIO PEOPLE).

Source: BITKOM 2011; Zweite, erweiterte Studie 12/2011

MOBILE SHOPPING VIA SMARTPHONE OR TABLET GREW IN

CHRISTMAS SALES IN EUROPE 2011 378 PERCENT (TRANSACTIONS) OR 323

PERCENT (TURNOVER).

„CROSS OVER COMMERCE“:

QR CODE SHOPPING IN THE VIRTUAL SUPERMARKET

TESCO KOREA

EASYCOSMETICS D

EBAY

>> Conclusion7

„THE CUSTOMERBECOMES THE MOSTIMPORTANT MEDIACHANNEL.“

GREGOR GRÜNDGENS(DIRECTOR BRAND MARKETING VODAFONE)

MICHAEL HÖFLICHFORUM CORPORATE PUBLISHING e.V.

Dachauer Str. 21aD-80335 München

Tel. +49 89 34 07 79 77Fax: +49 89 34 07 79 78

michael.hoeflich@forum-corporate-publishing.dewww.forum-corporate-publishing.com